What changes when creative knowledge becomes usable by people and agents.
AI will not transform organizations by adding copilots to broken work. It changes what organizations can remember, delegate, govern, and improve, but only when the work is represented clearly enough for humans and agents to share it.
The safest-looking AI strategy is also the one most likely to fail: mapping old processes, inserting copilots, and calling the result AI-native. Real AI-native work starts when the workflow stops being the unit of design.
45% of shoppers already use AI in their buying journey. Google, OpenAI, and Stripe are building the rails for machines to buy things. This changes what a product surface is, what a brand relationship means, and who you're actually designing for.