De Cremer, dean of Northeastern University’s D’Amore-McKim School of Business, a teaching professor, researcher, and consultant to businesses worldwide, he’s seeing firsthand the apprehension among business leaders racing to make generative artificial intelligence part of their operations. They’re under enormous pressure to integrate gen AI to drive efficiency, crush competition, and make more money. “The ‘why’ of my book is because I see that people are struggling,” he said. “We are asking our business leaders to bring in a technology they actually don’t understand, but we ask them at the same time to adapt to it. It’s an extremely difficult balancing act.”
