{"id":6980,"date":"2026-04-20T21:39:12","date_gmt":"2026-04-20T13:39:12","guid":{"rendered":"https:\/\/moresourcing.com\/how-ai-helps-the-best-and-hurts-the-rest\/"},"modified":"2026-04-20T21:39:12","modified_gmt":"2026-04-20T13:39:12","slug":"how-ai-helps-the-best-and-hurts-the-rest","status":"publish","type":"post","link":"https:\/\/moresourcing.com\/fr\/how-ai-helps-the-best-and-hurts-the-rest\/","title":{"rendered":"\ufeffHow AI Helps the Best and Hurts the Rest"},"content":{"rendered":"<p><\/p>\n<div>\n<div class=\"article-left-col\">\n<section class=\"article-topics\">\n<h4 class=\"article-topics__title\">Th\u00e8mes<\/h4>\n<\/section>\n<section class=\"article-section\">\n<h4 class=\"article-section__title\">Fronti\u00e8res<\/h4>\n<p>\n            Un <cite>MIT SMR<\/cite> qui explore la mani\u00e8re dont la technologie remod\u00e8le la pratique de la gestion.        <\/p>\n<p>        <a href=\"https:\/\/sloanreview.mit.edu\/big-ideas\/frontiers\/\" class=\"article-section__link\"><\/p>\n<p>           Plus dans cette s\u00e9rie<br \/>\n                      <\/a><\/p>\n<\/section><\/div>\n<aside class=\"article-ad ad-300  ad-300x250 ad-desktop\">\n<\/aside>\n<aside class=\"article-ad ad-300  ad-300x250 ad-mobile\">\n<\/aside>\n<figure class=\"article-inline\">\n<img fetchpriority=\"high\" decoding=\"async\" width=\"1290\" height=\"860\" alt=\"\" class=\"wp-image-126678\" srcset=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/04\/\ufeffHow-AI-Helps-the-Best-and-Hurts-the-Rest.jpg 1290w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/04\/2026SUMMER_Delecourt-1290x860-1-300x200.jpg 300w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/04\/2026SUMMER_Delecourt-1290x860-1-150x100.jpg 150w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/04\/2026SUMMER_Delecourt-1290x860-1-768x512.jpg 768w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/04\/2026SUMMER_Delecourt-1290x860-1-764x509.jpg 764w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/04\/2026SUMMER_Delecourt-1290x860-1-382x255.jpg 382w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/04\/2026SUMMER_Delecourt-1290x860-1-870x580.jpg 870w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/04\/2026SUMMER_Delecourt-1290x860-1-435x290.jpg 435w\" data-lazy-sizes=\"(max-width: 1290px) 100vw, 1290px\" src=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/04\/\ufeffHow-AI-Helps-the-Best-and-Hurts-the-Rest.jpg\"\/><img fetchpriority=\"high\" decoding=\"async\" width=\"1290\" height=\"860\" src=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/04\/\ufeffHow-AI-Helps-the-Best-and-Hurts-the-Rest.jpg\" alt=\"\" class=\"wp-image-126678\" srcset=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/04\/\ufeffHow-AI-Helps-the-Best-and-Hurts-the-Rest.jpg 1290w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/04\/2026SUMMER_Delecourt-1290x860-1-300x200.jpg 300w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/04\/2026SUMMER_Delecourt-1290x860-1-150x100.jpg 150w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/04\/2026SUMMER_Delecourt-1290x860-1-768x512.jpg 768w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/04\/2026SUMMER_Delecourt-1290x860-1-764x509.jpg 764w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/04\/2026SUMMER_Delecourt-1290x860-1-382x255.jpg 382w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/04\/2026SUMMER_Delecourt-1290x860-1-870x580.jpg 870w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/04\/2026SUMMER_Delecourt-1290x860-1-435x290.jpg 435w\" sizes=\"(max-width: 1290px) 100vw, 1290px\"\/><figcaption>\n<p class=\"attribution\">Mark Shaver\/theispot.com<\/p>\n<\/figcaption><\/figure>\n<div class=\"article-summary\"><strong class=\"article-summary__strong\">R\u00e9sum\u00e9 : <\/strong><\/p>\n<p>Can generative AI serve as an on-demand business adviser? A field experiment with hundreds of small business owners in Kenya found that AI access boosted revenues and profits by 15% for high performers \u2014 but caused a nearly 10% decline for those who had already been struggling. The culprit: Weaker performers followed generic or misleading AI advice because they lacked the judgment to filter it out. Leaders deploying AI at scale must design their rollouts carefully to avoid widening performance gaps.