Never mind 'show me the money', 'show me the value' when it comes to AI adoption!

HubSpot’s recent decision to shift to a more ‘value-based’ pricing model taps into the ongoing debate around whether early adopters of AI tech are actually seeing the value benefits that their, at times, overly-evangelical vendors promised was just around the corner as soon as the check cleared.

There’s been a lot of evidence indicating that while there are some spectacular use cases out there, there is also a lot of disappointment in the air. A study by BCG last September, entitled The Widening AI Value Gap posed the question, “How much value is your company generating from your investments in AI?”.

It’s a question more CEOs, boards, and investors are asking, the report noted, before concluding that, “More often than not, the answer is not encouraging”. It states:

The goal of AI, of course, is to create business value. Such value has been elusive until recently, leading to skepticism among...

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