The uncertainty around AI is unlike that encountered with any previous technology, but businesses do not have the option of doing nothing and waiting to see what happens. This chapter proposes some basic theoretical principles that companies should apply in adopting AI, as learned by Europe’s leading applied AI company Faculty AI. It shows how companies that thrive in the AI era will need to reinvent their core business processes around new opportunities, without betting everything on speculative projects. They will need to design ‘human-first’ systems that allow people and machines to work together, supporting human decision-making while implementing processes that can be run safely and reliably at greater-than-human scale. The chapter illustrates those lessons with three case studies where they have been applied with most impact, and also considers the future of the field, and what the potential evolution of AI into AGI—Artificial General Intelligence—might mean for organisations.