It's easy to get swept up in adding artificial intelligence "because everyone else is doing it." The result is usually a flashy feature nobody ends up using. The right question isn't whether to use AI, but what specific business problem it could solve better than a simple rule or a manual process.
Some use cases where AI does add real value: automatically classifying leads by their likelihood of converting, analyzing lengthy documents to extract key information, or providing first-line support in repetitive sales conversations.
In all of these cases, AI is added as one more capability within a broader automation or client-acquisition system, not as the product itself. That's the difference between a company that uses AI to solve problems and a company that uses AI as a marketing strategy.