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Capability Infrastructure
Why 95% of Brand AI Pilots Fail, and What the 5% Do Differently
By Linda Cereda, former Global VP Marketing Data, Nike According to a 2025 MIT study, 95% of enterprise AI pilots fail to produce measurable P&L impact. That number is not a rounding error. It represents the largest gap between investment and return in the recent history of enterprise technology, and it is getting harder to ignore. The instinctive explanation is technical. The models are not ready. The data infrastructure is not right. The use cases need refinement. Some of t
May 206 min read
Your Brand Is Invisible to AI Search
By Linda Cereda, former Global VP Marketing Data, Nike Eighty percent of Google searches in 2026 now end without a single click. The query is asked, an AI engine answers, and the user moves on. They never visit your site. They may never know your brand was an option. That number has jumped from 60% in 2024. The acceleration is not slowing down. About 58% of consumers have already replaced traditional search with AI tools for product recommendations, up from 25% in 2023. AI-po
May 206 min read
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