The past days I was in London to visit the Big Data LDN event and meet with my friend Paolo and his company’s team at Activate Intelligence. It made for interesting contrasts, and those contrasts made the trip worthwhile where the event on its own would not have.
Big Data LDN is a yearly event. I realised as I explored the venue it’s been a long time since I was at a trade fair style event where the focus is on enterprises and business for business sake, as opposed to mostly an exchange of experiences and ideas. That still happened somewhat but it was clearly not the main focus, the program with 280 or so sessions in two days was mostly to ensure all vendors could share something on stage at some point.
Of course next to big data, or rather enterprise data (most data isn’t actually big imo, and what counts as big is ever shifting upwards, data is mostly just messy), AI took most of the attention. Enterprise data serves as input for anything AI.

One of the two halls at the Olympia venue
Back in the ’00s when I visited corporate knowledge management events there were plenty of slides showing complicated overviews of data sources, stores and flows in a company and how adding name-your-brand-here’s knowledge management system would make it easy to manage all of it and use it. The promise was that adding one more technology layer in the mix would finally make everything easy and governable, effortless even, if you were doing it right. If it wasn’t effortless then obviously you weren’t doing it right, and you needed to buy still one more tool or platform.
Two decades on that pattern is still very much the same.
There were plenty of complicated slides trying to show all the many data related technological building blocks. Where there used to be data warehouses and then data lakes as panacea a few years ago, there are now lakehouses added to combine aspects of both and make their contents available to machine learning, and various calls to go ‘beyond’ the lakehouse were heard. You end up with something that still nobody really has a handle on, but don’t worry, AI will finally make everything effortless, by adding an agentic AI layer. AI agents tend to multiply, and that means you need to start adding ‘agent control towers’, and agents make stuff up so you need to provide the right harnesses for them, which also multiply, and manage those, and do a whole bunch of additional logging for auditing and compliance. All that comes with a range of additional tools for your already very complicated information household, adding just more complicatedness and uncertainty about what it all is for.
What will save you is adding just one more thing, or actually two things, the message was. More context and persistent memory for your AI agents. This according to various speakers was the new focus compared to the event last year. Context and memory so that your AI will understand your business. The underlying assumption being that anyone within enterprise actually understands their business themselves, and that it’s just a matter of letting your AI know it too. Nobody does really, understand their business that is, and for evidence look at the sheer volume of back and forth and reporting and analysis and meetings going on that is only dealing with internal flows of data, and those same reports, analysis and meeting notes, to ‘finally’ make things run ‘smoothly’ internally.
Still I learned a bunch of things. How data that used to be for analysis after the fact is now being used for decision making upfront and for actions right now (but without mentioning whether that may require different sorts of data, and silently assuming you can do either with the same data). How data governance is becoming a continuous and real time thing, and observability is of increasing importance (I agree that is highly interesting). About what context and memory for AI is, and that despite calls to not just look at token cost it is often touted as a great reduction in token cost. (Not using AI all over the place also greatly reduces token cost of course.) How everyone builds tools to make other tools by vendors in the booth next to them work better, or coordinate between that and the tools of vendors several booths over. It’s tools and agents all the way down, where there used to be turtles, to make sense of the world. Much of it sounds like coping strategies made of python and markdown to me.
Hearing the lingo, and listening to what was said and what wasn’t was genuinely useful too. The way that terms like (un)structured data, intelligence and knowledge, but never information, are bandied about as if they are precisely defined, meaningfully quantifiable, and all in the same category. That ethics and regulation is always treated as a compliance issue, adding a burden to your logging and auditing needs, and that no one tends to view ethics and compliance as upfront instruments to improve the overall quality of what you’re designing or doing, thus reducing your externalities and their attached risks. Which would greatly reduce internal friction, actually.
That impact is of course the only measure of succes, but hardly anyone goes on to explain what the impact actually has been for them or their clients. Where the externally visible acceleration is, where the non-lineair jump in actual business outcomes, remains opaque. Impacts that do get mentioned are again often about increased volumes of AI deployment against lowered token costs, about the reduced time needed to pump around those internal reports, meeting notes, and analysis so you can now pump around more of them. That is consistent though, because that was true for the KM conferences of old too, and just as much for any big data, data warehousing, data lake event since then until now. Because none of it is designed for real world impact, it is being designed and deployed for internal efficiency. Not to change or innovate your external outputs and how they have influence in the world. It was tiring to see how much of it all comes across as just busywork.
That we are moving from ‘data driven’ to ‘decision centric’ as one panelist remarked. Which sounds good and proper, but didn’t go into how messy our decisions mostly really are, and how it might be difficult to externalise how we come to decisions, or reverse engineer them so that AI agents might do it too.
