19 Kellogg Insight problems that they need to solve, and let these problems drive any decisions about how to move forward. “You can ask yourself, ‘What are the functionalities that I actually need? Do I need to look at text and understand what people have said? Do I want to predict what people are going to buy? Do I want to understand, given what people are buying, what features actually partici - pated in that?’” says Hammond. “Until you do that, you’ll end up flailing about in these open and empty problem spaces as opposed to solving specific problems for specific reasons with specific pieces of technology.” Developing a Functional Knowledge of AI To some executives, following this advice may seem like entangling oneself in a hopeless chicken-and-egg problem. Sure, they need to examine their busi - ness in order to find problems that AI might solve—but don’t they also need to learn enough about AI to understand the possible business problems that AI is Based on insights from Kris Hammond