Why “AI Strategy” Doesn’t Exist: Dr. Rebecca Homkes on Value Creation and Growth

🚀 AI is everywhere, but most organizations are still stuck in “pockets of productivity” that never turn into real business impact. In this episode, Dr. Rebecca Homkes explains how leaders can move from GenAI dabbling to deliberate adoption that drives real value creation.

You will learn why “AI strategy” is the wrong framing, how to think about AI as part of growth strategy, and how to build the conditions for organization wide transformation. We cover the adoption curve problem, why ROI is often capped at team level, and the four planks leaders must run in parallel: platform, governance, capability building, and performance transformation.

Key highlights and keywords

✅ AI growth strategy and value creation

✅ deliberate AI adoption vs dabbling

✅ responsible AI governance that enables action

✅ capability building for leaders and teams

✅ Survive Reset Thrive framework for uncertain times

✅ learning velocity as the differentiator of high performers

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About Dietmar Fischer:

Dietmar is a podcaster and AI marketer from Berlin. If you want to know how to get your AI or your digital marketing going, just contact him at argoberlin.com

Chapters

00:00 AI as growth strategy and value creation, not a standalone AI strategy

03:05 Dabbling vs deliberate adoption, why ROI stays capped and metrics go wrong

08:00 The four planks: platform, governance, capability building, performance transformation

18:55 Adoption reality: bottom up change, middle management fears, jobs, and the bubble question

29:45 Survive Reset Thrive: the uncertainty playbook and why reset is the power move

43:05 Where to find Rebecca, newsletters, and the constants leaders should anchor on

Quotes from the Episode

“AI does not change the concept of value creation. The role of AI is to enable, support, and accelerate that value creating journey.”

“You need to work on all four of these at the same time. Most organizational structures are built for sequential governance, not parallel pathing.”

“Heads down execution mode is seen as a point of pride. You should be telling me I am in heads up learning mode.”

Where to find the Rebecca:

- Her personal website: rebeccahomkes.com

- The book: surviveresetthrive.com

- The SRT methodology: srtstrategy.com

Music credit: "Modern Situations" by Unicorn Heads

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