Should We Deploy a Gen AI Salesbot? A Case Study Commentary

Should We Deploy a Gen AI Salesbot? (Commentary for HBR Case Study)

This case study delves into the strategic decision-making process for a CEO considering the implementation of a Generative AI (Gen AI) salesbot. The narrative follows Jeannie Weiss, CEO of PulsePoint, a digital marketing firm, who is inspired by the capabilities of Gen AI demonstrated at a conference. She envisions a Gen AI salesbot as a tool to enhance efficiency, reduce staff, and deliver more personalized client service.

The CEO's Vision and Potential Benefits

Jeannie Weiss sees Gen AI as a transformative technology that can provide PulsePoint with a competitive edge. The primary drivers for adopting a salesbot include:

Increased Efficiency: Automating sales processes to handle a larger volume of client interactions.
Cost Reduction: Shrinking the sales staff by offloading repetitive tasks to the AI.
Enhanced Personalization: Delivering tailored service and recommendations to clients.
Competitive Advantage: Staying ahead of rivals who are also exploring AI technologies.

Internal and External Concerns

Despite the CEO's enthusiasm, the proposed implementation faces significant internal and external challenges:

Executive Doubts: Two of PulsePoint's top executives express reservations about the project, likely concerning its feasibility, ethical implications, or potential impact on company culture and existing workflows.
Client Concerns: The company's biggest customer also voices concerns, suggesting potential issues with the AI's performance, data privacy, or the perceived loss of human touch in client relationships.

The Strategic Dilemma

Jeannie Weiss is faced with a critical strategic dilemma: proceed with the Gen AI salesbot implementation despite the reservations, or delay the project to address concerns. The case study highlights the tension between embracing innovation for potential gains and the risks associated with unproven or controversial technologies. The fear of falling behind competitors if rivals adopt similar technologies faster is a significant factor influencing her decision.

Case Study Details and Formats

This particular version of the case study is the commentary-only version (R2406Z), intended for teaching purposes. Other available formats include:

Case-only version: Reprint R2406X
Complete case study and commentary: Reprint R2406M

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Conclusion

The case study presents a realistic business scenario where a company must weigh the potential benefits of adopting cutting-edge AI technology against the risks and concerns raised by stakeholders. It serves as a valuable tool for business leaders to understand the complexities of AI implementation in a competitive market.