Don't automate by trend: the mistake I made scaling AI

If you're planning to automate part of your operation with AI, don't make that mistake.

A few months ago I launched a product that promised to contact thousands of influencers in seconds. On paper, perfect: speed, scale, and efficiency.

In practice there was friction and confusion: I pushed the team from point A to point B without change management, without enough context and without a clear "why".

The lesson: If the process is broken, automating it doesn't fix it, it scales it.

So I'll say it again: if you're going to automate part of your operation with AI, don't make that mistake. At least not without change management, a clear objective, and willingness to iterate.

Now, if you do it right, it can transform your operation.

I'm leaving my learnings below so you don't repeat my mistakes, because what works on a spreadsheet doesn't always work with a real team:

Here's what you can learn:

→ Don't automate by trend, only automate when it means reducing costs, increasing revenue, or improving your customer or team's experience. Otherwise, it's not a priority

→ Change management is not optional: building and launching the tool is 20%, supporting your team's adoption is 80%.

→ Iterate, don't transform overnight: progressive steps win with real teams.

Tools don't scale companies, teams that understand why they use them do.

And that's the company I'm building.