The paradox of Artificial Intelligence in business
In recent years, Artificial Intelligence (AI) has become the main topic of conversation in B2B companies across Argentina and all of Latin America.
Investments are multiplying, and the enthusiasm seems boundless.
But the reality is harsh:
A MIT report (“State of AI in Business 2025”) reveals that 95% of AI projects fail before showing real value.
The problem is not the technology or the lack of investment.
The problem lies in how organizations understand, implement, and manage AI within their culture and processes.
The three traps that kill AI projects
- The illusion of the “quick win”
Small successful tests are celebrated as achievements, but they don’t truly transform the business. - The cultural mismatch
Many companies treat AI as an IT project rather than an organizational transformation. The result: resistance and lack of commitment. - Executive fatigue
When results aren’t immediate, top management support fades and the project is left on eternal standby.
What successful companies do differently
The same MIT study found clear patterns in the 5% of companies that do manage to generate value with AI:
Real integration with business processes: AI adapts to workflows, not the other way around.
Continuous learning: systems evolve with user feedback and context.
External partnerships: 67% of collaborative projects reach production vs. only 33% of internal ones.
Impact in non-obvious areas: the greatest benefits aren’t seen in marketing, but in operations, supply chain, and finance.
The impact in Argentina and Latin America
In sectors such as energy, agribusiness, technology, and financial services in Argentina, AI projects often remain limited to pilot tests.
Large companies invest, but few manage to scale.
At MarkLovers, we’ve seen that the lack of alignment between strategy, culture, and processes is what hinders real adoption.
✔️ Understand that AI is not an end but a means.
✔️ Connect it to their business objectives.
✔️ Combine it with clear leadership and a culture open to learning.
How to keep your AI project from dying in the pilot stage
If your company wants to use AI effectively, it’s key to:
- Shift the focus → Don’t measure only immediate ROI, but also organizational learning.
- Treat AI as part of the company’s operating system.
- Invest in solutions that evolve with real feedback.
- Work with trusted partners who bring strategic vision.
- Look beyond marketing: finance, operations, and supply chain offer huge opportunities.
The window of opportunity is now
MIT sums it up clearly: we are entering the era of AI agent networks, systems that coordinate autonomously.
The companies that manage to cross the “Generative AI Divide” today will have an advantage that will be nearly impossible to reverse tomorrow.
At MarkLovers, we help companies design AI strategies that don’t stall in pilots but instead generate measurable, sustainable value.
