Why are AI idea campaigns important for organisations right now?

AI is everywhere—there’s a lot of hype, a lot of investment, and huge expectations. But if you look at the numbers, only a small percentage of organisations actually achieve measurable business value from AI. The challenge isn’t just about technology; it’s about making AI relevant to real business problems. That’s where idea campaigns come in—they help organisations connect AI to the issues that matter most. 

What’s the biggest mistake companies make when investing in AI?

Often, investment in AI doesn’t follow the usual innovation process. Instead of starting small and learning as you go, many organisations are making big bets, focused on building. The result is lots of activity, but not much achievement. To get real value, you need to organise AI projects more like innovation projects: small bets, iterative learning, and a focus on business outcomes. 

How should an AI idea campaign be structured?

Start by inviting everyone—or everyone relevant—to share ideas about how AI could improve their work. Use the campaign as a chance to teach people about AI, its possibilities, and its limitations. Once you’ve collected ideas, evaluate them and select the best ones. Form cross-organisational teams around those ideas, making sure you mix business experts with AI specialists. Then, run a shaping phase where teams clarify the problem, explore solutions, and assess the potential. The best ideas move into a three-month validation process, where teams experiment and prove the concept. 

Why is it important to mix business and AI specialists in teams?

Too often, AI projects are led by IT and staffed by specialists who don’t have enough contact with the business. That can lead to solutions that don’t address real problems. By mixing domain experts with AI specialists, you ensure that projects are driven by business needs, not just technology. The teams start by focusing on the business problem, then bring in the AI expertise to see what’s possible with the data and technology. 

What are the key ingredients for a successful campaign?

• Focus on real business problems, not just technology for its own sake.
• Build cross-functional teams, ideally self-appointed and motivated.
• Organise the process in sprints, so it’s truly iterative and experimental.
• Promote a culture of exploration and learning, not perfection.
• Make sure there’s a validation phase to test and prove ideas before scaling. 

What challenges should organisations expect?

Expect some “analysis paralysis”—especially in regulated industries or where innovation isn’t the norm. People may be unsure where to start, or worried about governance and compliance. Use the campaign to educate, demystify AI, and encourage experimentation. Not every idea will be an AI solution, and that’s fine—the process helps teams discover what works and what doesn’t. 

What results have you seen from running AI idea campaigns?

We’ve seen high engagement, even in organisations where innovation is new. Campaigns generate a wide variety of ideas, from simple process improvements to technical solutions. Some ideas are already being built within departments, and the campaign helps spread a culture of experimentation—like the “5% for tomorrow” initiative, where employees dedicate time to future-focused projects. The key is to keep learning, sharing stories, and building on what works.