Accenture Exec On AI In Business: ‘The Potential Is Immense’
‘I think we’re just scratching the surface of what AI can do. The next few years will be crucial as we move from the pilot phase to full-scale AI integration. We’re seeing a massive shift in how AI is perceived, not just as a novelty but as an essential part of business and life,’ says Mary Hamilton, managing director and global lead for the Accenture Innovation Center Network.
The report is published annually by Dublin, Ireland-based solution provider Accenture, No. 1 on CRN’s 2024 Solution Provider 500 list, and outlines how AI will drive new levels of autonomy throughout businesses and unlock boundless possibilities for innovation and growth.
But with AI learning and acting autonomously across organizations, many executives believe AI’s integration demands urgent reinvention of technology systems and processes. According to the report, published earlier this year, 77 percent of executives agree that AI’s true benefits must be built on a foundation of trust and have accuracy, consistency and predictability to ensure their responsible use.
“Trust is central to everything, especially when it comes to brands,” Mary Hamilton, managing director and global lead for the Accenture Innovation Center Network, told CRN. “Companies have worked hard to develop a certain personality and relationship with their customers, and they don’t want to risk losing that connection. As we advance into AI, specifically with conversational agents and chatbots, there’s a concern that if every AI model behaves the same way, they could all feel generic to customers.”
AI is improving continuously through its interactions with people, creating a feedback loop where AI enhances its capabilities over time. To foster trust and ensure a positive relationship, 80 percent of leaders prioritize communicating AI strategies and involving employees in the process, according to the report.
“I think we’re just scratching the surface of what AI can do,” Hamilton said. “The next few years will be crucial as we move from the pilot phase to full-scale AI integration. We're seeing a massive shift in how AI is perceived, not just as a novelty but as an essential part of business and life.”
The rapid advancement of AI presents unprecedented opportunities, but it also requires careful attention to how trust is built and maintained, according to Hamilton.
“The potential is immense,” she said. “We’re just beginning to scratch the surface of AI’s capabilities. In the next five to 10 years, AI will become an even more integrated part of business, driving efficiencies, creating new opportunities and partnering with humans to solve complex problems.
“What excites me the most is how AI will continue to evolve to fit into every aspect of human interaction,” she added. “The future of AI isn’t about replacing people, it’s about augmenting our capabilities and improving how we work, create and live. It’s all about embedding AI seamlessly into our world and making it work in ways that people trust and rely on. That’s the future I’m excited about.”
CRN spoke with Hamilton to discuss how trust is crucial for unlocking AI’s full potential in organizations, its effects on the workforce and customers and how businesses can ensure responsible AI usage moving forward.
Why is trust in AI so critical for businesses, especially now?
Trust is at the core of AI’s success in any organization. It’s not just about using AI tools but about embedding them in a way that’s responsible and transparent. From an enterprise perspective, 77 percent of executives believe that AI’s true benefits are unlocked only when it’s built on trust. There are two key elements of trust: emotional trust and cognitive trust. Emotional trust ensures that organizations use AI responsibly, while cognitive trust means businesses can rely on AI to deliver predictable, quality outcomes. Both components are vital for companies to feel confident in using AI, whether for internal processes or customer-facing interactions.
Trust is central to everything, especially when it comes to brands. Companies have worked hard to develop a certain personality and relationship with their customers, and they don’t want to risk losing that connection. As we advance into AI, specifically with conversational agents and chatbots, there’s a concern that if every AI model behaves the same way, they could all feel generic to customers. For example, imagine you’re booking a vacation and receive responses from multiple agents. The first three are all pretty much saying the same thing—standard, neutral information. But the fourth agent adds a personal touch, aligning with your interests that may be recommending a beachfront hotel because it knows you like surfing. Which one would you pick? The personalized one, of course. This is why it’s so important that as we move into AI-driven agents, they reflect the brand’s personality and ensure that customer relationships stay genuine. When AI has personality, it enhances trust and adds value to the experience.
How do transparency and traceability contribute to fostering trust in AI systems?
Transparency is essential. People need to understand how AI systems are designed, how they work and how their outcomes are verified. For instance, AI can create deepfakes, which have already been used to mislead people in harmful ways. As AI becomes more powerful, it’s important to ensure that the things we see online are real and trustworthy. For businesses, ensuring that their AI models are transparent, traceable and have built-in safety measures is vital to maintaining credibility and public trust.
