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Noz Urbina

Noz Urbina

Founder of Urbina Consulting and globally recognized content strategy pioneer in omnichannel, customer journey mapping, and AI-at-scale enablement; co-founder of OmnichannelX.

Sep 17, 2026

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5:25
And he said I was the first one who didn't
5:29
say that I could just throw a particular type of database over my data, have it do its similarity analysis, and that was the semantic layer job done.
5:40
So I think that with excitement comes hype, with hype comes confusion, and then you have to actually understand what is this system capable of doing and what is the real work I need to do to get the most out of it.
5:56
So I think that the AI rush has come with a lot of snake oil salesmen.
6:01
A lot of magic wands are being waved around, so to speak.
6:05
And I think that really understanding the scalability, the portability, the uh the exit plan around technologies you know is this is this based on standards can i understand what's happening inside it can i export it to another system in five years the temptation is just to buy these magic wands and throw them in front of your people and they will you know magic will happen but i think that we're also looking down the barrel of the biggest potential vendor lock-in that we've ever seen.
6:38
Because if we're using tools like AI and semantic technologies without an interpretable, queryable, human-understandable backend, you can never leave.
8:31
Mm-hmm.

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