Johnson & Johnson has announced a pivot from scattershot experimentation to a value-focused approach to Gen AI that aligns with a more macro move among Enterprises that are entering a second phase of AI usage beyond early hype.

Among healthcare executives, there is rising confidence that AI can help tackle critical challenges like workforce burnout and supply chain disruptions while driving better outcomes.

Tangible value only: According to reporting from the Wall Street Journal, Chief Information Officer Jim Swanson announced that J&J is reshaping its generative AI strategy to concentrate on projects with the highest business impact. "We’re prioritizing, we’re scaling, we’re looking at the things that make the most sense," Swanson said. "That was part of the maturation process we went through."

The CIO said the move involves redirecting resources away from initiatives that fail to deliver tangible value, or where a different technology might be more suitable. Previously, the company encouraged almost 900 GenAI pilots, a "thousand flowers" approach designed to help employees learn and experiment freely. After tracking outcomes, according to WSJ's reporting, J&J discovered that 10% to 15% of these pilots accounted for 80% of the overall value, prompting a decision to narrow the field to those use cases that proved their worth.

Measurable outcomes: The shift echoes a wider pattern across the healthcare sector, where many organizations initially jumped into GenAI but are now focusing on measurable outcomes. Recent surveys show rising optimism about AI as a practical tool to alleviate strains like workforce burnout and enhance overall patient care.

Johnson & Johnson has replaced its centralized governance board with a model that empowers commercial, supply chain, and research teams to decide which projects are most valuable. High-priority use cases include a Rep Copilot for sales, an internal chatbot to streamline employee questions, AI-driven drug discovery, and supply chain risk mitigation. These supply chain efforts build on the company’s broader use of AI to keep medical products accessible, even in the face of disruptions.

Positive returns: The company is measuring success in three areas: successful implementation, adoption, and business impact, aligning with company data showing that 90% of healthcare executives report positive returns from GenAI. Surveys also reveal widespread public and professional support for AI in healthcare, with many hoping it will curb burnout and enhance patient outcomes.

Non-dilutive: Nonetheless, excessive experimentation can dilute resources and impede the pursuit of genuine value, a lesson J&J acknowledges from its early scattershot approach. Narrowing the focus also carries the risk of missing unexpected breakthroughs, though the shift of decision-making power to individual business units aims to keep AI efforts aligned with real-world needs. Swanson warns that hype still exceeds substance in many corners of the GenAI landscape, reinforcing the importance of disciplined oversight. "We had the right plan three years ago, but we matured our plan based on three years of understanding," Swanson said, according to the Journal. "This is the better way to run now."