Following my recent blog AI, Automation & Acronyms – let’s cut through the hype, I thought I should take a step back and address business owners, Managing Directors and CEOs directly; especially those who know AI matters, and are not quite sure how to move forward.
AI is everywhere… in the headlines, in your inbox and in conversations with your team. But for many leaders, the challenge is not about whether AI matters…it is about what to do next.
We are in a time where leaders are being told to “use AI or get left behind” and most of what is out there is either too technical, too abstract or to be honest sometimes also a bit too gimmicky. What’s even worse, there seems to be no shortage of self-proclaimed AI gurus; the modern-day tech hippies! Charging a fortune to tell you what ChatGPT already could, without actually helping you implement anything meaningful.
This blog may just give you the guide you need to cut through the noise and make smart, grounded moves with AI - the ones that will actually help your business.
Start With Problems, Not Products
Most AI adoption fails because it starts with 'what tool should we use?' instead of 'what are we trying to solve?'
Even worse, many companies are focused on selling you their tool, without taking the time to understand the real pain points or business problems you’re facing. Which in many cases lead to frustration, wasted budget, and very limited impact.
Personally, I would start by identifying specific challenges. To guide this process, ask questions like:
- Where are you spending a disproportionate amount of manual time?
- Which parts of your sales or operations process feel inconsistent or unpredictable?
- Are you losing leads due to delayed follow-ups or poor tracking?
- How are you currently handling customer support — and is it reactive, slow or inconsistent?
These types of questions should help surface the real problems; the ones worth solving with smart technology.
Once you are clear on the problems, AI becomes a tool - not the destination.
Ask These 3 Questions Before Adding Any AI Tool
Once you’ve identified the relevant problems, the next step is evaluating whether a proposed solution actually fits your business.
- Will this make us faster or more consistent?
- Can it integrate with systems we already use?
- Who will own it internally (not only to trial it; but to embed it into how you work)?
These are no tricky questions. They are the next logical step once you’ve identified your pain points. They should help you assess whether a new AI tool is truly worth your time and investment.
If you can’t confidently answer those three with a clear 'yes,' it’s probably not the right fit for you... or at least not yet.
🚀 You might also like: Human Touch vs. Automation and AI: Finding the Perfect Balance in Pipedrive
Where AI Can Help (Right Now)?
You don’t need to go all-in on AI to see results. And in my view, it probably helps to only pick one area to get started. Here are four of the most relevant areas where businesses (regardless of size or industry) can typically get the greatest return from AI adoption. Incidentally, they also align closely with the areas Motii specialises in:
- Lead Qualification & Pipeline Management
This is about making sure your sales team spends time on the right leads, and not just any leads. AI-enhanced CRMs like Pipedrive and monday CRM can surface warm prospects, prioritise deals based on engagement, and recommend what action to take next. These tools help align your pipeline with your team's daily sales activities, bringing structure and visibility to an often chaotic process.
- Outbound & Follow-Up Automation
Sales follow-up is where so many deals fall through. AI tools like JustCall can summarise calls, prompt next steps and automate reminders so your reps never miss a beat. Other tools like dotdigital leverage AI to personalise outbound sequences, optimise send times, and score prospect engagement. This can help your team reach the right people at the right time, with the right message.
- Data Enrichment
Your outbound efforts are only as good as the data behind them. Many teams struggle with outdated CRM records, incomplete lead profiles or simply not knowing who the right decision-makers are. That’s where AI-powered data enrichment can come in. Tools like Lusha and Surfe help you quickly identify and validate contact details, firmographic data, and company insights. This allows your sales and marketing teams to confidently reach out with context, and hopefully improve conversion rates and reduce wasted effort. Better data means better targeting, and better targeting leads to better results.
- Customer Comms & Support
AI is making it easier to personalise and scale how you communicate with customers. From generating helpful email drafts to providing real-time assistance through chatbots and AI agents, modern tools enhance how you engage and support customers. Platforms like Intercom blend live support with smart automation, enabling businesses to resolve common queries instantly while freeing up human teams to focus on more strategic interactions. Whether you're running a lean support team or handling large volumes of queries, AI can help deliver a faster, more consistent customer experience without compromising the personal touch.
Don’t Rely on AI for Everything
Here’s the thing: people are starting to see through AI-generated content. I am sure you've seen emails plenty of emails with overly polite, robotic wording like 'I sincerely hope this message finds you well...', awkward word choices that feel completely off-brand, and then there's also the rooky error of not removing the American spelling like 'analyze' and 'customize'...
There’s seriously too much generic auto-generated fluff online, and most people start seeing right through it. If your content, sales messaging or customer support feels cold or disconnected… your prospect and clients may start losing trust in you.
And yes… at Motii, we use AI tools every single day! But we never let them do the thinking for us.
We combine AI with:
- Real strategy
- Human empathy
- Clear, authentic communication
That’s where the magic happens.
🚀 You might also like: The Future of Pipedrive: How AI is Revolutionising Sales Automation
Final Thoughts
Wondering if this blog was done with the help of AI… absolutely yes. However, AI did not replace the thinking… but it did help speed up the process. Using generative AI meant I didn’t have to start from scratch, saving me time on structure and draft writing. But the ideas, the focus areas, the tone, and the language? That’s still mine.
The real value is in knowing what to say, how to say it, and making sure it reflects your voice and values.
Curious to learn more about how AI can help your business? Let’s chat!
