What will customers still value and pay for in an AI-rich market?
AI is changing what customers value, how that value can be created, and which parts of an existing business model still deserve to exist.
OM on Business Architecture examines one structural shift each week — and what it means for the way companies create, deliver, and capture value.
AI has redefined what customers value. Has your company?
AI transformation starts by defining what customers will value — and pay for — in an AI-rich market.
That decision comes before automating workflows, redesigning operations, or investing in new infrastructure.
Technology follows the definition of value.
Not the other way around.
One shift. The business implication. The decision it creates.
Each issue takes one change in AI, technology, markets, or business economics and asks what it means for the company itself.
- The shift
- What is changing and why it matters.
- The business implication
- What it changes in customer value, economics, pricing, delivery, or the operating model.
- The OM method
- What may need to be preserved, decommissioned, or re-authored.
- The executive question
- The decision leadership should be thinking about next.
Preserve. Decommission. Re-author.
The same method behind OM’s client work shapes the newsletter.
Preserve
Preserve what still creates advantage.
Judgment, trust, relationships, capabilities, data, and processes that remain strategically valuable in the new model.
Decommission
Decommission what no longer does.
Work, offers, workflows, and organizational structures whose value AI has automated, commoditized, or made less relevant.
Re-author
Re-author what AI makes newly possible.
Products, pricing, delivery, decision rights, and human–AI workflows built around what customers now value.
Why I write it
I’ve spent my career watching technology change what businesses can do.
Across web, mobile, social, digital, cloud, and now AI, the pattern has been remarkably consistent: the companies that adapt best do more than adopt the technology. They rethink where their value comes from.
I spent two decades working across global strategy, enterprise technology, and transformation for Fortune 50 and Global 500 brands.
In July 2023, I began developing the AI-Native Business Model methodology around one question:
What should a company become when AI changes what customers value and how that value can be produced?
OM on Business Architecture is where I develop that thinking in public — one structural shift at a time.
— Oksana Matviichuk
Founder, OM Strategic Forecasting
Want to apply this thinking to your company?
Start with a free directional read on where AI may be changing the value equation in your business.