When AI alone is not enough to deliver business value

Bangkok, 3 August 2026. Over the past few years, Artificial Intelligence (AI) has emerged as one of the most critical priorities on executive agendas worldwide. Organizations are accelerating investments in Generative AI, Copilots, AI agents and next-generation automation, driven by the promise of enhanced productivity, greater cost efficiency and competitive advantage. Yet as AI spending continues to rise, the conversation in the boardroom is shifting. The question is no longer whether to invest in AI, but rather how organizations can translate AI investments into tangible business value and measurable returns.

This marks a critical turning point in the AI conversation, one that many organizations may still be overlooking. Today, discussions around AI often center on identifying specific use cases, deploying AI responsibly and safely through effective governance, and measuring returns through value realization. However, an equally important dimension is rapidly gaining prominence: the experience of those who interact with AI every day, known as Artificial Intelligence Experience (AX).

Pajaree Saengcum Partner and Consulting Leader, EY Thailand, said: “The organizations that succeed in the age of AI may not be those with the most advanced AI, but those that create experiences people trust the most.”

When AI becomes the face of the business

Traditionally, AI was viewed as a back-office technology used to analyze data, predict trends and automate specific tasks. Today, however, AI is increasingly moving to the front lines of the enterprise. Clients are beginning to engage with AI agents before interacting with employees, employees are relying on AI assistants instead of navigating complex systems to find information, while executives turn to leverage AI-generated insights to support decision-making.

“We are entering a world where AI is no longer simply a back-office technology. It is increasingly becoming the interface through which clients, employees and stakeholders interact with products and services,” said Pajaree.

As a result, the success of AI will no longer be determined solely by the capabilities of the underlying model. It will increasingly depend on how users experience AI when interacting with organizations, accessing services, making decisions or collaborating with intelligent systems and autonomous agents.

AI investment is not the same as AI value

One of the most common misconceptions is that investment in AI will automatically generate returns. In reality, technology creates value only when it is adopted and used effectively. Meaningful adoption occurs only when people trust the technology, embrace it and recognize tangible benefits in their day-to-day work and decision-making.

“AI Investment → Adoption → Business Value”

“For many organizations, the challenge is not a lack of technology. Rather, it is that users do not yet have sufficient confidence to incorporate AI into client interactions, day-to-day operations and decision-making,” Pajaree explained.

Without adoption, there can be no behavioral change to unlock new productivity. The resulting productivity gains ultimately translate into business value and returns on investment.

Trust: The New KPI for AI

As AI evolves from answering questions to making recommendations, supporting decisions and taking actions on behalf of humans, trust is emerging as a critical determinant of AI value realization. Users are no longer asking only how intelligent AI is. They are also asking whether it understands the relevant context, whether its outputs can be trusted, how their data is being used and, ultimately, who is accountable when things go wrong.

These questions highlight a fundamental shift in the next phase of the AI journey. The challenge is no longer defined solely by technical capability, but also by the extent to which AI can earn trust, operate transparently and create experiences that empower users while preserving their sense of agency and control.

Sometimes friction is necessary

In the digital era, organizations have long focused on streamlining processes and creating seamless user experiences. However, in the context of AI, a well-designed experience does not always require eliminating friction entirely.

In some cases, organizations may need to intentionally incorporate the “right level of friction” into the user experience. This can include creating opportunities for users to review, validate or challenge AI-generated recommendations before making important decisions. While these additional steps may introduce some delay, they can strengthen user confidence and reinforce a sense of control, helping people feel that they remain actively involved in the decision-making process.

The human-in-the-loop approach is therefore more than a risk management mechanism. It is a critical enabler of both trust and AX. People are far more likely to embrace AI when they know that human judgment remains involved in guiding, interpreting and making decisions at key moments.

Beyond AI: A New Executive Conversation

For CEOs, CFOs and other business leaders, the defining question over the next one to two years may no longer be, “Have we invested enough in AI?” Instead, the more pressing challenge will be: “Can we translate AI into tangible business value?”

Ultimately, technology itself will become increasingly accessible to every organization. What will set organizations apart is their ability to create experiences that people trust, embrace and use in meaningful ways.

“Technology can deploy AI. People determine its value,” Pajaree concluded. She emphasized that Beyond AI is not simply a conversation about technology. Rather, it is about building trust, driving adoption and transforming AI investments into tangible business outcomes.

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This news release has been issued by EY Corporate Services Limited, a member of the global EY organization.