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Adoption Is the Wrong Frame
Most companies are getting AI wrong because they're "adopting" it. AI writes your emails a bit faster, sorts your docs, summarizes your meetings. Real gains, but marginal. And soon everyone has them. No edge left.
AI does the work that was not going to happen
The most consequential shift AI enables is not accelerating existing work, but making previously impossible work possible for individuals inside organisations.
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Google as a framework case study: why embedded AI wins
If AI becomes infrastructure, competitive advantage shifts. My last article analyzes Google not through model performance, but through product integration economics.
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AI is not a value proposition
AI is becoming mandatory ... but mandatory technologies rarely create durable advantage.
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Framework introduction
Most companies are asking the wrong question about AI. They ask: "How do we add AI to our product?" The better question is: "Where does intelligence compound inside our system?"