AI implies a different way of thinking about markets and technologies. You realize and experience that you can disrupt your industry with AI powered operations, products and business models. At the very forefront of AI there is no-one to follow anymore, but only the ones who set the tone. Suddenly shaping the ecosystem and technology itself is what advances a company - and research becomes a critical part of the agenda. The speed of the market catching up is what stimulates the business and drives its decisions.