working with AI? This is where it often goes wrong

In many organisations, AI is embraced with enthusiasm. That's a good thing. But it's precisely in that first phase that we often see the same patterns return. Patterns that mean working with AI doesn't deliver the value it could.

1. only using AI for the small tasks

AI is mainly used for emails, LinkedIn posts or quick texts. That makes sense, because you see results straight away. But without thinking about how AI fits into work processes or decision-making, it stays superficial. Think of quotes, internal preparation or decision-making, areas where the possibilities often remain untapped.

2. everyone experiments, nobody steers

Employees use different tools, often free versions, each in their own way. There's no shared agreement on how AI is used, what is and isn't allowed and who is responsible. The result is fragmentation instead of reinforcement.

3. no consistency in tone of voice and quality

AI is used for communication, but without training or clear guidelines. The result? Texts that sound generic, tell-tale AI phrasing and messages that don't fit the organisation. Many people recognise it immediately and sometimes get annoyed by it too.

4. being able to do more doesn't automatically mean working more efficiently

AI makes a lot possible. That's exactly why people sometimes expect everything to be faster, better and cheaper. But without training and clear context, AI can also lead to lower quality or decisions that lean too heavily on what “sounds logical” rather than what's correct.

When AI is trusted blindly, the thinking shifts from human to machine. That seems efficient, but it can lead to superficial texts, incomplete analyses or choices without nuance. Working with AI therefore calls for control, not automatic acceleration.

All of this is a logical consequence of a new technology being adopted quickly without first stopping to consider the way of working. At BE Digital, we work with AI every day ourselves, but always with clear training, context and agreements. Without a clear AI implementation, it stays experimenting instead of developing.

The days when a #1 position guaranteed a steady stream of visitors are not necessarily over. Stop seeing your #1 ranking as the end goal, and see it as the foundation of your authority. It's proof that your content is of high quality and that Google trusts you.

You now use that authority to reach a new, higher goal, namely becoming the preferred source for AI. The focus of a smart strategy shifts from counting rankings to cashing in on authority. Have a BE Digital Scan carried out. We reassess what your current rankings deliver and build a concrete strategy that focuses not on position, but on results in the new AI features within ChatGPT, Perplexity and, increasingly, Google.

AI shouldn't be a standalone tool, but part of your digital strategy. The question isn't whether you use AI, but how and for what. Ask yourself these questions:

Is AI used with a clear purpose, or mainly because it can be?

Has the team agreed how AI is used?

Does the output match your tone of voice and quality level?

Is AI used to think better, or just to produce faster?

Does anyone in the organisation know where AI really adds value?

Is the organisation learning from its use of AI, or does it stay at experimenting?

If these questions are hard to answer, that's not a problem, but it is a signal. AI works best when it fits within processes, people and strategy. Organisations that handle this consciously get structurally more value out of it. And that's exactly where the difference arises.

AI calls for choices. For structure. For tailor-made solutions. At BE Digital, we help organisations in a range of markets with AI implementation that fits their processes and people. From internal applications and AI agents to chat functions and strategic integration. We don't believe in off-the-shelf solutions, but in considered use in which people stay at the centre. Recognise this in your organisation? Feel free to schedule a moment to talk it through.