Using AI at Work: AI in the Workplace & Generative AI for Business Leaders 81: Using AI at Work to Build Human AI Collaboration and Transform Processes
Dec 8, 2025
In this engaging discussion, strategy and AI transformation expert Geoff Gibbins shares insights from his book, Critical Intelligence. He reveals why many AI pilots fail, emphasizing the importance of redesigning workflows instead of merely automating broken processes. Geoff explains the shift towards using AI as a collaborator, not just a tool, and talks about the need for long half-life skills to future-proof careers. He also highlights the essential role of human-AI collaboration in gaining a competitive advantage in the business landscape.
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Tools Alone Don’t Transform Work
- Buying AI tools alone rarely works; you must redesign work, not just automate existing tasks.
- Geoff Gibbins says reinvention unlocks new capabilities rather than embedding old inefficiencies.
Marketing Targets: Humans And Agents
- Marketers must now optimize content for both humans and AI agents who make decisions differently.
- Geoff notes agents exhibit idiosyncratic biases and require distinct framing and structure.
Redesign Workflow Before Adding AI
- Map outcomes first, then redesign the workflow and reorder steps before adding AI.
- Geoff recommends simulating new stages (like early consumer feedback) to reduce time and risk.
