I've been in digital strategy for 15 years. I've watched brands adapt (or not) to mobile, social, voice search, IoT, and the list goes on. The pattern is always the same: most wait too long, then scramble to catch up, then settle for surface-level changes that don't address the real shift.

We're in that same window right now with AI-era search and discovery.

Here's what I'm actually observing: b…

Most companies don't have an AI strategy. They have a procurement decision dressed up as one.

Buying seats is not a strategy. Deciding which workflows get rebuilt, who owns them, and what number improves is.

The tool is the easy part. The org design is the work.

The tell: if your AI strategy deck doesn't name an owner for each workflow, it's a purchase order with nicer fonts.