Use AI. But Don’t Over-Rely

Use AI. But Don’t Over-Rely.

Recently, I worked on launching a new offering for a group of long-term customers. The goal was simple: create a structured program they would convert into something more predictable, more scalable, and more aligned with where we’re going.

So I did what many leaders are doing right now. I turned to AI.

I asked the system to identify the most relevant competitors. I asked it to break down their pricing models. I asked it to generate a structure that would be competitive and compelling.

What came back looked strong. Crisp tiers. Logical pricing. Clean positioning. It felt right.

So I moved forward. Rolled it out. Presented it. Expected traction.

And the response?

Underwhelming.

A few moved forward. Some showed interest. But the majority — long-time, trusted customers — didn’t convert the way I expected.

That’s when it became clear: the solution looked right on paper, but reality is rugged. AI gave me the map. It hadn't walked the ground. AI helped me model the market. But I didn’t spend enough time re-understanding my customers: how they actually make decisions, what they value beyond price, where friction really exists in their buying process, and what would make them hesitate, even if something looks better.

And there was a second miss. A viable substitute existed in the market a different approach that could have moved the needle on conversion. I didn't know about it. Neither did AI.

Not because it couldn’t, but because I didn’t ask the right questions. AI responds to direction. It does not independently think, explore, or challenge like an experienced operator would. If the prompt is narrow, the answer will be too.

So I ended up with a clean answer. Though an incomplete one.

AI gave me a surface-level solution to a nuanced problem, and I didn’t pressure test it enough before taking it to market. That’s the risk right now. AI can accelerate thinking. It can organize information. It can even make you feel more confident in a direction.

But it does not replace judgment.

It does not replace proximity to your customer. It does not replace experience. And it does not replace asking better questions.

Used correctly, AI is a force multiplier; used incorrectly, it creates very polished mistakes.

The lesson for me was simple: Use AI to inform the work but never skip the work.

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