Everyone’s saying “Just use AI.” and it’s quickly becoming an industry catchphrase. But when someone says that, do they really know what they mean? Do they understand the problem they’re trying to solve, or the outcome they want?

An interesting response might be: “What do you actually mean by that, and why do you think AI is the answer?”

Do We Know What AI Actually Is?

Before deciding to use AI, it helps to understand what AI truly encompasses.

When most people refer to AI today, they’re actually talking about generative AI – tools like ChatGPT, Gemini, and Claude. But AI is a much broader field.

Artificial Intelligence is a branch of computer science focused on building systems that can perform tasks requiring human intelligence: learning from data, reasoning, perceiving the environment, making decisions, and solving problems.

It’s not just a chat box – it’s a field of powerful, diverse tools.

That’s why it’s important to be precise when you say “use AI.”

What kind of system are you envisioning?

Do you need something to process large volumes of text and summarise it?
To make predictions based on a dataset?
To personalise recommendations?

The better you understand your problem, the better you’ll know whether AI is even the right tool.

And quite often, it isn’t.

AI vs Automation

If your task is repetitive, rule-based, and doesn’t involve much complexity or uncertainty, automation is likely the better choice. A simple script or workflow automation can be faster, cheaper, and more reliable.

AI shines in the messy middle – when you’re facing too many variables, too much ambiguity, or overwhelming volumes of data. Need to summarise documents? Generate new content? Extract insights from thousands of customer support messages? That’s where AI can make a difference.

But If an order fails and all you need is a Slack alert, you don’t need AI. A simple automation will do.

AI shouldn’t be your starting point. It should be the right tool after you’ve clearly understood the problem.

My personal AI decision framework

Before I reach for AI, I run through three questions:

What is the actual problem I’m solving?
Is the task repetitive or complex?
Do I really need AI, or am I just excited by it?

This helps me take a step back and think critically about the problem. Sometimes, a simple automation or workflow does the job perfectly – no AI required.

Even Google’s own machine learning guide starts with rule #1:

“Don’t be afraid to launch a product without machine learning.” (Google, Rules of Machine Learning).

It is helpful reminder that the best solution is often the simplest one.

Don’t fall for AI-Washing

Being deliberate about when and how you use AI also helps protect your product or service from AI-washing, the growing trend of adding AI features just to sound innovative, without real value or purpose.

Slapping “AI-powered” on something that doesn’t need it:

Confuses customers
Overcomplicates your offering
Damages trust

Clear thinking upfront ensures you’re solving real problems, not just following hype.

AI Is a Tool, Not a Strategy

Yes, AI is powerful. But it’s not a strategy in itself. It won’t fix broken processes. It won’t magically make your product better. And it won’t replace thoughtful design, good communication, or clear decision-making.

Used well, AI unlocks speed, scale, and opportunity. Used blindly, it could create more problems than it solves.

So next time someone says, “Let’s just use AI,” don’t be afraid to ask: What exactly do you want it to do – and is that really the best way to do it?