AI is everywhere. Boards are asking for AI roadmaps. Marketers are testing prompts, automating campaigns, and generating content at scale. The tools are dazzling. The promises are intoxicating. But amid all the excitement, one thing is becoming painfully clear: tools alone do not create strategy.

We have entered what I call the AI plateau. After the initial hype, companies are realizing that access to technology doesn’t automatically translate into differentiation. An AI-generated ad or automated audience segment can be impressive, but if it is not grounded in a clear strategic decision, it is noise. It may look sophisticated, but it is hollow. The market doesn’t respond to speed or novelty alone. It responds to clarity, insight, and relevance.

The real competitive edge in the age of AI

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