Second, nobody truly knows exactly what a mature AI capability will look like or exactly how this will play out in practice. Today we’re at a point with AI reminiscent of where we were with the “world wide web” in the late 1990s when organizations rushed to digitize their physical identity. Back then we - predictably - experienced a lot of websites that looked like someone had relocated their back-of-the-phonebook advertising to a screen. We went through a similar chain of events with the advent of the smartphone when developers first tried to cram desktop apps into a smaller form factor, and then again with smart watches when developers tried to cram smartphone apps onto our wrists. Comparably, many today are busy making yesterday’s business processes incrementally more efficient by grafting AI onto them. Each of these cases illustrates our tendency to transpose legacy paradigms to new technologies. That is, at least until we gain a sufficient understanding of the new capability to grasp how transformative it really is… and how best to exploit it.