In this episode, Greg Shove, CEO of Section and founder of Machine and Partners, joins us for a "where are they now" follow-up—and doesn’t hold back. Greg walks through the rise of Pro AI, his new AI-powered coach, and why traditional upskilling is already obsolete.

We explore the overlooked friction points in AI adoption, from cultural taboos (“it feels like cheating”) to failed enterprise rollouts. Greg challenges the prevailing mental models and warns that the real upheaval is still ahead: business model disruption, not product disruption.

From royalty-based agents to outcome-based pricing, Greg lays out why service-heavy industries—from law firms to SaaS—are heading for a margin-crushing future. Plus: the moral responsibility of CEOs, the fallacy of lifelong learners, and why working with AI means holding onto your own judgment.

A sharp, honest look at what it really means to work smarter—not just faster—in the age of AI.

Key takeaways:

• AI use is no longer optional—it's the new baseline.
  Proficiency with AI tools isn’t a competitive edge anymore—it’s a basic requirement. Greg argues that “being in the AI class” is now table stakes, and organizations must rapidly close the gap between aspiration and actual adoption.
• Business model disruption will hit harder than tech disruption.
  Greg makes a compelling case that AI’s biggest impact won’t come from the tools themselves, but from entirely new ways of charging for value—like outcome-based pricing and AI-native service models that undercut human capital costs.
• Leaders must shift from AI policies to AI manifestos.
  Adoption is stalling because organizations lead with fear. Instead, Greg urges leaders to clearly message that using AI is smart, encouraged, and expected—and to model that behavior themselves.
• Most people won't be lifelong learners—so give them outputs, not courses.
  With Pro AI, Greg confronts a hard truth: most users don’t want to learn; they want results. AI-powered coaching that delivers outcomes—not just education—is the future of upskilling.

Linkedin: Greg Shove | LinkedIn
Website: Greg Shove | AI Strategist & Keynote Speaker for Enterprise Leaders
Section: Section | AI workforce transformation for real ROI
Machine & Partners: AI Consulting Services | Machine and Partners

00:00 Embracing AI: Changing Work Culture
00:29 Introduction: Meet Greg Shove
01:10 AI in Daily Work: Tools and Changes
03:59 Business Model Disruption: The Next Big Shift
12:45 Training and Adoption Challenges
19:14 The Future of Work: AI's Impact on Jobs
32:02 Leadership and AI: Strategies for Success
35:20 Embracing AI in the Workplace
36:51 Workflow Redesign with AI
39:39 The Role of AI Agents
40:12 Challenges in AI Adoption
45:14 Pro AI: The AI-Powered Coach
51:03 Disrupting Business Models with AI
57:52 Cognitive Offloading and AI
01:03:02 Final Thoughts and Reflections

📜 Read the transcript for this episode: Transcript of The AI Implementation Audit: What Section’s CEO Learned in 18 Months
 

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Show edited by Emma Cecilie Jensen.