AI doesn't bolt onto an organisation. It weaves through it, or it doesn't. Most exec teams are asking the wrong question about where to start.

Most data strategies stall not because of technology, but because they lack clarity about which decisions data should actually improve. Lizzie McKinnell, who leads Egremont's Data & AI practice, sets out a more grounded approach: start with decisions, define value in specific terms, treat data like a product, and invest in the people who need to use it. The result is a strategy that changes how your organisation operates, not just what it owns.