Muscle memory loss
Beef and batteries
parallax background

Infrastructure nobody owns

Training data for AI has made the world's encyclopaedia a strategic asset

January 13, 2026

6 min read

January 13, 2026

6 min read

On January 15, Wikipedia will celebrate its 25th birthday with the sort of fanfare typically reserved for minor provincial saints. Expect earnest blog posts from the Wikimedia Foundation, and the standard media reflection pieces about how remarkable it is that an encyclopaedia written by unpaid strangers has survived this long.

What you will not see is anyone reckoning with the fact that the world’s most consulted reference work has become critical infrastructure that nobody controls—and everyone wants to.

Wikipedia’s English edition includes 7.1 million articles across 66 million pieces in 300-plus languages. Nearly 250,000 volunteer editors made 79 million changes last year. The site receives more than a billion unique visitors monthly. Google’s Knowledge Panels pull from it. Alexa and Siri cite it. And virtually every large language model released since 2018—from GPT to Claude—has trained on it.

That last point matters more than most people grasp. When OpenAI or Anthropic scrapes the web to build their models, Wikipedia provides the scaffolding. Its citations offer verification pathways. Its neutral-point-of-view policy shapes how models present contested facts. Its edit histories teach machines about consensus formation. The Wikimedia Foundation acknowledged in 2023 that “without access to the information on Wikipedia, AI models become significantly less accurate, diverse, and verifiable”. In other words: the knowledge commons has become training data infrastructure.

Nobody owns this infrastructure in the conventional sense. The Wikimedia Foundation, a non-profit registered in California, operates the servers and employs roughly 700 staff. But it does not own the content—that belongs to the contributors under Creative Commons licences. Nor does it control editorial policy—that emerges from consensus among the volunteer editing community. The foundation cannot simply decree what Wikipedia says about Taiwan or transgender rights or the Trump presidency. It maintains the platform; the crowd writes the encyclopaedia.

The scramble for narrative control

This creates a peculiar strategic vulnerability. When Chinese researchers discussed “cultivating influential editors on the wiki platform” who “adhere to socialist values”, they understood what many Western governments have not: whoever shapes Wikipedia shapes the substrate of machine intelligence. The same logic applies to Saudi Arabia’s alleged infiltration of Arabic Wikipedia’s administrator ranks, or Iran’s ministry-level meetings with Persian Wikipedia editors, or Russia’s escalating threats against editors covering the Ukrainian invasion.

The attacks are getting sophisticated. Not crude vandalism—automated bots catch that within minutes—but patient campaigns to shift language, prune citations, and reframe narratives. A 2024 study warned that Wikipedia faces “sustainability challenges” as LLMs threaten the incentive structure that keeps volunteers editing. Why contribute knowledge that chatbots will summarise (without attribution) for users who never visit the site?

The bigger threat is capture. In April 2025, acting US Attorney Ed Martin accused the Wikimedia Foundation of “allowing foreign actors to manipulate information”. Twenty-three members of Congress demanded explanations about “anti-Israel bias”. The Heritage Foundation announced plans to “identify and target” editors. Elon Musk encouraged users to abandon the site entirely. None of these critics proposed solutions; all demanded control.

Why chaos works better than order

Nevertheless, Wikipedia’s governance model—messy, consensus-driven, occasionally captured by obsessive partisans—arguably works better than any centralised alternative would. Its weakness is also its strength. No government owns it, so no government can simply decree what is true. No company profits from it, so no board can monetise access. The neutral point of view policy, whatever its flaws in execution, at least forces competing factions to justify their edits with sources rather than power.

Consider the corporate alternative. Businesses have spent the past decade trying to build internal ‘knowledge management systems’—Notion wikis, Confluence pages, SharePoint repositories. Most become graveyards within months. Information decays. Links break. The people who wrote the documentation leave the company. What remains is a zombie knowledge base that employees bypass by asking colleagues on Slack.

What companies get wrong about knowledge

Wikipedia avoids this fate through radical transparency. Every edit is logged. Every discussion is public. Every article has a history tab showing exactly how it evolved. This creates natural selection pressure: bad information gets contested, unsourced claims get flagged, and sufficiently contentious articles attract enough scrutiny that partisan edits rarely survive. The system is not perfect—bias persists, particularly on articles edited by small homogeneous groups—but it is self-correcting at scale.

Corporations could learn something here. The problem with traditional knowledge management is not technology but incentives. Wikipedia’s editors contribute because they care about specific topics and enjoy recognition from peers. Corporate knowledge bases fail because nobody’s bonus depends on updating the Q4 2025 sales process documentation. The few successful corporate wikis—usually maintained by obsessive engineers at technical companies—succeed precisely because they adopt Wikipedia’s distributed maintenance model rather than imposing centralised control.

