It’s tempting to think that adoption of AI is limited by the technology itself. Headlines declaring the rise of robot doctors and approaching technological singularity, contrasted with humorous memes of robots falling over, make us alternately fear and doubt AI’s capabilities. In practice, however, decades-old AI technologies could unlock significant value, although many companies still have yet to adopt them. This is because adoption of AI is determined by both trust and risk. Thinking about AI adoption in this way enables us to more accurately anticipate opportunities for AI startups.