Some speakers clearly felt something’s off and launched their own small philosophies in response. Some were told by others something’s off, and where it was their children who told them, they were jolted into making slides about it, but not changing their company meaningfully (judging by those same slides) even if it had been years since their kid stated the obvious. Those philosophies tended to stay within the same unchallenged domain assumptions and usually suggested the answer was another technology component or layer for the complicated overview sheet we started out with at the outset. That, or a clever acronym. Any other remaining issues were left as an exercise for ‘leadership’.
Not that I know how all this should be done, but over the years I have come to the conclusion that the problem with doing anything at scale that isn’t physical like assembly lines but informational is, well, scale itself. Regular large scale, as well as the hyped and hyper varieties. This as it is usually approached or assumed as a type of centralisation, which is fruitless as it crumbles in the face of the next change in the status quo in 3, 2, 1… And it tends to ignore the people involved at every step, and the intention or agency they have, which guarantees the type of complexity that reality can roll with but not your lakehouse or agent control tower.
Back to the slides, before I get to the contrast that made it a valuable trip.
With AI front and center, it came as no surprise that many slides were obviously AI generated. With all the tells that Claude has, you know them, phrases like "This is not coincidence. This is a pattern." and "All four are sound. One is different." and "Subheaders of Overstated Importance" followed by a sentence that doesn’t bear it out. It made for overly verbose slides, because Claude likes to spend them tokens. It became funny when speakers hadn’t fully read their generated slides beforehand but had trusted the output blindly. Trust was another big topic of course, but trust is more than ever better harnessing up to the logical endpoint where you’ve made something fully deterministic and fit for regular automation, or, like, just do it yourself. Talking about trusting AI outputs and presenting slides where there are generated sentences that break the logic of your narrative, or drop in additional terms midway that came out of nowhere, I assume from another AI conversation, was funny. Or a random insertion like ‘The other ten are not’ while recounting a list of four things. Kudos to all those speakers, even when they were clearly spooked a bit by what they found on their own slides, for making nonsensical bridges, or jumping over the misaligned bits as if the slide didn’t exist, and generally getting away with it. Good enough, they’ll have thought.
I stayed on through the entire first day, and over lunch met someone who had already arrived at similar conclusions as above, just much faster, but on the second day I acutely felt the diminishing returns of staying longer and walked out well before lunch time. I strolled the ten minutes or so down the road to Holland Park, with a short detour through the adjacent Design Museum, and sat under a tree in fresh air and gorgeous weather, being stared at by both a crow and a squirrel waiting to see if I had anything edible in my backpack that I cared to share or leave crumbs of.

Watchful eyes while I’m in the park
The trip was valuable, despite my 1500 word rant you just waded through, because of context and memory. They definitely had the importance of context and memory right at the event.
I spent the late afternoon and early evening of the second day with the team of Activate Intelligence, the company of my friend Paolo, placing it in context with my Big Data LDN visit. His team consists of very bright mostly young people that like my own team seem so much more capable and driven than I ever was at their age. Paolo and I go back a very long time (2003), and as I was in knowledge management from a change perspective then, he was into vector graphs and ontologies. Remembering that early work and especially what wasn’t possible then, because it depended on people being extremely consistent in e.g. providing metadata (tags etc.), made him see early on what LLMs might mean. The focus of the tools they build, and how they deploy AI agents is both aimed internally and externally. For both it is about doing two things. The first is that anything they build is geared towards making a professional and their team as a whole more effective, by supporting them. People aren’t there to support the process, the process is to support the professional. The second is that AI is being used to do things that would otherwise be too cumbersome or costly to be useful to do by hand internally or do at all. In a previous conversation with Paolo, we talked about this in terms of tasks underneath the Coasean floor. Here AI is not a substitute for existing human tasks, but used for new types of tasks that are not being done yet because they would otherwise require too much of a coordination burden. This makes it possible to do things with small teams that previously would require a bigger size to be able to cover the associated overhead costs, as well as things that would require too much coordination for any use case. This contrast, enterprises aiming to reduce internal size and friction, albeit by adding new layers of it, for the same external outcome, versus small teams working towards the largest external outcome while avoiding or obviating the need of becoming a sizeable enterprise stands out. Also because its respective directions and pressures ultimately point to the same thing, I think, in bringing the Coasean ceiling, i.e. the maximum expected useful size of an enterprise, down. Paolo wondered how many floors of London’s high rise office towers would go dark in the coming time because of it. That seems promising in a way too, that where trust busting does not currently succeed much in the informational realm, it may well become ineffective to be that big with swarms of smaller efforts delivering the same or better. Why build an enterprise above a certain size, a 19th century slow AI, if you can have the faster 21st century version at team or individual scale without all the hassle?