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Jay Barney, a professor at the University of Utah's Eccles School of Business, co-authored the Harvard Business Review article 'AI Won't Give You a New Sustainable Advantage' with Martin Reeves of Boston Consulting Group.
“Jay Barney is a professor at the University of Utah's Eccles School of Business. With Martin Reeves of Boston Consulting Group, he co-authored the HBR article, AI won't give you a new sustainable advantage.”
Alison Beard · Why AI Isn’t Enough To Beat The Competition, 0:01:33
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Barney compares building a general-purpose proprietary AI system to a company building its own word processor to gain advantage.
“It's kinda like deciding, Gee, we wanna get a competitive advantage from word processing, so we'll build our own word processing system.”
Jay Barney · Why AI Isn’t Enough To Beat The Competition, 0:04:46
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Barney argues proprietary AI software is unlikely to provide sustained advantage because competitors can build their own.
“if it one firm can develop proprietary software, then its competitors can also develop that proprietary software, and so even that is unlikely to be a source of, uh, sustained advantage.”
Jay Barney · Why AI Isn’t Enough To Beat The Competition, 0:05:20
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Barney uses the example of a 15-year database on customers, suppliers and employees to illustrate unique proprietary data.
“suppose that your company, uh, has developed a very long, very complex database that summarizes, uh, information you've collected about your customers, your suppliers, and your employees for the last 15 years.”
Jay Barney · Why AI Isn’t Enough To Beat The Competition, 0:06:00
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Barney states that sustained competitive advantage requires resources or capabilities that are valuable, rare and costly to imitate.
“you have to have resources or capabilities that are valuable, that are rare and costly to imitate.”
Jay Barney · Why AI Isn’t Enough To Beat The Competition, 0:09:54
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Barney and Reeves call a firm's ability to apply new technology cleverly and manage change 'agility' in their paper.
“We we in the paper, we call it agility. Some firms are able to take that, uh, new technology and apply it in an agile and a clever and creative way”
Jay Barney · Why AI Isn’t Enough To Beat The Competition, 0:10:59
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Barney lists friendship, trust, supplier relationships and brand names as examples of socially complex resources that are hard to imitate.
“They're things like friendship, trust, relationships with suppliers, brand names, which are, uh, which are a promise to consumers about what your brand stands for.”
Jay Barney · Why AI Isn’t Enough To Beat The Competition, 0:12:02
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Barney says capabilities that take years to develop through sequential steps are likely sources of sustained advantage.
“You can't go from where you are to where you want to be just by working hard. You have to go through a series of steps and processes to get there.”
Jay Barney · Why AI Isn’t Enough To Beat The Competition, 0:12:02
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Barney says firms at generative AI conferences openly discuss cost-cutting methods, which he says helps competitors imitate them.
“I go to these conferences on GenAI, and a a firms are just talking about all the cool ways they pull out costs, uh, in various processes in their organizations.”
Jay Barney · Why AI Isn’t Enough To Beat The Competition, 0:15:55
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Barney advises that CEOs should focus on understanding and protecting their firm's sources of sustained advantage, while functional managers focus on creating value with AI.
“CEOs, on the other hand, should be focused on understanding, nurturing, protecting, growing these sources of sustained competitive advantage.”
Jay Barney · Why AI Isn’t Enough To Beat The Competition, 0:18:14
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Barney compares generative AI to the introduction of personal computers, which changed everything yet did not alone confer competitive advantage.
“I remember when PCs were first introduced, you know, this will change everything, and in fact, it did change everything.”
Jay Barney · Why AI Isn’t Enough To Beat The Competition, 0:18:53