Driving Strategy and Investment Decisions in the Age of AI

Driving Strategy and Investment Decisions in the Age of AI

A Leadership Briefing with Patrick Marshall, Partner at Altman Solon

How is AI changing the way companies — and their investors — think about growth, risk, and strategy?
That’s the focus of Alex Jarett’s recent conversation with Patrick Marshall, Partner at Altman Solon, one of the world’s leading consulting firms in telecommunications, media, and technology.

Patrick brings a unique perspective from his work advising both corporate executives and private equity investors on how AI is reshaping competitive advantage, M&A strategy, and long-term value creation.

The AI Imperative: Every Company Needs a Strategy

As Patrick explains, AI has become a board-level conversation across nearly every sector.

“Everybody knows they need to have an AI strategy,” Patrick says. “It’s happening at the board level, at the C-suite level — and with investors. Everyone’s asking, ‘What’s our AI strategy?’”

But it’s not just about innovation for innovation’s sake.
For both operating companies and financial investors, the questions go deeper:

• Is AI going to disrupt or accelerate my business model?

• How will it impact profitability, customer experience, or competitive advantage?

• And if I’m investing in a business, am I buying into an opportunity — or a risk?

Patrick notes that while no one has the full “crystal ball” answer yet, the key is to begin assessing where AI creates the most value — and to prioritize accordingly, since “AI isn’t cheap.”

The Investor’s View: Risk, Reward, and Reality

From Altman Solon’s vantage point, investors are increasingly analyzing how AI affects both the growth potential and risk profile of their portfolio companies.

“We’re seeing investors asking, ‘Am I buying into a business that’s going to be disrupted by AI — or one that will benefit from it?’”

Patrick points out that in certain sectors, particularly software and SaaS, investors are re-evaluating assumptions.
If AI can perform or automate many of the functions traditional software does, what does that mean for long-term valuations?

“It reminds me a bit of the early e-commerce days,” Patrick said. “Everyone thought it would immediately end brick-and-mortar retail. It didn’t — it evolved. The same will happen with AI. The impact is coming, but the timing and shape will vary by industry.”

From Proof of Concept to Prioritized Strategy

One major challenge Patrick sees: most companies have multiple AI proof-of-concepts in flight — but few have a clear framework for prioritization.

“We see large companies with dozens of pilots running,” he said. “Now it’s time to rationalize which ones are truly adding value — whether improving customer experience or operational efficiency.”

At Altman Solon, Patrick and his team help clients move from experimentation to execution. That includes combining primary research, expert interviews, and customer insights to develop data-driven strategies that bring clarity to the AI roadmap.

“We try to bring priority to a set of actions — short-term, medium-term, and long-term — and help clients focus where AI can make the biggest difference.”

Staying Ahead in a Rapidly Changing Landscape

Patrick also stresses the importance of staying current as the technology evolves:

“The pace of change is tricky. Tools and solutions are coming out all the time. At some point you have to place some bets — and stay flexible enough to adjust.”

For both corporate executives and investors, the winners will be those who can balance strategic discipline with continuous adaptation.

About Patrick Marshall and Altman Solon

Patrick Marshall is a Partner at Altman Solon, a global consulting firm specializing in Telecommunications, Media, and Technology with more than 700 consultants worldwide. He’s based in the Midwest and works with corporate and private equity clients to develop growth strategies and assess investment opportunities in the age of AI.

📩 Reach Patrick at: [email protected] 
🌐 Learn more: www.altmansolon.com

This Leadership Briefing was hosted by Alex Jarett, Founder of Technology Executives Club