Marmite and Vegemite are both made from spent brewer’s yeast. Marmite has been sold in Britain since 1902, and Vegemite came out of Melbourne twenty years later. I heard Steven Goodwin at Graebel use the pair recently to describe how people take to AI: you love one or you love the other, never both, and there is no middle ground where someone likes AI but doesn’t want to use it.
My first instinct was to argue. I’ve since come around to most of it, though maybe not for the reasons he’d give.
Nobody has a mild opinion about yeast extract
The spreads divide people because there’s no gentle version of them. You can’t taste a little Marmite the way you can taste a little mustard; the flavor shows up all at once, salty and bitter, and your reaction shows up with it. Marmite leaned into that for years with its “love it or hate it” advertising. The brand never tried to win the middle. It assumed there wasn’t one.
AI has the same problem, or the same gift, depending on where you stand. It isn’t a feature you switch on for one report and forget about. Using it properly means handing it part of your thinking and then checking what comes back, and that changes how the work feels from the inside. People who try it seriously tend to come out with a verdict. It is rarely “it’s fine.”
Two reasonable camps
The people who love it have accepted a trade. They’ll take a draft that is sometimes wrong in exchange for never staring at a blank screen again, and they’ve built the habit of checking. The occasional bad answer is a cost of doing business, much like a junior analyst’s first month on the team.
The people who hate it have looked at the same trade and priced it differently. Picture a controller at month-end. One confident wrong number in a reconciliation can cost her more than a year of saved keystrokes is worth, and her name is on the sign-off. Turning that deal down isn’t fear of technology. It’s arithmetic with different inputs.
Both camps are being rational. That’s probably why neither one moves.
Where the middle goes
Then there are the people who say they like AI in principle and just haven’t gotten around to using it. They exist. I don’t think they stay there long. “I like it, I just don’t use it” sounds like a position until you ask what would make them start, and the answer tends to be a set of conditions that never quite arrive. That’s a no with good manners.
And among the people who do love it, the split happens again, which is where the Vegemite half of his metaphor earns its place. My guess is that most Brits have never formed a real opinion about Vegemite, because the jar they grew up with settled the question before anyone asked. AI users seem to sort the same way. The finance team that got Copilot through its Microsoft agreement thinks of AI as Copilot, and the analyst who started on ChatGPT judges every other tool by how close it comes. Ask either of them to switch and watch the face they make.
What that does to an ERP rollout
If he’s right, a lot of change management is aimed at the wrong target. Rollout plans tend to assume a large persuadable middle that just needs one more demo. The binary says that middle is mostly people who have already decided, politely. The decision probably gets made the first time someone uses the tool on work that matters to them, and the launch email and the lunch-and-learn arrive after the verdict.
Which leaves the question of what that first real use should be, and who gets to choose it for the controller.
Credit to Steven Goodwin for the Marmite and Vegemite comparison.
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