OPINION: I really want to move on AI, but…
Written by: Anthony Ferrier, Managing Director at Choir Digital
I’m excited that Choir Digital is launching a new marketing offering focused on refreshing AI strategies.
With this offering, we aim to assess and update your AI strategy within the first 2-4 weeks so that it aligns with your current and future needs. We work collaboratively, using your existing materials and making sure everything connects to both current priorities and emerging opportunities. Further, in an effort to demonstrate momentum and build a base for impact, in a couple of weeks we can develop 1–2 AI-solution prototypes, that you can test with users, and show to stakeholders to demonstrate impact.
It feels like the right time to bring this to market, based on some consistent themes we keep hearing in client conversations. Thought I’d share some of those here.
As always, this is just my personal perspective—keen to hear how this lines up with your experience?
“We want to move forward with an AI prototype, but we’re worried about stakeholder buy-in.”
This usually happens when an AI plan has existed for a while, but hasn’t led to much action or impact. Over time, stakeholders lose connection to these efforts, if they ever really had one in the first place.
“Can we just do a quick, cheap prototype to keep it under a sign-off threshold?”
Absolutely, we can build quick PoCs using modern “vibe coding” approaches, and test them with a small group of users.
But here’s the catch: if there’s no clear structure or strategy behind it, stakeholders may not trust the prototype. That can actually hurt momentum and make it harder to get buy-in as the product evolves. So yeah, we can move forward with a quick build, but let’s just be sure to be ready when we need to get strategic thinking lined up.
“We don’t know where to start with AI.”
Totally fair, it’s not easy.
You need to balance real business needs, manageable risks and resourcing approaches, all within a clear strategic direction. It won’t be perfect (and it doesn’t need to be), but we can work together to identify a set of practical, high-impact opportunities that make sense for your organisation, both now and in the not too distant future.
“We built a strategy 3 years ago… but I’m not sure where it is now.”
Perfect, at least we’ve got a starting point.
Let’s dust it off, see what still holds up, and evolve it for where you are today (and in the months ahead).
“I want to move forward with AI, but I’m just too busy.”
No problemo. We can design an engagement around your availability and need for information / buy-in.
If the main sponsor is stretched, we can work with other stakeholders and loop you in at key points. We’ll make it work.
“We bought a bunch of MS Copilot licenses, so we’re good… right?”
Alas, probably not.
Access to tools is a great first step, but it rarely drives impact on its own. Without a broader strategy—covering behaviour change, trust in AI, clear ways of working and desired direction to effort, it’s unlikely to move the needle much.
A more structured approach that connects multiple AI use cases will deliver far better results, and frankly, not with a massive amount of investment of work on your behalf.
Do any of these sound familiar?
If so, we are happy to chat about what you’re seeing and where you want to go next.