One of the ideas I'm most looking forward to exploring from the new book by Melissa Reeves, Hyperadaptive: Rewiring the Enterprise to Become AI-Native, is the notion that AI transformation is not really about AI:
https://www.amazon.com/Hyperadaptive-Rewiring-Enterprise-Become-AI-Native/dp/1966280262
In an article published this morning on FastCompany she shares directly that it's about the system:
https://www.fastcompany.com/91557448/your-business-doesnt-need-random-acts-of-ai
Too many organizations are still evaluating AI one use case at a time. One chatbot. One copilot. One workflow. One dashboard. However, the unit of analysis shouldn't be the AI tool.
It should be the system the tool is operating within.
That's where systems thinking becomes essential.
Businesses don't grow because of a single investment. They grow through the interaction of multiple investments, multiple customer responses, and multiple business outcomes.
AI is no different.
A brilliant AI application deployed inside a poorly connected decision system often produces what Melissa calls "random acts of AI." Local optimization. Limited impact. Little enterprise value.
At Provalytics, this is one of the ideas behind Agile Impact Modeling (AIM).
The goal isn't simply to measure individual marketing activities or isolated decisions. The goal is to understand how investments interact across channels, influence customer behavior, and ultimately create incremental business outcomes.
As Jeff Greenfield often emphasizes, marketers need a unified view of what is actually driving growth, not a collection of disconnected metrics and dashboards.
The organizations that become truly AI-native won't be the ones with the most AI tools.
They'll be the ones that learn to model, measure, and adapt the entire system those tools operate within.
That's where the real transformation begins.
Cheers
Todd