As AI initiatives within enterprises increasingly fail to deliver expected results, OpenAI is shifting its focus to consumers, indicating that AI is more likely to penetrate business environments through personal use rather than traditional corporate sales channels. This approach, known as the ‘back-door’ method, involves employees bringing consumer-grade AI tools into their workplaces, forcing IT departments to subsequently manage and regulate their use.
Historically, new technologies have entered enterprises through two primary pathways. The first, often referred to as coming through the ‘front door,’ involves high-level decision-makers, such as CIOs, purchasing and implementing new technologies. This typically follows a formal sales process, sometimes involving relationship-building activities like golf games and business dinners. Examples include the adoption of Adobe’s graphics tools in creative departments and Salesforce’s CRM in sales teams.
The alternative ‘back-door’ approach occurs when employees discover useful technologies in their personal lives and then demand their employers adopt these tools for professional use. Examples of this include the early adoption of smartphones, Dropbox, and Slack in various workplaces. OpenAI appears to be betting on this second pathway by focusing on consumer applications of AI.
Recent moves by OpenAI support this strategy. The company hired Fidji Simo, formerly head of the Facebook app, as its new CEO of applications, and invested $6.5 billion in a venture led by Jony Ive, a former Apple design executive. These actions suggest OpenAI is developing consumer-facing AI products, potentially including a personal digital assistant similar to the one depicted in the movie ‘Her.’
While the consumer applications of AI may involve low-stakes tasks like planning road trips or providing informal therapy, the technology is likely to seep into enterprise environments through employee use. Within businesses, AI is already being utilized by employees to streamline mundane tasks, such as summarizing legal documents in law firms and writing repetitive code in programming.
However, top-down AI implementation mandates in enterprises have shown limited success. A recent IBM survey found that only a quarter of AI pilots generated the expected return on investment. Companies like Johnson & Johnson have scaled back their AI initiatives, focusing only on proven use cases. Moreover, employee reports suggest that forced AI adoption has sometimes led to humorous failures.
The challenge for enterprises will be managing the integration of AI tools brought in by employees. IT departments will need to develop strategies to mitigate potential issues arising from unofficial AI use, while vendors will need to create controls to help manage these risks. This grassroots adoption of AI in enterprises highlights the changing dynamics of technology implementation in the workplace.
OpenAI’s Shift in Strategy
OpenAI’s decision to focus on consumer AI applications represents a significant shift in its business strategy. By developing user-friendly AI tools for personal use, OpenAI is creating a pathway for these technologies to enter enterprise environments through employee adoption.
Consumer AI Adoption
The adoption of AI in consumer spaces is expected to drive its eventual use in professional settings. As employees become accustomed to using AI in their personal lives, they are likely to demand similar capabilities in their workplaces.
Enterprise Challenges
Enterprises face the challenge of managing AI tools adopted by employees. This includes addressing potential security risks, ensuring compliance with company policies, and developing guidelines for the appropriate use of AI in business contexts.
The Future of AI in Business
The integration of AI into enterprise environments through consumer adoption represents a significant shift in how businesses will need to manage technology implementation. As AI continues to evolve, companies must develop strategies to harness its potential while mitigating associated risks.
