Why AI Must Be More Than an Efficiency Tool — A Strategic Shift for Corporate Creativity
A leading expert from the Fraunhofer Institute for Experimental Software Engineering (IESE) has a compelling message for business leaders: AI should be used not only to optimize processes but also to enhance creativity and preserve critical institutional knowledge. This perspective challenges the narrow view of AI as merely an efficiency lever and points toward its broader strategic potential. DIE WELT
From Inspiration to Innovation
According to Fraunhofer expert Jörg Dörr, AI can play a vital role in the early phases of creative work by providing inspiration and helping teams explore new conceptual directions. In ideation stages, it’s not yet about correctness — it’s about divergent thinking and unexpected connecting ideas. DIE WELT
This approach aligns with emerging research showing that AI-assisted creativity can accelerate concept developmentacross domains from product design to marketing strategy. AI doesn’t replace human intuition — it expands it. isst.fraunhofer.de
Preserving Knowledge in a Shifting Workforce
Another compelling insight from Fraunhofer research: AI can help capture the tacit knowledge of experienced employees before it walks out the door. Techniques such as digital twins and AI-powered knowledge transfer systems ensure that hard-won skills and contextual know-how remain accessible across the organization — a form of “corporate memory” that outlasts individual careers. DIE WELT+1
This is especially relevant as labour markets tighten and demographic shifts accelerate retirements: companies that lose expert knowledge risk slower decision-making and diminished innovation capacity. iese.fraunhofer.de
Breaking Down Data Silos to Unleash AI’s Full Potential
To achieve systemic impact with AI — whether for creative support or knowledge retention — data accessibility matters. Isolated data stores and silos drastically limit what AI can learn and synthesize. Modern AI thrives on interconnected data environments, where patterns and insights can emerge beyond single departments or isolated use cases. DIE WELT
Industry studies show that siloed AI efforts often deliver incremental gains but fail to drive enterprise-level transformation. A cohesive data strategy is essential to turn AI from a point solution into a strategic differentiator. neuland.ai
A Broader View of Value
The key takeaway for leaders:
AI should not be confined to repetitive tasks or cost optimisation alone. When thoughtfully integrated with creative workflows, knowledge management, and cross-functional data architecture, AI becomes a strategic enabler of innovation, resilience, and long-term competitiveness.
