AI has made analysis cheap and tools easy to build. So more get built, and worse ones — elaborate answers to questions nobody framed, noise mistaken for insight.

Frame first — opportunity, or problem, with its constraints or options.

Analyse second — now that the question is worth answering.

The tool comes last, and it is the only one that lasts. It reads the unstructured half of the business rather than replacing the software you already own, so the decision can be monitored and maintained, rather than another third-party licence and more complexity.