---
id: "quote-people-process-map"
type: "quote"
source_timestamps: ["§ Type 5: Organizational Capability Building"]
tags: ["culture", "value-creation"]
related: ["claim-people-process-value", "contrarian-people-process-critique"]
speaker: "Baba Prasad"
speakers: ["Baba Prasad"]
quote: "This is why the persistent finding that 70% of enterprise AI value comes from people, process, and culture should not be read as a critique of AI. It is a map of where the real returns are hiding."
sources: ["spine"]
sourceVaultSlug: "hbr-seg-spine"
originDay: 1
articleStem: "hbr-edu-47-5-types-ai-investment"
sourceUrl: "https://hbr.org/2026/06/the-5-types-of-ai-investment-and-how-to-capture-their-value"
sourceTitle: "The 5 Types of AI Investment–and How to Capture Their Value"
---
# People and process as a map to returns

> This is why the persistent finding that 70% of enterprise AI value comes from people, process, and culture should not be read as a critique of AI. It is a map of where the real returns are hiding.

— [[entity-baba-prasad|Baba Prasad]]

The pivot that turns a much-cited AI-skeptic statistic ([[claim-people-process-value]]) into a *directive*: pour investment into [[concept-organizational-capability-building|Type 5]]. See the full reframe in [[contrarian-people-process-critique]].