The range of ai approaches ranges from inappropriately betting on it to wholly ignoring it both of which are dumb.
It helps to think of AI as analogous to previous game changers like electricity, computers, internet. If your business is bad or you have no game plan beyond "use internet" your are fucked. But at the same time almost every business has some angle in which these technologies are valuable and necessary and ignoring them is also death.
Ignoring it is hard to distinguish from waiting to see how other businesses successfully use it, then copying them, which will then be framed as adopting best practices.
It's often the difference between people saying "we are taking a wait and see approach"(wise) and saying "it's spicy auto complete that's totally useless" (dumb)
It helps to think of AI as analogous to previous game changers like electricity, computers, internet. If your business is bad or you have no game plan beyond "use internet" your are fucked. But at the same time almost every business has some angle in which these technologies are valuable and necessary and ignoring them is also death.