JOURNAL ARTICLE

Stop Running So Many AI Pilots.

  • Published In: Harvard Business Review, 2025, v. 103, n. 6. P. 90 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Challagalla, Goutam; Khan, Mahwesh; Beaulieu, Fabrice 3 of 3

Abstract

The article focuses on the strategic adoption of generative AI (gen AI) in business, advocating for a "deep and narrow" approach—intensively deploying gen AI within a single function or process to achieve transformative impact and sustainable competitive advantage. It highlights Reckitt’s marketing-focused gen AI implementation, which accelerated product innovation and improved efficiency, contrasting this with the common but less effective "shallow and broad" approach of scattered pilots across departments. The article outlines a four-step process for successful gen AI deployment: identifying strategic opportunities, leveraging lasting competitive advantages, sequencing initiatives for efficiency and growth, and monitoring competitors’ AI use. Examples from Reckitt, L’Oréal, IKEA, and a bank illustrate how focused gen AI integration can drive significant ROI and create capabilities difficult for rivals to replicate, emphasizing that change management is the most critical challenge in this transformation.

Additional Information

  • Source:Harvard Business Review. 2025/11, Vol. 103, Issue 6, p90
  • Document Type:Article
  • Subject Area:Business and Management
  • Publication Date:2025
  • ISSN:0017-8012
  • Accession Number:188661124
  • Copyright Statement:Copyright © Harvard Business Publishing. All Rights Reserved. This content is intended for individual research use only, subject to the following: Unless permission is expressly granted in a separate license, this content may NOT be used for classroom or teaching use, which includes teaching materials, electronic reserves, course packs or persistent linking from syllabi. Please consult your institution's librarian about the nature of relevant licenses held by your institution and the restrictions that may or may not apply.Unless permission is expressly granted in a separate license, this content may NOT be used in corporate training and/or as corporate learning materials. For corporate users, please consult the specific terms of your company's license(s) for complete information and restrictions. For more information and teaching resources from Harvard Business Publishing including Harvard Business School Cases, eLearning products, and business simulations please visit hbsp.harvard.edu. (Copyright applies to all Abstracts.)

Looking to go deeper into this topic? Look for more articles on EBSCOhost.