The lesson extends beyond internal documentation. Any organisation dependent on institutional knowledge should worry about what happens when the people carrying that knowledge retire, resign, or simply forget. The ‘living knowledge base’ is not a product to purchase but a culture to cultivate—one where documentation is a shared responsibility and contribution carries status.

The backlash begins

If Wikipedia has solved the technical challenge of distributed knowledge management, it has not solved the political one. The ‘commons backlash’ is coming, and it will not be polite. As AI systems become strategic infrastructure, governments will decide that the datasets feeding them require oversight. Companies already paying billions for compute will resent that their models depend on a free encyclopaedia maintained by volunteers. The temptation to fence the commons—to require licencing, to impose editorial standards, to ‘ensure accuracy’ through official review—will prove irresistible.

This should not come as a surprise. Every knowledge commons that becomes economically valuable eventually gets captured. Academic publishing, once a scholarly gift economy, is now controlled by three corporations extracting 42 per cent profit margins. Medical research, nominally public, hides behind paywalls. Even open-source software, supposedly immune to capture, now depends on corporate-funded foundations and contributor licensing agreements.

Wikipedia has survived 25 years in part because it remained just quirky enough to seem non-threatening. But once everyone from Beijing to Washington recognises it as strategic infrastructure, the pressure to control it will intensify. The choice then becomes stark: either governments and platforms accept that the knowledge substrate of machine intelligence should remain outside commercial and state control, or they do not.

If they do not, the consequences are predictable. Access will be licenced. Edits will require verification. Official truth will supplant crowd-sourced consensus. And everyone who depends on Wikipedia—which is to say, everyone—will pay rent. Not necessarily in currency, though that may come. More likely in narrative control, in whose version of contested events becomes canonical, in which sources count as reliable.

The birthday that matters then is not the 25th but the 30th. That will tell us whether the commons survived or whether we allowed it to be captured because we failed to defend something we took for granted. The infrastructure nobody owns is infrastructure everyone needs. The question is whether that remains true.

Craig Turp-Balazs

Craig Turp-Balazs

Craig Turp-Balazs is head of insight and analysis at Reinvantage.

Share

Case study: Global technology company

1. The Client

A global technology company operating across EMEA, with a regional HQ in Istanbul. The company manages 20+ markets, handling everything from brand campaigns to strategic partnerships.

Role we worked with: The EMEA Head of Marketing (supported by two regional managers).

2. The Challenge

Despite strong products and a respected global brand, the regional team was struggling with:

  • Misaligned strategy across markets → campaigns executed with inconsistent narratives.
  • Slowed growth → lead generation plateaued despite increasing spend.
  • Internal friction → marketing, sales, and product teams disagreed on KPIs and priorities.

Traditional fixes (more meetings, more reporting) only created more noise.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional HQ team.

  • Day 1–3: Intake → Reviewed decks, campaign data, and plans.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Sales and marketing had different definitions of “qualified lead.”
    • 40% of spend was going into low-potential markets.
    • The team assumed the problem was lack of budget, but it was actually lack of alignment.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint uncovered that the issue wasn’t budget, but fragmentation.
Three sharp insights unlocked a way forward:

  1. Unified KPIs bridging marketing + sales.
  2. Market prioritisation → shifting budget to 5 high-potential markets.
  3. Simplified narrative → one EMEA core story, locally adaptable.
By just realigning resources and focus, the client could unlock an estimated £250,000 in efficiency gains within the next 12 months — far exceeding the Sprint’s value guarantee. The path to higher returns was already inside the business, hidden by misalignment.
5. From Sprint to Action (4 Pillars Applied)

With clarity secured, Reinvantage didn’t suggest “more projects.”

Instead, we used the Sprint findings to create laser-focused next steps — drawing only from the areas that would deliver the most impact:

  • Readiness → Alignment workshops for sales + marketing teams. New playbooks clarified “qualified lead” definitions and reduced internal disputes.
  • Foresight → A market-opportunity scan identified which 5 countries would deliver the highest ROI, removing the guesswork from allocation.
  • Growth → Guided the reallocation of €2M budget and designed a phased rollout strategy that protected risk while maximising return.
  • Positioning → Built a messaging framework balancing global consistency with local nuance, ensuring campaigns spoke with one clear voice.

Because the Sprint had stripped away noise, these actions weren’t generic consulting ideas — they were directly tied to the breakthroughs.

