There is something strangely familiar about the current AI revolution. It reminds me of what happened when social media first transformed marketing. Suddenly, every brand believed it needed a Facebook page, a Twitter account, an Instagram profile, or a TikTok presence. The question was no longer Why should we be there? but simply How quickly can we get there? Strategy often came second.

An inside look at how independent global brand design agency JDO is evolving with AI – and why the people still matter more than the tool.

Organizations optimize processes, refine KPIs, develop increasingly sophisticated dashboards and measure outcomes with extraordinary precision. AI is making all of that faster, smarter and easier.

The promise was transformative. The reality, so far, is complicated. After several years of aggressive AI investment — billions deployed in platforms, tools, training, and pilots — several studies have shown that many organizations are not seeing the returns they were sold. The frustration is real and rising.