“It is tempting for a company to believe that it will somehow benefit from AI while others will not, but history teaches a different lesson: Every serious technical advance ultimately becomes equally accessible to every company.” – Wingate, et al – MIT SMR
The Quote in Context
David Wingate, Barclay L. Burns, and Jay B. Barney’s assertion that companies cannot sustain competitive advantage through AI alone represents a fundamental challenge to prevailing business orthodoxy. Their observation-that every serious technical advance ultimately becomes equally accessible-draws from decades of technology adoption patterns and competitive strategy theory. This insight, published in the MIT Sloan Management Review in 2025, cuts through the hype surrounding artificial intelligence to expose a harder truth: technological parity, not technological superiority, is the inevitable destination.
The Authors and Their Framework
David Wingate, Barclay L. Burns, and Jay B. Barney
The three researchers who authored this influential piece bring complementary expertise to the question of sustainable competitive advantage. Their collaboration represents a convergence of strategic management theory and practical business analysis. By applying classical frameworks of competitive advantage to the contemporary AI landscape, they demonstrate that the fundamental principles governing technology adoption have not changed, even as the technology itself has become more sophisticated and transformative.
Their central thesis rests on a deceptively simple observation: artificial intelligence, like the internet, semiconductors, and electricity before it, possesses a critical characteristic that distinguishes it from sources of lasting competitive advantage. Because AI is fundamentally digital, it is inherently copyable, scalable, repeatable, predictable, and uniform. This digital nature means that any advantage derived from AI adoption will inevitably diffuse across the competitive landscape.
The Three Tests of Sustainable Advantage
Wingate, Burns, and Barney employ a rigorous analytical framework derived from resource-based theory in strategic management. They argue that for any technology to confer sustainable competitive advantage, it must satisfy three criteria simultaneously:
- Valuable: The technology must create genuine economic value for the organisation
- Unique: The technology must be unavailable to competitors
- Inimitable: Competitors must be unable to replicate the advantage
Whilst AI unquestionably satisfies the first criterion-it is undeniably valuable-it fails the latter two. No organisation possesses exclusive access to AI technology, and the barriers to imitation are eroding rapidly. This analytical clarity explains why even early adopters cannot expect their advantages to persist indefinitely.
Historical Precedent and Technology Commoditisation
The Pattern of Technical Diffusion
The authors’ invocation of historical precedent is not merely rhetorical flourish; it reflects a well-documented pattern in technology adoption. When electricity became widely available, early industrial adopters gained temporary advantages in productivity and efficiency. Yet within a generation, electrical power became a commodity-a baseline requirement rather than a source of differentiation. The same pattern emerged with semiconductors, computing power, and internet connectivity. Each represented a genuine transformation of economic capability, yet each eventually became universally accessible.
This historical lens reveals a crucial distinction between transformative technologies and sources of competitive advantage. A technology can fundamentally reshape an industry whilst simultaneously failing to provide lasting differentiation for any single competitor. The value created by the technology accrues to the market as a whole, lifting all participants, rather than concentrating advantage in the hands of early movers.
The Homogenisation Effect
Wingate, Burns, and Barney emphasise that AI will function as a source of homogenisation rather than differentiation. As AI capabilities become standardised and widely distributed, companies using identical or near-identical AI platforms will produce increasingly similar products and services. Consider their example of multiple startups developing AI-powered digital mental health therapists: all building on comparable AI platforms, all producing therapeutically similar systems, all competing on factors beyond the underlying technology itself.
This homogenisation effect has profound strategic implications. It means that competitive advantage cannot reside in the technology itself but must instead emerge from what the authors term residual heterogeneity-the ability to create something unique that extends beyond what is universally accessible.
Challenging the Myths of Sustainable AI Advantage
Capital and Hardware Access
One common belief holds that companies with superior access to capital and computing infrastructure can sustain AI advantages. Wingate, Burns, and Barney systematically dismantle this assumption. Whilst it is true that organisations with the largest GPU farms can train the most capable models, scaling laws ensure diminishing returns. Recent models like GPT-4 and Gemini represent only marginal improvements over their predecessors despite requiring massive investments in data centres and engineering talent. The cost-benefit curve flattens dramatically at the frontier of capability.
