-- Joe McLewin, Managing Director of Braidr, who has been working in digital for 30 years and has seen many technologies and fads come, go and take off. In his article, now published on the Braidr website, McLewin outlines why companies must rethink their entire relationship with intelligence and move beyond traditional innovation cycles. The full article is available here: AI Is Not a Technology – It’s a New Mode of Capitalism.
McLewin argues that AI is not a technology trend but a fundamental restructuring of capitalism itself. In the article, he explains that modern enterprises are entering an era where data, compute and cognitive intelligence drive value more than products, operations or even people. According to him, businesses must develop not just an AI strategy, but a clear strategy for their place in an AI-defined future.
At Braidr, McLewin leads initiatives focused on building the intelligence infrastructure required for AI to create real commercial outcomes. Braidr combines AI and systems thinking to bridge the hype–reality gap, resolve organisational complexity, create new opportunities and generate innovative, intelligent and fundamentally unfair competitive advantage. This approach, known as Engineering Organisational Intelligence, defines the company’s position in the market.
Braidr equips forward-thinking enterprises — from disruptive startups to established global leaders — with the expertise, understanding, tools and techniques needed to secure a meaningful and defensible AI advantage. McLewin notes that although AI promises extraordinary opportunities, most companies are still experiencing a gap between hype and measurable results because they adopt tools without establishing the internal data and decision frameworks required for sustainable transformation. McLewin notes that 2025 was the year of AI hype, while 2026 is the year of 'real AI' adoption.
He also cautions against the growing organisational risk of relying on AI to produce quick, polished output without depth. McLewin cites the phenomenon widely known as “AI worklop”, which creates an illusion of productivity while generating additional inefficiencies. For McLewin, future-ready businesses must go beyond surface-level adoption and instead engineer their internal intelligence capabilities so that workflows, skills, strategy and operations evolve in line with the demands of the AI era.
For McLewin, the defining factor of success in the AI age is control. Companies can either build and own their intelligence ecosystems — their data, models, governance and decision logic — or become dependent on external platforms that quietly dictate how they operate. True competitive strength, he argues, will come from merging human capability with machine intelligence to create systems that scale value rather than simply scale content.
His message is unambiguous: the future belongs to organisations that treat AI as structural change, not software. As he frames it, every business today must answer a single question: “Do you want to control your AI future — or be controlled by it?”
To learn more about Braidr’s work and approach, visit braidr.ai.
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