#006 The Question No One Asks About AI in Business...

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Most business leaders ask me the same questions about AI.

How do I get started with AI?

How do I automate my workflows?

How do I use AI to increase efficiency?

These are great questions, and I’ve answered them countless times—on calls, in workshops, and on LinkedIn. I totally understand why they’re top of mind. AI is new ground for many business leaders.

But as I’ve reflected on these conversations, I’ve noticed something interesting:

Almost all of the questions focus on the technology itself—how to implement it, how to see ROI quickly, how to improve internal operations. But there’s one critical question that’s rarely asked.

The Most Important Question

No one ever asks me:

How do my customers benefit from AI?

We get caught up in AI’s ability to automate, predict, and optimize. But when was the last time you thought about how your AI strategy makes life better for your customers?

This is the most important question. And it’s often overlooked.

Your AI tools are only as valuable as the experience they provide to your customers. AI should serve as a means to an end, not just a flashy new tool to streamline internal processes. It should ultimately benefit the people who keep your business running—your customers.

Why Happy Customers Matter

When you focus on using AI to improve your customers’ experience, everything else—efficiency, cost savings, growth—will naturally follow. The key is to think about how AI can enhance the customer journey, making it smoother, faster, and more personalized.

Instead of asking, How can I automate my customer service process? 

Ask, How can I make sure AI is making my customer service more responsive and helpful?

That shift in perspective makes all the difference.

Your customers don’t care about the complexity of the AI behind the scenes. They care about how quickly their issues are resolved, how well your service fits their needs, and how personal their experience feels.

So, the real question you should be asking is:

How does my AI strategy make my customers happy?

How to Make AI Improve Customer Experience

The most important work you can do with AI isn’t about automating for automation’s sake. It’s about ensuring that your AI efforts are designed with the customer in mind.

Here’s how I approach it:

1. Talk to your customers. Don’t assume you know what they want. Speak directly to at least five customers and ask them about their biggest pain points and frustrations when dealing with your business.

2. Ask how AI could help. Share your plans to introduce AI and see what resonates with them. Does faster customer service appeal to them? Would they benefit from predictive recommendations? Take careful notes.

3. Refine your approach. Based on their feedback, tweak your AI strategy. If your customers aren’t interested in chatbots but crave personalized experiences, focus your AI efforts on that.

4. Track customer satisfaction. Once you’ve implemented AI, measure its impact on customer happiness. Are response times better? Is customer churn decreasing? Continuously adjust based on these metrics.

Refine Your AI Over Time

Start small. Use AI to solve one specific customer problem. Once you see results—quicker responses, more personalized service—talk about it. Share how it’s working, how it’s improving customer outcomes. Your customers will take notice, and your reputation will grow.

This approach also helps you step away from focusing on vanity metrics like "how advanced your AI is." It’s not about the sophistication of your AI—it’s about how it transforms your customers' experience.

Remember: It’s All About the Customer

AI isn’t about algorithms or fancy automation for the sake of it. It’s about how you make your customers’ lives easier, faster, and more enjoyable.

The platforms, tools, and processes are just vehicles to deliver that transformation. The heart of your business should always be your customers’ happiness.

So, here’s your action step for today:

Reach out to two customers. Ask them how AI could improve their experience with your business. If you need to incentivize them for their time, go for it—it’s an investment in understanding your customer better.

And remember, the question you should be asking every day is:

Are my customers happy with my AI strategy?

That’s all for today.

See you tomorrow.

Hitesh