How are data companies linked to AI?

AI relies on data, so businesses with deep, proprietary information sit at a useful vantage point within the theme.

What does embedded AI in software mean?

It refers to intelligent features woven into existing tools, improving routine tasks rather than arriving as standalone products.

Why is this seen as a grounded part of the AI theme?

It connects to existing revenue-generating activities and established businesses rather than purely speculative concepts.

Why Britain's Data Giants Are the Quiet Side of the AI Boom

REL EXPN SGE

2 min read | June 15, 2026 05:42 PM AEST | By Vivek Singh

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Why Britain's Data Giants Are the Quiet Side of the AI Boom — Image source: Shutterstock

Why Is Data Such a Powerful AI Asset?

Artificial intelligence is only as useful as the data it draws on, which puts companies with deep, proprietary information at an interesting vantage point. RELX (LSE:REL) operates across analytics and information services, while Experian (LSE:EXPN) sits at the centre of credit and data services. The recurring theme in commentary is that owning rich, structured data can be a durable advantage in a world increasingly shaped by AI, because the tools are only as good as the material they are built upon. This reframes these businesses as participants in the AI story rather than bystanders to it.

How Does Software Embed AI Into Everyday Work?

Software is where AI meets the workday for most people, often without much fanfare. Sage Group (LSE:SGE) provides business and accounting software used widely by smaller organisations, the kind of platform where intelligent features can quietly change how routine tasks get done. The broader point is that AI does not always arrive as a dramatic new product; frequently it is woven into existing tools, making them faster or smarter. This embedded approach is a recurring thread in how UK software names are discussed within the AI theme, emphasising adoption over spectacle.

Where Does This Fit in the Wider AI Picture?

If hardware is the foundation and data centres are the visible build-out, software and data services are the layer where value is actually delivered to users. That makes this corner of the AI theme feel more grounded and less speculative to many commentators, because it connects to revenue-generating activities that already exist. With the FTSE 100 near the upper end of its recent range and AI dominating headlines, the software and data names offer a reminder that the theme has multiple layers, and that some of the most embedded participants are businesses that have been quietly handling information for a very long time.

Frequently Asked Questions

How are data companies linked to AI?
AI relies on data, so businesses with deep, proprietary information sit at a useful vantage point within the theme.
What does embedded AI in software mean?
It refers to intelligent features woven into existing tools, improving routine tasks rather than arriving as standalone products.
Why is this seen as a grounded part of the AI theme?
It connects to existing revenue-generating activities and established businesses rather than purely speculative concepts.

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