This article by McKinsey explains that as the costs of risks associated with AI rise, organisations' ability both to assess those risks and to engage workers at all levels in defining and implementing controls will become a new source of competitive advantage. On the horizon for many organisations is a reconceptualisation of "customer experience" to encompass the promise as well as the pitfalls of AI-driven outcomes. It argues that another imperative is to engage in a serious debate about the ethics of applying AI and where to draw lines that limit its use. Collective action, which could involve industry-level debate about self-policing and engagement with regulators, is poised in importance as well. The article emphasises that organisations that nurture those capabilities will be better positioned to serve their customers and society effectively, and to avoid ethical, business, reputational and regulatory predicaments.