{"id":700985,"date":"2026-05-11T00:00:00","date_gmt":"2026-05-11T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/?p=700985"},"modified":"2026-05-11T03:05:15","modified_gmt":"2026-05-11T03:05:15","slug":"coffee-with-adham-abouzied-on-why-most-ai-projects-dont-pay-off","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2026\/05\/11\/coffee-with-adham-abouzied-on-why-most-ai-projects-dont-pay-off\/","title":{"rendered":"Coffee With Adham Abouzied on why most AI projects don\u2019t pay off"},"content":{"rendered":"

Coffee With Adham Abouzied, managing director and partner at BCG X:<\/strong> BCG X \u2014 the tech, AI, and software-building arm of Boston Consulting Group \u2014 is accelerating its presence in Egypt as companies race to adopt AI and rethink how they operate. Leading the push is Adham Abouzied (LinkedIn<\/a>), managing director and partner at BCG X and BCG globally, who returned to Egypt four years ago after helping build BCG X\u2019s presence in Casablanca. We sat down with Abouzied to discuss Egypt\u2019s AI potential, why most companies still struggle to create value from AI, and how organizations will need to rethink the way they do business in the AI era.<\/p>\n

EnterpriseAM: What is BCG X and how\u2019s it different from your other services?<\/strong><\/p>\n

Adham Abouzied: <\/strong>BCG global launched BCG X 10-12 years ago as a Tech and AI division built from within the consultancy \u2014 engineers, data scientists, software developers, and designers. We've recently decided to accelerate BCG X in Egypt across recruitment and client service.<\/p>\n

BCG and BCG X usually work together. <\/strong>The presence of a BCG consultant ensures what BCG X builds aligns with company vision, strategy, and value creation, and avoids disconnect \u2014 one of the major risks in these investments.<\/p>\n

EnterpriseAM: Is it just AI and digital transformation?<\/strong><\/p>\n

AA:<\/strong> Our model is differentiated from typical software vendors. We work on IP creation where IP does not exist \u2014 almost every project is first-of-a-kind, where software either doesn\u2019t exist or needs are too tailored for standard solutions.<\/p>\n

We embed in client squads, develop their teams, and grow talent.<\/strong> We create IP with their teams \u2014 not in-house and thrown at them. They build it with us, carry it over, and run with it. Talent capacity building is a key differentiator.<\/p>\n

EnterpriseAM: Which sectors do you see benefiting the most from tailored AI solutions?<\/strong><\/p>\n

AA:<\/strong> Every sector has huge AI potential \u2014 not only to consume AI but to create bespoke applications. Financial services stand out, especially banks. Also travel, tourism, infrastructure, real estate, and industrial goods.<\/p>\n

EnterpriseAM: Why accelerate BCG X in Cairo now?<\/strong><\/p>\n

AA:<\/strong> What differentiates Egypt is the chance to build new, world-class IP and breakthroughs. My KPI isn\u2019t team size or revenue \u2014 it\u2019s creating a success story with globally renowned IP. The combination of Egyptian companies undergoing transformation and world-class talent through BCG X is the winning formula.<\/p>\n

EnterpriseAM: What advice do you have for companies onboarding entry-level staff in the AI era?<\/strong><\/p>\n

AA:<\/strong> I'll answer wearing my emerging market hat. Every company in Egypt has a growth imperative, and despite a huge supply of talent, it's insufficient to meet growth targets. In our situation, productivity improvements fuel growth \u2014 not bottom-line savings on entry-level jobs. <\/p>\n

Every company needs double-digit growth to survive.<\/strong> When we build AI business cases with clients, it's to fuel the growth engine.<\/p>\n

EnterpriseAM: How is AI adoption in emerging markets different?<\/strong><\/p>\n

AA:<\/strong>First is data. It exists but is fragmented across organizations, in different formats and languages. Significant effort is needed on classification \u2014 what\u2019s highly sensitive, critical, personally identifiable, or less so \u2014 and the policy for each class. With proper security and clear policies on what's allowed on premise, on cloud, or in LLM prompts, it becomes a fast lane for adoption.<\/p>\n

Second is potential. <\/strong>Emerging markets are high-potential for talent. People say talent is mobile and can work remotely \u2014 true \u2014 but working on cutting-edge projects at home is priceless. That\u2019s a core engine for adoption.<\/p>\n