I recently created a digital twin of myself for a business meeting I couldn’t attend in person. The AI generated a video of me speaking Japanese, which was incredibly realistic, even though I don’t speak the language. While this technology can be used positively, like for virtual meetings or enhancing business processes, it also poses risks. The potential for misuse is high, and without proper safeguards, AI-generated content can deceive people, leading to serious consequences. That’s why building the right infrastructure to detect and prevent such misuse is crucial.
As AI evolves, what are some challenges businesses face in integrating autonomous AI systems?
One major challenge is understanding the true business need and ensuring that AI is introduced in a way that transforms operations. AI’s ability to learn autonomously means that businesses must rethink how they operate. For example, a manufacturing company using AI-powered robots might initially automate certain tasks. However, businesses must also consider how this affects human workers and ensure that the technology complements their skills rather than replacing them entirely. This process of reinvention is key to making AI truly effective and scalable.
With AI playing a more prominent role in decision-making, how can organizations ensure that human oversight isn’t lost?
It’s all about balancing human oversight with AI autonomy. A good example is a company piloting a humanoid robot called Phoenix. This robot can learn new tasks within 24 hours, but humans still play a crucial role in monitoring and adjusting workflows. The goal is to ensure that AI handles the repetitive or efficiency-driven tasks, while humans maintain oversight and accountability, especially in areas that require judgment or quality control. As AI systems grow more capable, humans must remain involved in setting boundaries and ensuring that the technology operates within ethical guidelines.
How can organizations ensure that AI-driven customer interactions remain unique, given the rise of generative AI and large language models?
That’s a big challenge. As AI-generated content becomes more common, it risks making brands sound similar. To maintain differentiation, businesses need to focus on how they use AI creatively while ensuring that their unique brand identity is preserved. AI can assist in personalizing customer interactions but it’s up to the organization to ensure that the tone, messaging and overall experience remain true to their brand values. The key is using AI to enhance, not replace, the distinctiveness of their customer experience.
So what’s next for AI in business?
The potential is immense. We’re just beginning to scratch the surface of AI’s capabilities. In the next five to 10 years, AI will become an even more integrated part of business, driving efficiencies, creating new opportunities and partnering with humans to solve complex problems. But for AI to reach its full potential, businesses must prioritize trust, transparency and human collaboration. Without these elements, we risk misusing AI, which could have long-term negative consequences. As AI continues to evolve, so will the ways businesses use and trust this technology. The conversations around transparency, ethical usage and human collaboration will shape the future of AI in business for years to come.
This is one of the biggest challenges. The integration of AI-driven robots, especially in manufacturing or service roles, has enormous potential, but there are significant hurdles to overcome. One key challenge is how humans and robots interact in a shared space. Historically, robotics programming has been slow and cumbersome. But with generative AI, we’re making leaps in spatial awareness and complex task handling, allowing robots to adapt more quickly and safely. However, the issue of human-robot communication remains. For example, a restaurant once introduced a robot designed to flip burgers. While the robot performed its task perfectly, it failed to sync with the humans working alongside it. It didn’t adjust its pace or communicate effectively with the team, leading to its removal. This highlights the need for clear communication and synchronization between humans and robots. To mitigate such risks, organizations need to ensure robots are designed with advanced AI that allows them to interpret human signals and adjust their actions accordingly.
What do you see as the most exciting aspect of AI's future, especially in terms of how it will evolve with human interaction?
The potential for transformation is what excites me the most. People talk about artificial general intelligence, but I think what’s more relevant right now is the integration of AI into every aspect of our lives. We're moving from pilot programs and experiments into true implementation. AI isn’t just a tool, it’s becoming embedded in everything, from customer service to manufacturing, health care and beyond. As AI continues to scale, the real challenge will be ensuring it’s done in a way that feels human and trusted. We’re moving toward a future where AI doesn’t just complement human actions—it becomes deeply woven into the fabric of day-to-day operations in a way that is both efficient and authentic. It’s about unlocking the full potential of AI while maintaining the human touch and trust at the core.
Looking ahead, what are the biggest opportunities and challenges you foresee with AI integration into everyday operations?
The opportunities are immense. AI can drive transformation across industries, from personalized customer experiences to increased efficiency in manufacturing and logistics. But as with any transformation, there are challenges. A major one is the scale in how to take these AI solutions and apply them across large organizations or even into the everyday lives of consumers. Another challenge is ensuring that the human element doesn’t get lost. We need to consider how people will interact with AI, how they’ll trust it and how brands can maintain their identity and personal touch. The pace of AI’s diffusion is unprecedented, and we’re at the forefront of seeing it become embedded in everything. It’s an exciting time, but the key will be how we navigate its integration in a way that balances innovation with trust and authenticity.
