For nearly thirty years, the internet has been a force shaping global commerce, communication, and competition. Businesses that embraced websites in the 90s and early 2000s unlocked new markets, efficiencies, and ways of operating. Those that hesitated often found themselves scrambling to catch up or left behind altogether.

Today, a similar turning point has arrived. Artificial intelligence, once confined to research labs and niche industries, has now moved into the mainstream. It is transforming how companies operate, how customers interact, and how leadership teams think about the future. Which raises a fundamental question: are we living through the AI equivalent of the early internet era? And, if so, what decisions should business leaders make to stay ahead?

The similarities are striking. In the mid-90s, companies initially saw websites as optional. Perhaps they were useful, but they were not essential. The same mindset can be seen with AI today.

Many leaders view AI as an interesting experiment rather than a critical pillar of future competitiveness. Yet, just as websites rapidly shifted from novelty to necessity, AI is becoming the foundational infrastructure of modern business. Those who fail to adopt AI will quickly fall behind.

Across industries, early adopters are already reporting transformative impact. AI-driven customer service is cutting response times. Automation is streamlining costly manual processes. Small firms are gaining capabilities that were once reserved for large enterprises, while large organisations are using AI to unlock personalisation at scale. AI is no longer just a tool; it is an accelerator.

However, there is a sobering reality: many companies are still not seeing the returns they expected from AI.

For example, one study in America found only 25% of AI projects meet ROI expectations. Another report shows some firms struggle to put AI into full production, unlike the few that embed it into core operations. Such outcomes show that the technology alone isn't enough; its deployment must be thoughtful, strategic and aligned with business goals.

But these challenges don’t undermine the broader trend. Much like the dot-com bubble burst in the early 2000s without derailing the internet’s rise, current turbulence around AI investment and early disappointments should not distract from the long-term imperative of adoption. The bubble may expose weak business models and overhyped vendors, but it won’t erase the fundamental trend. Indeed, the competitive pressure to adopt AI now, while costs are still moderate and tools accessible, is arguably the best window of opportunity.

Here are some considerations to keep in mind to ensure ROI from AI:

1. Start with a clear strategy: Having a visible and communicated AI strategy makes a meaningful difference. Research shows that organisations with structured AI plans are far more likely to see revenue growth.
2. Align AI to business processes, not just hype, rather than deploying AI as a standalone experiment, integrate it into workflows, decision-making and core operations. That is what separates the 5% of firms truly generating value.
3. Prepare the foundations, data quality, infrastructure, workforce readiness and governance are frequently cited as stumbling blocks for AI projects. Investing here upfront pays dividends.
4. Measure value, not just usage. Instead of focusing solely on the number of pilots or tool deployments, track metrics tied to business outcomes – costs, revenue, customer satisfaction, and speed.
5.Be deliberate about scaling; the leap from a successful pilot to an enterprise-wide rollout is where many initiatives trip. Build for scale from the outset, maintain executive sponsorship, and align metrics accordingly.

Why does all this matter for business leaders? This matters because customers are adjusting their expectations. Employees increasingly expect intelligent tools that help them work faster and smarter. Investors are asking companies to articulate clear AI strategies. And competitors, both local and global, are exploring AI-enabled models that could rewrite the rules of their industries.

Like the early internet, AI is not a passing phase. It is a structural shift in how value is created, decisions are made, and organisations compete. The companies that thrive in the next decade will be those that recognise this moment for what it is: a rare window to get ahead before AI becomes as ubiquitous, and as indispensable, as the web itself.

Artificial intelligence and generative AI may be the most important technology of any lifetime.

Neville Abbott

Neville Abbott is Founder, Forward Focus Consulting.
www.forwardfocus.ai
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