At a time when every company wants to “do AI”, enthusiasm flirts dangerously with haste.
Stunning demonstrations, promises of productivity, fear of being overwhelmed… Artificial intelligence is emerging as the new totem of performance. But behind this race for adoption lies an essential question: what AI, for what use, and at what price – economic, human, ecological?
Innovate with discernment
The issue is no longer whether we should integrate AI, but how. However, many companies confuse speed and strategy. Investing massively without a clear framework risks multiplying tools without consistency, fragmenting data and, ultimately, slowing down rather than accelerating transformation.
Before any deployment, a diagnosis must be made: what real needs does the AI address? Which processes are eligible? What measurable gains do we hope for?
In other words, make AI a thoughtful lever, not a marketing reflex.
Digital responsibility: an imperative, not a luxury
The other blind spot in this rush towards AI is the environmental footprint. AI models, especially the most powerful ones, consume colossal volumes of energy and resources. Behind each request there is an often invisible carbon cost.
Companies must therefore integrate digital sobriety into their roadmap: favor lighter models, pool infrastructures, optimize uses and train teams in rational use.
Because it would be absurd to want to “optimize performance” while contributing, at the same time, to the depletion of resources.
Think ethically, think long term
AI should not be about a race for productivity. It raises questions of governance, transparency and accountability. How to guarantee data quality, avoid bias, preserve confidentiality, ensure human supervision?
The real courage today is not to rush, but to slow down to design better.
The companies that will prevail tomorrow will be those that have been able to combine innovation and awareness, efficiency and meaning, performance and sustainability.
In conclusion, we must avoid the danger of “doing it quickly” in order to move towards “doing it right”. Indeed, AI can be a formidable accelerator of progress — provided it is used lucidly. Refusing haste means refusing waste, technological dependence and the illusion of “everything automated”.
Adopting responsible AI means giving technology back its true function: augmenting humans, not replacing them; amplify performance, not footprint.
