Should we adopt AI or automate workflows first?
It’s easy to get lost in AI hype. In reality, most organisations don’t need “AI everywhere”. They need a clear split between where AI search adds value and where simple automation does the job.
Where AI makes sense
Use AI search, recommendations or LLMs when:
- Questions are messy or open‑ended
- Content is spread across multiple systems
- Users need summarised, context‑aware answers
Examples: internal knowledge search, support content discovery, surfacing the right case study or product at the right time.
Where automation is enough
Use workflow automation when:
- The process is predictable and repeatable
- Rules can be written down once and reused
- You’re shuttling data between tools
Examples: routing high‑intent leads to sales, tagging contacts based on behaviour, triggering nurture journeys after key events.
How to decide
- Map your biggest friction points – for customers and teams.
- Mark each as “messy decision” (good for AI) or “repeatable task” (good for automation).
- Pick one or two high‑impact ideas from each list and run small pilots.
That’s how you move from AI hype to practical impact – without blowing the budget or spooking the board.
We’d love to hear how your team is adapting to the wave of new technology. If you’d like to discuss where you are on that journey, get in touch.