I Helped Run Lululemon. Companies Need to Stop Kidding Themselves About A.I.

I served as the chief information officer of the athletic apparel company Lululemon for eight years. Deploying new technologies, artificial intelligence included, was part of the job. But when I left, my successor was handed a new title: chief A.I. and technology officer. I winced — not about the person but about the pattern. Companies these days are quick to stick “A.I.” in news releases, in earnings calls, in product names, in job postings and in titles at the top of their organizations. The real question is what strategy sits behind the abbreviation. A title costs nothing, but it doesn’t...