AI is no longer just a shiny new tool that businesses can “plug in” and hope for magic.

Behind every AI deployment sits a messy web of data rights, governance, vendor risk, security, privacy, intellectual property, bias, contracts, compliance and plain old business judgment. In other words, the hard part usually starts after someone says, “Let’s use AI.”

Partner Robert Rosenberg’s latest article for Forbes Business Council looks at the hidden complexity companies may be missing as they race to adopt AI, and why the winners will not simply be the companies that move fastest. They will be the ones that have the best understanding of themselves.