LLMs as ETL Primitives: AI in the Data Pipeline, Not Just the Product
The typical AI narrative goes like this: you build a product, you add an AI feature, and users get smarter outputs. That framing is correct, but incomplete. The more durable advantage isn't in the product layer at all — it's in the data pipeline running underneath it.
A growing number of engineering teams have quietly swapped out regex rules, custom classifiers, and hand-coded parsers in their ETL pipelines and replaced them with LLM calls. The result: pipelines that handle unstructured input, adapt to schema drift, and classify records across thousands of categories — without retraining a model for every new edge case. Teams running this pattern at scale are building data assets that compound. Teams still treating LLMs purely as product features are not.
