Alina Kukarina on why AI transformation begins before choosing the technology

AI investment has expanded rapidly, with organizations introducing copilots, agents, and generative AI across functions. Yet the business transformation many leaders anticipated can remain difficult to identify. A 2026 analysis found that nearly 40% of companies tracking AI cost savings achieved less than 10%, while 90% planned to increase their budgets. Additionally, 38% of finance leaders and 39% of CEOs considered it too early to determine whether AI was delivering value.

For Alina Kukarina, co-founder of Deeply Human Innovation, these figures point toward a broader leadership question. Her experience across digital transformation, software, and management training has led her to examine how organizations make decisions before technology enters the picture. She suggests that the natural reaction to disappointing results can be to examine the technology, the model, or employee adoption. A deeper issue can sit earlier in the process. Organizations may begin implementation before defining precisely...

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