Artificial Intelligence: Rethinking Business Strategy

By Teresa Martín-Retortillo

Recommended on: 30th June 2026

A few months ago I spent an evening stuck in a car in Hsinchu — Taiwan’s Silicon Valley — inching forward for hours in a downpour. Why the traffic jam? Hsinchu was modeled on the original Silicon Valley, right down to copying its weak spot: no solid public transportation of the kind you find all over Europe. Both Silicon Valley and Hsinchu grew up fast on the chip business. But in the rush, nobody thought hard, early on, about how people would actually get around once things took off. So there I sat — in one of the most advanced places on earth, dead in the water.

But there’s a bigger lesson in that traffic jam. Early on, there’s a short window when you can lay down sensible bones for a future you can’t fully see yet. Miss the window, and you spend years — sometimes decades — wrestling with a mucked-up system that makes life harder for everyone.

That’s exactly what my good friend Teresa Martín-Retortillo takes on in her fine new book, Artificial Intelligence: Rethinking Business Strategy. She spent some twenty years as a partner at Bain & Company, advising CEOs and their boards through more than a hundred deals — the messy, high-stakes transformations a company either gets right or pays for later. She’d started out as a young analyst at Goldman Sachs in London. Then she moved into education, helping a global publisher reinvent itself for the digital age, and today she runs executive education at IE Business School in Madrid. So Teresa isn’t theorizing about how a business steers through hard change. She’s done it, at the top, for thirty years. Her book walks leaders through the known-knowns, the known-unknowns, and a handful of plausible future scenarios worth working through now — not after the traffic’s already backed up.

Check it out!

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