Businesses that historically built competitive moats around expertise that took decades to cultivate are in trouble. Why? ... because AI has now commoditised that advantage and collapsed the previous barriers to entry. This is not only in IT, it is in pretty most every industry ... medicine, legal, industrial, services. Think hard - there are very few that remain, or will remain untouched in the next 3..5 years tops.
Traditionally, complex products and high engineering costs prevented newcomers from easily entering markets. Incumbents leveraged large teams of specialized talent, complex infrastructure, and considerable financial resources to maintain dominance. These barriers ensured only well-established and well-funded companies could offer high-quality, innovative products at scale. However, AI significantly lowers these historical barriers, allowing start-ups to compete effectively. For example, Y Combinator highlights that its recent cohorts feature significantly smaller teams that are more productive and profitable early than in previous years, leveraging AI tools to rapidly deliver innovative products and scale efficiently.
The Shift from Scarcity to Abundance
Scarcity once defined competitive advantage. Specialized (read highly paid) engineers and rare expertise meant power. However, AI has democratized access to these skills. Machine learning models, generative AI tools, and (now emerging) self-tweaking autonomous systems mean businesses no longer need vast in-house expertise. Instead, companies can rapidly acquire capabilities previously unattainable without massive investment. Tasks requiring hundreds of human engineers now take just a handful of developers leveraging AI-driven tools. Businesses must recognize that the scarcity advantage they relied upon has been largely erased. This does, of course, bring with it its own share of problems, as now more junior engineers (and other specializations) are prompt-generating code/solutions that, in many cases, they simply do not understand and would be unable to maintain on a deep level should (not if, when!) things start to unravel. The short-term gain of value growth and productivity may yet come and bite us hard when we have to maintain and build on the code currently being developed. Prompt generated reliance often results in a superficial understanding of the generated code, and this is a real deep problem for the industry. Namanyay Goel captures it perfectly in this graph which shows the more engineers use GPTs for code, the less knowledge they acquire.
(credit: Namanyay Goel website)
Democratization of Innovation
AI enables small (and single-person) teams to innovate rapidly, experiment at minimal cost, and scale quickly. As a result, market dominance that was built on years of hard-won thousands of hours of painful engineering R&D is gone, vanished overnight, bye-bye golden goose. Subsequently, AI-driven software prototypes can be developed, tested, and deployed within hours and days rather than months or years. Executives need to understand that the pace of innovation has changed dramatically - smaller competitors and bedroom coders can now rapidly iterate products using generative AI platforms. They don't need (and indeed, some I've talked to outright reject) the training and hard-won experience previously required to carry out their work.
Have an idea? ... iterate the code to build it in ten minutes - doesn't work? .. iterate it for an hour - still not working? ... plead with the GPT to fix it for you because you simply don't understand the code (but if you rephrase your prompt in just another way it may work)... still not working? ok, move to the next idea, rinse, repeat. To understand how this is literally changing the industry, look at some of this ' code with me, I've never coded before' videos on YouTube to get the idea #scary.
Leaving the newly hatched code-bros in their bedroom, look at what's happening with the big boys. For example, Microsoft uses AI agents extensively for autonomous research and development. Their collaboration with Swiss start-up inait created AI models emulating mammalian brain reasoning, designed to enhance functionalities ranging from finance to robotics by learning from real-world interactions. If you are an exec in any sized company, you need to recognise and embrace this AI change because its a veritable tsunami hurtling towards you and its only getting faster. The tiny innovators with the budget of a postage stamp recognise this, global sized organisations recognise this - do you? ... what actions are you taking today to meet the challenge?
#Pivot #Pivot #Pivot
Incumbents face significant challenges due to the shift in the speed and democratization of innovation just outlined - executives that don't see this simply have their heads buried in the sand. Long-term dominance created a culture resistant to rapid innovation, it was soft, comfy and lazy. Large companies often move slowly due to legacy processes, established hierarchies, and substantial infrastructure investments. The very real shakeups you see in the Giants right now demonstrate clearly how serious a threat they see this as. AI-driven start-ups are agile and can quickly pivot to exploit emerging market opportunities. Incumbent companies must rethink their approach and re-imagine and re-structure their organizations to get back to basics and the original, innovative spark that created them in the first place, but do it using today's new paradigms. Executives need to prioritize organizational agility, rapid experimentation, and a willingness to disrupt their own business models. Failure to adapt quickly allows nimble competitors to seize market share, and then you're dead - remember, it's far easier to be a hyper-growth new innovator with little legacy constraints than to maintain a position as the top dog in a market with all of the product and organizational baggage that entails.
Better get juggling....
The pace of innovation driven by AI demands continuous reassessment of competitive positioning. At SocialVoice.ai for example, we have been able to spin up completely new product offerings that were a subset of our overall foundation technology and offer this on a value-based micro-consumption basis to customers. This didn't take us weeks and months, it took us a few hours of conversation with clients, and then a few hours of very focused collaborative ideation and coding to make it happen. If you can't do this kind of maneuver in at most a few weeks, you are in serious trouble and highly exposed to a hyper-fast-moving competitor. #Pivot #Pivot #Pivot.
Moving from SaaS to Micro-Use Value Models
Historically, SaaS models dominated software delivery. Companies sold subscriptions offering broad feature sets regardless of usage intensity. AI disrupts this model, allowing businesses to shift towards value-based micro-use. AI agents autonomously discover, connect, transact, and deliver precise functionalities exactly when and where needed. New AI agent systems can (and will) integrate seamlessly with legacy SaaS applications, extracting and delivering targeted functionalities precisely aligned with customer requirements. Customers rarely use 100% of traditional SaaS features, leading to inefficiencies. Future market preferences will favor vendors offering highly targeted, agentic solutions tailored specifically to business needs. While this targeted approach may be more expensive per transaction, it ultimately allows customers to pay only for the value they actually use, increasing overall satisfaction and efficiency, thus ultimately better overall value. Companies like Datastreamer illustrate this shift, offering no-code tools that drastically lower barriers to API integration. Previously, organizations faced months-long delays due to scarce engineering resources and competing internal priorities. Tools from providers like Datastreamer now enable rapid adoption and efficient use of valuable microservices on a per-transaction basis, dramatically accelerating business agility. Another example is Socialgist which brings together oceans of data from different sources and allows customers to mix and match just what they want to make up their own customized datasets. The moats of tomorrow are different, and the highly efficient value delivery systems of these two examples show how they can be achieved.
So what the heck do we do now??
Executives worried about AI disruption should proactively adopt defensive strategies. They should become paranoid about falling behind in the market. They must prioritize flexibility, speed, and customer-centric innovation. Incumbents should rapidly integrate AI across their operations, reducing internal friction that inhibits innovation. Establishing agile innovation teams focused on experimenting with AI-driven tools can help incumbents stay competitive. Executives must encourage cultures of experimentation and continuous learning. Companies that succeed will embrace AI-driven experimentation, rapidly adapting product offerings based on real-time feedback and shifting market dynamics. If you decide to engage with consultants, challenge them to actually deliver value, rather than simply regurgitating what you already know - in many cases, you will get a better ROI and build a stronger strategic partnership with a smaller hyper-focused and nimble consultancy than with the usual suspects. Look for ROI value-based engagements, and look for short-term tactics and longer-term strategies that can be informed by measurable outcomes from the tactical initiatives. Ask one group to ideate and ask another to implement. Pitch one group against another to foster competition (but play nice!). Play to strengths, recognize weaknesses, and deploy your resources accordingly.
Good luck. we're in for a rollercoaster (and I suspect, for most, a somewhat bumpy) ride!
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