Productivity Or More? The Case For AI’s Qualitative Gains

We often hear about how AI adoption in business can lead to significant productivity gains. And while that’s true, is that all we’re measuring?        
 
Microsoft reported that 79 per cent of leaders agree their company needs AI to stay competitive, but 59 per cent worry about quantifying AI's productivity gains. However, sometimes, it’s not just about the numbers. AI’s impact is nuanced and goes beyond what traditional metrics can capture; it's about understanding the profound qualitative and quantitative changes it brings to the table. 

While traditional metrics are important, they only tell part of the story.

These metrics focus on what can be easily measured, often overlooking AI's significant, subtle impacts. They emphasise short-term gains and immediate returns, missing broader, transformative effects over time. Moreover, traditional metrics can be rigid, failing to capture the dynamic and evolving nature of AI’s influence on business processes. As AI integrates further into business, these limitations become more evident.

So, what exactly are we looking for?        

To grasp AI’s full potential – we must look at changes that aren’t easily quantified. These manifest in various ways, reshaping how businesses operate and compete. 

We can observe them through:

Improved decision-making processes 

AI enhances decision-making by providing data-driven insights and predictive analytics. This allows leaders to make more informed choices, reducing the uncertainty and stress that often accompany strategic decisions. 

Let’s take a key executive facing a crucial choice about an upcoming product launch as an example. In this case, AI can analyse market trends and customer feedback to suggest the best course of action, allowing the executive to focus on refining the product features that matter most to customers – and potentially leading to higher sales and a successful launch.

If we take this further, reduced stress from clearer decision-making processes can lead to better mental health, which shouldn’t be overlooked. Less uncertainty means fewer sleepless nights and a more focused, resilient workforce.

When employees can enhance data analysis with AI, they can focus on more complex problem-solving tasks, fostering a more intellectually stimulating work environment and improving collaboration among teams.  
 

Streamlined operations

This is one of the most popular use cases of AI – and one of the reasons it’s become so widespread: Automating those boring, repetitive tasks that no one really wants to do. Whether it’s managing supply chains, scheduling maintenance, or balancing workloads, AI ensures that resources are utilised in the most efficient way possible. This not only boosts operational efficiency but also maximises return on investment.

Yes, this saves a considerable amount of time, reduces errors, and improves overall productivity.       

But what this also means is that employees benefit from reduced workload on monotonous tasks, potentially resulting in higher job satisfaction and lower burnout rates (one of the major concerns for worldwide workforces). Streamlined operations also enhance interdepartmental coordination, as AI can seamlessly integrate data and processes across various functions.              

Fostering innovation

Now, picture this: Because your teams aren’t bogged down by routine tasks, they’re free to think creatively and strategically. 

Developers can focus on creating new features and enhancing user experiences. Marketers can brainstorm disruptive campaigns. Sales teams can create personalised approaches to reach new clients. HR can devise better strategies for employee engagement and retention. The list could go on, but you get the idea.

When AI handles the repetitive work, it opens a world of possibilities for every department. Not only does this freedom to innovate drive the company forward, but also keeps employees engaged and motivated. When people have the opportunity to explore new ideas, they feel more invested in their work. It’s a win-win: The company stays competitive, and the team feels fulfilled and excited about their contributions.

Enhanced customer experiences 

Now that we’ve talked about teams and operations, we need to focus on the most critical aspect of any business: The customer. Right now, there are so many products and services out there, both online and in-person. Customers are overwhelmed with options, and this is where great customer service can make a real impact.     

When AI handles routine inquiries, customer service representatives get to do more meaningful work – they can spend time solving complex issues and building genuine relationships with customers. This creates valuable and memorable experiences that influence who people choose to buy from. Sometimes, customers are even willing to pay more if their interactions with a company are positive.

We can’t ignore the power of word-of-mouth, either. This kind of organic promotion can be incredibly powerful, but you need to give customers an exceptional reason to talk about their experiences.

With AI taking care of the repetitive tasks, employees can concentrate on making their interactions special and impactful. That said, to leverage AI's full potential, businesses must adopt strategies that promote continuous iteration and adaptation. This involves investing in AI education and training for employees, ensuring they’re equipped to work with advanced technologies and adapt to new tools and processes. 

But all these benefits will be unseen if there’s no flexibility and openness to change. Regularly reviewing and updating AI strategies, tools, and processes to align with the latest advancements and market trends is crucial. Also, when AI aligns with ethical values and enhances employee capabilities, it creates a dynamic, empowered workforce that’s ready to tackle new challenges.

In the end, AI isn’t solely a tool for efficiency – it's a catalyst for a better, more innovative workplace where both employees and customers thrive.

May Yang

Guest Author The author is the President, and Head of North America at Synechron.