A "Five Whys" Analysis
Uncovering the Root Cause of Low Enterprise AI Adoption
Based on research by R. Wu, S. Brady, & M. Rascoff
1. Why are AI startups not widely adopted by enterprise customers?
Because primary adoption barriers are widespread customer confusion, a lack of trust, and an inability for buyers to see clear, tangible applications. The burden of overcoming this falls on salespeople, who aren't always equipped to provide the necessary education.
2. Why are customers and salespeople so overwhelmed?
Because the rate of technological change is outpacing their capacity to learn. They feel they lack the time for any learning that does not solve an immediate, pressing problem, leading to time scarcity and an emotional toll.
3. Why do they feel they "don't have time" to learn?
Because most corporate learning experiences are profoundly inefficient, disruptive to workflow, and fundamentally misaligned with how adults actually learn. The process is often isolating and passive, using ineffective formats like lectures.
4. Why are these learning experiences so inefficient?
Because they are not built on the principles of andragogy (how adults learn). They are typically created by Subject Matter Experts (SMEs) who, despite being brilliant in their fields, are not experts in teaching and suffer from the "curse of knowledge."
5. Why is this expertise so rare and why do we rely on ineffective methods?
A. Scarcity Problem
Expert Learning Design is a scarce, misunderstood, and undervalued skill.
B. Devaluation Problem
Organizations fundamentally devalue the science of learning, viewing it as a cost center rather than a driver of performance.