There’s a pattern forming in the corporate world... It starts with an eager company, ready to leverage AI's potential. They’ve assembled a top-notch team and are confident they have identified their target market. Feedback has been positive, yet the implementation isn’t hitting the mark. Frustration builds as resources are spent with little to show for it.
What’s up with that?
We get it, AI is a BIG deal. And, yeah, we’ve heard those BIG promises—revolutionize the industry, jack up productivity, catapult innovation, rocketship data, buzzword, buzzword, buzzword...
Problem is—with all the excitement around AI, companies are often in a rush to jump on the bandwagon without a clear game plan. This can lead to wasted resources, unmet expectations, and unnecessary friction.
So, where do companies go wrong and how can you avoid these potholes?
[Misstep] Overestimating ROI.
The hype around AI often paints a picture of instant transformation and success, leading both users and stakeholders to expect quick, dramatic improvements.
However, implementing AI is not a one-size-fits-all solution; it involves significant time, resources, iterative development, and a clear view of implementation to deliver tangible benefits.
But, not every brand needs AI. Nor does every brand use AI in the same way. Even more than that, consumers think about the application of AI differently across their technology. They may be comfortable with it in one application but see no use for it in another. As a result, really understanding where AI fits is a critical step in the process.
In competitive markets, your customers will be more than likely to dip if something seems off, whether it's a glitchy new feature or a promised capability that falls short. This disappointment can erode trust and loyalty, driving customers to seek more reliable alternatives.
[The Rebel way] Make sure expectations align with reality.
Companies must manage expectations by setting realistic goals and timelines, emphasizing that AI is a tool that enhances human capabilities rather than a magic solution that solves all problems overnight.
Break down the AI implementation into achievable stages, each with specific objectives and deliverables. By managing expectations and investing in a thoughtful, phased approach, companies can build robust AI systems that provide lasting value and keep customers satisfied.
[Misstep] Forgetting to prioritze security.
Consumers are often wary of AI, especially when it involves their data. Rushing implementation without prioritizing security can lead to significant reputational damage. Although exciting, AI is proving to take some getting used to. The faster companies rush into things, the less time there is to consider edge cases and rogue user behavior.
[The Rebel way] Make this an opportunity to build trust with your customers.
Transparency is key. Establishing trust through clarity and ethical practices is essential for fostering strong, lasting relationships with your customers. Engaging with your audience through regular updates and open channels of communication reinforces this trust, making customers feel valued and informed.
By prioritizing trust, companies not only build relationships with their customers but also position themselves as responsible leaders in their industry. This approach makes sure that the adoption of AI is not just a technological advancement but also a step towards a more trustworthy and customer-focused future.
[Misstep] Complicating the user experience.
Many brands, in their eagerness to leverage AI, often end up creating products that complicate rather than enhance the user experience. Complex interfaces, intrusive AI features or nudges,, and lack of intuitive design can all impact how a consumer perceives your brand. Even more than that, AI emphasizes the question of whether or not or when technology crosses the line to creepy. Intrusive or ill-planned design can often result in technology that no one wants to use.
AI should not be a hurdle your consumers have to overcome.
[The Rebel way] Use AI as a tool to enhance the experience for users, not just excite them.
Solutions should speak human. Even AI.
To understand where and how to use AI effectively, brands must understand the customer journey. Identifying key interactions that can benefit from AI can help minimize the guesswork of application and amplify the value that is delivered. This involves the simple basics of empathy and listening to your consumer. What do they need? What do they think? Being intentional means we can better meet user needs and preferences before launch.
AI implementation is often misunderstood. It’s a tool that offers immense capabilities—but we’re often too slow to scrutinize the application. If the technology is not delivering value—then it’s distracting. Companies across all sectors face challenges, and whether you're a startup or a well-established brand, getting the application of AI right is tough.
Instead of hitting the ground running, working to understand where AI delivers value to customers and when it becomes a distraction will help businesses really tap into AI's potential and enjoy long-term benefits.
