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Artificial intelligence is often perceived as a technical challenge, but the study published by Think with Google in collaboration with BCG shows that the major challenge lies elsewhere: in the culture and mindset of organizations. Three distinct positions emerge in the face of the AI: FOMO (Fear of Missing Out), the FOMU (Fear of Messing Up) and the FOMA (Focus on Maximising Advantages).
FOMO corresponds to a desire to quickly adopt AI for fear of being left behind by the competition. The language associated with this posture is marked by terms such as “duty”, “imperative” or “indispensable”. This mentality can generate a strong dynamic, but often leads to a multiplication of scattered, misaligned and unsustainable projects.
FOMU results in risk aversion. The internal communications of the organizations concerned highlight words like “risk”, “caution” or “supervision”. This excessive caution is reflected in limited experiments, which are rarely deployed on a large scale. The result is a significant slowdown in innovation and a loss of competitiveness.
FOMA is the posture identified as the most efficient. Businesses that adopt it see AI as a strategic opportunity, not a constraint. Their vocabulary is oriented towards collaboration, transformation and value creation: “reinforce”, “collaborate”, “empower”.
The main characteristics observed:
According to the study, organizations that adopt FOMA record 60% higher sales growth than those that remain in the FOMO or FOMU logic.
This research highlights that the adoption of AI does not depend primarily on technological maturity, but on the internal culture and collective language that guide decisions. An organization's ability to overcome fear and focus on maximizing benefits determines the speed and depth of transformation.
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