In this episode of Let’s Talk Evolution, we explore what truly creates a sustainable competitive advantage in the age of AI. Joined by Dr. Chris Marshall, Vice President at IDC, the conversation breaks down why AI alone is not enough to differentiate businesses in an increasingly commoditized landscape.

Drawing on classic strategy principles from Michael Porter, this episode highlights why differentiation, not just cost or technology, remains the key to long-term success. AI models are becoming more accessible and standardized, which means the real advantage lies elsewhere. The discussion focuses on the importance of proprietary data, decision-making speed, and the ability to continuously learn and adapt through feedback loops.

We also unpack the idea of competitive moats and why AI by itself does not create one. Instead, durable advantages come from factors like deep integration into business operations, regulatory positioning, switching costs, and strong organizational culture. AI can strengthen these advantages, but it cannot replace them.

This episode also explores the growing divide between high-touch, trust-based services and fully automated experiences. In high-risk decisions, human expertise, accountability, and trust remain essential. AI works best as a tool that enhances human judgment rather than replacing it.

If you are trying to understand how to position your business or career in an AI-driven world, this episode offers a grounded perspective on what actually matters beyond the hype.