As with any technology choice, the best AI for you depends on what you want to accomplish with it. The figure below illustrates the most appropriate AI for the business impact you want to drive.

An important point to note is that this doesn’t mean perceptual AI cannot drive revenue growth. It certainly can! However, the impact is indirect. Perceptual AI improves CX, consequently, customers will love to engage with brands that use this AI well. Deeper engagement builds stronger customer relationships, as a result, customers become more loyal. This ultimately leads to repeat businesses and then ultimately revenue lift.

ai business impact

All four different types of AI can play a role in helping a business accomplish each of the three outcomes in their own way. However, the most direct mechanism of impact is illustrated as the largest dots in the figure above. Moreover, different types of AI can be combined to achieve multiple outcomes or more optimal outcomes for a business. Seamless integration that results in frictionless usage (by both customers and employees) is key to success in this case.

No two businesses are exactly alike. Therefore, business leaders must make the effort to thoroughly understand their own business’s needs and the goals they are trying to achieve before choosing the AI to drive those business goals. There’s no “one size fits all” approach.