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[Tech] AI Pros and Cons

Chart the ups and downs of a new tool

by Keith Purtell Dec. 2, 2023

Engineers use software at work
Photo by ThisIsEngineering at Pexels
“With primaries underway, and voters returning in the fall for a high-stakes presidential election, it is likely that many people will be—knowingly or unknowingly—using artificial intelligence platforms to answer questions of where, when and how to vote. In a recent study, we found misleading information about elections abound on these AI platforms.    ...or the vast array of new AI-based apps and services such as Microsoft Copilot, which is integrated into office software such as Word and Excel, and was found last year to be spewing election lies.”
LA Times opinion piece

The trust gap and more

In meeting rooms across the nation, people are at a crossroads. Is using AI a good idea? How will it help? What are the disadvantages?

Implement AI gracefully at your place of business. Chart the progress of this new tool.

Let's delve into the doubts that may linger in the minds of entrepreneurs, and their hopes.

A 2023 SalesForce survey found an AI "trust gap" with customers, according to more than 14,000 consumers and business buyers across 25 countries. (Link new tab/window)

As brands increasingly adopt AI to increase efficiency, nearly three quarters of their customers are concerned about unethical use of the technology.

First, skepticism often accompanies the introduction of new technologies, and AI is no exception. The term itself may evoke images of futuristic scenarios where machines replace human workers, leading to job loss and economic instability.

The acronym "AI" for "artificial intelligence" is itself misleading, as computers are not conscious and do not have intelligence.

AI is often a powerful tool that complements human capabilities. It handles repetitive or tedious tasks like crunching numbers and sifting through data. It is automating routine tasks and allowing people more time to focus on creative problem-solving and strategic decision-making.

Yes, doubt persists. Privacy concerns and the fear of data breaches cast a shadow. Small businesses often deal with sensitive customer information, and the thought of entrusting AI with such data can be daunting. The key lies in responsible business practices.

Choosing AI solutions with robust security measures, encryption protocols, and staying informed about the evolving landscape of data protection can address these fears.

Let's balance caution and optimism. AI can be used wisely, and it can be a catalyst for positive change.


Mr. Bean (AI) peeking at classmate's (human's) test paper.
"Mr. Bean (AI) peeking at classmate's (human's) test paper."


Let's break this down into four key areas: defining business goals, staff training, responsible AI use, and preparing your marketing and sales force.

1. Defining Business Goals with AI:

First things first—set your compass. AI is a powerful tool, but like any tool, it's most effective when aligned with clear goals. Identify areas where AI can make a meaningful impact. Are you looking to streamline operations, enhance customer experiences, or optimize your supply chain?

Consider predictive analytics for demand forecasting, chatbots for customer support, or even sentiment analysis to understand how your audience perceives your brand. The key is to tailor AI to your needs.

2. Staff Training:

Getting your team onboard: AI isn't just for the tech whizzes—it's for everyone. From your marketing mavens to your finance gurus, providing training ensures that every stakeholder can leverage this new software.

Examples by Role

—Marketing Team

Utilize AI for personalized marketing campaigns, social media analytics, and targeted advertising. AI can analyze vast amounts of data to spot trends and customer preferences. This will help your marketing team tailor their strategies.

—Customer Service

Implement AI-powered chatbots for instant customer support, and handling routine queries. This can free human agents to focus on more complex issues.

—Sales Team

Leverage AI for lead scoring and predictive analytics to identify potential customers. AI can also analyze customer interactions to provide insights for more personalized sales.

—Finance and Operations

Use AI for predictive analytics in financial forecasting, fraud detection, and supply chain optimization. These applications can enhance decision-making in these critical areas.

3. Responsible and Humane AI Use:

As you embrace AI, it's crucial to do so responsibly. The ethical use of AI ensures that it benefits both your business and society. Consider publishing your policy on AI ethics.

Guidelines for Responsible AI Use


Clearly communicate to your customers when AI is in use, especially in customer interactions. Transparency builds trust.

—Bias Mitigation

Regularly audit AI algorithms for biases. Ensure that your AI applications treat all individuals fairly and avoid perpetuating societal biases.

—Data Privacy

Prioritize customer data privacy. Implement robust security measures to protect sensitive information and adhere to data protection regulations.

—Human Oversight

While AI can automate many processes, human oversight is essential. Avoid complete reliance on AI for critical decision-making, especially in areas that require a nuanced understanding of human emotions and context.

4. Preparing Marketing and Sales:

Marketing and sales are the frontline warriors in business. Equip them with the tools to thrive in the AI era while preserving the best of traditional methods.

Balancing Tradition and Innovation

—Customer Relationship Management (CRM)

Integrate AI into your CRM for more effective customer relationship management. AI can analyze customer interactions, predict their needs, and help your team provide a personalized experience.

—Training Programs

Develop training programs that emphasize the synergy between AI tools and traditional sales and marketing. Showcase real-world examples of successful integration.


Encourage an adaptive mindset. The business landscape is dynamic, and embracing change is crucial. Show your team that AI is not here to replace them but to enhance their capabilities.

In conclusion, AI is not just a technological upgrade; it's a paradigm shift. Define your goals, train your team, use AI responsibly, and integrate it seamlessly into your marketing and sales.