Companies Are Using AI for Efficiency. They Should Use It to Grow.

Many companies are making a costly mistake with AI: They’re using it for efficiency gains while overlooking the far greater value of using it to boost growth. Real-world marketing experiments show how AI can materially raise growth rates and, in turn, multiply company value. The big strategic challenge facing companies today is not simply adopting AI but directing it toward durable competitive advantage, investor confidence, and long-term expansion. Organizations that use AI to broaden access to sophisticated services—not just to cut costs or capture existing customers—stand to reshape entire industries.