Signal brief

Rob Collie argues the big AI payoff comes from tuning models to how a business actually runs, not buying more software or training bespoke systems. He favors starting near-term with context-rich, existing LLMs and empowering 'crafters' inside organizations. The discussion reinforces Microsoft’s platform-first AI strategy and could boost enterprise interest in Azure AI and Copilot deployments.

• Rob Collie, ex-Microsoft leader, says AI must be customized to business.
• Shallow AI adoption using existing LLMs, not building new models first.
• Emphasizes 'crafters' inside firms—data pros who automate and solve problems.
• Presents Nadella's AI vision as validation for Microsoft’s approach.
• Collie's book 'Fair Game' due Aug 11; interview highlights practical AI path.