Finding the best way to use Ai for results I can trust and believe in

“Man knocked down by bus after asking (AI) if he could cross the road”

We all know the algorithm is a developed process, but recent developments in Artificial Intelligence makes results much more encompassing and takes things to another level – mind blowing!

As a business owner who offers a product or a service, it’s commonplace to receive targeted marketing materials from the principal providers, encouraging you to sign up to their latest AI problem solver. It seems apparent that any problem is solvable and more importantly AI can be trusted to deliver exactly what you need.

But is it true that AI can deliver solutions and in short deliver your business a clear competitive advantage? Of course not, although kept in context there maybe elements that can help.

We can be very much convinced that AI delivers some excellent benefits, but we remain sceptical on a number of issues. Here we’ll try to expand some of our thoughts, exploring when AI is relevant and when it is not.

We need to be able to both trust and believe presented AI solutions and remain wise enough to know the difference

No matter the size, your business will always be unique with a developed set of unique features and an identity that confirms its unique position within your specific sector. This uniqueness is what sets you apart from your competitors, attracts loyalty and creates a ‘brand’.

It is said it takes years for a brand to be established in consumers consciousness and become synonymous with a set of explanations that create a choice for consumers between offers not just driven by price.

But what of the future and future business growth? AI does not direct future thought but very much aims to create solutions based on a set of programmed parameters driven from the ‘now’. The human mind can create endless possibilities and points of difference. This range of possibilities does not end with what is happening now but includes what you may want to happen in the future. This for us; is business strategy.

Therefore, if you consider any companies business strategy it must be in the context of intellectual rigour and clarity of thought. Yes, AI can suggest from ‘learned and algorithmic’ responses, but it cannot do what experienced humans do, that is to challenge, self-direct and ultimately influence positive future behaviours.

On a daily basis, to ensure that any business remains relevant, the internal structures must not assume that all is well, but ensure that it listens and validates its customer behaviours and in particular applies ‘feelings’ based on experience. This a very ‘human’ approach.

Simply put; it must feel right. This is derived from experience, not a defined response. Yes, Humans can get it wrong but are they most likely to get it right? This is surely more likely if the right approach is designed. Identifying the best route to competitive advantage.

So, to obtain competitive advantage the thinking must be based on customer behaviours, both current and future. Customers are complicated and have much pressure placed upon them to change behaviours and loyalties and switch to other brands. This switching process can be attributed in many respects to highly effective marketing strategies, but also because they were not feeling a closeness to a particular offer or brand.

So now is the time to change your approach or just explain things differently drawing on any relevant AI summaries. You could ask AI to confirm that all is well based on what data is shared and use the results to influence part of your conclusions. Or you could ask customers and test your own model by asking key questions relevant to your business strategy. The creation of these questions can be aided by AI which, by its nature collate the opinions of ‘business experts’.

So, once you have your ‘answers’ this is where experienced people come to the fore, to analyse and summarise actions as a result. This summary will then create a list of specific actions, relevant to your business and teams.

As business consultants we would ask our clients the following and take them through the ‘answers’ to find a tailored solution relevant to their business:

• Is your brand/offer/service considered valuable by your customers and if so, why?
• Does your offer differ from others in that it offers rarity and delivers experienced competitive advantage?
• If you are to ensure that your offer etc. is the first choice, then it must have unique features that are not easily imitated – are yours relevant?
• Does your organisation always deliver the brand values internally across all areas. This creates a ‘culture’ that has both feel and fact on doing what it says it does.

“Effectiveness is doing the right things – Efficiency is doing things right”

Exploring the options and creating a delivery plan is being effective – i.e. doing the right thing. This must be the most important role undertaken by the senior team. This consideration of effectivity has the customer at its heart can be broken into tactical needs as internal deliverables and becomes measurable in terms of how well we are doing.

The measurable activity we define as ‘Efficiency’ i.e. doing things right. This could be a good use of AI to qualify, quickly and logically. This avoids self-measurement as well as ensuring that its output is non subjective.

In summary, AI does have a place, but that place is defined as a ‘management tool’ based on confirmation of actions via data and not the tool that defines what the business chooses to do in the form of strategy or culture.

We’re here to Support

We help you to identify your options and create a way forward. We are specialists and have a track record of delivery.

We help to change perceptions by assisting with improved working methods. We work to ‘align functions’ and increase your business ability and profitability.

Most of all we are Independent Growth Consultants, on your side!

We work directly with businesses, hands-on or as a senior advisor. We are your independent partner.

Use the form to Contact us for a no obligation chat with our consultant Paul Blackman or to find out more give him a call