Your customers are already using AI in ways you probably don’t see: asking for advice before they contact you, checking what questions to ask, recording interactions with you, and sometimes even deciding whether they need you at all. Regardless of how YOU are using AI, your customers are comparing you with what they can get instantly, cheaply, and privately. If you’re only thinking about how you’re using AI internally, you’re missing half the picture.

https://swiy.co/go-the-invisible-shift

Do you know how your customers are using AI?

I had a minor twinge in my back recently, which caused a bit of discomfort for a few days. So I made an appointment to see a physiotherapist a few days later. I also asked ChatGPT for some guidance. ChatGPT first checked whether there was pain elsewhere – in my legs or headaches. I said no, so it then told me this was a common problem, gave me two exercises to do, and reassured me it would resolve in 7 to 10 days.

When I saw the physio a few days later, she gave me exactly the same advice: checked for pain elsewhere, gave me the same two exercises, and reassured me it would resolve in 7 to 10 days.

What will I do next time? Well, personally, because I know not to trust AI with health advice, I will still see a physio, and trust her advice first, especially if it contradicts AI.

But that’s not true of everybody else. And that’s my point.

Look at it from her perspective. Regardless of how she and her practice are using AI – for scheduling appointments, transcribing meetings, getting advice with complex cases, reviewing x-rays, and so on – her customers are ALREADY using AI.

They might ask AI for initial advice (as I did) to be sure it wasn’t an urgent issue. Or they could ask AI what to say, or what question to ask, in the physio appointment. Or use their phone to record the appointment and then ask AI to summarise the conversation later. Or use it for follow-up advice.

And some might choose not to go to the physio at all!

This applies to your customers as well.

Regardless of how you’re using AI internally, think about how your customers are using AI

... before they engage with you

... when they engage with you

... and after they engage with you.

This is not just how YOU are using AI to engage with your customers – with things like chatbots on your website, AI voice assistants, personalised marketing, tailored offers, and so on. All of that’s part of your AI strategy, but it’s only one part. Don’t forget how your customers are using AI as well – in their own lives.

All of this is part of your AI strategy, which also means it’s part of your business strategy.

If you don’t have an AI strategy, you don’t have a business strategy.

For more, join my free public online presentation this week about AI for leaders in 2026 and beyond. One of my key messages is understanding how customers (and employees and others) are using AI. It’s free and open to everybody, so register and invite others in your team and network, too.

Register for the virtual masterclass:

https://swiy.co/go-the-invisible-shift

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