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How to Find AI Use Cases That Actually Make Money

By Juan Beltrán · 2025-01-15

I watched a $3M AI initiative die because nobody could answer one question. Here's the framework that prevents that.

Key takeaways

  • The gap between AI excitement and AI value isn't technical. It's strategic. Projects die when nobody can answer 'How does this make us money?'
  • Framework evolution matters more than framework design. My original six-pillar model failed because nobody finished it. Simplicity wins.
  • Trust beats algorithms. A predictive maintenance project succeeded not because the AI got smarter, but because a 23-year veteran machinist learned to trust it.
  • Sometimes the best AI strategy is a smaller AI strategy. Kill the impressive vision if it doesn't fit existing behavior.

About the author

Juan Beltrán writes about AI transformation, CRM, data analytics and digital growth for enterprise leaders in complex B2B industries. Head of Digital Marketing, ABB Energy Industries. 17+ years in enterprise transformation. Based in Zug, Switzerland.

Disclaimer

This is a personal website. The views and opinions expressed here are my own and do not represent ABB or any current or former employer. All content is based on public information, personal experience and general professional knowledge. No confidential, proprietary, client-specific or employer-specific information is shared.

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