“Startup failures have jumped by 60% over the past year”: statistics like this are familiar headlines, yet we seldom deeply explore why.

People – whether employees, customers or stakeholders – are the only reason any business exists. After all, it’s people who create companies to fulfil human needs and desires.

When generative AI exploded into the public consciousness two years ago, business leaders were understandably keen to be at the vanguard of the revolution and unlock its potential.