• Partnerships - with vendors, universities, and AI providers to access expertise and stay at the forefront.


• Strategic integration - aligning AI investments with broader sustainability, growth, and innovation goals.


Companies that treat AI as a core competence, rather than an outsourced solution, will be far better equipped to adapt, differentiate, and lead.


Sector-specific realities


The lubricants industry, of course, is not the same as retail, banking, or media. We deal with specialised materials, regulatory constraints, a sophisticated value chain with complex B2B relationships, and long product development cycles.


But that’s exactly why AI holds so much promise here.


It can help bridge knowledge gaps, accelerate time-to- insight, and support more sustainable practices; from emissions reduction to life cycle analysis and circular economy modelling.


In an era of tightening margins and changing customer expectations, the ability to operate smarter, not just harder, may just prove to be the key competitive advantage.


This edition: a mirror and a map


This special edition brings together diverse voices - early adopters, cautious observers, technical experts, and strategic thinkers - to reflect where we are and where we’re headed.


The readership survey results offer a mirror to the sector’s current sentiment: curiosity is high, but trust and clarity still need work. Meanwhile, the case studies demonstrate that real results are possible - when AI is applied with discipline, creativity, and a willingness to learn.


This is not about hype. It’s about helping people see themselves in the AI story, and supporting them to move forward with confidence.


A future worth shaping


As we look ahead, one thing is clear: AI is not a passing trend. It provides a new layer of capability that will be baked into the next generation of tools, systems, and strategies.


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The question is not whether to engage, but how.


With intent. With integrity. With the belief that the best answers come from people and technology working together, not in competition, but in concert.


To those already exploring: keep going. To those still uncertain: start small, but start. To the industry as a whole: let’s shape this future with ambition and accountability.


There has never been a better time to turn curiosity into capability.


Colin Morton is an independent consultant with over 25 years international experience in the specialty chemicals industry in both technical and commercial roles. Contact: colinjhmorton@gmail.com


linkedin.com/in/colinjhmorton


Disclosure: ChatGPT was applied in the writing of this article.


Image created through OpenAI with DALL•E 3


LUBE MAGAZINE AR TIFICIAL INTELLIGENCE DECEMBER 2025


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