The AI Illusion (I): The Gap Isn’t Closing. It’s Widening.
AI is often framed as the great equaliser.
Better tools. Lower barriers. Wider access. Anyone can now produce what previously required teams, budgets, and time. On paper, that should make competition fairer. In practice, it’s doing the opposite.
What’s emerging isn’t a level playing field. It’s a widening gap.
Two types of companies are starting to emerge:
The first group moves fast. They adopt AI aggressively, integrating it into everything — marketing, operations, communication, even decision-making. Output increases almost immediately. Content flows. Processes accelerate. Internally, it feels like progress.
The second group also uses AI, but with more restraint. They don’t rush to automate everything - instead, they question where it actually adds value and use it to support thinking, not replace it.
At a glance, both groups can look equally capable, but underneath, something very different is happening. The first group is scaling execution. The second group is protecting judgment.
Over time, that difference compounds, because AI doesn’t fix weak thinking. It amplifies it.
If your positioning is unclear, AI will help you produce more unclear messaging faster. In other words, it creates the appearance of capability without necessarily improving it.
When conditions change, the difference becomes visible, because adaptation requires judgment.
AI isn’t leveling the playing field - it’s exposing who was thinking clearly to begin with and who wasn’t.
The gap isn’t closing. It’s widening.
In part 2 ("The More Personal It Gets, The Less It Feels"), I look at how this doesn’t just affect internal strategy, but fundamentally reshapes how customers experience businesses.