When everyone has the same AI, what makes your company smarter?

After a few years of monitoring and studying corporate AI implementations, I’m still puzzled by one thing: most of them begin with a discussion of the model being used. Should we go ahead with Copilot, considering that Microsoft is so firmly consolidated in our company that it has become a sort of lingua franca for everything? Should we try GPT, since they were pioneers? Or Gemini, that has all the Google power behind it? Or Claude, that seems so fashionable now? How about Grok? Or, as is happening in many American companies, dare to explore Chinese models such as Deepseek and Qwen. But what if this decision was not so crucial? After all, when we consider a corporate implementation, the model looks a bit like the microprocessor in a computer: important, yes. The larger the better? Maybe. But just one of the pieces, and not necessarily the most important or strategic one. It’s already happening In fact, what we are already witnessing in the American corporate landscape is precisely that: the choice of a model is becoming a matter of economic optimization, instead of some sort of ideological commitment. Architectures are becoming very different from the initial “this company runs on…