Why Most Businesses Are Getting AI Wrong (And How to Fix It)
Let’s be honest…
AI is a hot topic
Right now, AI is being used in many businesses, but it is not being managed properly.
And there is a big difference between the two.
In many companies and sales teams, you will find individuals experimenting with AI tools. Some are using it to write emails. Others are using it to prepare proposals. A few are even using it to analyse data or improve their sales conversations.
On the surface, this looks like progress.
But the reality is that there is often not much structure behind it.
There is no consistency.
There is no shared understanding.
There are no clear boundaries.
Almost everyone is moving at their own pace, using their own tools, and deciding for themselves what is acceptable and what is not.
This is where the problem begins.
Because AI, like any powerful tool, needs to be used correctly.
Without that, it creates risk’s instead of advantages.
Think of it this way.
If you were building a house, you wouldn’t start with the roof.
You would not begin by choosing finishes or decorating rooms.
You would start with the foundation.
Because without a solid foundation, it does not matter how impressive the house looks.
It will not hold. Especially during a (shit) storm
The same principle applies to AI in your business.
Right now, many organisations are trying to build on something that is not there.
They are focusing on tools, outputs, and quick wins, without putting the basic, solid groundwork in place first.
And that could pose a risk.
AI in Business Strategy: What Are We Actually Trying to Achieve?
One of the most common questions we hear from clients is:
“Where do we even start with AI?”
It is a fair question.
Because the market is full of tools, noise, and big promises.
It is very easy to get caught up in what AI can do, without being clear on what you actually need it to do in your business.
The starting point is not the tool.
The starting point is the outcome.
What are you trying to improve?
Is it:
- Better sales conversations?
- Faster turnaround on proposals?
- More consistent communication?
- Better preparation before meetings?
- Better use of your CRM?
- Reduction of Repetitive Sales Admin tasks?
Until that is clear, AI can become a distraction rather than a solution.
We believe that technology should support your strategy, not replace it.
(We prefer to call AI AUGMENTED INTELLIGENCE)
AI Policy and Governance: What Are We Allowed to Do?
Another question that comes up often is:
“Are we even allowed to use AI for this?”
In many businesses, the answer is unclear.
And when there is uncertainty, people either avoid using AI altogether, or they use it without any boundaries.
Neither approach works.
Your team will benefit from clear and practical guidelines.
They need to know:
- What tools are approved
- What type of work can involve AI
- What information can and cannot be shared
This is not about restricting people.
It is about giving them clarity and confidence.
Because when people understand the rules, they are far more likely to use AI effectively and responsibly.
If you don’t define the boundaries, your team will create their own. And that is where risk starts to increase.
Data Security and AI: Is Our Information Safe?
This is one of the biggest concerns for any business:
“If we use AI, are we putting our company data at risk?”
The honest answer is… it depends on how it is being used.
AI tools rely on input. What your team types into these systems really matters.
If sensitive or confidential information is being shared to AI without understanding the implications, there is a real risk.
This is why data awareness is so important.
Your team must understand:
- What information is confidential
- What can be used safely
- What should never be entered into an AI system
This is not just a technical issue. It is a behavioural one.
People need to be trained, not just told.
Because one careless input can create a problem that is very difficult to undo.
(A simple guideline could be – if the information is too sensitive to be emailed – don’t use it to prompt AI)
AI Training for Teams: How Should Our People Be Using It?
Another common challenge is inconsistency.
Some people are not using AI at all. Others are using it occasionally or even frequently, but in completely different ways.
So, the question becomes:
“How should our team actually be using AI?”
What you need is alignment.
Your team should have a shared understanding of:
- What AI can do
- Where it adds value to their role
- How to use it practically in their day-to-day work
For example:
A salesperson should know how to use AI to:
- Research prospects
- Prepare for meetings
- Generate better questions
- Structure follow up communication
- Reduce tedious admin
Not just write generic emails.
This is where many businesses get it wrong.
They speak about the tool, but they do not show people how to apply it in context.
And without application, there is no improvement in performance.
Practical AI Use Cases in Sales and Business
Let’s bring this down to reality.
Where does AI actually make a difference?
In our experience, the biggest impact comes from small, consistent improvements.
A few examples of early AI use could be:
Before a meeting, a salesperson can use AI to:
- Research the client
- Identify potential challenges
- Prepare more thoughtful questions
- Anticipate objections and plan appropriate responses
After a meeting, they can:
- Structure a clear follow up
- Summarise key points
- Plan next steps
These are not dramatic changes. They are the first steps in the process of improvement.
But over time, they lead to better conversations, stronger relationships, and more consistent results.
And that is where the real value lies.
Not in doing everything differently, but in doing the right things better.
Consistent AI Adoption: How Do We Get Everyone Aligned?
This is where everything comes together.
When you have:
- Clear direction
- Defined boundaries
- Data awareness
- Practical training
You start to see consistency.
And consistency is what turns AI from something interesting into something valuable.
Because now your team is not experimenting randomly.
They are working with purpose.
They are applying AI in a way that supports the business, as well as their own objectives
And this is the shift that many businesses are missing.
They are asking, “How can we use AI?”
Instead of asking, “How should we be using AI?”
There is a difference.
One leads to activity (busyness).
The other leads to results (increased business).
Remember…
AI is not the advantage.
How your business uses AI is the advantage.
These are exceptional times filled with tremendous opportunities.
And like any shift in business, those who approach it with structure, discipline, and clear thinking will move ahead.
Those who do not will remain busy, but not necessarily effective.
So, before you rush to adopt more tools, automate more processes, or try to move faster, ask yourself:
“Do we actually have the correct foundations in place?”
Because when you get that right, everything you build on top of it becomes stronger, more consistent, and far more valuable.
And that is where the real opportunity lies.
Feel free to reach out to us should you require any assistance with setting a solid foundation for effectively using AI in your team.
Yours in Sales Success
Mark Berger
