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When AI is not just a Supplement, but the Foundation: A look behind the Scenes at Frontier Companies.
Everyone is talking about artificial intelligence. But only a few companies take that crucial step further and consistently build their business model on AI. These organizations are called frontier firms. In frontier firms, AI is not just an additional tool or a peripheral innovation project. It is an integral part of processes, decisions, products, and business models.
In this interview, we speak with Alexander about his personal views on frontier firms and what it means to be AI-native, why a tool-centric mindset prevents true transformation, and why impact does not come from perfection but from consistent experimentation. Alexander Neuberger is Product Owner for 3D AI Learning at BASF. He works on immersive AI-based learning and coaching systems that not only impart knowledge but also change behavior. His focus is on AI-native product architectures, autonomous agents, and the question of how AI can generate measurable business impact – beyond efficiency gains and traditional showcases.
What does AI-native mean to you and how can you tell if a company has (truly) achieved the status of a Frontier Firm?
To me, AI-native means that AI is not just used as a supplement, but shapes the fundamental enterprise architecture (processes, decisions, and products). You can recognize a frontier company by the fact that AI operates autonomously and at the highest level, is constantly learning, and is measurably transforming business models. The focus is no longer purely on increasing efficiency.
In your experience, what are the biggest structural or mental barriers preventing companies from strategically leveraging artificial intelligence?
The biggest hurdles are siloed structures and an overemphasis on tools rather than impact. Added to this is often a fear of complexity, which prevents teams or individuals from experimenting.
«I would like to see companies plan less and experiment more. Impact does not come from perfection, but from iterative learning and experimentation cycles.»
What advice do you have for these companies?
Small steps first. Start small but hands-on – a simple agent or prototype builds trust and knowledge faster than any presentation. At the same time, you should establish cross-functional communities early on to share knowledge and successes.
If a company wants to get started with AI today, where should it begin to create a real business impact—and where should it avoid starting?
You should start where AI can drive real behavioral or process changes: customer interaction, learning, or decision support. You should not start with isolated showcases that just look good but do not allow for long-term scaling.
Was there a moment that changed my perspective on AI in business?
Yes. The moment when our immersive 3D AI agents were able to conduct real coaching conversations for the first time and people received immediate, tangible feedback. That is when it became clear that AI does not replace content. It transforms behavior.
If you could change one thing about the way companies approach AI today, what would it be?
I would like to see companies plan less and experiment more. Impact does not come from perfection, but from iterative cycles of learning and experimentation.
Thank you to Alexander Neuberger for the interview and for sharing your experiences.
Webinars
Want to do more than just talk about AI?
Did you miss our webinars? No problem. Feel free to watch the recording.
From AI Tools to AI native – become a Frontier Firm.
1. Webinar | 03.03.2026 | 11.00-11.45 Uhr
AI is deciding who stays ahead today – frontier firms are using it strategically, while others hesitate.
Frontier or Fossil? This is how Successful AI Transformation works.
2. Webinar | 17.03.2026 | 11.00-11.45 Uhr
Learn how frontier companies are strategically using AI to achieve innovation, growth, and competitive advantage.
AI in Action – Use Cases that actually Work.
3. Webinar | 31.03.2026 | 11.00-11.45 Uhr
How are frontier companies using AI in practice? From processes and customer service to data analysis – exciting use cases.