Colleen Jones reports for Content Science Review that despite the hype around generative AI, most leaders struggle to achieve measurable business benefits. The primary reason is that AI, unlike previous technologies, is uniquely dependent on content for both its input and output.
Jones identifies seven key barriers that prevent companies from succeeding with AI. A common mistake is repeating errors from past digital transformations by focusing too much on technology instead of a clear business vision. This narrow focus on efficiency over effectiveness can lead to significant problems, such as chatbots generating false information that results in legal action.
Another major issue is underestimating the uncertainty and risks associated with AI. Concerns about security, accuracy, and intellectual property are growing. These risks are compounded by what Jones calls “content immaturity.” Research shows that more than half of all enterprises have chaotic content workflows and a lack of governance. This “content debt,” which includes outdated or poorly structured assets, becomes a bottleneck for scaling AI effectively.
Many organizations also choose the wrong starting point for their AI initiatives. They often rush into content generation, which is one of the riskiest and most challenging applications due to potential inaccuracies and copyright issues. The article suggests prioritizing lower-risk, high-impact use cases first, such as content analysis, personalization at scale, or improving compliance and governance. This allows companies to build a solid foundation of trust and operational readiness.
Furthermore, companies often make the mistake of trying to build custom AI solutions in-house. An MIT study found that internal AI projects fail twice as often as buying proven, off-the-shelf tools from vendors. Jones recommends a balanced approach: buy solutions for established use cases and build selectively only when a strategic advantage justifies the investment.
To achieve a return on investment, the article concludes that organizations must adopt a content-led approach. This involves maturing content operations, proactively managing risks, and measuring effectiveness, not just speed. Success requires treating AI as a core business strategy that integrates content across its entire lifecycle, from planning to optimization. According to Jones, enterprises that lead with content are the ones who will ultimately thrive in the era of AI.