Leveraging AI is not just about 'streamlining operations' — How will it transform corporate value?

The evolution of AI (Artificial Intelligence) is astounding, and the movement to integrate it into business operations is rapidly accelerating.
However, using AI simply as an "efficiency tool" would be a tremendous waste of its potential.

The utilization of AI holds the hidden potential to directly connect with a company's establishment of competitive advantage, enhance brand experience, and even create new business value.

This article explains why AI should not only be perceived as a "tool for efficiency" but should be regarded as a strategic element that transforms a company's core value.

Operational efficiency is just the "entry point" of AI utilization

In many companies, AI utilization begins with enhancing the efficiency of business processes.

• Automating routine tasks within the company

• Automatic responses to emails and chats

• Reducing labor for data entry and report creation

This is indeed an immediate approach to utilizing AI, but limiting its use to that misses out on leveraging the fundamental value of AI.

Four domains where AI contributes to corporate value

① Innovation in brand experience

AI is a powerful tool for constructing personalized customer experiences.
For example:

• AI-driven optimization of the customer journey

• Conversational AI (chatbots) providing service in a brand-appropriate tone

• Real-time UX improvements based on customer data

As AI-mediated interactions with the brand evolve, it becomes possible to significantly alter the overall brand perception.

② Creation of new products and services

AI is not merely a background player but can become a component of new products and services.

• AI-generated personalized products

• Services incorporating AI coaching/AI diagnostics/AI guidance

• New business models where AI shapes the user experience itself

In other words, experiences incorporating AI themselves become a source of competitive advantage.

③ Enhancing decision-making quality

AI enhances the very decision-making processes within a company.

• Real-time analysis of big data

• Optimization of management dashboards

• Future predictions and market simulations driven by AI

The combination of "human + AI" makes decision-making smarter and faster, thereby improving a company's agility and foresight.

④ Transformation of organizational culture and talent

The introduction of AI is not just the incorporation of technology; it also brings transformation in organizational culture and talent development.

• Improving AI literacy leading to the permeation of digital culture

• Cross-departmental AI projects promoting collaboration

• Fostering a new leadership model capable of coexisting with AI

In this way, AI can also become a driving force for organizational change.

Perspectives needed for strategic AI utilization

To step beyond just "efficiency" and leverage AI:

- Design AI applications from a "customer value" perspective
- Consider AI as part of the brand (incorporating into UX/CX)
- Actively explore new business/services development using AI
- Foster a culture of AI utilization across the whole organization

At CORISE, through these perspectives, we advance AI implementation support and strategic planning together with companies.
AI is no longer "a topic for the IT department" but a "core theme of management and the brand".

Conclusion

AI brings about transformational power beyond mere efficiency to companies.
In the broad areas of brand experience, competitive advantage, decision-making, and organizational culture, it harbors the potential to redefine corporate value.

We are entering an era where how AI is used at the "strategic level" will significantly influence the future of companies.
CORISE supports companies as a partner in considering and implementing such future-oriented AI utilization.