The speed at which artificial intelligence is reshaping industries is breathtaking, and companies that don’t figure out their digitalization strategy — including how they will use AI — risk falling behind. But too often, organizations rush into adopting digital tools without a clear sense of what they are trying to achieve. Technology on its own doesn’t solve problems — people do.
Over the years, I’ve come to see digital solutions and AI as powerful tools for business process improvement. But the key is that every digital initiative should start with the business need. What problem are we trying to solve? What would success look like, and how will we measure it? Without this clarity, even the most advanced technology can end up creating more complexity rather than adding value.
For me, business process improvement is a three-step journey: standardization, digitalization, and automation. It begins with figuring out the most efficient and consistent ways to carry out processes (standardization). Before investing in digital tools, you have to understand what “efficient” looks like. Then comes digitalization: selecting and implementing solutions that support and enhance those processes. Only once that foundation is in place—when your processes are clear and your data is reliable—does it make sense to move toward automation. That’s when, among other solutions, AI can truly make a difference: reducing human effort, unlocking new possibilities, and even enabling entirely new business models.
My own journey reflects this philosophy. I began by helping to map and blueprint the business processes behind major public IT systems in Tallinn and across Estonia—many of which are still in use today. Over time, I shifted my focus to the private sector. By now, I’ve supported more than 100 companies in developing their digitalization road maps and helped over 50 figure out how to make AI work for them. The role of AI is becoming increasingly important, and this is something I reflect on not only in my consulting work but also in my role as a member of the Artificial Intelligence and Machine Brain Committee of the Estonian Academy of Sciences.
The technology evolves faster than ever. But the key to success stays the same: start with your business, not the tool.
