The most important AI questions your board isn’t asking
As artificial intelligence reshapes industries, it’s no longer just about optimising operations or enhancing customer experiences. AI is now a strategic force that demands attention at the highest levels of leadership.
Yet, many boards are failing to ask the critical questions that define whether AI becomes a transformative asset or a lurking liability. There are some pressing issues every board must confront.
1. Who is accountable for AI?
AI decisions often carry significant risks—from regulatory fines to reputational fallout—but accountability is frequently unclear. Boards must establish who is ultimately responsible when AI systems, processes or approaches go wrong. Is it the CEO? The CTO? A dedicated ethics officer? Without clear accountability, even the best-intentioned AI strategies can collapse under the weight of ambiguity.
2. What is the opportunity, and what’s the opportunity cost?
The biggest AI question isn’t just what can be achieved but what might be lost by not taking action. Boards need to weigh the strategic opportunities AI could unlock against the costs of inaction or missteps. Could prioritising AI innovation leave other critical areas of the business underfunded? Or worse, could ignoring AI entirely render the organisation irrelevant in a rapidly evolving landscape?
3. Are we implementing AI ethically?
AI systems often reflect the biases and blind spots of their creators - we all know that. But boards must go further than asking about bias - they need to ensure that ethical principles are embedded at every stage—whether in development of the company’s own tools or deployment of existing tools. This includes understanding how data is sourced, addressing algorithmic bias and ensuring staff members are trained. This requires carefully thinking through the unintended impact of AI use and development on the business and all its stakeholders. Writing an ethics policy and sending it out to the team is NOT ENOUGH.
4. Is our workforce prepared for AI?
AI’s integration into the workplace can enhance productivity but also create disruption. Boards must ask how AI will affect employees. Are there plans for re-skilling or up-skilling staff? Are new roles being created to oversee AI systems? A forward-looking strategy can help turn AI from a source of anxiety into an engine of growth.
5. Are we prioritising data privacy and security?
Data is the lifeblood of AI, but its misuse can erode trust. Boards should scrutinise how the organisation collects, stores, and uses data. Are systems secure against breaches? Are privacy regulations like GDPR and CCPA being met? But this goes way beyond personal data. Boards need to ensure that companies are not unwittingly giving away their own IP by using AI tools without the correct data controls. Without robust protections, AI adoption could invite public backlash or legal action. This is a major risk for any company that doesn’t have a carefully thought through AI strategy.
6. How will AI perform in a crisis?
In emergencies, AI can be a double-edged sword. While it offers speed and scalability, it also risks compounding errors if systems aren’t well-designed. Boards need to explore how AI (or people using AI) will function under pressure—and whether there are safeguards to prevent catastrophic missteps.
The real value of AI isn’t just in what it does but also in how much people trust it. Customers, employees, and regulators must believe that the organisation’s AI strategy is fair, transparent, and aligned with society’s best interests. Trust isn’t just a moral imperative; it’s a competitive advantage in an age where reputational capital can be as valuable as financial returns.
Boards that fail to confront these questions risk falling behind quickly—or worse, finding themselves at the centre of the next AI scandal. The future of AI lies in the ability of leadership to ask hard questions, anticipate challenges, and prioritise trust over short-term wins.
These aren’t just questions for the boardroom—they’re the discussions that will define whether AI works for humanity or against it. The time to start is now.