Every software vendor is adding "AI" to their marketing. Some of it's genuinely useful. Most of it is hype. Here's how to cut through the noise and figure out what actually makes sense for your business.
Start With the Problem, Not the Technology
This sounds obvious, but most AI purchases start backwards. Someone sees a demo, gets excited, then tries to find a use for it. That's how you end up paying for tools nobody uses.
Instead, start by listing your actual problems:
- What takes too long?
- What causes errors?
- What frustrates customers?
- What keeps you from scaling?
Only then should you look at whether AI can help solve those specific problems.
The Five Questions Framework
Before evaluating any AI solution, answer these:
1. What exactly will this do?
Get specific. "Improve customer service" is not an answer. "Answer the 20 most common questions automatically with 90% accuracy" is.
2. How will we measure success?
Define the metric before you buy. If you can't measure it, you can't know if it's working. Examples: response time reduced by X%, Y hours saved per week, Z% fewer support tickets.
3. What's the realistic timeline?
Ignore vendor estimates. Ask current customers how long implementation actually took. Double whatever number you hear, and you'll be closer to reality.
4. Who will own this internally?
AI tools need ongoing attention. Training, updates, monitoring. If nobody owns it, it'll fail. Name a specific person before you buy.
5. What happens when it doesn't work?
Every AI system will have failures. What's the fallback? How do customers reach a human? What's the escalation path? Plan for failure, not just success.
Build vs. Buy vs. Customize
You have three options. Each has trade-offs:
Off-the-Shelf SaaS
- Pros: Quick to start, regular updates, support included
- Cons: One-size-fits-all, limited customization, monthly fees add up
- Best for: Common problems with standard solutions
Custom-Built Solution
- Pros: Exactly what you need, integrates with your specific systems
- Cons: Higher upfront cost, requires development time
- Best for: Unique problems, specific integrations, competitive advantages
Customized Platform
- Pros: Faster than custom, more flexible than off-the-shelf
- Cons: May still have limitations, depends on platform capabilities
- Best for: When you need customization but not from scratch
Red Flags to Watch For
Be skeptical when vendors:
- Promise "intelligent" solutions without explaining how they work
- Can't provide specific ROI numbers from current customers
- Won't let you talk to a similar business using their product
- Claim 99% accuracy without showing you real-world data
- Require long contracts before you've proven value
- Can't clearly explain what data they collect and how they use it
Green Flags to Look For
Good signs include:
- Clear, specific use cases with measurable outcomes
- Honest discussion of limitations and failure modes
- References from businesses similar to yours
- Transparent pricing without hidden fees
- Free trial or pilot period
- Easy data export if you decide to leave
The Honest Truth
Most businesses don't need cutting-edge AI. They need reliable automation, good integrations, and systems that work together. Sometimes the "boring" solution is the right one.
If you're evaluating AI options and want an objective opinion, reach out. We're happy to talk through your specific situation—even if the answer is that you don't need us.