EnterpriseAM: Do companies treat AI as a silver bullet?<\/strong><\/p>\n

AA:<\/strong>A recent BCG X report, The Widening AI Value Gap, found only 5% of companies say they're realizing clear bottom-line returns from AI.<\/p>\n

The challenge is that AI requires major transformation of core processes<\/strong> \u2014 reimagining and reengineering them, which is difficult given legacy and organizational constraints. You're not just changing processes, but organization, staffing, incentives, KPIs, governance, and controls. The breakdown is clear: 10% algorithms and engineering, 20% data and technology architecture, and 70% organizational transformation. That\u2019s why it\u2019s difficult.<\/p>\n

EnterpriseAM: We\u2019re past the stage where leaders recognize AI\u2019s potential. What are the key concepts business leaders today need to understand?<\/strong><\/p>\n

AA:<\/strong> Today your organizational chart has people and teams; tomorrow it has teams and AI agents \u2014 and they come with their burden, the same way humans do. They don\u2019t have a salary, but you pay for tokens, API costs, and infrastructure. Every call costs money \u2014 and sometimes carbon emissions and water consumption. With hundreds of agents, it's a new science in the organization.<\/p>\n

Then there\u2019s quality and ethics. <\/strong>Can you use AI in recruiting? It\u2019s a tough question. Policies are ramping up, but you might replicate biases that should be governed. How do you oversee that? The last bit is cyber risk. The more you deploy client-facing AI, the more your exposure surface increases.<\/p>\n

EnterpriseAM: As AI adoption increases, will we talk about AI strategy or just strategy?<\/strong><\/p>\n

AA:<\/strong> It evolves \u2014 it becomes part of life, an augmentation of the organization. It becomes your strategy. This happened before with digital, more slowly. Now it\u2019s happening on steroids. You still need governance, compliance, talent, value proposition, vision, and ethics. But planning like in the digital era \u2014 with a three-year roadmap \u2014 doesn\u2019t work. It becomes planning under uncertainty. That\u2019s why we tell clients: doing an AI strategy for months and producing a document has little value \u2014 by the time it\u2019s done, things have changed.<\/p>\n

EnterpriseAM: Is BCG X the future of consulting?<\/strong><\/p>\n

AA:<\/strong>BCG X is a specific type of team and offering. We don\u2019t produce documents or slides \u2014 we produce products, code, and software. We work at the frontier of technology, serving global leaders like Amazon Web Services and Foxconn.<\/p>\n

AI is also transforming how consultants work.<\/strong> Today consultants operate completely differently from one or two years ago \u2014 with major investments in agents. Human judgment and business strategy remain, but expectations on productivity, speed, and output are much higher.<\/p>\n","protected":false},"excerpt":{"rendered":"

