Artificial intelligence has entered our daily lives and now supports a large part of our routine tasks. From tools that write your emails to platforms that summarize your documents instantly, the promise of increased productivity is both appealing and accessible. This widespread presence has popularized a first type of AI: convenience AI. However, for many companies, this initial wave represents only a fraction of what AI can accomplish. Real value creation lies not in adopting generic tools but in developing deeply integrated AI solutions tailored to their processes and data.
Convenience AI tools, such as virtual assistants or text generators, are individual efficiency enablers. They are easy to implement, often at an affordable licensing cost, and deliver immediate time savings for daily, repetitive tasks. They are used in many activities, whether to optimize calendar management, automate document translation, or generate draft reports.
However, this accessibility has its limits. Companies that rely solely on these solutions may find themselves in a situation where their use only helps maintain parity with competitors rather than surpass them. These tools are not designed to address the specific complexities of each organization, as they are not customized for the company’s unique data or processes. As a result, the return on investment from these solutions is often difficult to measure and may be limited to a slight increase in productivity.
As Gartner points out, these initiatives fall under a “defend your position” strategy: adopting low-cost, everyday AI tools that are useful for gaining efficiency but “do not provide a lasting competitive advantage.” To make real progress, it is necessary to move toward more customized applications that bring a competitive edge.
The next stage in the evolution of AI in business is not based on generic solutions but on the creation of intelligent systems designed to address specific business challenges. These solutions, which can be called value-creation AI, do more than simplify tasks; they deeply transform complex processes by leveraging the organization’s data.
Unlike convenience tools that are used by a broad audience, these customized solutions are adapted and trained to meet the precise needs of the company. They can be used to intelligently automate end-to-end processes, make predictions or recommend actions based on the company’s historical data, or even identify unexpected growth opportunities. These more ambitious projects enable the shift from individual efficiency to real organizational transformation, providing a tangible and lasting competitive advantage.
The transition from convenience AI to value-creation AI is not a leap but a logical progression. The first wave serves as a moment of awareness and familiarization with the potential of AI. It lays the groundwork by demonstrating the possible efficiency gains and exposing teams to new ways of working. Once this foundation is in place, companies can move to the next level by investing in AI projects that fully leverage their unique data and processes.
These customized solutions are the true source of competitive advantage for the future. It is no longer a question of whether a company uses AI, but of understanding how it integrates it to create value, in depth, where it really matters.
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