<\/p>\n<\/div>\n<div class=\"article-narration\">\n<p>    <a href=\"#narration\" id=\"narrationModal\" class=\"j-audio-trigger current-speed\" title=\"\ufeffHow AI Helps the Best and Hurts the Rest\"><br \/>\n        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"50\" height=\"50\" viewbox=\"0 0 50 50\" fill=\"none\">\n            <g clip-path=\"url(#clip0_2534_8292)\">\n            <g clip-path=\"url(#clip1_2534_8292)\">\n            <path d=\"M25 50C38.8071 50 50 38.8071 50 25C50 11.1929 38.8071 0 25 0C11.1929 0 0 11.1929 0 25C0 38.8071 11.1929 50 25 50Z\" fill=\"#005B9C\"\/>\n            <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M19.985 25.0001V17.0708C19.985 16.5579 20.6336 16.2585 21.1033 16.5547L27.245 20.4252L33.6852 24.4837C34.0849 24.7358 34.0849 25.2645 33.6852 25.5166L27.245 29.5753L21.1033 33.4458C20.6336 33.7418 19.985 33.4423 19.985 32.9294V25.0001Z\" fill=\"white\"\/>\n            <\/g>\n            <\/g>\n            <defs>\n            <clippath id=\"clip0_2534_8292\">\n            <rect width=\"50\" height=\"50\" fill=\"white\"\/>\n            <\/clippath>\n            <clippath id=\"clip1_2534_8292\">\n            <rect width=\"50\" height=\"50\" fill=\"white\"\/>\n            <\/clippath>\n            <\/defs>\n        <\/svg><br \/>\n        <span>Listen to \u201c\ufeffHow AI Helps the Best and Hurts the Rest\u201d <span>(12:26)<\/span><\/span><br \/>\n    <\/a>\n<\/div>\n<p><span class=\"smr-leadin\">Can generative AI serve<\/span> as an effective adviser for business owners and entrepreneurs? Intuitive chat-based natural language interfaces mean that anyone who can read and write can use GenAI tools for a wide range of tasks, even if they lack technical skills. This has obvious appeal for entrepreneurs and small business owners, many of whom could benefit from an on-demand adviser able to help with marketing, pricing, operations, and strategy.<\/p>\n<p>Improving the performance of entrepreneurs at scale has proved to be <a href=\"https:\/\/doi.org\/10.1093\/oxrep\/grab002\" target=\"_blank\">challenging<\/a>. The most effective interventions tend to be high touch, such as <a href=\"https:\/\/doi.org\/10.1093\/qje\/qjs044\" target=\"_blank\">hands-on consulting<\/a>, <a href=\"https:\/\/doi.org\/10.1257\/app.20170042\" target=\"_blank\">individualized mentorship<\/a>et <a href=\"https:\/\/doi.org\/10.1002\/smj.2987\" target=\"_blank\">in-person networking<\/a>. However, they are expensive to deliver and difficult to scale. In emerging markets specifically, this constraint is often even tighter: High-quality business support can be scarce, and its cost can be prohibitive relative to organizational resources. A low-cost and always-available AI mentor could potentially deliver, at scale, the type of business guidance that has historically been limited by the availability and cost of human experts.<\/p>\n<p>To test whether accessing generative AI can actually help small businesses, we ran a field experiment with hundreds of small business owners in Kenya. We randomly gave half of them access to a WhatsApp contact that connected them to a version of OpenAI\u2019s GPT-4 that we had prompted to act as a Kenyan business adviser, and then we tracked business performance over time. The key factor driving either an increase or decrease in profits and revenues? Whether an entrepreneur had the judgment to distinguish good AI advice from bad.