Lessons from the Red Queen

If your strategy ends at efficiency then you are in danger.

As all of us come to grips with the new technologies - AI, LLMs and Agents… - I see a lot of companies focusing on the efficiency opportunity. And it is true, correctly applied they can drive huge gains in efficiency (incorrectly applied they can cause confusion, lack of focus and wheel-spinning!)

Remember, all of your current competitors - and some who you don’t know about yet - have access to exactly the same tools and models as you do. While you get more efficient so do they.

So you need to step back. Increased efficiency is the baseline - but it is not enough to win. You need to ask some harder questions.

I go into this in more depth in the article I have just written for MarTech Magazine called The real risk of AI is marketing commoditization.