AI is everywhere. Impact is still hard to find. Time to cut through the noise.

AI has become the new gym membership: everyone has one, no one uses it properly and somehow everyone acts like it changed their life. Companies pile up AI initiatives like stickers on a laptop. But the moment you ask: “So… what business impact has it created?” you get the kind of silence even AI wouldn’t dare to output.

Let’s be honest:

99% of today’s AI projects are generic, copy-paste, and painfully uninspiring.

Everyone is shouting “AI! AI! AI!” but very few can show anything beyond demos, dashboards, half-finished pilots, or tools that never make it past phase one of seventeen.

AI is growing wild, but there’s no gardener in sight

What we see today:

• AI applications that solve nothing

• Agencies using AI as a marketing buzzword instead of a craft

• Organisations stacking tools because “others are doing it too”

• “Experts” who don’t even understand the basics

• Output so generic you could confuse it with an IKEA manual

AI isn’t the problem. The quality of human interpretation is.

And that’s often the missing piece.

Thankfully, some people actually get it

Within BBN, we’re lucky to work with people who do understand what AI can - and should - be.

Take Marco from the BBN AI Studio.Someone who has zero patience for buzzwords and focuses instead on:

• business objectives

• ROI-driven models

• automation that truly automates

• AI as a lever, not a toy

And then you have Colin MB Cooper: an international AI specialist who doesn’t chase hype but turns AI into competitive advantage for innovative companies.

• These aren’t AI romantics.

• They’re AI realists.

Exactly what the market needs today.

AI’s biggest weakness: it’s too predictable

AI can do a lot. But it lacks one thing businesses need more than ever:

Originality. Distinction. Human brilliance.

AI writes text that is fine. Creates visuals that are fine. Builds flows that are fine.

But “fine” doesn’t win markets.

"Fine” doesn’t convince customers.

"Fine” doesn’t differentiate.

AI is a turbocharger.

But without a pilot, you simply crash faster.

The question that keeps eechoing: how much longer?

How long will the human mind remain the creative engine? When will AI catch up to our intuition? When will algorithms outperform human strategy? Nobody knows.Everyone guesses.Everyone postures.

But the truth is simple:

We need AI - but AI still needs us even more.

• to provide context

• to challenge it

• to steer it

• to elevate it from imitation to innovation

Without human vision, AI is a parrot.With human vision, AI becomes exponential.

The future? Not AI alone. Not humans alone. But the pairing of both.

At ARK, we don’t believe in AI replacing decision-makers. We believe in AI augmenting them.

AI does the heavy lifting.

Humans do the smart thinking.T

hat combination wins. Always.

AI can be loud.

AI can be fast.

AI can look impressive.

But without human intelligence, it’s still just… a tool.

And tools don’t build futures on their own.