Ignore the Hype: Five Core Considerations Before Integrating AI

Introduction: Setting the Stage & Introducing Forward AI Consulting

When I first heard that my esteemed colleague Sarah Buszka was continuing to break barriers and launching her own company, Forward AI Consulting, I was inspired. When she asked me to contribute to her new venture I was simply flattered. This article has been stewing for quite a while, and Sarah’s request provided the lens through which to best express my thoughts and give organizations a starting point that they can use to evaluate their future business needs….  

AI buzz is simply everywhere now. Based on the number of ads I see in every medium it feels like we are but a few quarters away from being able to pick up our own Large Language Model (LLM) along with a coffee from our local 7-eleven. Businesses, of course, are absolutely eager to explore how AI can help optimize operations, drive efficiency, and unlock new levels of innovation.  

It is critical that businesses understand the value of AI depends on how—and why—it is used. It is not a magic wand that can erase dysfunction or inject wisdom where none exists. Successful integration of AI requires critical reflection, strategic implementation, and ongoing human stewardship. Here are five core principles every organization should consider before diving headfirst into the AI revolution.  

Principle 1: AI Can't Change an Already Dysfunctional Culture

Even before considering deploying AI systems, organizations must confront an uncomfortable truth: technology cannot fix what is broken at the human level. A toxic or dysfunctional workplace culture will not be magically improved by digital transformation. In fact, introducing AI into such environments often exacerbates existing problems—particularly around trust, communication, and resistance to change. Organizations plagued by unclear decision-making, siloed departments, or lack of psychological safety are likely to misuse or underutilize AI. Teams currently not collaborating well won’t benefit from collaborative technologies. If leadership is disconnected from staff, AI will likely be introduced in ways that feel imposing rather than empowering. To reap AI’s potential, companies must first cultivate a culture that embraces learning, transparency, and adaptive thinking.  

Principle 2: AI Can't Solve for Ethical Nuance

AI systems excel at pattern recognition, predictive applications, processing large data sets, and generating human-like content. While these are all areas in which AI can benefit business, AI models tend to struggle with the moral gray areas that define many business decisions. Ethical nuance requires judgment, context, and empathy—traits that even the most advanced models cannot reliably replicate. Consider dilemmas around customer privacy, employee surveillance, or algorithmic bias. These are not problems AI can solve; they are challenges that must be addressed through robust governance frameworks, clear values, and human oversight. Additionally, companies that have employees in higher-risk operational areas and rely on AI to generate contingency plans may find them woefully inadequate when responding to an emergency. Companies must therefore establish internal review boards, cross-functional ethics committees, or other mechanisms to evaluate the risks and implications of AI-powered decisions. Without this infrastructure, even well-intentioned AI use can erode both public and employee trust, and lead to significant reputational damage.  

Principle 3: Customers Don't Want a Gimmick, They Want a Better Product

AI is not a value proposition on its own. Too often, businesses fall into the trap of marketing team’s promises of novelty features rather than meaningfully integrating the product or service design. Customers are not looking for flash; they want relevance, ease, and performance. For example, an e-commerce platform that uses generative AI to write quirky product descriptions may get a few laughs, but it won’t retain users if the shopping experience is slow or unreliable. One of my personal irritants are companies that roll out a chatbot thinking it truly assists with account or order issues when in fact it hinders resolution, creates a frustrating customer experience, and damages the brand reputation. No one likes navigating through multi-level voice menu prompts while shouting “representative” louder and louder into the abyss, so recreating that experience through a digital interface will not win new customers and potentially risks creating a “one and done” customer relationship. Leaders, please ask: Does this AI integration make the product more intuitive? Does it solve a pain point? Does it create a measurable improvement in user satisfaction? If the answer is no, it may be time to go back to the drawing board.

Principle 4: Your Organization Still Needs the Expertise to Translate Generative Content

Generative AI can produce impressive drafts, summaries, analyses, and even creative assets. However, that output still needs to be reviewed, contextualized, and refined by team members who understand the organization’s tone, DNA, stakeholders, and strategic goals. Blindly copying and pasting AI-generated content into public-facing materials is a recipe for vision misalignment and potential embarrassment. Communications professionals, marketers, and subject matter experts play a critical role in bridging the gap between the baseline LLM-generated content your business produces and what the audience needs. They can spot inaccuracies, adapt messaging for different channels, and ensure compliance with regulatory standards. Let’s not forget about authenticity. Customers, shareholders, and/or donors alike are increasingly savvy about non-human content. They expect clarity, not canned prose. The best use of generative AI is as a collaborative partner – not a replacement – for skilled professionals.  

Principle 5: There Must Be a Feedback Mechanism to Adjust Processes

LLMs, neural networks, deep learning, and all other AI models thrive on feedback. Without it, they stagnate—or worse, reinforce outdated or harmful patterns. Business processes, too, must be continuously evaluated and adjusted as AI tools reveal new insights or disrupt traditional workflows. This requires both technical awareness and organizational willingness. Feedback mechanisms must not simply be user satisfaction surveys, input from employee debriefs, or fancy analytics dashboards. There should be a loop that focuses on the totality of the process at the organizational level. This feedback process should not only assess your model’s performance but also its impact on people and operations. Are employees empowered or disempowered by the tools? Are customers receiving faster, better service? Are new risks emerging that weren’t anticipated? Is this actually reducing the cost of goods sold or are margins being negatively impacted with unforeseen expenses?  Leaders should view AI not as a one-time deployment but a dynamic system that evolves alongside the organization. Companies that embed feedback into their AI strategy will be better positioned to innovate, adapt, and seize opportunities faster than their competitors.  

Conclusion: AI is a Supplement, not a Cure-All – Partner with Forward AI Consulting

The benefits of AI are immense, but so is the responsibility of using it wisely. For all its sophistication, AI ultimately reflects the organization that deploys it. It mirrors our values, amplifies our intentions, and exposes our blind spots. The question, then, is who best can help guide your organization through the change necessary to successfully incorporate AI into your operations. I encourage you to think about companies like Forward AI, who stand ready to help integrate AI in a way that is personalized, ethical, strategic, and value centered. If the foundation is shaky, AI will magnify the cracks. Teaming with a collaborative partner can help businesses strengthen their foundation and choses the right processes, successfully adapt their models, and continually improve their approach, all while leveraging today’s AI into a powerful force for progress.

Authors: David Lenzo, MPA & Sarah J. Buszka, MPA