The Flattening of Strategy 

In Filterworld: How Algorithms Flatten Culture, Kyle Chayka argues that algorithms are increasingly pushing us toward uniformity—shaping not just what we consume, but what we think, plan, and create.

AI and algorithms are increasingly flattening culture, creativity, and decision-making—not by making the world more diverse, but by subtly funnelling everyone into the same predictable patterns.  In strategy, the same risk applies. AI excels at recognising patterns, optimising efficiency, and extrapolating what has worked before. But this also means:

• AI-driven strategies risk extrapolating today’s success rather than architecting tomorrow’s breakthroughs.
• AI flattens differences—companies that rely solely on it may find themselves indistinguishable from competitors.
• If every company optimises from the same AI-driven insights, they may end up competing in a game shaped by the same algorithmic logic.

This is the risk of AI in strategy: It flattens thinking. It makes us efficient, but not necessarily innovative. It reinforces what has worked before, but doesn’t always help us see what’s next. 

🔍 Are you using AI to create the future, or just to react to the past? Same tools, very different dynamics.

Patterns vs. Breakthroughs 

AI is an incredible tool for recognising patterns. It can spot trends, analyse vast amounts of data, and even predict the next move based on historical success. But strategy isn’t just about recognising patterns—it’s about breaking them. 

🚀 Breakthroughs come from challenging assumptions, not reinforcing them. 

• Netflix didn’t just optimise video rentals—it reimagined entertainment. 

• Apple didn’t just improve mobile phones—it reshaped computing. 

• Tesla didn’t just enhance fuel efficiency—it bet on an electric future. 

None of these decisions were purely data driven. They required intuition, vision, and a willingness to go against what AI might have recommended. 

AI as a Decision-Maker (The Real Danger Zone) 

Some companies go further—allowing AI to optimise and even execute strategy decisions in real-time. This makes sense for pricing, logistics, or high-frequency trading. 

🚨 The risk? 
This is where strategising gets dangerously flat. If AI drives too many strategic choices, human intuition is sidelined. Creativity is lost. And the company simply reacts to patterns instead of creating them.

🔄 The alternative? 
Keep AI in an advisory role—not the driver’s seat. Great strategising requires judgment, intuition, and risk-taking. AI should enhance, not dictate, those decisions.

Beyond Extrapolation: Architecting the Critical Path to Growth

Business strategies are increasingly shaped by algorithmic patterns that are pushing us toward uniformity and are suppressing originality. We are already seeing examples like:

• AI-generated product roadmaps - They’re based on past successes, not future breakthroughs. 

• AI-driven marketing - It’s built on engagement algorithms, leading brands to sound more alike. 

• AI-assisted decision-making - It’s trained on what has worked before—not what could work in the future. 

• AI-assisted hiring - Optimised for what we think we need and what has worked before, but do we lose out on unconventional but high-potential candidates? 

But we believe that:

• The companies that win will be the ones that use AI without being used by it. 
• The leaders who understand that real strategy isn’t just optimised, it’s bold, disruptive, and unpredictable will stand out.  
• The best strategists don’t just optimise for efficiency—they create new value. 

AI can generate insights, but you must architect your own Critical Path—a clear, credible, and compelling direction that aligns business decisions, market shifts, and human potential. True strategising requires a balance of observing, exploring, deciding, and acting, ensuring that AI informs decisions without becoming the decision-maker. If AI is only being used to confirm assumptions, then it is not driving innovation—it is reinforcing what already exists. AI should be a tool for exploration, encouraging organisations to challenge assumptions, take calculated risks, and pursue bold moves.

Balancing efficiency with boldness is key. AI can refine processes and suggest improvements, but breakthroughs require human intuition, judgment, and the courage to break patterns. Organisations that succeed will be those that use AI without being used by it—leveraging AI-driven insights while maintaining a human-led vision that dares to push into the unknown.

AI is here to stay, and it’s a powerful tool. But let’s not outsource our strategising to it!