“AI can process vast datasets and detect patterns at a speed that dwarfs human capability,” Questel said in a recent analysis. “But, left unchecked, it may prioritise what is statistically interesting rather than strategically relevant.”
The company said AI might, for example, identify a surge in patents for specific materials and suggest heavy investment. Only human experts with market knowledge, however, could recognise the risks of oversaturation, hostile regulatory environments, or misalignment with core business values.
Four complementary elements
Questel identified four areas where human insight complements AI capabilities: context, strategy, empathy, and purpose.
Strategic oversight is essential in turning raw insights into a broader strategic narrative. In hospitality, AI might detect patterns in last-minute spa bookings, but human decision-makers must judge whether to expand facilities, run promotions, or adjust staffing based on seasonality and brand positioning.
Empathy covers what numbers cannot. In recruitment, AI may filter candidates based on keyword matches, potentially reinforcing bias. Human recruiters can identify potential and cultural fit beyond data points.