I've started asking prospects a simple question: "How many AI tools are you currently evaluating?"
The average answer is somewhere between 6 and 15. They've got spreadsheets comparing features. They've scheduled demos with a dozen vendors. They've read countless articles about which platform is "best."
What they haven't done is implement anything.
This is analysis paralysis at scale, and it's costing companies real money. While they're researching the perfect solution, competitors who picked something good enough and actually implemented it are pulling ahead.
Here's my controversial take: for 80% of businesses, the tool you already have is good enough. If you're on HubSpot Professional or Enterprise, you have AI capabilities that most companies aren't using at all, let alone using well.
The difference between companies succeeding with AI and companies failing isn't usually the sophistication of their tools. It's whether they did the work to implement those tools properly.
Companies with basic HubSpot subscriptions are outperforming companies with enterprise-grade AI platforms—because the former did the work and the latter kept researching.
There's always a shinier object on the horizon. There's always a new feature announcement that makes you wonder if you chose wrong. But you can't optimize what you haven't built, and you can't iterate on something that doesn't exist.
If you've been researching AI tools for more than three months without implementing anything, stop. Pick the platform that's closest to what you need, commit to it for one year, and do the actual work of making it produce results.
You'll learn more in three months of implementation than in a year of evaluation.
If HubSpot is your platform and you're not sure how to get started with AI, our free AI Readiness Assessment can help you identify the highest-impact opportunities you're not currently using.