---
title: "What should organisations actually be doing with AI?"
url: https://sam-page.com/thinking/what-should-organisations-actually-be-doing-with-ai
date: 2026-06-23
author: Sam Page
type: Post or article
categories: [Emerging tech and AI, Customer experience]
reading_time: 2 min
summary: "Whenever I get asked this question, here's how I break it down into 3 areas that matter."
first_published: https://www.linkedin.com/feed/update/urn%3Ali%3Ashare%3A7475128268606652417
---

# What should organisations actually be doing with AI?

Whenever I get asked this question, here's how I break it down into 3 areas that matter.

![](https://sam-page.com/img/thinking/what-should-organisations-actually-be-doing-with-ai-li1.webp)

1. Visibility

Customer behaviour is changing. More people are using large language models (LLMs) to research, compare and make decisions.

You need to be visible in those models.

It's similar to SEO, with some nuances around how you write to answer AI-related questions. But a lot of the principles - technical setup, authority through credible links - are the same.

And the data backs this up: conversion rates from AI traffic are at least 140% higher than other traffic sources. Volume is lower, but the conversion makes it valuable.

2. Customer Experience

Where can AI deliver a better experience for your customers?

It could be messaging automation, personalisation, or chatbots and LLM interfaces.

When someone comes to you, which they will for a considered purchase, that experience needs to be enhanced and ahead of the competition. And this is even more important for existing customers to feel like they're getting the level of service and support they expect.

3. Operations

This is the internal side. How can your business use AI to run more effective and efficient operations across marketing, sales and customer experience?

It's a blend of data, technology, people and process. All four need to work together.

Start with simple use cases that can actually make a difference. Always come back to one question: does this deliver better value for the customer?

If you can make small, meaningful improvements you'll already be doing more than most companies.