What if AI isn't a game-changer? In June alone, AI was mentioned nearly 5,000 times in Danish media. That’s almost as often as Donald Trump

When a technology starts getting the same media attention as global politicians, it’s no wonder people start to ask: Are we witnessing a digital revolution - or just another overhyped trend? Recently, economist Jesper Rangvid questioned whether AI will truly boost productivity in a meaningful way - much like he believes the internet didn’t. It’s a valid question. But from where I stand, that view overlooks something essential.

Technology doesn’t drive results - people do

I’ve spent the past 25 years working at the intersection of business and tech. I’ve seen how smart use of data and digital tools can unlock real growth - from predicting revenue and streamlining logistics to spotting customers before they churn.

But here’s the key: Technology by itself doesn’t create productivity. It’s the people, processes and leadership behind it that make it work.

And in many companies, especially small and midsized ones, that’s exactly where the challenge lies.

Why AI is especially hard for, small and midsized (SMC), companies

Let’s face it: AI isn’t plug-and-play.

Many SMCs still rely on outdated ERP systems. Many years of underinvestment in back-office systems. And the few people managing IT, is handling everything from printer issues to ERP development - leaving little time to shaping the future. Meaning: the digital foundation simply isn’t ready. Without structured data and the right digital infrastructure, AI simply can’t deliver.

And even when the tech is in place, leadership often fails to set a clear direction for how AI should be used strategically. Too often, short-term firefighting wins over long-term vision. That’s a missed opportunity - because the potential is huge.

Start with low-hanging fruit

AI doesn’t have to be rocket science. For many businesses, simple automation of manual tasks - Like automating customer orders that come in by email. Or streamlining purchasing processes, can bring immediate value. These are practical solutions that save time, reduce costs, and support scalability as the business grows.

In production and finance, AI can support better forecasting so resources are used more efficiently. These aren’t futuristic dreams – they’re real, practical gains, available right now.

It’s not magic – it’s management

AI is not magic. It won’t transform your business on its own. Real value comes from integrating the technology into core business processes – and ensuring it has access to clean, structured data. Only then can AI begin to deliver results. So no, we’re not dealing with a passing trend or a balloon full of hot air. But neither is AI an instant solution. It takes vision, courage, and follow-through. For those willing to invest the time and effort, the payoff can be transformative.

Curious about how your business can benefit from AI?

At Digital Thinking, we help companies assess where they stand, define their strategy, and launch pilot projects that create real business value. Let’s talk about what AI could do for you