In August 2024, BIMA hosted a roundtable that brought together a broad range of design specialists, consultants, and agency leaders to explore Strategic Alignment and Transformation. As AI becomes increasingly embedded in business operations, the challenge is no longer whether to adopt AI but how to integrate it to align with strategic objectives and team needs. This session tackled these challenges head-on, exploring how businesses can navigate the evolving AI landscape while ensuring teams remain engaged and supported. It provided valuable insights into how AI drives growth and enables meaningful industry transformation.
Before diving into the key insights from the session, it’s essential to set the context with a few relevant statistics on AI adoption and its impact:
now regularly use generative AI (GenAI) in at least one business function, according to McKinsey’s 2024 report. (Source)
have adopted AI in some form, with 54% explicitly implementing GenAI, as PwC’s 2024 AI Business Predictions noted. (Source)
A Cognizant white paper predicts that by 2032, this disruption could lead to the displacement of 9% of the current global workforce. (Source)
This is according to the Office for National Statistics (ONS). This is particularly true in sectors such as manufacturing and retail. (Source)
The session discussed how organisations can effectively align AI initiatives with business objectives while maintaining ethical standards. One key theme was the importance of ensuring that AI projects are both profitable and responsible.
A question posed to the group was: “How do you ensure your AI initiatives are profitable and ethically sound?” Naturally, this sparked a rich conversation about the ethical frameworks businesses use to guide their AI strategies. While many organisations have adopted internal governance structures, others have explored external auditors to ensure transparency and fairness.
An example of ethical AI in action came from the retail sector, where companies like IKEA have integrated AI into customer-facing operations and prioritised training programs to ensure employees are prepared for AI-driven changes. This highlights the importance of AI literacy and ethical responsibility in driving successful AI adoption.
As AI transforms business operations, ensuring employees are on board with these changes is critical to long-term success. The conversation emphasised the need for transparent communication and ongoing support throughout the AI integration process. We explored the question: “How are you managing employee concerns and expectations during AI transitions?”
The consensus was clear: engagement is vital to reducing fear and fostering a culture of innovation.
One particularly insightful comment noted that morale improves when employees understand how AI will enhance their roles rather than replace them. The emphasis is on upskilling their workforce to remain competitive in an AI-driven environment.undefined
Operating models are evolving as AI becomes an integral part of business strategies. During the roundtable, we discussed how their organisations adapted to the fast-paced changes AI brings.
The question: “What adjustments have you made to your operating model to accommodate AI?” This prompted reflections on the flexibility needed to accommodate AI-driven innovation. Some companies have decentralised decision-making for quicker responses, while others have restructured teams to foster collaboration between AI specialists and business units. Agile operating models emerged as a common theme, with many businesses adopting more flexible frameworks to stay ahead in the AI race.
Ethical AI was another key theme throughout the roundtable. As businesses push forward with AI adoption, ensuring these technologies align with company values is paramount.
The question: “How do you ensure your AI initiatives are ethical and align with your company values?” Many organisations are adopting comprehensive ethical guidelines and frameworks to mitigate the risks associated with bias and data misuse. Several participants shared their experiences setting up ethics committees or involving third-party auditors to review their AI initiatives.
This discussion reinforced the idea that ethics must be a core component of any AI strategy—something that needs to be built into every stage of AI development and deployment.undefined
In summary, we came away with several key takeaways:
‘Human in the Loop’
While AI plays an increasing role in decision-making, ensuring that humans remain involved in critical processes is vital for ethical and practical reasons.
Engagement drives transformation
Ensuring that employees are informed, engaged, and supported through AI transitions is critical to a successful transformation. Transparent communication and reskilling programs are essential tools in this process.
Ethical AI must be prioritised
Ethical frameworks are needed to ensure AI initiatives align with company values and societal expectations.
Agility is key
Operating models must be flexible enough to accommodate AI’s rapid changes. Cross-functional collaboration is essential to ensuring alignment between AI capabilities and business goals.
The discussions at the BIMA AI Roundtable highlighted the importance of strategic alignment and transformation in an AI-driven world. While the potential of AI is vast, it is clear that success depends on balancing technological innovation with ethical responsibility and employee engagement.
At BIMA, we are committed to continuing these essential conversations and helping businesses navigate the complexities of AI adoption. Join us at future roundtables as we explore the evolving landscape of AI and its impact on business strategy.