How Can Businesses Make AI Work? Inside the Path from Hype to Impact

ㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤ

Artificial Intelligence is one of the most discussed topics in business today. It dominates headlines, strategy sessions, and investor reports. Business leaders recognise its potential with nine out of ten now considering AI a strategic priority. Yet only a small proportion of organisations have gone beyond conversations and brainstorming, to begin implementing AI in ways that deliver real value to their business.

At MBA Group we’ve done more than explore the idea of AI. We have successfully implemented it across our brands to improve creative development, customer engagement, and operational efficiency. To help other businesses make that same shift from discussion to delivery, we’ve published a new AI Implementation Blueprint, ‘From Hype to Impact’.

This article introduces some of the key themes from our blueprint and sets businesses on the trajectory to implement AI with confidence. 

Bridging the Gap Between Interest and Action 

While the appetite for AI is growing, implementation is proving to be more complex than many anticipated. According to the Major Players Census 2025, 60% of employees use AI tools at least a few times each week, yet only 15% of them fully understand their organisation’s AI strategy. The result is fragmented experimentation without clear direction. 

A growing number of businesses are running pilots and testing tools. However, fewer have established a clear framework to apply AI strategically and responsibly. Our blueprint is designed to help organisations move beyond isolated trials and into structured, scalable initiatives. 

A Departmental Approach to AI 

Our current approach to implementing effective AI at MBA Group is built around three focus areas where the technology can deliver significant, measurable impact: creativity, customer conversion, and operational performance. 

1. Enhancing Creativity 
Our creative agency, Studio Certain worked with a financial services client to develop high-quality, on-brand imagery using AI tools. This eliminated the need for extensive photo shoots while maintaining strong visual consistency. The work was delivered faster, at a lower cost, and with greater creative control. For creative teams under pressure to produce more content with fewer resources, AI is helping shift time and focus back to original thinking and storytelling without compromising on quality of work. 

2. Supporting Sales and Marketing 
With platforms like Vidiu, we’ve helped clients create personalised video content at scale. One UK pension provider now produces targeted, multilingual video for education, sales, and internal training, all powered by AI. These capabilities enable marketing and sales teams to respond to customer behaviour in real time with tailored messages, improving both engagement and conversion. 

3. Improving Operational Performance 
Dots supported a large enterprise in transitioning from a legacy contact centre system while activating AI capabilities such as call transcription, sentiment analysis, and workflow automation. This gave service teams immediate insight into performance, reduced inefficiencies, and improved customer experience from day one. 

A Framework for Responsible, Effective AI 

Technology is only one part of the equation. Effective AI implementation also requires a clear framework to ensure ethical use, transparency, and long-term value. That’s why our blueprint is navigated by the AI Compass – a decision-making guide focused on five principles: 

• Design AI to support human capability, not replace it 

• Embed ethical guardrails early 

• Prioritise sustainability in AI development and deployment 

• Maintain strong governance and accountability 

• Focus on business value and measurable outcomes 

These principles help ensure that AI adoption not only delivers results but does so in a way that supports people, culture, and trust. 

Taking the First Steps 

Many leaders believe AI will transform their organisation. What they often lack is a clear place to start. Our blueprint provides a step-by-step action plan, including: 

• How to identify high-impact use cases 

• How to select the right tools for creative, marketing, and operational teams 

• How to measure success and build internal momentum 

• How to ensure governance and alignment across departments 

It also includes a checklist for implementation, covering foundation, pilot, scale, and optimisation phases. 

Moving From Possibility to Performance 

AI is no longer a future consideration. It is already reshaping how we work, connect, and compete. The focus has shifted from adoption to execution, and the challenge businesses are now facing is how to apply AI in ways that truly benefit them. 

At MBA Group, we’ve seen firsthand what happens when organisations move beyond experimentation and begin to embed AI across their operations in a way that’s right for them. The benefits are tangible, the tools are ready, and the blueprint is available. 

Download the blueprint now and take the first step towards a more intelligent, efficient, and creative future.