Not all AI opportunities are created equal. Most organizations exploring AI start with the obvious use cases: automating workflows, digitizing processes, and improving internal efficiency.
Those can absolutely be useful. But they aren't always the most valuable opportunity. Recently I was working with a client in the music industry. They run an agency that places foreign musicians into venues across China. Their operations were largely manual; spreadsheets, messaging, and ad-hoc coordination.
The initial idea was straightforward: Digitize the workflow. Track musicians, venues, bookings, and contracts in a centralized system. That would certainly improve efficiency. But when we stepped back and looked at the broader opportunity, something more interesting emerged.
The agency already had a network of talented musicians. What if instead of just managing placements, they built a platform where those musicians could connect directly with students for online music lessons?
Now the equation changes. The opportunity isn't just operational efficiency, it's:
• a new revenue stream for musicians and the agency
• stronger retention for the agency's talent network
• a platform connecting teachers and students
• a business model extension beyond venue placements
• future growth through events and masterclasses
AI then becomes the enabling layer for the platform. It can match students with the right teachers, translate across languages, assist with scheduling and lesson planning, and generate personalized practice material for students.
Instead of just automating internal workflows, AI helps power the experience of the platform itself. In other words, the obvious idea was a workflow improvement. The better idea was a new platform opportunity.
When evaluating AI initiatives, I often ask clients to think about two dimensions: Business Value vs Implementation Complexity. Some projects are Quick Wins. Others are Strategic Investments that can reshape a business. Both matter. But they shouldn't be confused.
In this case, operational efficiency mattered less to the client than expanding their services and building loyalty in a loyalty-free industry.
So, the question becomes: Which quadrant does your AI opportunity belong in?
I recently put together a short deck outlining the framework I use when helping organizations move from AI curiosity to real systems. You can find it on my LinkedIn profile: linkedin.com/in/toddwatts
