AI Won’t Save Companies That Don’t Know What To Build

Most companies spent the last twenty years trying to become digital. But AI is now testing whether they actually learned how to build, adapt and create value.In this episode of BASELINE, Ian Smith speaks with Malcolm Seagrave, CEO of Hedgehog Lab, about the next phase of digital transformation and why AI adoption is not just about buying tools, rolling out licences or launching proofs of concept.Malcolm has spent decades inside the reality of large organisations trying to transform and stay relevant. He compares the current AI moment to the early internet era, when companies knew they had to move but often did not yet understand the risks, the operating model or the scale of change ahead.The central idea of this conversation is simple: buying technology does not create capability.