Moreover, the hardware necessary for state-of-the-art AI training is becoming increasingly commoditised. Smaller models with 7 billion parameters now match the performance of yesterday’s 70-billion-parameter systems. This dual pressure-from above (ever-larger models with diminishing returns) and below (increasingly capable smaller models)-ensures that hardware access cannot sustain competitive advantage for long.
Proprietary Data and Algorithmic Innovation
Perhaps the most compelling argument for sustainable AI advantage has centred on proprietary data. Yet even this fortress is crumbling. The authors note that almost all AI models derive their training data from the same open or licensed datasets, producing remarkably similar performance profiles. Synthetic data generation is advancing rapidly, reducing the competitive moat that proprietary datasets once provided. Furthermore, AI models are becoming increasingly generalised-capable of broad competence across diverse tasks and easily adapted to proprietary applications with minimal additional training data.
The implication is stark: merely possessing large quantities of proprietary data will not provide lasting protection. As AI research advances toward greater statistical efficiency, the amount of proprietary data required to adapt general models to specific tasks will continue to diminish.
The Theoretical Foundations: Strategic Management Theory
Resource-Based View and Competitive Advantage
The analytical framework employed by Wingate, Burns, and Barney draws from the resource-based view (RBV) of the firm, a dominant paradigm in strategic management theory. Developed primarily by scholars including Jay Barney himself (one of the article’s authors), the RBV posits that sustainable competitive advantage derives from resources that are valuable, rare, difficult to imitate, and non-substitutable.
This theoretical tradition has proven remarkably durable precisely because it captures something fundamental about competition: advantages that can be easily replicated cannot persist. The RBV framework has successfully explained why some companies maintain competitive advantages whilst others do not, across industries and time periods. By applying this established theoretical lens to AI, Wingate, Burns, and Barney demonstrate that AI does not represent an exception to these fundamental principles-it exemplifies them.
The Distinction Between Transformative and Differentiating Technologies
A critical insight emerging from their analysis is the distinction between technologies that transform industries and technologies that confer competitive advantage. These are not synonymous. Electricity transformed manufacturing; the internet transformed commerce; semiconductors transformed computing. Yet none of these technologies provided lasting competitive advantage to any single organisation once they became widely adopted. The value they created was real and substantial, but it accrued to the market collectively rather than to individual competitors exclusively.
AI follows this established pattern. Its transformative potential is genuine and profound. It will reshape business processes, redefine skill requirements, unlock new analytical possibilities, and increase productivity across sectors. Yet these benefits will be available to all competitors, not reserved for the few. The strategic challenge for organisations is therefore not to seek advantage in the technology itself but to identify where advantage can still be found in an AI-saturated competitive landscape.
The Concept of Residual Heterogeneity
Beyond Technology: The Human Element
Wingate, Burns, and Barney introduce the concept of residual heterogeneity as the key to understanding where sustainable advantage lies in an AI-dominated future. Residual heterogeneity refers to the ability of a company to create something unique that extends beyond what is accessible to everyone else. It encompasses the distinctly human elements of business: creativity, insight, passion, and strategic vision.
This concept represents a return to first principles in competitive strategy. Before the AI era, before the digital revolution, before the internet, competitive advantage derived from human ingenuity, organisational culture, brand identity, customer relationships, and strategic positioning. The authors argue that these sources of advantage have not been displaced by technology; rather, they have become more important as technology itself becomes commoditised.
Practical Implications for Strategy
The strategic implication is clear: companies should not invest in AI with the expectation that the technology itself will provide lasting differentiation. Instead, they should view AI as a capability enabler-a tool that allows them to execute their distinctive strategy more effectively. The sustainable advantage lies not in having AI but in what the organisation does with AI that others cannot or will not replicate.
