Presented by BCG
There’s still a significant gap between AI experimentation and real-world business impact. Increasingly, that gap is being measured in actual competitive edge. There’s a playbook for that, says Matthew Kropp, CTO, managing director and senior partner at BCG. As gen AI matures — especially with the rise of agentic AI — organizations need to understand how to maximize its potential value, and responsibly deploy these new AI-powered teammates at scale. That requires zeroing in on the organization’s focus, and three interconnected value plays.
“Using our ‘deploy, reshape, invent’ framework, we help clients identify clear goals from the top,” says Kropp. “We take a 10-20-70 approach: 10% algorithms, 20% tech and data, and 70% people and processes, which lets our clients set ambitious targets and create substantial value with powerful agentic AI backing them up.”
Case in point: BCG recently worked with global consumer goods company Reckitt to optimize marketing capabilities and increase productivity by changing workflows across marketing with custom automated solutions. They acclimated hundreds of marketers across categories and markets to a whole new way of working and new workflows on an innovative technology platform, and saw time spent on routine activities drop by up to 90%, while output quality improved two-fold.
