Observed Signal · Sep 3, 2026 · Market Signal · Source: IPA · Impact: 3/5
IPA DG Paul Bainsfair asks what kind of industry we want to build with AI
The latest edition of the IPA AI Magazine moves the conversation beyond experimentation and efficiency gains to explore the bigger strategic challenges and opportunities that AI presents for the...
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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.
AI ambition is rising. How can growth businesses meet it?
New featured insight article published 24 September 2026: 'AI ambition is rising. How can growth businesses meet it?' Explore the first of our Growth Guides series, which benchmarks SME progress on AI adoption and provides practical guidance to help them move from experimentation to value generation.
Everyone Is Talking About AI. We’re Putting It Up for Debate
AI is dominating conversations across digital advertising. But with so much noise, hype and rapid change, the industry needs more […]
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