Observed Signal · May 11, 2026 · Analysis · Source: UX Collective · Impact: 3/5 · Sentiment: Neutral
AI Raises the Floor — Discovery Unlocks Durable Value
Gale Robins (UX Collective) argues that most organizations are using AI to accelerate existing work (productivity) but are not realizing durable value because they are not changing the questions they ask during discovery. Citing McKinsey’s 2025 State of AI and an April 2026 McKinsey Quarterly model, the article summarizes three waves of AI value — productivity, differentiation, and transaction-cost reduction — and says durable returns come from the latter two. Empirical research by Brynjolfsson, Li, and Raymond is highlighted showing AI raised average productivity by 14%, with novice workers gaining ~34% while experienced workers saw little improvement. The piece urges teams to treat AI as a force that reshapes what is worth building (framing judgment) rather than only a tool to do existing work faster.
Discussion synthesizes McKinsey and academic findings about where AI creates durable value (beyond productivity) and advises strategic shifts in product discovery—insightful for AdTech/MarTech teams considering how AI changes offerings, models, and customer discovery.
Track McKinsey & Company Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- McKinsey’s 2025 State of AI reported nearly 9 in 10 organizations use AI, but 94% reported not seeing significant value.
- McKinsey (April 2026, McKinsey Quarterly) describes three overlapping waves of AI value: productivity, differentiation, and transaction-cost reduction.
- Brynjolfsson, Li, and Raymond (2025) found an average 14% productivity gain from AI conversational assistants; novice/low-skilled workers improved ~34%, experienced workers saw approximately 0% change.
- Gale Robins published the article 'Discovery is the work AI gives back' on 2026-05-11 arguing that strategic discovery (framing what to build) drives durable AI returns more than productivity gains.
Connected Companies & Entities
1 Entity mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
AI's Biggest Opportunity: Creating New Value
The article argues that while most organisations use AI (88% per McKinsey), only a small share (6%) see significant enterprise-wide impact because companies mainly apply AI to existing tasks rather than rethinking business models. Only 23% of generative-AI users have redesigned workflows for the technology. The author contrasts a 'factory' (efficiency) mindset with a 'laboratory' (experimentation and effectiveness) mindset and recommends marketing operations lead experimentation to discover new revenue models. Examples include Pieter Levels' portfolio of experiments generating sizable monthly revenue and IKEA’s chatbot 'Billie', which resolved 47% of inquiries, triggered reskilling of call-centre staff into design advisers and produced €1.3 billion in new revenue in 2022. The piece emphasises deliberate, low-cost experimentation to move organisations into higher-value AI stages.
Getting Real Value from AI Requires Workflow Focus
The article argues that merely adopting AI tools is not the same as realizing value from them. Teams frequently chase new tools instead of identifying where work is slow, repetitive, or losing momentum. The recommended approach is to start with specific workflows or tasks, apply AI to remove friction, test and iterate, and scale gradually. AI should augment human judgment rather than replace it. Organizations that achieve meaningful impact focus on improving existing processes with AI in targeted places, which lowers barriers to experimentation and builds sustained momentum.
AI Adoption Shifts from Hype to Strategy in Product Teams
Anna Lefour's analysis reveals a shift in AI adoption within product teams from piecemeal experimentation to structured, strategic implementation. Based on her thesis research and UXDX EMEA conference insights, companies are moving past the 'Peak of Inflated Expectations' toward the 'Trough of Disillusionment,' focusing on ROI, security, and workflow integration. Case studies include N26's 'Sheldon' Claude skill for design handoffs, Fin's complete AI pivot generating $400M revenue, and Amplitude's AI Week resulting in 97.5% employee Claude usage. Figma's 2026 report shows 'Directive Companies' (27%) with top-down AI adoption see doubled productivity and nearly tripled collaboration impact. Role boundaries blurring, with 65% of designers taking on product/engineering tasks. Collaboration outcomes are divided: 20% report decreased collaboration (up from 5%), while those seeing positive impact grew 6x in two years. The narrative shifts from awareness to construction of AI governance.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.