The acceleration of artificial intelligence is now disrupting and, in certain cases, distracting the real estate industry. In response to this disruption, our industry is scrambling to understand how emerging AI solutions can create value within their enterprise. During the ‘scramble’, the industry is learning important lessons about AI that have nothing to do with tools, processing power and complex algorithms. Whether an organization wishes to use AI to eliminate work or to analyze the results of that work, our industry is learning that the enterprise needs well-defined ground rules for performing work, capturing knowledge, and establishing knowledge relationships. In other words, it needs a modern, digital workplace that connects knowledge artifacts in various forms across the enterprise and provides important business rules and context that instruct the consumer (whether human or machine) how to interpret, associate and use that knowledge. Without this, artificial intelligence merely amplifies the enterprise’s lack of intelligence.