As of March 2026, most organisations that invested in AI over the last two years have nothing measurable to show for it. Not underperformance. Zero impact on profit and loss. MIT’s NANDA initiative studied 300 public AI deployments and interviewed 150 executives. Ninety-five percent of enterprise AI pilots delivered zero measurable P&L impact. The same…
As of February 15, 2026, three major AI developments are reshaping the industry: (1) DeepSeek’s R1 open-source reasoning model released January 2026 proved Chinese firms can match frontier capabilities, (2) OpenAI’s operator agents now autonomously browse and interact with websites, and (3) context engineering has emerged as the critical skill for AI workflow optimization. These…
by Pål Erik Waagbø | Week 6, 2026 THE 30-SECOND TAKE This week, three things converged that haven’t overlapped before. Models are now building models (OpenAI’s Codex debugging its own training runs). Agents are managing agents (Anthropic’s Opus 4.6 with agent teams, McKinsey running 25,000 AI agents among 60,000 total “workforce”). Infrastructure became the actual…
A framework by Pål Erik Waagbø that identifies what data infrastructure organisations need before content optimisation can produce AI citations at scale. Last updated: June 2025 | By Pål Erik Waagbø The AEO Data Readiness Model (ADRM) is a three-layer strategic framework developed by Pål Erik Waagbø that determines whether an organisation has the data…
By Pål Erik Waagbø, Senior Leader in Digital Marketing with expertise in data-driven marketing, CDP implementation, and marketing technology strategy. Understanding Self-Service in Marketing ‘Self-service’ in marketing refers to the ability for marketing teams to access and utilize data without needing direct support from IT, although many still face challenges in implementation. Why IT Support…
Only 22% of marketers actually use their CDP. Not “use it a little.” Use it at all. The other 78% have a very expensive database they occasionally log into. Technology doesn’t solve utilisation problems. Strategy does. The data quality crisis has only intensified since this post. Recent industry benchmarks from Forrester’s 2025 Customer Data Platform…
Real-time sounds impressive in the demo. Then you see the invoice. Refreshing 100 segments hourly instead of daily: 25x the compute cost. Every 5 minutes? 50x. The math doesn’t lie. Neither does your budget. Most of what we call “urgent” can wait until tomorrow. The economics of real-time data have shifted dramatically as cloud costs…