Most companies treat AI as a faster way to do what they already do: write emails, summarize documents, automate workflows here and there. That's optimization. And it's a reasonable place to start.
But optimization will only take you so far, says Paul Roetzer, founder and CEO of SmarterX.
"Optimization is 10% thinking. Innovation is 10x thinking," Roetzer says.
Using AI to do the same things better, faster, or cheaper is the starting point for most companies. The real opportunity, he argues, is using AI to do new things that create entirely new forms of value for customers and the business.
The data suggests most organizations have a long way to go to get there.
SmarterX's 2026 State of AI for Business Report found that while 53% of individuals say they're personally in the Integration or Transformation phase of AI adoption, only 25% say their organization has reached the Scaling phase. The largest share, 47%, say their organization is still in the Piloting phase. In addition, 41% describe their overall AI momentum as inconsistent or siloed, meaning they have pockets of adoption but no cohesive, organization-wide plan.
What does this all mean? Individuals are sprinting ahead while organizations lag behind. And very few are anywhere near the kind of 10x thinking Roetzer describes.
That gap is exactly why innovation, not just productivity, needs to be part of the AI conversation now.
Why Innovation Can't Wait for Optimization to Finish
It's tempting to think of innovation as a "later" problem: something to tackle once the basics of AI adoption are handled. But Roetzer’s framework suggests the opposite. The companies that wait to start thinking about innovation until optimization is "done" risk getting outpaced by competitors who are already asking bigger questions:
- What do we want to10x?
- What do we want to disrupt or reimagine?
- What does AI make possible today that was previously impossible?
These are key questions at the center of Roetzer’s AI for Innovation workshop at the upcoming AI for Business Bootcamp on July 16 in Columbus. Rather than focusing on incremental gains, the workshop pushes attendees to think about how AI can reshape products, services, business models, and go-to-market strategies before a competitor gets there first.
Real-world, practical uses
Roetzer’s workshop is built for executives, innovation leaders, transformation teams, and decision-makers who are responsible for where the business goes next, not just how efficiently it runs today.
Attendees will leave with prioritized AI-driven innovation opportunities, a framework for evaluating and implementing those ideas, and strategic recommendations tailored to their organization.
Ready to see how AI can drive innovation?
Roetzer, co-host of The Artificial Intelligence Show, will lead the AI for Innovation workshop at the AI for Business Bootcamp on July 16 at the Hilton Columbus at Easton. The day is designed for professionals at any level, and no technical background is required.
Register at smarterx.ai/events. AI Mastery members receive discounted pricing.
Cathy McPhillips
Cathy McPhillips is the Chief Marketing Officer at SmarterX and Marketing AI Institute