Where should a company actually start with AI?

Our work with marketing and business leaders has surfaced a consistent pattern: the same AI questions, asked from different seats inside the organization.

Not tactical questions. Structural ones.

We’ll be sharing one question every other day. Each answer is intentionally concise: one thought that compounds into smarter AI leadership.

Today’s Question:
Where should a company actually start with AI?

Many teams assume the starting point is technology. It isn’t.

The right starting point is identifying where AI can create measurable business outcomes — things like faster insights, better customer understanding, and greater marketing productivity.

AI should begin as a business capability.

If you’re curious for more, you can explore the full series here:
[Explore the full AI Operating Model Series]

Best,
Michael DeNunzio
Managing Director, PVAI Consulting
[email protected]