With the explosion of AI, the landscape has changed. The value of AI isn't always found in a neat spreadsheet. It enhances creativity, improves decision-making, and boosts personal productivity in ways that are hard to quantify. This raises a critical question: is the old model of relying on a solid business case for every single initiative still relevant? We asked our experts Brecht and Ruben how they see this playing out with our clients.
We’re currently seeing two distinct approaches in the market. Many companies, especially here in Belgium, are naturally a bit cautious. They stick to the traditional, use-case-driven method: they identify a specific pain point, calculate the potential ROI, select a technology, and then execute the project. It’s a safe and proven path.
However, a growing number of organizations are adopting what we call an "automation-first" mindset. Instead of justifying each project individually, they operate from a strategic vision to automate everything that can be automated. They don't get stuck on whether every single use case has a standalone ROI; they believe in the cumulative value of widespread automation.
When you apply this to AI, it gets even more nuanced. On one hand, you have AI for processes, like autonomous agents, where you can still try to estimate the impact. On the other hand, you have AI for personal productivity, like Copilots and chatbots. Trying to calculate the ROI for those is much more difficult.
I don't think so. The first question is whether it has to be measured, but the more practical question is whether it can be. With traditional automation, the benefits are often tangible and measurable. With AI, that’s rarely the case.
For process-related AI, it's difficult to predict exactly how much you’ll save or what the precise outcome will be beforehand. And when it comes to personal productivity tools, it’s nearly impossible. How do you measure the value of a perfectly drafted email that saved an employee ten minutes, or a brilliant idea sparked by a conversation with an AI assistant?
If your organization has committed to a strategic, automation-first vision, then you accept that not everything can be measured. The focus shifts from proving the value of individual tools to enabling the entire organization to work smarter. Insisting on a classic business case for every AI initiative will only slow you down.
I’d love to say yes, but honestly, I don't think we in Belgium are quite there yet. The maturity level (both within organizations and among their employees) isn't high enough to go all-in on AI across the board. There's a lot of interest and experimentation, but the strategic, company-wide adoption is still in its early stages.
And that’s exactly where we see our role. It's not about pushing for a big bang AI revolution. It's about demystifying the technology, providing clear guidance, and helping organizations build their maturity step by step. We help them get started on the right path, whether that's with a single, high-impact use case or by helping them build a broader, strategic automation-first culture.
The era of justifying every automation project with a rigid business case is coming to an end. While ROI remains important, AI forces us to think more strategically. The most forward-thinking companies are moving from a purely calculative approach to one driven by conviction, the belief that widespread automation and AI adoption will create exponential value, even if it can’t all be captured on a spreadsheet.
This requires a new mindset, a willingness to experiment, and a long-term vision. The question is no longer "What is the ROI of this one project?" but "What is the cost of not embracing an automation-first culture?"
Struggling to move beyond individual business cases and build a strategic vision for AI and automation? Let's build your roadmap together.
