Lab experiments show that AI can outperform humans, but outside of the lab, when making decisions, executives face shifting challenges, often with insufficient or inaccurate data. A team of BCG consultants wanted to understand: What happens if they take AI out of the lab into a real company? Over the past year they joined a series of executive team meetings at Giesswein, an $85 million revenue company based in Austria, that sells organic, eco-friendly wool sneakers. The idea was to experiment with different ways of integrating AI into their executive meetings to understand what works and how.