AI in Business
AI is not a Business Strategy
Martin Kay
Martin Kay has watched the same pattern repeat for decades: a new technology arrives, and suddenly every pitch, board paper and strategy deck is rebuilt around it. Dot-com, then blockchain, then web 2.0, now AI. His argument is simple and easy to forget in the excitement. AI is a technology you put to work behind a business strategy. It is not the strategy itself.
Drawing on his experience as a founder and startup mentor, he made the case for starting with the fundamentals. Know what your business is actually for, how it creates value, and where its advantage lies, then ask where AI strengthens that. He cautioned against leading with the tool, returning to a sequence that is easy to invert: people first, then the processes they run, and only then the technology to support them. Automating a weak process, he noted, just makes a bad outcome arrive faster. His preferred framing for AI is a force multiplier for a capable team rather than a reason to shrink one.