Despite the optimism and the rush to create increasingly powerful AI models, the overall benefits of artificial intelligence remain unclear outside of large tech companies. In many realities, the tangible effects are not evident, despite the wide accessibility of available solutions. This is because, as a general-purpose technology, AI takes time to manifest its full transformative potential. In this context, a post-digital approach that overcomes impulsive enthusiasm is proposed as the ideal solution to integrate AI in a strategic, targeted way to create tangible value for businesses.