In this video, Tim Mitchell, the VP Growth North America at Incubeta, discusses the pattern he sees across every industry Incubeta works with: CMOs chasing “shiny object” solutions instead of first understanding their actual business challenges, and he unpacks why that’s the single biggest predictor of a failed AI rollout.
Guests: Tim Mitchell, VP Growth North America at Incubeta; Jonathan Greene, EVP Americas at Incubeta, and Co-Founder of RocketSource.
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In this video below, Jonathan Greene, EVP Americas at Incubeta, explains why most AI failures aren’t technical — they’re behavioral. Organizations spent decades documenting source code but never documented how their people actually work, leaving nothing for a private AI to learn from. He breaks down knowledge bases, knowledge graphs, and Graph RAG in plain terms.