Many companies are investing heavily in artificial intelligence right now, hoping to improve both efficiency and innovation. But, as with any technology that sees widespread adoption, AI itself won't be enough to build a long-term advantage over competitors, says Jay Barney, professor at the University of Utah's Eccles School of Business. Yes, leaders need to deploy these new tools, especially those that use GenAI, to stay relevant. But they also need to think about how AI can be applied to their business' differentiating competencies and offerings to truly add value. Barney is the coauthor, along with Martin Reeves of Boston Consulting Group, of the HBR article "AI Won't Give You a New Sustainable Advantage."