Where do you actually start with AI in your business?
Most business leaders I talk to are in the same position. They know AI is something they need to take seriously. They've probably had a few conversations about it, maybe sat through a vendor demo or two. And they've come away thinking: okay, but where do I actually start?
It's a good question. And the fact that nobody seems to have a straight answer is genuinely frustrating.
So here's one.
Start with the problem, not the technology
The single biggest mistake businesses make with AI is starting with a tool. Someone sees a demo, gets excited, and suddenly the business is trialling three different platforms with no clear idea of what problem they're solving.
Before you look at any technology, ask this instead: what's costing us time, money, or consistency right now?
Slow quoting? Inconsistent documentation? Staff spending hours on tasks that feel like they should be automatable? Those are the places AI tends to add genuine value - not because it's clever, but because it's patient, fast, and doesn't have bad days.
Start with the pain point. The tool comes later.
Do a quick honest audit of where you actually stand
You don't need a consultant for this (though it helps). You do need to be honest.
Ask yourself:
What data do we have, and is it in reasonable shape? AI works best when it has something decent to work with. If your customer information is scattered across three spreadsheets and someone's memory, that's worth knowing before you start.
What are our people actually already using? Most businesses are surprised to find staff have quietly adopted AI tools - ChatGPT for drafting emails, AI features in software they already pay for - without it being an official decision. That's not a problem, it's actually useful information.
Does anyone in the leadership team have a clear point of view on this? Not expertise - just a position. Because without one, AI decisions tend to get made by whoever is loudest in the room, which isn't always ideal.
None of these questions require technical knowledge to answer. They just require a bit of honesty.
Pick one thing and actually do it
The businesses that make progress with AI aren't the ones with the most sophisticated strategy. They're the ones that pick one specific use case and implement it properly.
Not three. One.
It could be using AI to draft customer proposals faster. Or to summarise meeting notes. Or to handle the first pass of a report that currently takes someone half a day. Something specific, bounded, and low-risk enough that if it doesn't work perfectly, it doesn't matter.
Get that one thing working. Learn from it. Then pick the next one.
What to watch out for
A few things that trip businesses up early:
Jumping straight to automation before the underlying process is sorted. AI can make a good process faster. It can also make a bad process fail faster. Don't automate a mess.
Underestimating the people side. The technology is usually the easy bit. Getting your team comfortable, clear on expectations, and not quietly worried about their jobs - that takes a bit more thought.
Treating every AI conversation as a procurement decision. Some of the most useful things you can do with AI cost nothing or next to nothing. You don't need to buy a platform to get started.
When does it make sense to get outside help?
When you've done the thinking above and you're still not sure where to start, or the options feel overwhelming, or you want someone to look at your specific situation rather than give you generic advice.
A good AI adviser should be able to tell you, plainly, what's worth doing now, what can wait, and what's probably not worth doing at all.
If you're based in New Zealand and want that conversation, it's what I do. No vendor relationships, no products to sell. Just a clear-eyed look at where you stand and where to start.
About the Author
Kat Mac is the founder of Binary Refinery, where she translates complex AI and technology topics into practical, business-led guidance for organisations. Her focus is simple: clarity, integrity, and strategy that genuinely helps leaders move forward.
Disclaimer: This article is for general information only. It isn’t legal, financial, or technical advice. Every organisation is different – get tailored guidance before making decisions that affect your people, data, or systems.