6. The Results
  • +28% increase in qualified leads across the region.
  • 30% faster campaign rollout due to streamlined approvals.
  • Budget efficiency gains → €2M redirected from low-return to high-potential markets.
  • Internal cohesion → marketing + sales now use a single shared dashboard.
The client came in believing they needed more budget.
The Sprint revealed that what they really needed was clarity and alignment.

With that clarity, the four pillars became not theory, but practical tools to deliver measurable impact.

The Sprint guaranteed at least £20,000 in value — but in this case, it helped unlock more than 10x that within six months.

Case study: Regional VC fund & accelerator

1. The Client

A regional venture capital fund and accelerator focused on early-stage tech start-ups in the Baltics and Central Europe.

The fund had raised a new round and was under pressure to deliver stronger returns while also building its reputation as the go-to platform for founders.

Role we worked with: Managing Partner, supported by the Head of Portfolio Development.

2. The Challenge

Despite a promising portfolio, results were uneven.

Key issues:

  • Scattered portfolio support → no consistent playbook for start-ups, every partner did things differently.
  • Weak differentiation → founders and co-investors saw the fund as “one of many” in the region.
  • Stretched team → too many small bets, not enough clarity on which companies to double down on.

The leadership team knew something was off, but disagreed on whether the issue was pipeline quality, market conditions, or internal capacity.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the partners and portfolio team.

  • Day 1–3: Intake → Reviewed pitch decks, pipeline funnel data, and start-up performance reports.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • No shared definition of a “high-potential founder.”
    • Support resources were spread too thin across the portfolio.
    • The fund’s positioning was more reactive than proactive — it didn’t own a distinctive narrative in the market.
  • Day 5–10: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the challenge wasn’t pipeline quality — it was lack of focus and positioning.

Three core insights provided the turning point:

  1. Portfolio Prioritisation Framework → defined clear criteria for where to double down.
  2. Founder Success Playbook → standardised support model for portfolio companies.
  3. Differentiated Narrative → repositioned the fund as “the accelerator of reinvention-ready founders.”
These shifts alone gave the fund a path to add an estimated £2M+ in portfolio value over the following 18 months, by concentrating capital and resources where they could move the needle most.
5. From Sprint to Action (4 Pillars Applied)

With clarity from the Sprint, Reinvantage created a tailored support plan:

  • Readiness → Coached partners on using the new prioritisation framework and trained the team on deploying the Founder Success Playbook.
  • Foresight → Ran scenario analysis on regional tech trends, helping the fund anticipate where capital would flow next.
  • Growth → Guided resource reallocation across the portfolio and supported new co-investor pitches for top-performing start-ups.
  • Positioning → Crafted a sharper brand story for the fund, positioning it as the reinvention partner for globally minded founders.
6. The Results
  • 10 portfolio companies onboarded to the new Playbook → greater consistency of support.
  • Raised follow-on capital for 3 top start-ups with the new prioritisation framework.
  • +26% increase in inbound deal flow from founders citing the fund’s new positioning.
  • Stronger internal cohesion → partners aligned on where to focus resources.
The client thought the problem was pipeline quality.
The Sprint showed it was actually lack of clarity and focus inside the firm.

By applying the four pillars, Reinvantage helped turn scattered effort into concentrated value creation.

The Sprint guaranteed at least £20,000 in value; here it set the stage for multi-million-pound upside in portfolio growth.

Case study: International impact Organisation

1. The Client

A large international impact organisation focused on entrepreneurship and economic empowerment.
The organisation runs multi-country programmes across Eastern Europe and Central Asia, often in partnership with global donors and corporate sponsors.

Role we worked with: Senior Programme Director, responsible for regional coordination.

2. The Challenge

The organisation had launched a flagship regional initiative supporting women entrepreneurs, but the programme was underperforming.

Key issues:

  • Fragmented delivery → each country office interpreted the programme differently.
  • Donor frustration → reporting lacked consistency and clear impact metrics.
  • Lost momentum → staff energy was spent on administration rather than scaling success stories.

Traditional programme reviews had produced long reports, but no real alignment or action.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional leadership team and representatives from two country offices.

  • Day 1–3: Intake → Reviewed donor reports, programme KPIs, and field feedback.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Donors cared about quantifiable outcomes, but reporting focused on stories.
    • Staff were duplicating efforts across countries, wasting time and resources.
    • The initiative lacked a clear theory of change — everyone described its purpose differently.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the issue wasn’t donor pressure or programme design — it was a lack of shared framework and alignment.

