Is AI actually transforming businesses, or is it just hype?In this episode of the Soni //Podcast, Greg Reygate sits down with Paul Jarrett, Managing Director at Sonin, to explore how businesses should really approach AI.With AI dominating headlines and product roadmaps, many organisations feel pressure to adopt it quickly. But as Paul explains, the biggest mistake companies make is starting with the technology instead of the problem they are trying to solve.The conversation explores where AI is genuinely creating value today, why so many AI initiatives fail, and how businesses can integrate it in a way that drives meaningful outcomes rather than just generating buzz.From customer support and automation to prototyping and product development, the episode looks at the practical opportunities AI presents — and the pitfalls businesses should avoid.