The Commoditisation of AI: Why the battle will be won on interaction, not just innovation
The AI revolution has shifted gears. With the proliferation of large models, thanks to players like DeepSeek making access to cutting-edge AI technology as ubiquitous as Wi-Fi, the conversation is no longer just about who has the most powerful engine. The race has moved up a layer, focusing on how effectively we can put this incredible power into users’ hands.
In short, the game is no longer about the AI itself; it’s about how people interact with it.
AI Models Are the New Commodity
It wasn’t long ago that training and deploying large-scale AI models was the exclusive domain of a select few companies with enough resources to light up a small country. Today, advancements and open ecosystems have commoditised these models, making them readily available for developers and businesses of all shapes and sizes.
But this isn’t the end of the journey. While the core technology is astonishing, it’s also complex, often overwhelming, and occasionally temperamental. Raw AI alone doesn’t solve problems; it’s how we refine, guide, and adapt it that unlocks real-world value.
Of course, the race to build more powerful engines is far from over, and rightly so. Innovation at the foundational level will continue to expand what’s possible, breaking new ground for AI capabilities. But it’s no longer the only race. The real battleground is shifting to how these models are made usable, approachable, and impactful in everyday applications.
Building Better Interactions
- Simplify complexity. Translate the capabilities of large models into features that feel intuitive to users. If someone can’t explain it to a child, it probably needs a rethink.
- Provide control without overload. Striking the balance between giving users enough power to customise outputs and not overwhelming them with technical jargon is an art form.
- Prioritise usability. Users don’t want to wrestle with obscure workflows. They want fast, smooth, and repeatable outcomes that deliver immediate value.
- Understand context. It’s not enough to generate results; the tools must be tuned to the user’s specific needs, whether it’s recruitment, marketing, legal drafting, or something entirely new.
Why This Matters
AI has the potential to democratise problem-solving, but only if we get the interaction layer right. This is the space where trust is built, efficiency is realised, and user satisfaction is won or lost.
A poorly designed interface or a clunky workflow undermines the power of even the most sophisticated AI. Conversely, a seamless interaction experience can make even modest capabilities feel revolutionary.
A New Kind of Differentiation
In a world where AI power is readily available, differentiation comes from how it’s delivered. The companies that succeed won’t necessarily have the biggest models, they’ll have the best interfaces, the clearest workflows, and the most human-centric designs.
As commoditisation continues, this layer of innovation will define winners and losers in every AI-powered industry. The lesson? It’s not about building the smartest engine; it’s about crafting the smartest cockpit.
Final Thought
The era of commoditised AI is already here, and the winners in this new landscape will be those who focus on what happens when humans meet machines. This isn’t about wrapping AI in flashy packaging; it’s about creating experiences so good that users barely notice the complexity beneath the surface.
The future of AI isn’t raw horsepower, it’s how elegantly you can use it. And that’s where the real race begins.
