We keep seeing the same pattern. A tool demos beautifully, everyone in the room nods, and three weeks later nobody's using it. Not because it didn't work — because it added a step for the person already holding a phone in one hand and a clipboard in the other.
The tools that stick are the ones that remove something those people hated: chasing a sign-off, retyping the same quote for the third time, hunting for the right version of a document. The ones that die are the ones that ask the busiest person on the job to do something new for the benefit of someone else.
So the first question in the room shouldn't be "which AI should we buy." It should be "whose day does this have to make easier — and have we actually asked them?" Get that wrong and it doesn't matter how good the technology is. It'll be quietly abandoned by month two, and the conclusion will be "AI didn't work for us."
That's not a technology problem. It's an adoption problem. It's also the part most strategy decks skip entirely — which is exactly why we start with the people, not the platform.