The AI Cargo Cult: Expecting Miracles on a Heap of Mess
The air conditioner hummed a low, ominous note, a mechanical groan mirroring the one building in my chest as I watched Mr. Henderson stride past my office door. Fresh off an 8-hour flight from Davos, his blazer still had that crisp, expensive sheen, and his smile, fixed and slightly too wide, spelled exactly one thing: more directives born from thin air and thick prose. He hadn’t even reached his desk before the email hit, landing with the distinct thud of a digital anvil. Subject: “Leveraging Generative AI for Customer Personalization – Strategy Due EOD Friday.”
EOD Friday. Eighty-eight hours, maybe, if you skip sleeping and eating. And for what? A “strategy” for generative AI when our internal data on what constitutes a “customer” currently lives in, no exaggeration, 18 distinct, often conflicting, spreadsheets across 8 departments. Each department, mind you, has its own unique, deeply ingrained, and often emotionally charged definition of who our customers are, what they want, and even how to spell their names. Sales thinks it’s one thing; marketing, another 8 different things. Customer service has an entire, isolated universe of interaction logs, and don’t even get me started on the finance team’s bespoke system that only accepts entries ending in an 8. It’s less a data lake and more a primordial soup, thick with conflicting narratives and orphaned data points,