By Guardian staff reporter
Publication Date: 2026-06-02 13:30:00
Companies must stop viewing AI as a tool and start treating it as infrastructure, with trust embedded at every step
Currently, many companies still view AI as a layer above existing workflows or as a collection of tools that generate results and help teams move faster. But generic AI produces generic results. It speeds up tasks, but doesn’t create differentiation.
Does this sound familiar? That’s because it happens often. Most companies are still in this phase, experimenting with pilots, point solutions and ad hoc use cases.
If companies want to thrive in a time of technology-driven transformation, AI must be viewed as fundamental – intentionally integrated rather than an afterthought.
From tool to teammate
To create real added value, companies need to integrate AI into their creative process throughout – across briefing, production and sales – and not use it as a standalone tool for isolated tasks. This means training…
