The Three Phases of AI Adoption

1. Consumers:
These are companies using off-the-shelf AI tools, like ChatGPT or other generative AI solutions. While these tools can offer powerful capabilities, they’re generalized, and the company doesn’t feed specific organizational knowledge into them. Doug pointed out that many organizations start here because it’s easy to adopt without the need for complex integrations.

2. Integrators:
The next step up is becoming an integrator. These companies take AI further by embedding specific knowledge about their organization into the AI. By integrating AI with their data systems, such as vector stores and knowledge graphs, integrators get more value from AI by making it more relevant to their operations. According to Doug, this is where the real benefits of AI start to take shape—combining internal data with AI capabilities to optimize processes.

3. Creators:
At the highest level, creators develop their own proprietary AI models. In the past, many large enterprises hired data scientists to build these systems from scratch. However, as Doug explained, with the arrival of tools like ChatGPT, many organizations realized they could step back from creating and instead focus on integrating existing AI models more efficiently. That shift has led to a balance between leveraging pre-existing AI technologies while still adding proprietary elements where necessary.

Salesforce: From Consumer to Integrator

Doug didn’t shy away from discussing Salesforce’s latest move with their AgentForce launch. He shared what some might consider an unpopular but timely opinion—that Salesforce might have been caught a little “flatfooted” in the AI race.

However, with the introduction of AgentForce, Salesforce is making a strong shift from consumer to integrator. By incorporating AI deeply into their CRM platform, they’re transforming how companies use AI to streamline sales and customer interactions. But as Doug points out, there’s still a big question: Will AgentForce fully reshape the future of AI-driven sales, or is it just a step in catching up with the leaders?

Real-World Examples of AI Adoption

Throughout the conversation, several real-world examples were referenced that highlight the importance of AI integration:

• OpenAI’s ChatGPT: The release of ChatGPT shifted many companies from creators to consumers, as they saw the value in using these pre-built AI systems rather than building from scratch.
• Salesforce’s AgentForce: Salesforce is making its pivot to become an AI integrator with the launch of AgentForce. This tool aims to embed AI capabilities directly into their CRM ecosystem.
• Microsoft Power Platform: Microsoft has been a strong player in the AI space for years, offering integrations through their Power Platform that allows businesses to automate processes and incorporate AI with relative ease.

Conclusion: Where Does Your Organization Stand?

The journey from AI consumer to integrator, and eventually creator, requires thoughtful planning and investment. As Doug pointed out, each phase of AI adoption offers unique opportunities, but understanding where your organization currently stands is critical to getting the most value from AI.

The key takeaway for businesses today? Focus on foundational data systems now. Organizations need to prepare their data ecosystems to be AI-ready, or risk losing competitive edge to faster-moving competitors in the next few years.

Are you still in the consumer phase, experimenting with off-the-shelf tools? Or have you integrated AI into your processes and are reaping the benefits of a more personalized approach? Wherever you are in the journey, the key is to keep moving forward—and staying prepared for the future of AI.

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