By Chris Mahl, CEO, Pryon

The AI bubble will burst when enterprises realize a fundamental mistake: they’re feeding external services instead of owning their intelligence. The real opportunity isn’t renting generic AI that knows nothing about your business—it’s orchestrating your institutional truth into AI models you control, plan, operationalize.

True ROI emerges from curating and managing how your organizational knowledge gets embedded into AI systems. Your customer histories, competitive intelligence, and operational processes represent irreplaceable competitive advantages that external services can’t replicate or truly understand.

Pryon calls this approach “memory orchestration”—the enterprise ability to deliberately structure and control how AI accesses and leverages organizational truth. Rather than adapting your business to external AI limitations, you orchestrate intelligence around your facts, context, and competitive differentiators.

The strategic choice is clear: surrender control to external providers who commoditize your intelligence, or own and orchestrate your truth for maximum AI ROI.

Organizations that choose ownership will emerge from the bubble with sustainable competitive advantages, while those that chose convenience will find themselves dependent on systems that never truly understood their business.

The question isn’t whether AI will transform your enterprise—it’s whether you’ll control that transformation or let others profit from your institutional knowledge.