Palantir Technologies: Not Intelware, Now a Leader in Artificial Intelligence

September 27, 2022

I spotted this rather small advertisement in the Wall Street Journal dead tree edition on September 22, 2022. (I have been on the road and I had a stack of newspapers to review upon my return, so I may have the date off by a day or two. No big deal.)

Here’s the ad:

palantir ad fixed

A couple of points jumped out. First, Palantir says in this smallish ad, “Palantir. The industry leader in artificial intelligence software.” That’s a very different positioning for the intelware centric company. I think Palantir was pitching itself a business intelligence solution and maybe a mechanism to identify fraud. Somewhere along the line there was a save the planet or save the children angle to the firm’s consulting-centric solutions.

For me, “consulting centric solutions” means that software (some open source, some whipped up by wizards) is hooked together by Palantir-provided or Palantir-certified engineers. The result is a dashboard with functionality tailored to a licensee’s problem. The money is in the consulting services for this knowledge work. Users of Palantir can fiddle, but to deliver real rock ‘em sock ‘em outputs, the bill by the hour folks are needed. This is no surprise to those familiar with migrations of software developed for one thing which is then, in a quest for revenues, is morphed into a Swiss Army knife and some wowza PowerPoint presentations and slick presentations at conferences. Feel free to disagree, please.

The second thing I noticed is that Palantir presents other leaders in smart software; specifically, the laggards at Microsoft, IBM, Amazon, and the Google. There are many ways to rank leaders. One distinction Palantir has it that it is not generating much of a return for those who bought the company’s stock since the firm’s initial public offering. On the other hand, the other four outfits, despite challenges, don’t have Palantir’s track record in the money department. (Yes, I know the core of Palantir made out for themselves, but the person I know in Harrod’s Creek who bought shares after the IPO: Not a good deal at this time.

The third thing is that Google, which has been marketing the heck out of its smart software is dead last in the Palantir list. Google and its estimable DeepMind outfit is probably not thrilled to be sucking fumes from Microsoft, IBM, and the outstanding product search solution provider Amazon. Google has articles flowing from Medium, technical papers explaining the magic of its AI/ML approach, and cheerleaders in academia and government waving pom poms for the GOOG.

I have to ask myself why? Here’s a breakdown of the notes I made after my team and I talked about this remarkable ad:

  1. Palantir obviously thinks its big reputation can be conveyed in a small ad. Palantir is perhaps having difficulty thinking objectively about the pickle the company’s sales team is in and wants to branch out. (Hey, doesn’t this need big ads?)
  2. Palantir has presented a ranking which is bound to irritate some at Amazon AWS. I have heard that some Palantir clients and some Palantir’s magic software runs on AWS. Is this a signal that Palantir wants to shift cloud providers? Maybe to the government’s go-to source of PowerPoint?
  3. Palantir may want to point out that Google’s Snorkeling and diversity methods are, in fact, not too good. Lagging behind a company like Palantir is not something the senior managers consider after a morning stretching routine.

Net net: This marketing signal, though really small, may presage something more substantive. Maybe a bigger ad, a YouTube video, a couple of TikToks, and some big sales not in the collectible business would be useful next steps. But the AI angle? Well, it is interesting.

Stephen E Arnold, September 27, 2022

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