Balancing AI Strategy With Human Wisdom
“AI-first” has become a buzzword in executive conversations, but what does it really mean? Is it about using artificial intelligence at every turn, or applying it with intention and purpose? For analyst and researcher Susan Etlinger, it’s clearly the latter.
On the latest episode of “What If? So What?”, Susan joins host Jim Hertzfeld to explore what it takes to build AI strategies that are both innovative and responsible. With a background that bridges the humanities and technology, she makes a compelling case for the critical role of human insight in an AI-driven world.
When (and When Not) to Automate
AI’s power lies not just in what it can do, but in knowing when not to use it. Susan argues that leaders must assess whether automation truly improves outcomes or risks eliminating valuable learning opportunities.
She shares a story from early in her career, when manually compiling business data helped her develop essential skills like stakeholder management, strategic thinking, and financial literacy. Her point: AI can accelerate, but only human experience gives results meaning.
From Generative to Agentic AI: Who’s in Control?
The conversation explores the evolution from machine learning to Generative AI, and now to Agentic AI. Susan encourages leaders to ask:
Who sets the goals? Who ensures alignment?
While AI agents can handle tasks from start to finish, intention, ethics, and judgment remain the responsibility of humans.
Smarter AI Strategies, Not Just More AI
Susan’s key takeaway is clear:
Organizations don’t need more AI; they need better AI strategies.
Start with a clear use case, implement with intention, and learn from the outcome. The most effective approaches respect the limits of automation while amplifying human strengths.
Keep People at the Center of Your AI Strategy
For leaders shaping AI strategy, Susan offers a clear reminder: progress isn’t about replacing human decision making, it’s about enhancing it. AI can accelerate outcomes, but it’s people who ensure those outcomes are purposeful, ethical, and aligned to your business goals.
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Meet our Guest – Susan Etlinger
Susan Etlinger is a globally recognized expert on the business and societal impact of data and artificial intelligence and senior fellow at the Centre for International Governance Innovation, an independent, non-partisan think tank based in Canada. Her TED talk, “What Do We Do With All This Big Data?” has been translated into 25 languages and has been viewed more than 1.5 million times. Her research is used in university curricula around the world, and she has been quoted in numerous media outlets including The Wall Street Journal, The Atlantic, The New York Times and the BBC. Susan holds a Bachelor of Arts in Rhetoric from the University of California at Berkeley.
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Learn More about Susan Etlinger
Meet our Host
Jim Hertzfeld is Area Vice President, Strategy for Perficient.
For over two decades, he has worked with clients to convert market insights into real-world digital products and customer experiences that actually grow their business. More than just a strategist, Jim is a pragmatic rebel known for challenging the conventional and turning grand visions into actionable steps. His candid demeanor, sprinkled with a dose of cynical optimism, shapes a narrative that challenges and inspires listeners.
