There was a time, not too long ago, when companies debated whether they needed a website, questioning the internet’s relevance to their operations. Now, we all know how that story played out. A similar evolution is happening with artificial intelligence, which is on the path to becoming as indispensable as the internet. As CEO of imgix, where artificial intelligence permeates our daily workflow, I see a clear trend: all businesses will eventually become AI companies in some capacity. But then, we will not even notice the artificial intelligence we have integrated.
Let’s first look at the increasing influence of artificial intelligence. Whether it is a small yoga studio using image enhancement for their website and Instagram or a tech company integrating AI models to optimize workflows, artificial intelligence will be everywhere—even if the degree of adoption varies. While a yoga studio might rely on basic tools to automate teacher bookings and student reservations, other companies will take a deeper plunge, embedding AI capabilities much further into their operations. This spectrum of adoption is important, and McKinsey’s AI archetypes capture it well: companies can be “Takers,” “Shapers,” or “Makers” depending on their approach.
Takers, Shapers, and Makers
“Takers” use AI capabilities without much customization, adopting off-the-shelf tools for common tasks. Think of this as a practical way to harness the power of artificial intelligence, suitable for businesses that do not need high customization. For instance, a business using artificial intelligence to process images or generate content can do so without building complex models from scratch.
Then we have “Shapers.” These companies integrate artificial intelligence with their unique internal data to unlock insights specific to their needs. They go beyond basic functionalities, using AI to strengthen customer relationships, optimize supply chains, or improve decision-making. A company that connects AI with its CRM system to anticipate client needs is a good example of this approach.
Finally, “Makers” build AI models from the ground up, training large, proprietary models that require extensive resources. These companies need artificial intelligence not just as a tool but as a core part of their strategy. This level of investment is intense but can create a competitive advantage where AI is deeply embedded in operations or products.
Whether a company is an AI Taker, Shaper, or Maker, any can conceivably call themselves an AI company.
The AI Revolution Mirrors the Early Internet Boom
AI’s growth trajectory reminds me of the early days of the internet. Back then, many companies were unsure about becoming “internet companies,” only to realize later that the internet would change how they interacted with customers and conducted business as a whole. Today, artificial intelligence holds a similar promise. Even businesses that do not traditionally “do tech” will need AI tools to remain competitive—much like the way internet presence became necessary for survival in the digital era.
For instance, a car dealership might never consider itself a technology-driven business, yet it will likely need AI tools to dynamically update listings, analyze customer behavior, or assist with inventory management. Like the yoga studio relying on artificial intelligence for image enhancement, this dealership will not need to build its own AI models but will benefit immensely by being an “AI Taker.”
As artificial intelligence becomes ubiquitous, companies must also adopt AI responsibly to maintain trust and legal integrity. Just as internet businesses set digital privacy standards, AI-driven companies should prioritize data protection, licensed data use, and quality sources. These steps safeguard intellectual property and foster trust, building a foundation for sustainable, ethical AI adoption.
A New Frontier for Problem Solving
Beyond competitive necessity, artificial intelligence introduces a new approach to problem-solving. AI can provide efficiencies and insights that were previously unimaginable, opening the door to entirely new business opportunities. By leveraging artificial intelligence, businesses can gain fresh perspectives on challenges, streamline workflows, and tackle issues previously outside their scope. This shift is exciting because it is not just about automating repetitive tasks—it is about expanding the limits of what is possible.
Another significant shift, however, will be artificial intelligence simply working in the background. It will integrate seamlessly into processes so that businesses are not “AI companies”—they are just running smarter, faster, and more efficiently. In practice, this means artificial intelligence will not demand constant attention or branding. It will quietly amplify capabilities, making tools, workflows, and even entire strategies more effective without fanfare.
Eventually, You Can Tune Out AI—But Not Yet
Even as we imagine a future where artificial intelligence works implicitly in the background, companies must adapt intentionally right now. That is, companies need to decide how they will leverage AI and determine where they fall on the Taker, Shaper, and Maker spectrum. Some businesses might only need artificial intelligence for a few core processes, while others will embrace it as central to their mission. Regardless of the approach, companies that ignore AI entirely will likely struggle to stay competitive in a world that increasingly relies on these technologies.
In the same way that the internet redefined business, artificial intelligence is set to transform companies across every industry. The question is not whether to adopt AI but rather how and to what extent. Now is the time for businesses to consider where they can start adopting AI-driven solutions. Just as the internet boom created new business leaders, artificial intelligence will create its own wave of innovators, setting the stage for a future that not only uses AI but is significantly powered by it.
