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Bernard Marr

Bernard Marr is a world-renowned futurist, influencer and thought leader in the fields of business and technology, with a passion for using technology for the good of humanity. He is a best-selling and award-winning author of over 20 books, writes a regular column for Forbes and advises and coaches many of the world’s best-known organisations. He has a combined following of 5 million people across his social media channels and newsletters and was ranked by LinkedIn as one of the top 5 business influencers in the world.

Bernard’s latest books are ‘Future Skills’’, ‘Generative AI in Practice’ ‘Data Strategy 3rd Ed’ and ‘AI Strategy‘.
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Bernard Marr ist ein weltbekannter Futurist, Influencer und Vordenker in den Bereichen Wirtschaft und Technologie mit einer Leidenschaft für den Einsatz von Technologie zum Wohle der Menschheit. Er ist Bestsellerautor von 20 Büchern, schreibt eine regelmäßige Kolumne für Forbes und berät und coacht viele der weltweit bekanntesten Organisationen. Er hat über 2 Millionen Social-Media-Follower, 1 Million Newsletter-Abonnenten und wurde von LinkedIn als einer der Top-5-Business-Influencer der Welt und von Xing als Top Mind 2021 ausgezeichnet.

Bernards neueste Bücher sind ‘Künstliche Intelligenz im Unternehmen: Innovative Anwendungen in 50 Erfolgreichen Unternehmen’

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Choosing The Right AI In 2026 Is No Longer About Choosing The Right Model

24 March 2026

In recent years, much of the discussion around AI has focused on the question of which AI model is best. Major new ChatGPT or Gemini releases are accompanied by performance graphs and claims of superiority, usually leaning on nebulous metrics like parameter or context size; often with the implication that larger equals better.

Today, though, these questions are becoming increasingly irrelevant. General-purpose LLMs  (OpenAI, Claude, Gemini) may have hit a level where performance is broadly comparable across everyday tasks like writing emails or summarizing reports. But when it comes to more specialized business and enterprise use cases, it’s a different story.

For large scale coding projects, complex agentic workflows and niche industry knowledge-based tasks, performance varies dramatically.

The most pertinent question is no longer “which model is best?” but “which models best align with our needs?”

Rather than devouring benchmarks or buying into the hype around the launch of new frontier models, the most effective AI leaders now focus on understanding how capability profiles differ, and optimizing for fit.

This creates new challenges and trade-offs around reasoning, reliability, autonomy and domain expertise. So let’s take a look at how this is affecting decision-making in AI leadership today.

Choosing The Right AI In 2026 Is No Longer About Choosing The Right Model | Bernard Marr

Capability Profiles

As AI becomes ever-more deeply engrained in organizational DNA, the way we assess model capabilities increasingly mirrors the way we assess human talent.

After all, people are evaluated across multiple competencies including their ability to analyze, think creatively, communicate and make decisions, rather than individual “headline metrics” like IQ, or total value of sales generated.

Model fit, just as with human fit, will increasingly become an issue of culture, too. Employers look for people who are a good fit for their company’s risk tolerance, communication style and expectations around autonomy, and these criteria are just as relevant when choosing AI models.

Some models are better at structured reasoning, some at autonomously creating and executing action plans, while others lead the way when it comes to creativity and rapid iteration of ideas. While the former may be suited for financial operations and analytical tasks, the latter are likely to be a more natural fit for marketing, design or communication workflows.

Another factor we have to consider is that tools tuned for industry-specific use cases are increasingly outperforming generic, multi-purpose platforms. Legal workers may feel more inclined to trust specialist tools like Harvey , CoCounsel, and Spellbook, while those working in the medical fields might feel they need the specialization provided by Abridge, or AWS Healthscribe.

This means that the ability to profile AI models, tools and platforms for capability and suitability for specific tasks is quickly becoming an essential skill for leaders in the AI age.

Tasks, Risks And Outcomes

Exercising this judgment at scale involves understanding how to match capability to tasks, risks and outcomes.

Start by defining the task, and how it supports critical business operations. A model that we want to triage thousands of customer support enquiries every day will have a very different capability profile to one designed to assign a risk score to a financial transaction or generate boardroom-ready reports from KPIs.

There’s no “best” AI for all these tasks, and selecting the right one means assessing them against the demands of the specific workflow. Should it be optimized for speed and pattern recognition? Or deep reasoning capabilities and the ability to justify its decisions?

Risk analysis also plays an important role. For low-stakes tasks, for example creative ideation in marketing or prototyping design concepts, highly creative systems can provide richer opportunities for exploration. But it  could be dangerous to use models that excel here for higher-stakes healthcare or legal workflows.

Finally, expected outcomes are also a critical factor. Where driving operational efficiency is the goal ( for example reducing resources spent closing support tickets, or accelerating employee onboarding) then autonomous, agentic capabilities might take precedence.

Improving the accuracy of a process, such as reporting, requires models that exhibit strong reasoning and adhere to strict guardrails.

And if the goal is innovation—generating new product concepts or brainstorming new business opportunities—we should look to highly creative models capable of generating diverse ideas, exploring unconventional approaches, and rapidly iterating new concepts.

From Operator To Conductor

Considering task requirements, risk tolerance and desired outcomes together creates a repeatable framework for selecting the right tool or model for the job. Rather than taking the latest cutting-edge models and finding things to do with it, we look at what we need to do, the acceptable margin of error, and what success looks like. Then we find models that fit the profile.

The ability to do this at scale becomes essential as our organization’s level of AI maturity increases, and we evolve from operating single, all-purpose instruments to conducting an orchestra of specialized models and agentic systems.

Business functions will gravitate toward capabilities that best suit their workflows; marketing teams adopting highly flexible, creative multimodal systems, and finance or legal teams to models built for understandability and compliance.

Taking this portfolio-based approach has secondary benefits, too. It reduces risk of vendor lock-in, and improves resilience against the dangers of single-model failure or degradation.

Most importantly, though, it lets us think of ourselves as conductors of an agentic orchestra, where each instrument plays its own role and contributes to the success of the whole. From there, we can build AI ecosystems that are capable, responsibly governed, and optimized to hitting business goals.

Business Trends In Practice | Bernard Marr
Business Trends In Practice | Bernard Marr

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Bernard Marr is a world-renowned futurist, influencer and thought leader in the fields of business and technology, with a passion for using technology for the good of humanity.

He is a best-selling author of over 20 books, writes a regular column for Forbes and advises and coaches many of the world’s best-known organisations.

He has a combined following of 4 million people across his social media channels and newsletters and was ranked by LinkedIn as one of the top 5 business influencers in the world.

Bernard’s latest book is ‘Generative AI in Practice’.

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