Your AI Transformation has a Belief Problem Sarah Hofstetter and I wrote in Ad A
By Bryan Wiener · October 2, 2026 · Curated by George's Blog
Your AI Transformation has a Belief Problem
Sarah Hofstetter and I wrote in Ad Age about why we think many companies are approaching AI transformation backwards.
Companies are asking employees to reinvent how they work before giving them much reason to believe the new way will be better.
Starting with something understandable doesn’t mean thinking small. The goal is still to redesign how work gets done around what AI makes possible. But you can’t mandate your way there. The bigger the change you’re asking people to make, the more belief you have to earn.
We’ve both spent a lot of our careers introducing new technologies into organizations. And now, through our work at 37Arc, we’re seeing the same lesson play out again: people don’t change how they work because you tell them to. They change when they see something better.
Link to Ad Age article included in the comments.