AI is turning expertise into a commodity. Box CEO says there's one way companies can stay ahead. (www.businessinsider.com)

Box CEO Aaron Levie has highlighted a significant shift in the business landscape driven by AI, claiming that expertise is becoming commoditized as AI models increasingly handle complex knowledge work across various sectors. As a result, companies must now find new ways to differentiate themselves in a marketplace where access to expert intelligence is ubiquitous. Levie argues that the key competitive advantage will lie in "context engineering"—a strategy focused on providing AI agents with proprietary data, institutional knowledge, and relevant decision-making patterns, rather than merely relying on sophisticated prompts. This perspective is gaining traction among tech leaders, with industry figures like Andrej Karpathy and Shopify's Tobi Lütke emphasizing the importance of designing systems that deliver the right context for AI usage. However, Levie warns that achieving this balance is challenging; too much information can lead to "context rot," where AI models become confused. The implications are clear: companies that master the organization and application of their internal knowledge are positioned for greater productivity and success, while those that fail to adapt will struggle to remain competitive in an increasingly AI-driven economy.