实验优势：去风险创新研究

In A Rapidly Evolving Landscape, Business ExperimentationCan Provide A Safe, Structured, And Scalable Path To Adopting Get started Overview Key Findings With volatility and uncertainty now the status quo, innovation iseven more critical to staying competitive. Although many companiesrecognize its potential, few have capabilities in place to innovate Most organizations understand that innovationis critical to staying competitive. The challenge In our survey of 324 senior leaders across innovation, strategy, data,marketing, product, and portfolio management, we found that thetension between innovation and risk is holding businesses back. Over two-thirds of respondents sayimplementing AI is critical or very important, yet69% struggle to apply AI toward innovation. By applying data and analytics best practices, especiallyexperimentation, businesses can adopt AI and scale innovation Experimentation capabilities can accelerateinnovation, quantify business impact, andmanage risk. In fact, 80% of respondents are Innovation Roadblocks In Today’s DynamicEnvironment Negative Impact On Ability To Innovate Innovation is an essential response to market disruption, but withouta proactive culture of experimentation, increasing competition canforce companies into a reactive stance that stifles innovation — aCurrent State In this environment, businesses must build on innovation methodsthat start with customers’ needs, yet most organizations don’t And although innovation depends on the ability to take calculatedrisks and comply with regulations, companies are hamstrung by a Half of respondents said their innovationinitiatives are not meeting expectations,and only 13% prioritize applying AI to their Prioritizing Innovation Drives Success, ButManaging Risk Remains A Balancing Act Despite how critical innovation is to compete in today’s market,few organizations pursue innovation regularly: 24% to be exact. Butthose that do are far more likely to see their innovation initiativesCurrent State Within retail, a greater percentage pursue innovation regularlyyet were more likely to say their innovation initiatives didn’t meet But regardless of their approach to innovation, all groups strugglewith a critical component of success: the ability to balance fosteringinnovation with managing risks related to reputation, finances, Companies Stand To Lose MarketOpportunities And Competitive Edge Challenges balancing risk and innovation can be costly: 41% ofrespondents said their organizations lose their competitive edge,and 38% miss market opportunities when they don’t achieveCurrent State Additionally, 37% reported experiencing decision paralysis, a clearsign of loss aversion at play. Organizations may hesitate to innovate,focusing more on avoiding potential risks than pursuing new The stakes for getting it right are especially high for restaurants, and37% said they lose consumers to more innovative competitors when Companies suffer three negativeconsequences on average from challenges AI Is A Top Priority, But Businesses StruggleApplying It To Innovation Degree Of AI In Innovation Strategy Not at all: No AI adoption or application to innovation strategy20% Although 70% of respondents’ organizations plan to apply AI toinnovation in the coming two years, only 13% currently do so acrossinitiatives whenever possible. Leveraging AI to support innovationis difficult: More than two-thirds of businesses that are prioritizingthe application of AI for innovation are struggling. More specifically, Limited: Some AI adoption, informal/ad hoc application toinnovation strategy When done properly, AI can enhance traditional innovation lifecyclesand unlock transformational change by accelerating processes,improving productivity, and reducing risk.1But without structured Moderate: AI tools are being adopted and applied to specificinnovation tasks Advanced: We prioritize the application of AI across innovationinitiatives wherever possible Effective Innovation Is Built On AppliedBest Practices For innovation to drive competitive differentiation, it must be strategicand measurable, with implementation of best practices as the surestway to make that possible. Yet all industries struggle to apply even the Respondents’ top three most difficult steps tell a concise story: Integrating data across the organization is an unavoidable stepbusinesses must take before they can take advantage of more Innovation leaders must then align their analytics and insights effortswith the broader business strategy — their second most difficultpractice (69%) — or their analytics will inevitably underperform. And then, with an integrated, aligned analytics strategy, they canmeasure the return on their innovation investments accurately enough Rapid Experimentation Is Critical, But FewBusinesses Do It Well AI innovation requires perpetual experimentation.2Perpetualexperimentation requires a clear pipeline for how organizationsselect and prototype u