AI Is Not the Strategy: Why Process-First Thinking Still Wins

It’s a story that has become all too familiar: A shiny new AI capability grabs attention within an organization. A promising use case is identified, and a team is assigned to develop and deploy. The pilot is launched quickly and often successfully, at least on the surface. The output looks promising—the tool works.

And then, very little changes. Adoption stalls. Teams revert to old ways of working. The tool becomes another isolated solution in an already crowded landscape. What went wrong? In most cases, the issue isn’t the technology itself, it’s the sequence of the design and deployment process.

In February 2026, APQC members convened for a roundtable discussion on how digital tools and emerging technologies are reshaping the process management landscape. APQC’s Madison Lundquist (Research Lead, Process and Performance Management) led the conversation that explored key themes including AI governance, integrating AI across processes, and identifying where digital capabilities can drive greater efficiency and performance.

Panelists included Jeff Varney (Director of Advisory Services, APQC), Jim Zurn (Sr. Manager, Process Engineering, CVS), and Dave Jackett (Digital & Transformation Supply Chain Leader, General Mills). Each provided valuable perspective from the field on how organizations can best leverage technology to improve business outcomes. Across industries and roles, one message came through consistently: Organizations are willing to embrace AI, but are struggling to apply it effectively within the context of process. This article is the first of two in a series designed to help organizations move from experimentation to sustainable impact.