For AI adoption to truly expand beyond coding applications and for companies to continue to invest aggressively, they need to see a return on that investment. That return comes from either lower expenses or higher revenues (or both).
Coding cleared the bar first for a simple reason. Output is easy to measure, and engineering capacity was often a bottleneck. More code shipped meant more product, which meant more revenue. Many corporate functions don't work like that.
Take a sales organisation with five staff. Without AI, each salesperson could feasibly do 25 calls a day and would spend a portion of their time writing notes, updating CRMs, preparing presentations, etc. With the help of AI, all of the administrative work gets automated and now they can make 50 calls a day. Sounds great right. But if the pool of qualified prospects is fixed, then extra calls go to weaker leads. Revenue will be a function of demand not proportionally higher output.
Let's use investing as another example. Analyst capacity has rarely been a binding constraint on the performance of a fund. AI can potentially enable a fund of ten analysts to operate as a team of five, cutting costs and lifting margins but it has no bearing on whether investment decisions are improved. In this instance, saving on human capital could lead to adverse outcomes if investment decisions get worse.
Then there's the question of competition. Consider a business which successfully implements AI to reduce costs and passes those costs to customers via lower prices. Rivals, with access to the same tools will likely follow suit quickly and compete any excess profits away.
Therefore the question most organisations need to be asking is whether incremental token spend reinforces their competitive advantages. That will result in tangible long-term returns that will justify the investment. The reality however, is the range of applications where that holds true is likely limited for many businesses (at least today). AI can solve for productivity but productivity may not be the constraint nor the moat for most businesses.
Ultimately, I believe this will be the challenge in scaling wider AI adoption. Then again, what do I know, I'm a glorified accountant with a Claude subscription.