Where AI will create value—and where it won’t
Your productivity AI strategy is already commoditized. Real value comes from reshaping your business model before competitors do.
Why it matters
McKinsey's strategic analysis warns that generic AI productivity gains won't sustain competitive advantage—the value shift is toward companies that use AI to fundamentally reshape offerings, business models, and market structures. This reframes how enterprise leaders should think about AI ROI and competitive positioning.
The key facts
5 to knowAI productivity gains alone are unlikely to create sustainable advantage
Real value lies in reshaping business offerings and models
Market structure disruption before competitor adoption is the differentiator
Strategic framework for determining where AI investment creates defensible returns
Published by McKinsey Strategy practice (authoritative source for C-suite thinking)
Go to the source
McKinsey Insightsmckinsey.com
Publisher excerpt: Using AI to boost productivity is unlikely to create a sustainable advantage. The real value from AI will lie in reshaping offerings, business models, and market structures before competitors do.