"So — what should we use AI for?"

It sounds like a simple question. It isn't. And the reason most organisations struggle to answer it isn't lack of ambition or budget. It's that "AI" has become a single word standing in for an enormous family of fundamentally different technologies — each with different requirements, different risks, and different definitions of success.

When a technology project is failing, speed matters—but clarity matters more.

When a technology project starts to fail, urgency takes over. Deadlines are missed. Costs rise. Pressure mounts. Leadership wants answers—and teams want direction.