The article mentions the need to differentiate, which is valid. A related concept here is negative differentiation. You can differentiate yourself negatively by

The article mentions the need to differentiate, which is valid. A related concept here is negative differentiation. You can differentiate yourself negatively by not implementing certain things or doing them poorly. You always differentiate (positive or negative) relative to your competitors. If they do a better job than you, you might have a problem. Adding AI and then doing a poor job isn't necessarily creating a lot of value. So, if you follow the author's advice, you might end up spending a lot of money on creating your own models. And they might not even be that good and differentiate you negatively. A lot of companies want to add AI not just because it looks cool but because they see their competitors doing the same and don't want to differentiate negatively.