Our Thinking
Two channels, one lens on applied AI
AWSM LABS publishes in two voices. AWSM DSPTCH™ (“dispatch”) is the voice channel — op-ed perspectives, frameworks, and field notes. AWSM RSRCH™ (“research”) is the evidence channel — original research grounded in proprietary data from deployed AI, with published methodology and sample disclosure.
The voice channel
Perspectives, frameworks, and field notes on AI activation.
AWSM LABS’ takes on what we’re seeing in the field — op-ed style essays, the frameworks we use, and reports from inside real engagements.
Read AWSM DSPTCHAWSM RSRCHThe evidence channel
Original research on what actually works in deployed AI.
Structured findings grounded in proprietary data — telemetry, post-deployment outcomes, workflow analysis — organized around four research pillars, with published methodology.
Visit AWSM RSRCHLatest from AWSM DSPTCH
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Custodial ROI: The Fourth Lens — and the Only One Someone Else Grades
You grade three of your four AI ROI lenses. Somebody else grades the fourth, and you will not meet them until diligence. In 2014, 87 percent of dealmakers said much the same about cyber security — folded into a general IT review, not a risk category in its own right. Three years later Verizon cut $350 million off the price of Yahoo.
Pablo Cruz Pou · September 14, 2026 · 22 min read
The Four-Lens AI ROI System
In July 2025, the most-quoted number in enterprise AI said 95 percent of deployments returned nothing. Eight months later, a survey of middle-market leaders said 97 percent of AI pilots had succeeded. Neither measured a P&L. Both were describing your portfolio.
Pablo Cruz Pou · September 14, 2026 · 19 min read
Experiential ROI
Your adoption dashboard says the rollout worked. Usage is up, logins are daily, every rep on the team shows green. Ask five of those reps how they actually feel about the tool, and you'll hear something the dashboard was never built to show you.
Pablo Cruz Pou · September 4, 2026 · 16 min read