When every company uses the same AI, what sets yours apart?

A new essay on Medium asks a question many owners are starting to face: if every company uses the same AI, what makes yours different? Adnan Masood, PhD, published the piece in October 2026. The suggested answer is that the tool matters less than what you bring to it.

What the piece argues

The essay looks at what is left to compete on once rivals have the same AI tools. The highlights point to two things that may matter more than the software: your own knowledge of your customers, and the service you give them. The idea is simple. If a competitor can buy the same AI you can, buying it gives you no lasting edge.

Who it affects

Any business that has started using AI for writing, support, scheduling or sales is in this position. So is any business thinking about it. Small shops and large firms alike can sign up for the same popular tools. That makes the tool a starting point, not a advantage.

What to do

The piece suggests looking inward. Ask what you know that a competitor does not.

• What do your customers ask for most often?
• What have you learned from years of serving them?
• Where does your service feel personal and where does it feel generic?

What is not known yet

The full text of the essay was not available for this report, so its specific examples and advice are not covered here. Only its central question and main direction are clear. Anyone who wants the details should read the original on Medium.