For decades, we believed that digital transformation was an incremental process, one step at a time, controlled and safe. But what we are experiencing today is not a transition; it is a rupture. The rise of generative artificial intelligence marks the beginning of a new era. And this new era will not be inhabited by companies shaped by old models.

The uncomfortable truth is that many of the structures that currently generate results are becoming obstacles to what lies ahead. The advancement of AI demands a radical posture: not just adopting new technologies, but courageously deconstructing the foundations that brought us this far.

A New Book, Not a New Chapter

The current pace of technological innovation has surpassed any previous standard. In just four months, we've seen launches like OpenAI o3, Google Gemini 2.5, Claude 3.7, Grok 3, Devin, Lovable, Manus AI, a weekly parade of increasingly fast, versatile, and autonomous models.

These platforms do not represent mere technological “improvements.” They signal the emergence of a new cognitive and organizational paradigm. Devin, for example, is not just a tool for developers, it is an autonomous software engineer, capable of planning, coding, testing, and iterating without human supervision. Lovable and Manus AI automate complex tasks like copywriting, planning, and even demand negotiation.

We are no longer enhancing our capabilities with software. We are delegating intelligence. And that demands a deep revision of how companies operate.

The Mistake of “Fitting” AI In

Many organizations are falling into the trap of trying to fit AI into their existing processes, automating a step here, adding a chatbot there, integrating a co-pilot somewhere else. This creates a feeling of innovation, but what actually emerges is an inefficient patchwork.

As Clayton Christensen warned in his theory of disruptive innovation, adapting disruptive technologies to existing models is exactly what leads incumbents to failure. The same applies to AI: fitting it in is not enough. The real path is different, deconstruct, redesign, and rebuild with AI at the core of the architecture.

The AI-Shaped Company: What We Can Already See

Although we are still drawing the contours of the “post-AI company,” some features are already becoming clear:

• Less hierarchy, more distributed decisions. AI models are capable of making real-time data-driven decisions, reducing the need for intermediate layers of approval.
• Small, multidisciplinary teams. As demonstrated by startups like Replit, AI allows compact squads to build complete products with unprecedented speed and depth.
• Invisible interfaces, living products. Instead of rigid systems, we have autonomous APIs, adaptive flows, and models that rewrite themselves based on usage, like GPT-4 Turbo with memory and ChatGPT Actions, which create adaptive conversational interfaces.
• Continuous experimentation as structure. A/B testing, weekly adjustments, feature flags, these stop being exceptions and become the core of operations.

What we previously experienced was software eating the world. Now, AI is digesting everything that fails to adapt to the new pace.

Deconstruction is Hard and Urgent

Accepting this path requires maturity. It means letting go of frameworks that have worked for decades. It means giving up predictability. But clinging to outdated structures is a guarantee that results will vanish before our eyes.

As strategy expert Rita McGrath said, “sustainable competitive advantage is dead; what matters now is transient advantage.” And this advantage only holds for those with the ability to reinvent themselves constantly.

Deconstruction, therefore, is not an impulsive act. It is a commitment to adaptability. It means redesigning the company for a time in which cycles are shorter, decisions are more distributed, and the unknown is the rule, not the exception.

Conclusion: The Courage to Start Over

The AI revolution does not ask for permission. It gives no warnings. It reshapes the foundations without checking if you're ready. And that is why destroying what we’ve built so far is not a mistake. It is the only chance to build something truly new.

This chance, however, has an expiration date.

Persisting with the old model is denying reality. What we need now is courage. Clarity. Urgency. And a radical commitment to reinvention.

Because the future will not be conquered by those who adopt AI, but by those who dare to let go, destroy, and reimagine, with method and with vision.