Organizations underutilize AI for high-value tasks, study finds

Image credit: Search Engine Journal

Global organizations are largely underutilizing artificial intelligence in high-value judgment-layer tasks, instead focusing on basic execution modes like writing and identifying, according to new research from Drexel University.

The study indicates that while most enterprises deploy AI for content drafting and information capture, significant strategic benefits are being missed by neglecting its potential in areas such as decision-making, ideation and critical analysis.

Tim Gorichanaz, a researcher at Drexel University, identified six distinct AI use modes: Writing, Deciding, Identifying, Ideating, Talking and Critiquing. The research found that nearly half of AI practitioners (47 percent) primarily use AI for Writing, with another 10 percent focused on Identifying tasks.

In contrast, modes offering higher strategic value, such as Deciding (21 percent), Ideating (9 percent), Talking (8 percent) and Critiquing (6 percent), remain largely untapped. These judgment-layer applications can provide deeper insights and foster innovation, Gorichanaz reported.

High-performing organizations are 3.6 times more likely to have fundamentally restructured their workflows to integrate AI, rather than merely embedding tools into existing processes, a finding supported by analysis from McKinsey.

Leveraging AI in the ‘Deciding’ mode can help organizations test assumptions, leading to more informed decisions. For instance, AI can simulate various scenarios and predict outcomes based on vast datasets, according to the study.

Similarly, employing AI for ‘Ideating’ can uncover previously unrecognized entity and authority gaps for brands, offering new avenues for development and market positioning. This mode moves beyond simple content generation to strategic conceptualization.

Shari Thurow, an information architecture expert, emphasized the importance of understanding user intent and information needs, which aligns with AI’s potential in higher-order cognitive tasks. The ASIS&T, a leading information science organization, has also highlighted the evolving role of AI in knowledge management.

The findings suggest a shift is necessary for businesses to fully realize AI’s transformative power, moving beyond automating routine tasks to augmenting human judgment and strategic thinking.

Source: Search Engine Journal