Yes, everyone’s talking about AI. The hype is somewhat deafening. But I can tell you that the real players are obsessing over how to make AI count in measurable ways. Because AI’s not just reshaping customer experiences, it’s rewriting the rules of efficiency, product velocity and value creation. But there’s a catch we aren’t keeping front and center: AI only works if your architecture can keep up.
We’ve all seen the headlines, touting how AI isn’t “just” another tool, it’s an accelerator. But to unlock that potential, your foundation needs to be modular, agile and built with evolution in mind. That’s why composability—in other words, flexibility—is no longer a nice-to-have. It’s non-negotiable.
It’s how you deliver both faster and smarter, and with real business value. It isn’t a technical detail either; it’s the lever that lets you scale, iterate and win. Without it, your AI roadmap is dependent on legacy platform vendors, coupled integration with underlying systems and limited choice on models, use cases and value.
The harsh truth is that you can’t move fast on brittle, bloated platforms. Garbage in, garbage out… just like with your data, the same can be applied to your platforms. Monoliths like Salesforce, Adobe and Oracle weren’t built for AI agility. The integration is clunky. Flexibility is nearly nonexistent. And when it comes to swapping out models? Forget it. I can already hear the, “but Adobe has Firefly and Salesforce has Agentforce…” Talk about lipstick on a pig.
If your AI strategy isn’t built on a composable foundation, it’s compromised. It won’t take you through the long haul, or even sustain you through this era let alone the next. I can promise you composability is the edge you’ve been craving, even if you didn’t know it. It comes from flexible deployment of AI, which enables you to integrate, test, swap and scale without replatforming every six months. You read that right—it’s designed to enable change and pivots, fairly seamlessly.
It’s a matter of what we lovingly call speed to value. Composable architecture allows you to move from concept to test case quickly, thanks to open APIs and unified data, meaning you can respond to changing customer and market needs at breakneck pace. Global brands from Oreos to ketchup are getting in on the action, grasping the demand for content and the need to keep up.
Take Kraft Heinz’s TasteMaker as a prime example, which not only augments creativity for the parent brand, but accelerates it as well. This innovative system condensed what would have once been an eight-week timeframe for new product content development into a matter of hours. And with more than 200 products in the Kraft Heinz portfolio, that’s no small feat—and neither is the impact.
In simple terms, TasteMaker is “a secure, prompt-less, web-based AI platform that runs on Google Cloud, taking advantage of Google Cloud’s inherent security and scalability.” Beginning with one use case centered around “transforming and accelerating manual, time-consuming marketing content creation,” the brand was able to prove both speed and value, and then amped things up from there. Today, TasteMaker has been adopted by 70% of Kraft Heinz product development and marketing users, enabling them to create almost any content output they need—everything from generating images from text prompts to creating high-quality video from image prompts.
Consequently, Kraft Heinz is now set up to “keep pace with culture”—one of the most significant aspirations for just about any global brand today. What CFOs appreciate most is true time to value, and the all-important matter of, “doing more with less.” In fact, during an October earnings call, this marketing shift was specifically called out, to some fanfare: “We have transformed our approach [to marketing], starting with investing behind product-focused creative. As we move forward on our journey, we are amplifying human creativity with TasteMaker, our new AI marketing and innovation platform that enables content creation at record speeds. What once took eight weeks now takes just eight hours—and we are only scratching the surface of what is possible.”
All to say that yes: AI is an accelerator. It’s that boost you’ve been seeking, as has been promised. It’ll help you do “more with less,” on target with what CFOs are asking. But if you don’t have the right infrastructure which allows you to apply it in functional, practical ways, you won’t reap the benefits,
