I love this piece. I don't think there's enough conversation happening around the importance of knowledge management in the era of AI. I’m going to take it a step further though.
Every company—not just brands—needs to build a central "brain" — a persistent, comprehensive, and ever-evolving knowledge graph that encodes all of the organization's foundational elements.
A big source of anxiety surrounding AI right now—including issues of bias, reliability, trustworthiness, and security—stems from the narrow focus of most solutions hitting the market. These tools often prioritize solving very specific use cases without addressing the unique needs of the companies, teams, and the people affected by these systems.
It's crucial to understand that AI isn't just another piece of software to slap into your company's tech stack. The word "intelligence" is included in the term for a reason. These are intricate, goal-oriented, decision-making systems. Their capabilities extend far beyond simple data processing—they can autonomously perform complex tasks like driving cars and generating “original” works of art. They learn, adapt, and even talk to us now using natural language.
But, despite their advanced capabilities, AI systems need the same support and management structures that humans do. They must be thoughtfully and carefully integrated into existing organizational frameworks to be most effective and build trust.
As we rocket toward autonomous agents, it is imperative that companies establish an AI infrastructure that puts its goals, values, and people at the center. This will be crucial to ensure that any AI system it employs—whether developed in-house or licensed from third parties—is working with the best interest of the company (and its people) in mind. Not the other way around.
Like any good HR department, this central governing system will connect AI systems to more than just data. It will provide specialized training to understand how to interpret and use the data. It will outline clear objectives so success and progress can be measured. It will define policies to govern how the organization expects its data and tools to be used. Additionally, it will connect AI workers with other colleagues (human and digital) so they can enhance skills and become more effective in their roles.
When executives ask me where to begin with AI, I tell them a great starting point is using it to understand how employees want AI to support them. Beyond its role in day-to-day operations, AI can serve as a powerful tool for gathering and analyzing employee feedback. It has the capability to conduct company-wide conversations, thoroughly analyze responses, and generate actionable insights. These insights can then be used to form the first layer of the intelligent operational core that will guide and sustain your organization well into the future.
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