In 2026, Rohan Murty, cofounder and CEO of Workfabric, faced a strategic decision about the future direction of his company. Workfabric had developed a platform that learned how employees worked and leveraged that behavioral data into organizational context for AI systems. Building on this foundation, the company created AI twins-AI agents capable of simulating how specific employees prioritized tasks, made decisions, and collaborated. Early deployments demonstrated substantial gains in productivity, revenue generation, and AI effectiveness. Yet as customer demand accelerated, Murty faced an important choice: should Workfabric focus on selling ContextFabric as enterprise infrastructure, or should it build application-layer products such as AI twins and organizational simulations? The case explores emerging questions around context engineering, enterprise AI adoption, pricing strategy, organizational knowledge, privacy, and the future relationship between humans and AI systems.