AI’s competitive edge: Insights from Louis Têtu - December 9, 2025
Artificial intelligence is increasingly shaping how organizations operate and deliver value. As businesses look for ways to personalize digital experiences and improve efficiency, the focus is shifting from experimentation to practical results. Louis Têtu, former CEO and current Executive Chairman of Coveo, shares insights on how applied AI is influencing business strategy, workforce capabilities and Canada’s position in the global technology landscape.
Here are some of the key points from his commentary.
Applied AI: Moving past the hype
Early enthusiasm for AI led many organizations to invest in pilot projects and experiments. However, Louis notes that companies are now seeking measurable outcomes. Applied AI, solutions designed to address specific business needs, are delivering benefits such as personalized customer experiences and streamlined self-service. For example, technology has helped large enterprises reduce contact center volumes and improve customer support, with results like significant call reductions and cost savings.
Commoditization of AI models
The rapid development of foundational AI models and infrastructure has made these technologies widely accessible. Louis compares this trend to the semiconductor industry, where complex chips are available from multiple providers. As AI models become more commoditized, the real value lies in how organizations apply these tools to solve business challenges. The emphasis is shifting from building proprietary models to leveraging AI for targeted practical outcomes.
Workforce transformation and proficiency
AI is changing the nature of work not just by automating tasks but by enhancing proficiency. Louis explains that AI enables individuals to handle more complex problems and make better decisions independently. In financial services, for instance, advisors can access data-driven recommendations and insights, helping them provide more informed guidance to clients. This shift supports a smarter, more agile workforce and empowers clients to engage with financial institutions more effectively.
Canada’s challenge: From research to impact
Canada is typically more focused in AI research and academic achievement. Yet, Louis highlights a gap between innovation and economic impact. The country’s approach has often focused on job creation sometimes at the expense of business adoption and wealth generation. The influx of foreign companies has contributed to talent shortages and wage inflation. To address these challenges, Louis suggests investing in domestic AI infrastructure and talent development, aiming to translate research into real-world business solutions.
The competitive divide: AI adoption matters
Organizations that effectively integrate AI are seeing improvements in productivity and customer service. Louis emphasizes that the competitive landscape is changing, businesses that adopt AI are better positioned to succeed. While the benefits can be significant, the message is clear: staying current with AI is increasingly important for maintaining a competitive edge.
Conclusion: Embracing practical AI solutions
AI is influencing how businesses, governments and workforces operate. The focus is moving from experimentation to applied solutions that deliver practical results. Understanding and leveraging AI can support better decision-making and service delivery. As organizations and countries invest in talent and infrastructure, those who embrace AI’s potential are likely to see lasting advantages.