Three critical insights reshaped the path forward:

  1. One Unified Theory of Change → agreed narrative for why the programme exists.
  2. Core Impact Metrics → clear, comparable KPIs across all countries.
  3. Smart Resource Sharing → digital hub to stop duplication and accelerate knowledge flow.
By eliminating duplicated reporting and clarifying what success looks like, the client saw they could save the equivalent of £100,000 in staff time annually — while also unlocking stronger donor confidence and follow-on funding opportunities.
5. From Sprint to Action (4 Pillars Applied)

Armed with Sprint clarity, Reinvantage proposed a laser-focused support plan:

  • Readiness → Trained programme leads on using the new metrics and integrated them into existing workflows.
  • Foresight → Analysed donor trends and expectations, aligning the initiative with the next funding cycle.
  • Growth → Developed a funding case based on the new unified theory of change, securing higher renewal chances.
  • Positioning → Crafted a regional success narrative and storytelling toolkit, helping them showcase results consistently across markets.
6. The Results
  • 30% less time spent on reporting → freed capacity for programme delivery.
  • Donor satisfaction improved → positive feedback on the clarity of impact evidence.
  • Secured new funding commitment → one major donor increased their contribution by 20%.
  • Stronger internal morale → staff felt they were working with clarity, not chaos.
The client thought it needed better donor management.
The Sprint revealed it needed a shared foundation across its teams.

By anchoring on the four pillars, Reinvantage turned alignment into efficiency gains and fresh funding opportunities.

The Sprint guaranteed at least £20,000 in value; here it unlocked both six-figure savings and future-proofed funding.

Case study: National digital development agency

1. The Client

A national digital development agency tasked with driving the government’s digital transformation agenda, including e-services, citizen portals, and smart city pilots.

Role we worked with: Director of Digital Transformation, supported by IT and service delivery leads from three ministries.

2. The Challenge

The agency had strong political backing but faced hurdles in implementation.

Key issues:

  • Siloed projects → each ministry developed digital tools independently, leading to duplication.
  • Citizen frustration → services were digital in name, but still required multiple logins and offline steps.
  • Funding pressure → international partners demanded clearer impact in the short term.

The agency wanted to accelerate momentum but struggled to get alignment across ministries.

3. The Sprint

We ran a 14-day Immersive Reinvention Sprint with the agency’s leadership and digital focal points from three ministries.

  • Day 1–3: Intake → Reviewed strategy docs, donor reports, and citizen feedback data.
  • Day 4: Immersive Sprint Session (half-day) → Breakthroughs:
    • Each ministry had different definitions of “digital service.”
    • 20% of budget was going into overlapping pilot projects.
    • Citizens’ top frustrations were known — but not prioritised.
  • Day 5–14: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the biggest blocker wasn’t lack of funding, but lack of shared priorities.

Three practical insights stood out:

  1. One Definition of Digital Service → agreed across ministries.
  2. Quick-Win Prioritisation → focus on top 3 citizen pain points (ID renewal, business registration, healthcare booking).
  3. Shared Resource Map → pool budgets to eliminate duplication.
These changes alone allowed the agency to unlock £75,000 in immediate savings and deliver 2–3 visible improvements in the next quarter — meeting donor expectations and building citizen trust.
5. From Sprint to Action (4 Pillars Applied)

Based on the Sprint clarity, Reinvantage proposed a modest, targeted package of support:

  • Readiness → Facilitated inter-ministerial workshops to embed the “one digital service” definition.
  • Foresight → Analysed citizen feedback trends to shape the quick-win roadmap.
  • Growth → Supported the reallocation of funds to joint projects, reducing overlap.
  • Positioning → Crafted a communication plan highlighting early digital wins to donors and citizens.
6. The Results
  • 2 pilot services integrated into the central portal (ID renewal + healthcare booking).
  • Budget savings of £75,000 from eliminating overlapping projects.
  • Citizen satisfaction up modestly → call centre complaints on digital services dropped by 12%.
  • Donor confidence improved → short-term impact report received positive feedback.
The client thought it needed more funding and bigger projects.
The Sprint revealed it first needed clarity and alignment.

By applying the four pillars to a targeted scope, Reinvantage helped deliver visible results within a single quarter — proving progress to citizens and donors and laying the groundwork for deeper transformation.

You must be logged in to view this page. Login here.

Bridging the Reinvention Gap: Fill this form and get your preview copy immediately.

Future of IT: Fill this form and get your preview copy immediately.

War for Talent: Fill this form and get your copy immediately.

The Voice of Ukrainian Start-ups: Fill this form and get your copy immediately.

The uncounted engine: Ukraine’s start-up rise. Fill this form and get your copy immediately.

The Investment Promotion Playbook 2025: Fill this form and get your preview copy immediately.

The Reinvention Masterclass for Start-up Founders: Join the private cohort

Beyond Borders: Join the private edition