The AI hype is not helping companies

AI adoption is accelerating fastest in the Middle East and Africa, but speed is not the same as success.

Nearly 60 per cent of organisations in the region have already used AI agents, ahead of the rest of the world, as per the latest research by Google. But far too many companies are rushing into adoption without a clear strategy, creating systems that may look impressive yet manage to deliver little.

Globally, fewer than one in ten companies have a company-wide AI strategy, Google's research indicates. Instead, most experiment in silos, launching chatbots here, automating processes there: dabbling with AI but still not unlocking its full potential.

AI is often named as a corporate priority, but that ambition rarely comes with the resources to match. Without adequate time, budgets and institutional support, initiatives stall at the pilot stage; a reminder that vision without resources is not enough.

Companies don’t need more hype but a way of demystifying AI. That means building a business case, proving impact with small wins, staying agile in rollouts, and creating a culture that encourages experimentation. Without this, there is a risk that AI adoption will remain fragmented and underwhelming.

Understanding AI starts with clarity of direction, and that clarity often comes from the top. The real barrier isn’t technical. It’s leadership. Over 40 per cent of executives cite lack of strategy and leadership as the top barrier to adoption, ahead of technical hurdles, Google’s research indicates. Strategy without leadership is just a plan on paper. When leaders set the vision, AI becomes part of an organisation’s DNA, rather than a series of scattered pilots.

Too often, companies hand AI to the IT department because it is seen as a “tech issue”.