As commented by Omnisend’s Head of Engineering Alius Petraška, some companies implement AI into their business processes because they hope to improve their business position. According to him, this is most relevant for companies managing huge amounts of information.
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“An immense amount of data, channels, customers, content, and other information where it is easy to get lost, and AI, which can essentially help manage all of that. This way, organizations avoid certain costs that could arise, for example, when expanding data teams. With AI, managing large volumes of information becomes simpler,” says A. Petraška.
Another important reason driving businesses to adopt AI is increasing competitive pressure. As the expert clarifies, the use of this technology can provide greater operational speed and increase competitive advantage in a highly fierce market.
“If competitors can program something faster, better tailor products to customers, or deliver innovations to the market more quickly, naturally there is a fear of losing the competitive battle. Therefore, organizations often want to play by the same rules as others. This is exactly how AI finds its way into internal organizational processes,” states the Omnisend representative.
Finally, A. Petraška emphasizes the growing desire of employees to try technological innovations themselves. “We all, in one way or another, try ChatGPT or other well-known tools and see how AI really works in everyday life. If organizations ignore this and pretend their employees do not do it, certain business risks arise. To avoid this, it is worth considering rules or procedures, as well as training, which would help both reduce possible risks and enable employees to properly use AI.”
“Rose-colored glasses” and why AI is like a five-year-old child
Although competitive pressure is probably the most common reason for AI implementation in companies, not all organizations manage to do it properly. One reason is unmeasured expectations of change.
According to A. Petraška, some organizations fail to properly transition to AI use because the main focus is on the technology itself, without considering other circumstances.
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“Some think of AI as a cure for all business ‘illnesses.’ However, to transition to this technology, it is advisable first to take off the ‘rose-colored glasses’ and not rush to implement AI until it is clear what you want to do with it. Organizations that do not identify the problem they want to solve usually ‘burn out’,” emphasizes the expert.
He explains that AI cannot solve a problem it does not know. “Businesses should look at this technology like a five-year-old child, because both it and AI, when brought into a company, know exactly as much about it – nothing. Of course, both can do something, accomplish something, but they have neither the knowledge nor understanding of what is expected from them. However, the very moment the problem is clearly identified, AI ceases to be just technology and becomes a real helper.”
Using AI – (not) worth it
Not a smaller problem for some companies is the almost uncontrollable desire to implement AI in all processes, avoiding measuring its real benefit. A. Petraška states: AI will not help solve all problems and answer all questions arising in business.
“For example, if an employee can find a document in internal systems faster than some smart assistant, implementing the latter cannot be considered optimization or process change – only expenses. So as long as it is imagined that this technology is useful but its impact is not really measurable, its benefits cannot be justified,” says Omnisend’s Head of Engineering.
According to A. Petraška, organizations in such a situation often overestimate their real capabilities and needs. He says expectations, especially driven by competitive environment, can be raised to the maximum limit when in reality the company does not even need AI.
“Of course, maybe one or another process can be handled with it, but maybe it is not worth entrusting the whole business to it. But one thing is clear: as long as the organization is not clear about what problems it needs to solve and what real benefits can be expected, it is not worth even touching AI. Especially if the only goal is to boast to everyone that the business uses AI,” asserts A. Petraška.
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