NTENDER.AI is an AI start-up led by a really smart former colleague, Asanka Fonseka PhD. It’s all about unearthing opportunities for business growth by leveraging AI-enhanced data science. My insight was that the real story behind the business was smart encoding of analytics and models to grow other businesses, hence the line: ‘It’s Code for Growth’. The value proposition was careful to ensure AI was seen to augment existing capabilities, not replace them. The result was an offer linking three interdependent ideas: ‘Artificial intelligence. Human insights. Business growth.’