The Three Types of Companies That Fail at AI (And How to Not Be One)

The more we work on AI-related projects, the more I recognize patterns in who succeeds and who doesn't. There are essentially three failure modes, and recognizing which one applies to you is the first step toward fixing it.

Type 1: The Afraid

These are companies (usually current HubSpot users) who have AI features available but are terrified to use them. They're worried about "AI making mistakes." They're concerned about losing the "human touch." They have vague fears about automation replacing jobs. They are concerned about credit costs soaring.

The result? They're paying for capabilities they never touch. The AI sits dormant while they do everything manually, often competing against rivals who've figured out how to make AI work for them.

The fix for Type 1 is education and small wins. Show them that AI enhances human work rather than replacing it. Start with low-risk applications where mistakes aren't catastrophic. Build confidence gradually.

Type 2: The Failed

These companies tried AI implementation, and it didn't work. Maybe they turned on features without proper setup. Maybe they bought tools without a strategy. Maybe they had a consultant who knew technology but not their specific platform.

Now they're skeptical. They've been burned. They assume AI is overhyped because their experience was underwhelming.

The fix for Type 2 is diagnosis. Before proposing solutions, you have to understand why the previous attempts failed. Usually it's data quality, adoption issues, or wrong use cases—not the technology itself.

Type 3: The Stuck

These companies know they need AI. They've been researching solutions for months (sometimes years). They've evaluated platforms, attended webinars, read white papers. But they haven't actually implemented anything.

They're waiting for the "right time" or the "right solution" or some clarity that never comes.

The fix for Type 3 is action. Pick something and commit. The perfect is the enemy of the good, and you'll learn more from implementing an imperfect solution than from researching a perfect one indefinitely.

Which type are you? Being honest about it is the first step toward actually making progress.