HolderComm AI Transformation, Digital Strategy & Creative Services

How early machine learning in search led to a career building practical AI solutions

A Clear Signal: AI Enters the Picture

By Eric Holder, HolderComm AI Transformation Consultant

My introduction to applied AI came on two fronts—search marketing and cloud computing—both of which hit pivotal milestones in 2015. Google’s RankBrain, building on the Brain project that preceded Google AI, signaled search’s evolution from keyword matching to contextual understanding, from intent detection to intent anticipation. That year, AWS introduced Amazon Machine Learning (SageMaker), bringing advanced predictive modeling into the cloud. 

As the founder of a digital strategy agency and a content partner with Virtustream (Dell/EMC), I experienced both disruptions firsthand—reshaping how I approached relevance, engagement, and long-term digital strategy. I had already been using analytics to guide content, SEO, and user experience, but AI was accelerating everything. Search had become intent-driven, optimized through natural language models, and powered by smart bidding systems that personalized targeting in real time. AI wasn’t just influencing marketing—it was redefining its entire operational core.

Parallel Track: Cloud Meets AI

While growing my search practice, I launched a second agency focused on content and innovation. That led to a six-year collaboration with LSI (Avago/Broadcom), where I produced partner marketing for IBM, Intel, and Dell. When parts of LSI’s product team transitioned to Virtustream, I joined them again as a strategic content partner. There, I contributed to Forrester’s Cloud Trends 2018, which declared “AI’s honeymoon is over.” By then, machine learning had evolved from a differentiator to a requirement—raising the bar for governance, interoperability and implementation.

Whether powering smarter search results or predictive infrastructure, AI’s role was clear: to elevate performance, personalize experiences and improve operational efficiency. That continuity between search and cloud revealed something foundational: AI wasn’t just a layer—it was becoming the connective tissue of digital transformation.

Operational Strategy and Platform Leadership

Following the Dell/EMC acquisition, I worked with Ivanti and AMI—two platforms using AI to enhance IT automation and cybersecurity. Neural networks, anomaly detection and vector databases became part of the content I helped translate for decision-makers.

I then joined Cloudreach (Atos), one of the world’s top cloud consultancies, to lead SEO, editorial, and UX for the 2021 Cloud Trends report (IDC), which launched at AWS re:Invent. I also produced 25+ episodes of the Cloudbusting podcast, featuring executives from Google, AWS, and Azure. By this point, I was architecting messaging systems, supporting sales enablement, and using AI insights to shape go-to-market execution across complex partner ecosystems.

Expanding into AI-First Startups

Building on a decade of entrepreneurial experience, I entered the AI startup space as a Director at Turn.AI, where we applied document intelligence and automation to streamline hiring and workforce operations. I helped translate emerging AI capabilities into real business solutions—addressing compliance, recruiting, and productivity.

From there, I joined VERSES AI, a deep tech startup focused on building explainable AI systems with the Spatial Web Foundation. I co-produced a 75-page governance report, supported standards development around ethics and autonomous systems, and worked alongside our chief scientist—whom Wired dubbed “the genius neuroscientist who wants to transform AI.” I also led native content initiatives with MIT Technology Review, The New York Times, Axios, and others, and briefed global leaders at Davos—including Meta’s Yann LeCun and Web inventor Tim Berners-Lee.

Generative AI, Thought Leadership, and Applied Use Cases

At Invisible Technologies—a company training AI systems for OpenAI, Google, and AWS—I deepened my hands-on experience with prompt engineering, retrieval-augmented generation (RAG), knowledge base development, and human-in-the-loop (HITL) workflows. I also authored executive briefings and content, including Applied AI: A Practical Approach to Harnessing the Power of AI for Your Business.

Today, I serve as Head of AI Strategy at Vsbl and continue advising B2B teams and startups through my agency, HolderComm. I’ve worked across industries in fractional leadership roles—helping companies navigate the real, messy, high-potential world of AI transformation.

Building the Future: From Bots to Base Layers

To extend that mission, I launched two AI-as-a-Service ventures: TheKnowledgeBase.ai and TheKnowledgeBot.ai. These platforms help companies move from static documentation to retrieval-ready systems—combining knowledge orchestration, RAG pipelines, and HITL workflows to build intelligent, integrated layers that support automation and scale.

I continue to publish executive resources including How AI is Revolutionizing Content Marketing, Marketing with AI-Powered Digital Transformation, and Generative Engine Optimization (GEO)—resources designed to help organizations implement AI with clarity, integrity, and impact.

Closing the Loop

My mission hasn’t changed. I started by helping people find what they were looking for. Now, I help companies define who they are, where they’re going—and how AI can help them get there.