How can we automate something so less human effort is needed? How can we improve self-service? How can we develop or test software automatically? How can we make routine decisions without involving specialists?
This approach is understandable because it is relatively easy.
You look at existing tasks and processes and identify activities that can be automated. The process itself stays mostly the same. Even if you redesign parts of it, the goal remains unchanged. You are trying to achieve the same outcome as before, only faster and at a lower cost.
The problem is that this rarely results in a significant competitive advantage.
Yes, your operations may become more efficient. Your profit margins may improve. You may be able to offer lower prices or faster delivery.
But your competitors are doing exactly the same thing.
Soon everyone has implemented similar AI-driven efficiencies, and the advantage disappears.
So... What can you do now that was previously impossible or economically infeasible?
What new products, services, or customer experiences become possible because of AI?
These questions are much more difficult to answer. Even when the right people are in the room and we run exercises specifically designed to uncover new opportunities, it can be surprisingly hard to let go of existing processes and business models.
Yet that is where the real value of AI transformation lies.
So, ask yourself:
Efficiency is often necessary, but reinvention is where the winners are made.
