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Executives should also be wary of how AI increases the dangers of brand disintermediation. The Curious Incident of Brand Disintermediation. Furthermore, as those systems become increasingly capable, they could potentially lead to brand disintermediation.
Barksdale: I think we use the term “disintermediate” a lot more than we do “unbundle from these terrible corporations.” So one of the reasons why people didn’t have as big a moral issue on the unbundling and the piracy that resulted is I think people felt from a moral standpoint like there was sin on both sides.
Intermediaries or “trust brokers” do not have to be written out of the equation — or disintermediated — as many blockchain enthusiasts argue. Rather, they can become early adopters of the technology. Flood insurance is another example.
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