Here, Marten S. nails it. And it's not just about software development. This is a problem with business technology writ large.

Across my career, I've seen companies treat web, cloud, mobile, data science/ML, and now genAI as must-have add-ons instead of finding thoughtful ways to incorporate them into the business and products.

They plug it in, walk away, and later wonder why the needle hasn't moved.

To pull a line from my consulting website:

Simply put: adding AI to your company is easy. Winning with AI requires new knowledge, new ways of thinking, and new expertise. The vast majority of companies don't adapt, which is why their projects fail to deliver meaningful ROI and adoption of AI continues to pose a challenge.

It's great to use new tools, yes. But hard work and discipline are what make the tools effective.