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The other day, I was talking with Frank, our COO, about how companies are approaching AI. He shared something that stuck with me: “The biggest challenge isn’t implementing AI—it’s figuring out where it will actually make a difference.” That’s exactly what the Discovery phase is all about.

Discovery isn’t about diving headfirst into AI tools or building models just for the sake of it. It’s about stepping back and asking the right questions.  We discussed a client we worked with recently—a retail company eager to leverage AI to personalize customer experiences. Initially, they thought they needed to overhaul their entire data infrastructure. But by doing a  Discovery, we uncovered that the real opportunity wasn’t more data—it was better data. Their existing data was underutilized, and by focusing on streamlining how it was structured and accessed, they could deliver personalized recommendations faster without a massive rebuild.

This is why Discovery is so powerful. It’s where we dig deep—conducting stakeholder interviews, analyzing user behaviors, and mapping out workflows—to uncover the real opportunities and avoid unnecessary distractions. Whether it’s identifying bottlenecks in processes or finding innovative ways to connect with users, Discovery ensures that AI investments align with business goals and deliver measurable ROI.

Frank put it perfectly: “It’s about being intentional, not just innovative.” And he’s right. When Discovery is done right, you don’t just use AI—you unlock its full potential.

So, what challenges or opportunities could Discovery uncover for your business? Let’s find out.