AI Isn’t the Strategy. But It Can Accelerate It.

When businesses first start exploring AI, there’s a common impulse to treat it as the strategy. Something shiny and new that will magically unlock growth or innovation on its own.

But AI isn’t a strategy. It’s a set of tools.

If you don’t already know what your business is trying to achieve, AI won’t give you clarity—it might just generate more noise. The most successful projects I’ve seen don’t start with, “How can we use AI?” They start with, “Where are we stuck?” or “What’s slowing us down?” or “What could we do better if we had more time?”

That’s where AI shines: in amplifying existing strengths, solving known pain points, and helping people spend less time on things that drain their energy.

Whether it’s automating repetitive admin, creating content faster, or experimenting with new customer experiences, AI makes a great accelerator. But the direction still has to come from you.

Your vision, your strategy, your understanding of your people and your market—that’s what sets the course. AI just helps you get there faster.

So the question isn’t “What’s your AI strategy?”

It’s “What’s your strategy—and where could AI help move it forward?”