Forbes contributor, LinkedIn’s first Top Voice for Prompt Engineering, and founder of Enigmatica, Edward Morris sets out why the biggest bottleneck in AI adoption is not the technology, but the people using it.
— About Edward Morris
Edward Morris did not arrive in artificial intelligence through the front door. He had no computer science degree. No Silicon Valley accelerator, no cosy apprenticeship inside a billion-dollar technology company. Morris began as a journalism student and has never lost his passion for writing. To most, that would look like an unlikely starting point for one of the top innovators in AI and for one of the most technical industries on earth. Morris decided to make it his unfair advantage.
Today, Morris is the founder of Enigmatica, a UK-based AI consultancy specialising in prompt engineering, generative AI adoption, and practical AI systems for organisations. He is a Forbes contributor, Forbes Business Council member, LinkedIn’s first Top Voice for Prompt Engineering, and has been ranked among the UK’s Top 10 AI Influencers.
In 2024, his work was featured on the front page of the Financial Times. In 2025, he began getting featured near-monthly by Forbes. In 2026, he was invited to the United Nations’ official commemoration of its 80th anniversary, where he joined António Guterres, Secretary-General of the United Nations, Annalena Baerbock, President of the General Assembly, Lord Hermer, Attorney General, and HRH The Duchess of Edinburgh in discussions on peace, conflict, and the future of AI.
But Morris is not interested in selling AI as magic. He believes the biggest AI story is not the machine itself but the people standing in front of it.
“The biggest bottleneck in AI adoption is not the technology,” Morris says. “It is the people using it.”
Global Purchasing Speed
Through Enigmatica, Morris has worked across pharmaceuticals, HR, legal, education, charities, and the public sector. His work has included AI adoption programmes, prompt engineering systems, AI agents, governance support, prompt defence, and enterprise training. He has worked with teams connected to OpenAI, Microsoft, Google, Mercedes-Benz, and the Government of Ukraine.
Despite the scale of adoption, Morris says the same pattern appears repeatedly.
“Most organisations do not lack AI tools,” he says. “They lack AI capability.”
In his view, companies do not need another dashboard. They need employees capable of defining outcomes, structuring prompts, testing outputs, challenging assumptions, protecting sensitive information, and understanding when AI should not be used at all.
Morris argues that much of what passes for AI transformation is, in his words, “software distribution with better branding”, expensive rollouts producing underwhelming results, a handful of internal champions producing exceptional work, and everyone else hoping for a miracle.
For Morris, this is where prompt engineering becomes commercially serious. He believes the field is widely misunderstood as little more than learning how to ask better questions inside ChatGPT. To him, that is the beginner level.
Prompt Engineering, he says, is the discipline of designing instructions, context, constraints, examples, workflows, reasoning structures, evaluation criteria, and guardrails that shape what AI systems actually produce. “There will always be some form of prompt. Some form of direction,” Morris says. “The quality of those instructions determines the quality of the outcome.”
“You can give a hammer to a carpenter, an artist, and an ordinary person,” he says. “Each swing produces something different.”
The Writer Who Walked Into AI
Morris credits his writing background as central to how quickly he moved in AI. He states journalism teaches people to ask sharper questions, challenge assumptions, remove noise, and communicate clearly, skills that are now essential to AI.
“Journalism makes you use language in a particular way,” Morris says. “It also gives me a knack for systems thinking, and in my case, a mildly unhealthy obsession with AI.”
That combination has helped him carve out a distinctive position in an industry often dominated by purely technical voices. Morris does not dismiss technical expertise. His argument is that technical knowledge alone is not enough. AI adoption fails, he contends, when organisations treat it as an IT rollout instead of an upgrade in human skills and capability.
Morris believes successful implementation hinges on communication, workflow design, governance, behavioural change, risk awareness, and decision making, and describes prompt engineering as less of a specialist skill and more of a newfound business literacy.
“The new Excel,” he calls it. “Except this time, the spreadsheet talks back, hallucinates occasionally, and may quietly reorganise entire departments.”
Getting Into AI Without a Technical Background
Before AI, Morris worked at Murray’s Health and Beauty. He still speaks about the role warmly.
“It was the last real full-time job I had,” Morris says. “Honestly, I loved it. Great people. Even towards the end, they were incredibly supportive of what I was trying to do.”
At the time, generative AI was beginning to explode publicly. While many people were treating tools like ChatGPT as a novelty, Morris had become consumed by what they could eventually become.
“I was still working there in 2023 when I realised I had a genuine calling towards AI,” he says. “I was not coming from software engineering. I was coming from writing and communication.”
After work, Morris spent countless hours experimenting with AI systems, often pushing the tools far beyond casual use.
“I kept using the same writing skills I used every day and applying them to AI projects,” he says. “I was building everything from agents to early prototypes of reasoning systems. At one point, I had five ChatGPT accounts because I kept hitting the usage limits every single day.”
His advice to those without technical backgrounds is direct. “Use the tools. Experiment constantly. Try things that seem ridiculous or overly ambitious. A lot of people wait for permission before they start building.”
The Human Bottleneck
Morris believes prompt engineering is already evolving far beyond chatbot prompts, expanding into agent design, workflow automation, governance, evaluation frameworks, and operational guardrails. AI is no longer just a browser tab that employees occasionally open. It is increasingly embedded into the machinery of organisations.
“The more AI touches,” Morris says, “the more important human direction becomes.”
People need to define objectives before asking machines to execute them. They need to test outputs, identify hallucinations, protect confidential information, and understand where automation genuinely helps versus where it becomes a liability.
In Morris’s assessment, companies tend to underperform when using AI because of weak implementation. “They buy tools before defining problems. Train employees on features instead of workflows. Chase automation before understanding the process,” he says.
That is why Morris argues AI adoption must be treated as a human transformation project, and not a software rollout. “Upskilling, workflow change, communication, decision-making,” he says. “None of that is a technical issue first. It is a human one. Which is exactly what Enigmatica has been solving.” In his view, the organisations that get the most from AI will not necessarily be those with the most tools, but they’ll be the ones with the clearest strategy.
What’s Next
Morris, alongside upskilling and consulting, is now preparing to launch a service that makes implementing and deploying AI easier in light of Forward Deployment Engineers from OpenAI and Anthropic.
About Edward Morris
Edward Morris is the founder of Enigmatica, a UK-based AI consultancy specialising in prompt engineering, generative AI adoption, and practical AI systems for organisations. For more information, visit Enigmatica.co.uk or contact Edward@Enigmatica.co.uk.
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