Abouzied discusses AI potential, why most companies still struggle to create value from it, and how organizations will need to rethink the way they do business in the AI era<\/p>\n","protected":false},"author":1,"featured_media":700986,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[8231],"tags":[7094,335,72],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-700985","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agreements-and-mous-totalling-eur-67-7-bn-inked-at-egypt-eu-investment-conference","tag-ai","tag-coffee-with","tag-enterpriseam","wpautop","entry"],"acf":{"mongo_id":"a9a88ea2-f937-4c6a-b37d-809f29218472","order":"7","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2026\/5\/489.jpg","photo_position":"above","homepage_title":"","full_issue_title":"BCG\u2019s Adham Abouzied on why most AI projects don't pay off","related_issue":[700973],"teaser":"Abouzied discusses AI potential, why most companies still struggle to create value from it, and how organizations will need to rethink the way they do business in the AI era"},"yoast_head":"\nCoffee With Adham Abouzied on why most AI projects don\u2019t pay off - 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For the EU, securing green hydrogen is crucial\u2026","rel":"","context":"In "A MESSAGE FROM BCG"","block_context":{"text":"A MESSAGE FROM BCG","link":"https:\/\/enterpriseam.com\/egypt\/category\/a-message-from-bcg\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/ads\/imgs\/246.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":640660,"url":"https:\/\/enterpriseam.com\/egypt\/2024\/08\/29\/my-morning-routine-bassem-fayek-managing-director-and-partner-at-boston-consulting-group\/","url_meta":{"origin":700985,"position":1},"title":"My Morning Routine: Bassem Fayek, managing director and partner at Boston Consulting Group","author":"enterpriseam admin","date":"29 August 2024","format":false,"excerpt":"BCG\u2019s ultimate purpose is to unlock the potential of those who advance the world","rel":"","context":"In "My Morning Routine"","block_context":{"text":"My Morning Routine","link":"https:\/\/enterpriseam.com\/egypt\/my-morning-routine\/\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2024\/8\/2562.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":672733,"url":"https:\/\/enterpriseam.com\/egypt\/2025\/09\/29\/role-models-that-share-a-taste-for-ambition\/","url_meta":{"origin":700985,"position":2},"title":"Role models that share a taste for ambition","author":"enterpriseam admin","date":"29 September 2025","format":false,"excerpt":"? Joining the roster of podcasts catering to people interested in entrepreneurship and success stories is Flavors of Ambition, created by BCG. With only four episodes under its belt since launching last April, the show has already featured some big names who have come on to share their stories, experiences,\u2026","rel":"","context":"In "Ears to the Ground"","block_context":{"text":"Ears to the Ground","link":"https:\/\/enterpriseam.com\/egypt\/category\/ears-to-the-ground\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2025\/9\/1668.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":671672,"url":"https:\/\/enterpriseam.com\/egypt\/2025\/09\/11\/bcg-cash-still-popular-in-egypt-and-mea-despite-rising-digital-payments\/","url_meta":{"origin":700985,"position":3},"title":"BCG: Cash still popular in Egypt and MEA despite rising digital payments","author":"enterpriseam admin","date":"11 September 2025","format":false,"excerpt":"A new BCG study covering Egypt for the first time finds that cash still accounts for a third of transactions in the Middle East and Africa","rel":"","context":"In "FINANCIAL SERVICES"","block_context":{"text":"FINANCIAL SERVICES","link":"https:\/\/enterpriseam.com\/egypt\/category\/financial-services\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2024\/12\/644.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":676348,"url":"https:\/\/enterpriseam.com\/egypt\/2025\/11\/27\/forum-playback-part-7\/","url_meta":{"origin":700985,"position":4},"title":"Forum Playback \u2014 part 7","author":"enterpriseam admin","date":"27 November 2025","format":false,"excerpt":"Good morning, friends, and welcome to the penultimate edition of this year\u2019s EnterpriseAM Forum Playback, where we bring you highlights from our successful Enterprise Egypt Forum 2025, held on 7 October. In today\u2019s issue, we revisit our on-stage conversation on whether Egypt\u2019s capital markets can turn a fragile rebound into\u2026","rel":"","context":"In "INTRO"","block_context":{"text":"INTRO","link":"https:\/\/enterpriseam.com\/egypt\/category\/intro\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":647385,"url":"https:\/\/enterpriseam.com\/egypt\/2017\/05\/09\/three-major-consultancies-bidding-for-project-to-formulate-attijariwafas-strategy\/","url_meta":{"origin":700985,"position":5},"title":"Three major consultancies bidding for project to formulate Attijariwafa\u2019s strategy","author":"enterpriseam admin","date":"9 May 2017","format":false,"excerpt":"BCG, McKinsey, and Oliver Wyman are bidding to advise Attijariwafa Bank\u2019s strategy in Egypt for the next five years, Al Malreports. Bank CEO Mohamed El Kettani says the project will be awarded within the next three months. Separately, the bank is also \u201cplanning to complete expansions in East and West\u2026","rel":"","context":"In "Banking + Finance"","block_context":{"text":"Banking + Finance","link":"https:\/\/enterpriseam.com\/egypt\/category\/banking-finance\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/700985","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/comments?post=700985"}],"version-history":[{"count":1,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/700985\/revisions"}],"predecessor-version":[{"id":701030,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/700985\/revisions\/701030"}],"acf:post":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/issue\/700973"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media\/700986"}],"wp:attachment":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media?parent=700985"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/categories?post=700985"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/tags?post=700985"},{"taxonomy":"brand","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/brand?post=700985"},{"taxonomy":"newspack_spnsrs_tax","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/newspack_spnsrs_tax?post=700985"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}