To find high-impact AI opportunities, reframe the goal from speed to quality. Ask what a perfect team with unlimited time would do. This helps identify transformative workflows, like analyzing every support ticket to improve documentation, rather than just doing existing tasks faster.

Instead of randomly applying AI, a better approach is to journey map the internal process of how product, design, and development teams collaborate. This analysis reveals the biggest bottlenecks and points of friction, which then become the most valuable and targeted places to apply AI for genuine process improvement.

A critical error in AI integration is automating existing, often clunky, processes. Instead, companies should use AI as an opportunity to fundamentally rethink and redesign workflows from the ground up to achieve the desired outcome in a more efficient and customer-centric way.

Don't assume AI can effectively perform a task that doesn't already have a well-defined standard operating procedure (SOP). The best use of AI is to infuse efficiency into individual steps of an existing, successful manual process, rather than expecting it to complete the entire process on its own.

A more advanced use of AI involves working backward from an ultimate goal. By having AI interview you about your objectives and context, you can uncover opportunities to fundamentally change or eliminate workflows, rather than just making inefficient processes faster. This shifts the focus from productivity to innovation.

The greatest value of AI isn't just automating tasks within your current process. Leaders should use AI to fundamentally question the workflow itself, asking it to suggest entirely new, more efficient, and innovative ways to achieve business goals.

To unlock the full potential of AI, don't just assign it single tasks. Instead, ask: 'If I had infinite, always-available junior talent, what is the ideal process I'd have them follow for a new ticket?' This framing helps you design more comprehensive, multi-step prompts and automations.

Don't put AI on a broken process. Before applying AI, first map and optimize your current workflows. AI can't fix fundamental flaws like too many approvals or unnecessary handoffs; it can only accelerate an already efficient process.

To maximize AI's impact, don't just find isolated use cases for content or demand gen teams. Instead, map a core process like a campaign workflow and apply AI to augment each stage, from strategy and creation to localization and measurement. AI is workflow-native, not function-native.