By Max Nirenberg, Global CRO and Managing Director of Commit USA | Op Ed
In the ever-evolving world of artificial intelligence, many companies are caught in a cycle of exploration without implementation. As organizations ramp up their interest in AI technologies, a significant disconnect has emerged between the desire to adopt AI and the actual integration of these tools into business operations.
AWS chief Matt Garman says Amazon is already seeing the benefits of its massive AI investments. Nilay Patel, co-host of the tech podcast The Vergecast, interviewed Garmen on January 13, 2025. Garmen told listeners that “We have to innovate around helping customers who might be less technically savvy, so they can take advantage of the cloud. They may not be at Netflix-level sophistication, which is obviously a very sophisticated technology team, but want to take advantage of some of the cloud capabilities. I think we’re continuing to think about how we keep pushing that envelope to help more and more customers take advantage of what we have”.
The Art of the Possible Versus Real-World Impact
Recent findings reveal a startling trend: only 10% of businesses that explored AI proof of concepts (POCs) successfully incorporated them into production last year, according to a recent McKinsey report. This statistic raises essential questions about companies’ motivations for engaging with AI technologies. Max Nirenberg, Global Chief Revenue Officer and Managing Director of Commit North America, an AWS premier tier partner focused on AI innovation, says, “Many organizations are checking boxes by looking into AI without genuinely considering how it can change their operations and deliver ROI.”
Instead of rushing toward technical solutions, Nirenberg emphasizes the need for a strategic approach. “It’s critical to nail down the use cases and the return on investment before diving into solutioning the technical implementation. Understanding how AI can drive real business impact should take precedence over merely exploring its possibilities.”
The Rise of Informed Engagement
As the excitement around AI continues, the landscape of engagement is changing. In 2024, for instance, the number of organizations actively pursuing AI applications increased drastically, with a 130% rise in companies conducting AI workshops, according to a recent industry report. “This year, businesses are no longer just curious; they want mentorship and guidance on how to turn their ideas into reality,” Nirenberg noted. Additionally, Gartner predicts that AI will be used in 80% of customer interactions by 2026, further demonstrating the growing importance of AI in business.
Commit’s shift in focus has led to remarkable results. Since adopting a product-centric approach to AI, Commit has achieved a client progression rate from proof of concept to real-world GenAI deployment that is 6 times higher than the market average. This revelation enabled Commit to grant its AWS Generative AI Competency at last year’s AWS re:Invent, making them one of the first 100 AWS Partners to achieve this status.
“Our approach emphasizes understanding the customer’s business, their users, and the data at hand. This foundation allows for more tailored and effective use case recommendations,” explained Nogah Hendler, Commit’s VP of Product. “As a product first company, not only have we been using various AI elements for years, but our AI team members understand the most critical element in the use of GenAI tools, which is ‘Ask the Right Questions’. Problem Framing prior to informed decision making and execution is what we do best. We solve for the right problems – the ones that bring value to our customers”.
Guiding Clients Through the Implementation Maze
After a deep dive into customer needs and existing resources, Commit’s product team identifies a singular use case that promises to make a substantial difference. “It’s about slowing down to speed up,” Nirenberg asserts. “By carefully planning the implementation and identifying KPIs that will quantify success, we ensure that our clients are not only adopting AI but are doing so in a manner that aligns with their strategic goals.”
Furthermore, the integration of AWS funding programs has empowered Commit to help its clients offset costs, making the transition to AI more feasible. A recent Gartner report found that 70% of organizations implementing AI solutions with cloud-based funding options realized cost savings within the first six months. AWS’s report indicated that businesses leveraging these funding strategies saw a 25% reduction in their initial investment costs, a promising statistic for those hesitant about the financial implications of AI adoption.
A New Era of AI Implementation
As 2025 unfolds, the narrative around AI is shifting from mere exploration to actionable implementation. With a focus on genuine ROI and strategic use cases, organizations like Commit are poised to lead the charge. “If companies can change how they look at AI—from a checkbox to a strategic business enhancer—they can unlock its true potential,” Nirenberg concluded.
In a world hungry for innovation, those who embrace a thoughtful and intentional approach to AI are not just seeing the art of the possible; they are turning possibilities into profitable realities.
