AI enablement is a change-management problem the industry is pricing like a tool rollout.
Most change-management programs assume a defined tool with known workflows. Pick a CRM, train people on it, they use it. AI is the opposite on both axes: the tool itself is ambiguous, and the public marketing has been poor enough that most workers come in either over-hyped, suspicious about their jobs, or convinced it's a fad. None of those is a stable starting point for adoption.
The cultural work is bigger than the tooling work, and most companies have the budget split backwards. They spend most on licenses and most of the leftover on a training webinar. The companies that get it right invest disproportionately in the things that are hard to put on an invoice: weekly demos of real wins, time spent with each team, individual coaching for skeptics, and a steady drumbeat of "here's what a colleague just did, here's how they did it." It's slow, deliberate culture work, and it's the whole game.