<\/p>\n<h3>Testing AI Advice in the Real World<\/h3>\n<p>Many previous studies of generative AI have focused on narrow, well-defined tasks, such as <a href=\"https:\/\/doi.org\/10.1126\/science.adh2586\" target=\"_blank\">drafting emails<\/a>, <a href=\"http:\/\/dx.doi.org\/10.2139\/ssrn.4573321\" target=\"_blank\">developing business strategy<\/a>ou <a href=\"https:\/\/doi.org\/10.1287\/mnsc.2023.03014\" target=\"_blank\">generating marketing ads<\/a>. For such tasks, the tool\u2019s output can often be used with little modification, allowing even less-skilled users to benefit from AI assistance. Consistent with this idea, <a href=\"https:\/\/doi.org\/10.1126\/science.adh2586\" target=\"_blank\">studies have found<\/a> that the workers who were struggling the most before using AI benefited the most from using such tools.<\/p>\n<p>Managing a business is not a narrow or well-defined task, though. Entrepreneurs often face vague and ambiguous problems. <\/p>\n<div class=\"article-left-col--footer\">\n<section class=\"article-topics\">\n<h4 class=\"article-topics__title\">Th\u00e8mes<\/h4>\n<\/section>\n<section class=\"article-section\">\n<h4 class=\"article-section__title\">Fronti\u00e8res<\/h4>\n<p>\n            Un <cite>MIT SMR<\/cite> qui explore la mani\u00e8re dont la technologie remod\u00e8le la pratique de la gestion.        <\/p>\n<p>        <a href=\"https:\/\/sloanreview.mit.edu\/big-ideas\/frontiers\/\" class=\"article-section__link\"><\/p>\n<p>           Plus dans cette s\u00e9rie<br \/>\n                      <\/a><\/p>\n<\/section><\/div>\n<div class=\"article-authors\" id=\"article-authors\">\n<h4 class=\"article-authors__title\">\u00c0 propos des auteurs<\/h4>\n<div class=\"article-authors__bio\">\n<p>Nicholas Otis is a Ph.D. candidate at the University of California, Berkeley\u2019s Haas School of Business. Rowan Clarke is a Ph.D. candidate at Harvard Business School. Sol\u00e8ne Delecourt is an assistant professor in the Management of Organizations group at the Haas School of Business. David Holtz is an assistant professor in the Decisions, Risk, and Operations division at Columbia Business School, affiliated faculty at the Columbia University Data Science Institute, and a research affiliate at the MIT Initiative on the Digital Economy. Rembrand Koning is the Mary V. and Mark A. Stevens Associate Professor at Harvard Business School and codirector of the Tech for All Lab at the Digital Data Design (D\u00b3) Institute at Harvard.<\/p>\n<\/div><\/div>\n<div class=\"article-doi\">\n    <a href=\"https:\/\/doi.org\/10.63383\/uFLH4491\" target=\"_blank\" class=\"article-doi__number\">https:\/\/doi.org\/10.63383\/uFLH4491<\/a>\n<\/div>\n<\/div>\n<p>#Helps #Hurts #Rest<\/p>","protected":false},"excerpt":{"rendered":"<p>Topics Frontiers An MIT SMR initiative exploring how technology is reshaping the practice of management. More in this series Mark Shaver\/theispot.com Summary: Can generative AI serve as an on-demand business adviser? A field experiment with hundreds of small business owners in Kenya found that AI access boosted revenues and profits by 15% for high performers [&hellip;]<\/p>","protected":false},"author":1,"featured_media":6981,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-6980","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-management"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v25.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\ufeffHow AI Helps the Best and Hurts the Rest - MORE SOURCING LTD<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/moresourcing.com\/fr\/how-ai-helps-the-best-and-hurts-the-rest\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\ufeffHow AI Helps the Best and Hurts the Rest\" \/>\n<meta property=\"og:description\" content=\"Topics Frontiers An MIT SMR initiative exploring how technology is reshaping the practice of management. 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