Maybe they understand the tech, but not the market? “Deploying AI”. Hmm. CDW has been “deploying AI” for years but we didn’t capatalise on it as a company and now have lost our lead. The CDW Digital Velocity team has had an AI practice in customer contact AI plus machine learning solutions and software development in IOT, Google and so forth that use AI. The Security team is securing AI via many methods. The Data team is making Data ready for AI. There is also a AI IT operations discipline. The Data Center practice has been selling NVIDIA GPUs for years to support customer AI (machine learning) solutions. We are one of the top seller of Microsoft AI. It’s just that our execs cant speak about it correctly in the customers language and our internal departments don't work together to create the total story. Then, Chat GPT becomes all the rage and hype on NVIDIA is to the moon and suddenly” AI is new” and “customers are cautious”. No, not at all. Look at NVIDIA sales and the CSPs AI solutions in their earnings. Customers are spending big in this space right now, just not with us at this moment. We realise this and must go after it. The message should be “there is tremendous, unprecedented upside on top of our AI capabilities, driven by generative AI and we are just beginning to capitalise” and “it will be a multi year journey, full of CDW leadership in the space”. We can be an AI leader right now by many measures, and then quickly build on that with a full add-on consulting practice for generative AI, then cognitive AI after that, but that wasn’t our message at all which made us look foolish and behind vs. thoughtful and a leader.