ON AVOIDING AI'S HIDDEN HUMAN COST*

As business strives to integrate AI optimally into its processes, it risks paying insufficient attention to the human element while focusing on the technical. But the reality is that gleaning the hoped-for results from AI requires a holistic view that considers both the machine and the people.

David De Cremer

For many business leaders, artificial intelligence (AI) feels like a double-edged sword. On one hand, they are in awe of its enormous potential and are excited about the prospect of applying it to business processes across the board. On the other hand, the excitement about leveraging AI also becomes a source of stress, as boards want leaders to adapt AI quickly, as the tech is developing rapidly, and turn it into an immediate value creator. The fear of missing out (FOMO) among companies has never been higher than today in a world where everyone is imagining that the impossible could be achieved with the use of AI. The consequence of this tense situation is that business leaders feel that, when it comes to AI, they are acting outside of their…

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The European Business Review (Digital) - 1 Issue, March/April 2025

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