""Think of these models that you orchestrate to build your own model, and more importantly, do what could be described as harness engineering." By "harnessing engineering", he means companies stitching together a mix of closed and open-sourced models, layering them with their own data and shaping the whole stack to deliver a specific business outcome."
"For advertising, the point lands clean. The conversation around AI keeps collapsing into one familiar storyline: the rise of large language models - the ChatGPT-style tools that analyze information, draft content, write code and organize data. Nadella's message is a reminder that AI is far bigger than that narrow slice of technology, and that the real advantage will belong to companies that treat it as an ecosystem, not a single product."
The agentic era will favor organizations that stop pursuing a single dominant model and instead orchestrate many models to create tailored capabilities. Firms should mix closed and open-source models, layer them with proprietary data, and distill combined outputs into models and reasoning traces that become controllable IP. Orchestration and harness engineering aim to drive specific business outcomes by feeding contextual data and producing reasoning traces that yield capabilities. For advertising, reliance solely on large language models overlooks broader AI opportunities; competitive advantage will accrue to companies treating AI as an ecosystem rather than a single product.
Read at Digiday
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