As AI becomes ubiquitous, access to intelligence itself is becoming table stakes. When providers and their clients use increasingly similar models, agents and AI capabilities, sustainable advantage shifts from having better AI to applying it better. This general session explores the emerging concept of enterprise intelligence: An organisation’s ability to identify better problems, exercise judgment, make decisions from real-time data, learn faster and translate AI into business outcomes at scale. Drawing on recent ISG research, empirical evidence and business examples, we examine why competitive advantage is moving upstream from answers to questions – and from technology to leadership, operating models and organisational capabilities. For providers, this creates a fundamental shift in client demand: From supplying AI capabilities and productivity gains to helping clients build the enterprise intelligence required to differentiate. Attendees will learn how to anticipate this shift and evolve their offerings, capabilities and client conversations accordingly.