AI agents and other tools are being promoted as a way to eliminate tedious work. The research suggests they're often better described as a way to shift it and may be slowing things down. Here's how to think about where AI automation genuinely makes sense.

In the race to streamline and digitise, many businesses have overcorrected—removing human touchpoints in favour of frictionless, automated eCommerce. But for complex products, B2B environments, and traditional industries, this shift can alienate customers who still need guidance, reassurance, or conversation.

Pricing is visible and algorithm-driven online, and many businesses risk losing control by reacting tactically instead of strategically. In competitive markets pricing should be informed by information, insight and understanding of human intent.