Why AI’s greatest challenge is leadership, not innovation

Cornagia noted that social media platforms like TikTok provide real-time data that companies can use to identify changing consumer tastes. TikTok’s algorithm displays content based on actual user behavior, making it a powerful discovery engine, as people often “accidentally” find new brands or products without searching for them. For businesses, the key is tracking how trends resonate across multiple regions and communities. By identifying these patterns early, companies can identify trends that are likely to spread globally.

Looking to the future, leaders were optimistic about the impact of AI on business. Dave McCann is IBM Consulting’s Managing Partner for Europe, Middle East and Africa (EMEA). He claimed that the real gains in productivity would come from how effectively organizations combined humans and technology. “I see a similar evolution from not having computers to then having computers,” agreed José La Loggia, Trane Technologies Group president EMEA. However, the focus shifts from marginal productivity gains to a demonstrable return on investment. In a recent report, Gartner predicted that spending on AI infrastructure software will reach nearly $230 billion this year, up from about $60 billion in 2024. After years of intense experimentation and investment, boards are increasingly demanding tangible results — and leaders are under greater pressure to deliver those results.

Effective leadership in the age of artificial intelligence requires a long-term vision, one that looks to the legacy we create for future generations. Parminder Kohli, President of Shell UK and Group Executive Vice President, Sustainability and Carbon, noted that the real challenge is ensuring members of the next generation have the same opportunities to realize their potential as today’s leaders. This is not a technology challenge but a leadership challenge: Leaders must align teams, remove organizational barriers, and “revamp” their companies so that employees are set up for success. This means investing in training; encourage managers to support new tools; and implementing governance that turns AI into a “super tool” for enhancing human capacity. As IBM’s McCann points out, culture will only evolve if leaders start taking action today, rather than waiting for change to happen on its own.