Every company is racing to "do AI." Very few are asking the question that actual
By Sarahhofstetter · October 29, 2026 · Curated by George's Blog
Every company is racing to "do AI." Very few are asking the question that actually decides whether it works. The instinct is to start with the tools. Pick the platform, run the pilot, count the use cases.
AI adoption often stalls because people don't believe it will help them — and no rollout plan fixes a belief problem.
Unilever's Selina Sykes put it plainly on BRAVE COMMERCE Podcast this week with me and Rachel Tipograph:
"Put people at the center of it. Think about the people. Don't think about the technology."
AI has to be an amplifier — for the business, and for your talent. Not a replacement story. An amplification story.
Everyone has access to the same models now. The technology won't be the advantage. How you build it into how work actually gets done will be. Unilever codified their brand DNA into an AI model and stood up an AI content supply chain across 18 markets — not to produce more, but to raise the bar on quality and consistency. That's an operating-system move, not a tooling move.
That's the difference between a demo and a transformation. One is a technology. The other is how the company works.
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