This might involve superior customer insight that informs how AI is deployed, distinctive brand positioning that AI helps reinforce, unique organisational culture that attracts talent capable of innovative AI applications, or strategic vision that identifies opportunities others overlook. In each case, the advantage derives from human creativity and strategic acumen, with AI serving as an accelerant rather than the source of differentiation.
Temporary Advantage and Strategic Timing
The Value of Being First
Whilst Wingate, Burns, and Barney emphasise that sustainable advantage cannot derive from AI, they implicitly acknowledge that temporary advantage has real strategic value. Early adopters can gain speed-to-market advantages, compress product development cycles, and accumulate learning curve advantages before competitors catch up. In fast-moving markets, a year or two of advantage can be decisive-sufficient to capture market share, build brand equity, establish customer switching costs, and create momentum that persists even after competitive parity is achieved.
The authors employ a surfing metaphor that captures this dynamic perfectly: every competitor can rent the same surfboard, but only a few will catch the first big wave. That wave may not last forever, but riding it well can carry a company far ahead. The temporary advantage is real; it is simply not sustainable in the long term.
Implications for Business Strategy and Innovation
Reorienting Strategic Thinking
The Wingate, Burns, and Barney framework calls for a fundamental reorientation of how organisations think about AI strategy. Rather than viewing AI as a source of competitive advantage, organisations should view it as a necessary capability-a baseline requirement for competitive participation. The strategic question is not “How can we use AI to gain advantage?” but rather “How can we use AI to execute our distinctive strategy more effectively than competitors?”
This reorientation has profound implications for resource allocation, talent acquisition, and strategic positioning. It suggests that organisations should invest in AI capabilities whilst simultaneously investing in the human creativity, strategic insight, and organisational culture that will ultimately determine competitive success. The technology is necessary but not sufficient.
The Enduring Importance of Human Creativity
Perhaps the most important implication of the authors’ analysis is the reassertion of human creativity as the ultimate source of competitive advantage. In an era of technological hype, it is easy to assume that machines will increasingly determine competitive outcomes. The Wingate, Burns, and Barney analysis suggests otherwise: as technology becomes commoditised, the distinctly human capacities for creativity, insight, and strategic vision become more valuable, not less.
This conclusion aligns with broader trends in strategic management theory, which have increasingly emphasised the importance of organisational culture, human capital, and strategic leadership. Technology amplifies these human capabilities; it does not replace them. The organisations that will thrive in an AI-saturated competitive landscape will be those that combine technological sophistication with distinctive human insight and creativity.
Conclusion: A Sobering Realism
Wingate, Burns, and Barney’s assertion that every serious technical advance ultimately becomes equally accessible represents a sobering but realistic assessment of competitive dynamics in the AI era. It challenges the prevailing narrative that early AI adoption will confer lasting competitive advantage. Instead, it suggests that organisations should approach AI with clear-eyed realism: as a transformative technology that will reshape industries and lift competitive baselines, but not as a source of sustainable differentiation.
The strategic imperative is therefore to invest in AI capabilities whilst simultaneously cultivating the human creativity, organisational culture, and strategic insight that will ultimately determine competitive success. The technology is essential; the human element is decisive. In this sense, the AI revolution represents not a departure from established principles of competitive advantage but a reaffirmation of them: lasting advantage derives from what is distinctive, difficult to imitate, and rooted in human creativity-not from technology that is inherently copyable and universally accessible.
References
1. https://www.sensenet.com/en/blog/posts/why-ai-can-provide-competitive-advantage
2. https://sloanreview.mit.edu/article/why-ai-will-not-provide-sustainable-competitive-advantage/
3. https://grtshw.substack.com/p/beyond-ai-human-insight-as-the-advantage
4. https://informedi.org/2025/05/16/why-ai-will-not-provide-sustainable-competitive-advantage/
5. https://shop.sloanreview.mit.edu/why-ai-will-not-provide-sustainable-competitive-advantage
