RESHUFFLE An interactive companion to the book

Research

Track how AI changes competitive advantage

Most AI analysis tracks investment, adoption, product launches and technical capability.

Reshuffle Research examines a different question: when does AI change how work is organised, what firms need to own, how firms work with one another, and where power and value shift in an industry?

We track the impact of AI and its effects on workflows, firms, and competition.

What the research tracks

From AI activity to power shifts

An announcement shows that a capability exists or that a company intends to use it.

It does not show that work, authority or value has moved.

  1. AI activity

    A capability, investment, product launch or deployment is documented.

    The testCan the technology perform the claimed activity?

  2. Workflow change

    The sequence of work, the decisions involved, or the participants involved have changed.

    The testWas the workflow redesigned, or did the same activity just get automated?

    A workflow can change without altering the boundaries or authority of the firm.

  3. Firm change

    Authority, accountability, partnerships or the boundary of the firm have changed.

    The testDid control shift, or did the effects end with task automation?

    A firm can change how it operates while facing the same competitors and capturing value in the same way.

  4. Competitive change

    Industry boundaries, control points, market relationships, bargaining power or value capture have changed.

    The testHas power and value moved to a different position?

Companies should not rethink strategy around every launch. They should act when the evidence shows that the structure around them is changing.

The research portfolio

Three instruments for three different questions

Following one domain over time, comparing positions and mapping an industry are different research tasks. Each requires a different instrument.

  • Observatory

    A continuing analysis that follows how one domain changes across workflows, firms and markets.

    Explore the Agentic AI Observatory

  • Index

    Coming soon

    A comparative instrument that measures the intensity, direction or distribution of structural change across companies, categories or markets.

  • Maps

    Coming soon

    A structural view of an industry showing its actors, dependencies, control points, value flows and changing positions of advantage.

Where the research is applied

Seven domains, seven tests of structural change

Agentic systems coordinate different things in different markets. Procurement coordinates organisational buying. Travel coordinates a journey across providers. Logistics coordinates physical movement and custody.

Each domain therefore presents a different test of authority, firm boundaries and value capture.

  1. Agentic Procurement Requisition, purchase order, contract and supplier relationship When agents enter organizational buying, who controls the transaction - and who captures the value?
  2. Agentic Commerce Offer, order and customer relationship What happens when buyers, sellers, merchants, platforms and their agents begin transacting?
  3. Agentic Travel End-to-end journey assembled from interdependent bookings Can agents assemble, book, modify and recover an end-to-end journey across multiple providers?
  4. Agentic Logistics Shipment, inventory and custody state Where can agents redirect, release, expedite and recover physical flows - and who authorizes the result?
  5. Agentic Financial Transactions Money, account position and financial mandate When can an agent initiate, authorize or complete a financial action - and who bears the consequence?
  6. Agentic Hiring Candidate, role and employment relationship Where can agents source, evaluate, select, offer and onboard people - and which decisions must remain institutionally attributable?
  7. Agentic Energy Distributed physical asset, capacity and energy position Can agents coordinate distributed energy assets well enough to change how energy is produced, consumed, traded and controlled?
Explore the Agentic AI Observatory

What this changes for leaders

Different evidence changes different decisions

AI evidence is usually consumed as market awareness: what has launched, who is adopting it and who appears to be ahead.

Structural evidence should change a decision.

  1. Workflow

    Where should AI improve existing work, and where should the workflow itself be redesigned?

    Evidence that steps, decisions and participants have been rearranged, rather than simply accelerated.

    Redesign on evidence of speed and you rebuild a process that worked.

  2. The firm

    Which capabilities, decisions and relationships must your firm continue to own?

    Evidence that authority, accountability, partnerships or the firm's boundary have moved.

    Give up something that turns out to hold a control point and you will not buy it back on the old terms.

  3. Competitive position

    Which control points, ecosystem roles and categories are becoming more valuable, and which less?

    Evidence that market relationships, bargaining power or value capture have moved.

    The slowest decision to unwind, and the one conventional market data reports last.

Workflow redesign can eventually alter the firm and its market.

A new platform, provider, category or regulation can change the market first, forcing the firm to reposition and redesign its workflows.

The value of the research is not simply knowing that AI activity is increasing. It is knowing which decision should change because of it.

Ways to engage

Build the research instrument your decision requires

Generic AI analysis cannot answer a question specific to your company, market or category. We build research instruments around the strategic decision you need to make.

  • For your leadership team

    Build an analytical instrument

    Create a repeatable framework, index, evidence system or scenario instrument around the structural question your leadership team needs to answer.

    Use it to decide what to redesign, what to retain control over and where your position is exposed.

    Build your instrument

  • For a market or domain

    Commission an index or observatory

    Build a continuing evidence programme that follows a domain, compares positions or tracks one strategic question over time.

    Use it to distinguish isolated signals from changes that are becoming structural.

    Commission the research

  • For your ecosystem or category

    Map an industry or ecosystem

    Map the actors, dependencies, control points and value flows around your firm.

    Use it to decide where to compete, which relationships to control and how to define your category.

    Map your ecosystem
Methodology and evidence standards
  • An announcement establishes what was announced, and when.
  • It does not establish adoption, prevalence, causality or structural consequence.
  • Evidence standing is stated explicitly on every claim.
  • Absence of evidence is never converted into a score.
  • Claims stop where the evidence stops.

The full methodology