IS AI DESTROYING STRATEGY?

Artificial Intelligence (AI) is being used in nearly every aspect of life today. If AI is so effective, why can’t we use it to create business strategies? The answer is that we can—though there are some limitations. 

Let’s begin with the word “strategy.” I knew there were many definitions of strategy, but where did I want to focus? I asked AI to do what it does best: handle the boring, mundane tasks that I didn’t want to do. In this case, I asked AI to research different definitions of strategy.

I used ChatGPT to provide me with eight definitions of strategy.  It provided a range of focuses including general business, the military, empathy, motivation, conflict resolution, and visionary strategies with emotional appeal.

According to John Coles, Ph.D., vice president of data analytics for ACV Auctions.  “AI doesn’t know the difference between these eight responses. It weights all responses equally. It’s up to us humans to observe and discern which definition is the most fitting or appropriate.”

It was my responsibility to decide which kind of strategy I wanted to focus on. The definition that resonated with me most was Visionary Strategy with Emotional Appeal: “the art of inspiring others by connecting a shared vision to their deepest emotional desires, such as the need for purpose, belonging, or fulfillment.”

So, with my strategy type selected, where does AI come in? Once again, I assigned AI the mundane tasks. I asked ChatGPT, “Please provide a visionary and emotional strategy to promote the Breakthrough Lab,” a unique creative service my company offers.

Our clients have described the Breakthrough Lab as “renting their own creative team.” It has been used to develop new products for HERO Cosmetics, create strategies to promote healthy nutrition for the American Heart Association, and design methods to retain healthcare employees for Allwel Health Care, among others.

ChatGPT provided me with six strategies to promote the Breakthrough Lab, including: telling stories of client transformations, positioning the Lab as a catalyst for visionary change, making it personal and relatable, and engaging clients through visuals and storytelling. Fantastic!

When I compared these suggestions to our current approach, I realized we were already implementing all these strategies. This raised a question: Did ChatGPT analyze the Breakthrough Lab description on my website and extend its search to include more generalized approaches? I wasn’t sure.

Here’s what Dr. Coles had to say about ChatGPT’s response: “ChatGPT works well for middle-of-the-road thinking, but it lacks the fundamental discernment required to determine when and how to implement the options it generates.”

So, can we use AI to create business strategy? Yes, but it’s important to remember that strategy is focused on the future. It connects vision and goals with practical actions, aligning an organization’s efforts toward a common outcome. AI, on the other hand, works only with the past.

Developing a strategy requires creative thinking and an eye for the future. As Abraham Lincoln said, “The best way to predict the future is to create it.” Enough said.

Using AI to Support Strategy Creation: Recommendations 

1. Use AI as a kick-starter for your thinking.
2. Use AI as a check to ensure you haven’t missed any obvious elements.
3. Delegate the boring and mundane tasks to AI.
4. Let AI handle the grunt work, freeing you to do what you do best: create.

Written by Roger L. Firestien, Ph.D.
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