By WIRED
Publication Date: 2025-11-17 11:43:00
Generative AI is Many companies get into trouble.
On the one hand, the potential of the technology is strikingly obvious. Since ChatGPT was introduced to the public in late 2022, AI has made extraordinary progress. Coding tools can launch micro-apps from a simple command prompt. Chatbots can conduct instant research. Video models can create studio-quality clips. Tools like these can speed up any type of work, be it creating an entire marketing campaign or simply solving a thorny problem for a single person. One estimate puts the global business potential at $4.4 trillion.
Still, it can be confusingly difficult for companies to realize these gains. Studies show that generative AI has limited impact on productivity. Many companies are either stuck in pilot purgatory or are rolling out initiatives that fail to deliver ROI. Others don’t even know where to start.
This problem is particularly pronounced in smaller companies. In fact, research suggests that…
