In this video, Timo Vuori explains why AI adoption remains so challenging for organizations—and why the biggest obstacles are not technological, but human and organizational.

0:00 Intro

0:30 1. The target is constantly shifting

0:56 2. Ambiguity of value

3:06 3. Identity threat

3:54 Solution 1: Experiment

5:19 Portfolio thinking

5:57 Workflow redesign

8:21 Solution 2: Empathy

Drawing on recent research from Harvard Business Review, the discussion highlights why many companies struggle to turn AI investments into real value.

He connects these findings to his own research:

Vuori, T. O. (2024). Emotions and attentional engagement in the attention-based view of the firm. Strategic Organization, 22(1), 189-210.

Key articles referenced:

https://hbr.org/2026/02/where-senior-leaders-are-struggling-with-ai-adoption-according-to-research

https://hbr.org/2025/04/how-people-are-really-using-gen-ai-in-2025

https://hbr.org/2026/01/a-systematic-approach-to-experimenting-with-gen-ai

https://hbr.org/2026/02/ais-big-payoff-is-coordination-not-automation