AI Isn’t The Product, Context Is

Despite billions in investment, 95% of enterprise AI pilots fail to deliver measurable business impact. The problem isn’t the models, it’s how they’re used. AI models are infrastructure, like the internet, not the product. What differentiates organisations is what they build on top of it. As capabilities converge, advantage shifts from tool selection to the quality of context and how it’s integrated into workflows. The focus should move from choosing models to building the knowledge infrastructu...