Friday 15 Podcast

Is AI Changing the Role of the Systems Integrator?

Brian Beck and Andy Hoar welcome Tim Elenius from American Eagle to discuss how AI is transforming systems integration work and what it means for B2B practitioners.

Friday 15 Podcast · Guest: Tim Elenius, VP of Strategic Initiatives, American Eagle

Key takeaways

  • Perplexity made a $34.5 billion offer for Chrome, significantly more than its own $18 billion valuation, seeking distribution for its AI answer engine capabilities.
  • Microsoft's CTO stated that AI will generate 95% of code within five years, shifting developers from input masters of programming languages to prompt masters who orchestrate AI systems.
  • Boston Consulting Group reported that systems integration and custom software development account for 45.7% of total global SI revenue, making code generation central to the business model.
  • A Master B2B poll found 63% believe AI code generation will not replace the majority of SI development services in three to five years, while 37% said it will.
  • McKinsey reported that 40% of their work is now AI-related, and they have reduced staff by 10-15% as AI transforms the consulting industry.

Perplexity wants Chrome

Perplexity made a $34.5 billion offer for Chrome, significantly more than its own $18 billion valuation. Several investors including large venture capital funds have agreed to back the transaction. The company also previously offered to buy TikTok, suggesting a pattern of seeking distribution for their AI capabilities.

The hosts described Perplexity as an engine looking for a car. They have superior AI answer engine technology but lack the chassis to deploy it at scale. Rumors suggest Apple may acquire Perplexity to address its own AI shortcomings, and this offer may be positioning for a higher acquisition price.

Code generation shifts

Microsoft’s CTO stated that AI will generate 95% of code within five years. However, he clarified this does not mean AI replaces software engineers. Authorship remains human. Developers will shift from input masters of programming languages to prompt masters who orchestrate AI systems. Engineers will articulate needs through prompts and allow AI to handle repetitive work.

Boston Consulting Group reported that systems integration and custom software development account for 45.7% of total global SI revenue. If AI handles most code generation, the fundamental business model faces disruption.

AI is not the death of code revenue or code generation. It is a shift. We have to adapt and shift just like we did when CMS platforms became DXPs and e-commerce platforms moved to SaaS models.

Tim Elenius, American Eagle

Practitioner skepticism

A Master B2B poll found 63% believe AI code generation will not replace the majority of SI development services in three to five years. Only 37% said it will. The hosts noted that despite what companies say about plug-and-play capabilities, they consistently want to customize everything once they get their hands on systems.

Tim Elenius on transformation

Tim Elenius, VP of Strategic Initiatives at American Eagle, joined to share his perspective. American Eagle is a full-service agency that started with hosting and website development in the mid-1990s and has grown into digital marketing, managed cloud services, and AI projects.

Tim acknowledged that code creation is becoming faster but emphasized that contextual problem solving and systems thinking are not going away. AI is becoming the main tool in the developer toolbox, but validation remains critical. If companies let AI proceed without validation, they could spend more money than if humans had written optimized code.

Writing code is not the service. Delivering outcomes is. While Gen AI is changing the tools, there is still that need for strategic implementation and human thought behind it.

Tim Elenius, American Eagle

Data quality matters more

AI has accentuated the need for clean data. You cannot hide bad data with AI the way you could manually correct it in the past. Data preparation is critical for AI projects, especially document retrieval and FAQ systems. When data is not clean, AI models produce inaccurate results, and once bad data enters a system, removing it is difficult.

American Eagle talks extensively with clients about data cleanliness. AI tools can help accelerate data cleaning for companies without large teams, but testing and maintenance are essential to ensure ongoing data quality.

New service lines emerge

American Eagle developed accelerators using AI for content migration during replatforming. AI consulting has become a significant practice as boards demand AI projects without knowing where to start. Proof of concept and pilot projects allow companies to test solutions before full commitment.

The hosts noted that McKinsey reported 40% of their work is now AI-related and they have reduced staff by 10-15%. AI is changing businesses to greater or lesser extent across the industry.

Frequently asked questions

Why did Perplexity offer to buy Chrome?

Perplexity made a $34.5 billion offer for Chrome, significantly more than its own $18 billion valuation. The company also previously offered to buy TikTok. The hosts described Perplexity as an engine looking for a car, meaning they have superior AI answer engine technology but lack distribution and training data. Chrome would provide massive training data and user access that Perplexity currently lacks.

How is AI changing code development?

Microsoft's CTO stated that AI will generate 95% of code within five years. However, authorship will remain human. Developers will shift from being input masters of programming languages to prompt masters who orchestrate AI systems. Rather than programming computers manually, engineers will articulate needs through prompts and allow AI to handle repetitive work while they focus on strategic implementation.

Will AI reduce SI development costs?

Tim Elenius acknowledged that projects may cost less and take less time as AI accelerates code creation. However, he argued that reduced coding time allows SIs to focus more on business outcomes, including marketing automation, account-based marketing, and system integration. AI accelerators enable faster testing and AB testing that would have required extensive manual programming. The value proposition shifts from lines of code to delivering business outcomes.

Why do companies still need systems integrators?

The speed of AI change requires constant education that internal teams cannot maintain. AI products from two years ago require completely different implementation approaches today. Even if AI can write code, someone must maintain and update systems as ERPs, platforms, and industry rules change. AI hallucination rates are not decreasing with newer models, meaning human validation remains critical. SIs who adapt to AI changes will succeed while others fall behind.

How is AI creating new SI service lines?

American Eagle developed accelerators that move content between platforms during replatforming, replacing manual migration work. AI consulting has emerged as boards demand AI projects without knowing where to start. Proof of concept and pilot projects allow companies to test AI solutions before committing. Conversational AI chatbots have gained renewed interest as companies look to index their data and deploy AI customer service agents.

How does data quality affect AI projects?

Data preparation is critical for AI projects, especially for document retrieval and FAQ systems. When data is not clean, AI models produce inaccurate and misleading results. Once bad data enters a system, removing it is difficult. Tim Elenius compared this to enterprise search implementations where indexed content must be final and accurate. AI can help clean data, but testing and ongoing maintenance are essential to ensure new data stays clean.

Sources & methodology

  1. Friday 15 Podcast, Master B2B
  2. Perplexity Chrome offer, Wall Street Journal
  3. Microsoft CTO statement on AI code generation
  4. Boston Consulting Group, SI revenue breakdown
  5. McKinsey, AI work percentage
  6. Master B2B LinkedIn poll, August 2025
Andy Hoar Andy Hoar
Co-Founder, Master B2B

Andy is a Co-Founder of Master B2B, founder of Paradigm B2B and author of the book Bot2Bot: The New Future of B2B Commerce. Andy is one of the leading global authorities on B2B commerce strategy.

Brian Beck Brian Beck
Co-Founder, Master B2B

Brian is a co-founder of Master B2B, Managing Partner of Amazon agency Enceiba, and author of the book "Billion Dollar B2B Ecommerce." Brian has also been C-level digital commerce executive with two decades of experience.

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