When AI Misses the Mark: The Dangers of Improper AI Use in Business Decision-Making

When AI Misses the Mark: The Dangers of Improper AI Use in Business Decision-Making

At BroadStreet Consulting, we’re all about using smart strategies to help our clients succeed—whether it’s through SEO, web development, or digital marketing solutions. That’s why we were recently perplexed when we received an email from a company offering to build us a new website, based on an AI analysis of our Facebook page. Artificial Intelligence (AI) refers to the development of computer systems designed to perform tasks that typically require human intelligence, such as problem-solving, learning, language processing, and decision-making.

 At first glance, it seemed like a clever, tech-forward approach. After all, who doesn’t want to use the latest technology to improve business operations? But then we took a closer look at the email and quickly realized something was very wrong. The AI behind this analysis had clearly misinterpreted some key information, leading to a completely misguided offer. Here’s what went wrong, and why this experience highlights the potential pitfalls of improper AI use in business decision-making.

AI Misunderstands BroadStreet’s Business Model

As a company that specializes in SEO, we provide clients with digital marketing strategies, search engine optimization services, and web design consulting. But somehow, the AI that analyzed our Facebook page seemed to have missed the mark entirely. The email we received from the website-building company was based on the assumption that we were in need of a new website—something we already offer to our clients.

Not only was this misinterpretation frustrating, but it also revealed how easily AI can make faulty assumptions if it isn’t properly trained or equipped with the right context. In this case, the AI likely analyzed our social media presence, which likely highlighted that we help businesses grow their digital footprint—leading it to think we were just another company in need of a new website. Below are just a few examples of the mistakes made by the AI in properly recognizing Broadstreet.

This is an AI generated video sent by the company, offering a website build based off of the Broadstreet.net Facebook page. As you can see, it has misinterpreted us for an Electric company.

But BroadStreet Consulting isn’t a business that needs a website built. We build websites *for* businesses. The AI failed to account for this key detail in its analysis, and therefore, the recommendation was irrelevant. Worse still, this misjudgment resulted in wasted time for both us and the email sender.

The AI Also Focused on Electrical Companies—Why?

To make matters even more perplexing, the AI analysis seemed to focus heavily on electrical companies—completely unrelated to our business. As an SEO company, we don’t specialize in any one industry; our focus is on helping businesses improve their online visibility across a wide range of sectors. But the AI fixated on the idea that we might be an electrical company, perhaps due to some overlap in language or an incorrect categorization of our digital presence.

This is another glaring example of AI’s limitations: it can misinterpret data and apply patterns that may seem logical on the surface, but are fundamentally flawed when viewed in the proper context. Electrical companies and SEO firms have very little in common, but without a more thorough understanding of our business’s unique needs, the AI system simply categorized us incorrectly and produced irrelevant results.

AI Falls Short in Contextual Understanding

AI, while powerful, still lacks a true understanding of context. In this case, the AI system could process data, but it couldn't grasp the nuanced distinction between businesses that build websites and businesses that offer web-related services. AI can analyze vast amounts of data, identify patterns, and make predictions, but it doesn’t have the ability to "understand" the context behind that data in the same way humans do.

This limitation can lead to misguided decisions and inappropriate business recommendations, as seen with our website offer. While AI can certainly automate certain aspects of marketing and data analysis, it’s not a foolproof system, especially when it comes to interpreting the specifics of a business’s offerings or goals.

Why This Matters for Businesses

AI is undeniably transforming the way businesses operate, helping to automate processes, enhance decision-making, and streamline operations. However, this experience with BroadStreet Consulting highlights an important lesson: **AI is only as good as the data and context it is given**.

When it comes to using AI in business—whether for email outreach, marketing analysis, or customer insights—it's crucial to ensure that the AI systems being used are properly trained and have the right understanding of your business’s unique offerings. If AI is used improperly or without the right context, the results can be disastrous, leading to wasted time, misguided strategies, and missed opportunities.

As AI becomes more common in industries like marketing, web development, and SEO, it’s important for businesses to remain vigilant and ensure that AI is being used as a complementary tool, rather than a replacement for human understanding. While AI can automate processes and generate insights, human expertise is still needed to provide the context, discernment, and strategy that technology alone can't offer.

How to Avoid the Pitfalls of AI in Business

To avoid similar missteps in AI-powered business decision-making, here are a few tips:

Ensure Proper Training of AI Systems  

 AI needs to be trained with accurate, high-quality data that’s relevant to your business and industry. Ensure that AI algorithms are continuously updated to reflect the nuances of your business and sector.

Use AI as a Tool, Not a Replacement

   AI can be an invaluable tool, but it should be used in tandem with human oversight. Automation is helpful, but human judgment is still essential for making final decisions, especially when context is key.

Review AI Recommendations Thoroughly

   Before acting on any AI-generated recommendations, make sure they align with your business’s actual needs. Whether it’s a website, a marketing campaign, or a customer segmentation strategy, always double-check that the AI’s output makes sense for your business.

Understand the Limits of AI

   AI is powerful, but it’s not perfect. Be aware of its limitations, particularly in areas like contextual understanding, sentiment analysis, and niche business categories.

Proceed with Caution in the AI Era

At BroadStreet Consulting, we see the potential of AI in transforming the way we work—but we also recognize the importance of using it properly. Our experience with the AI-generated website offer, served as a stark reminder that while AI can provide valuable insights and streamline processes, it can also misinterpret data in ways that lead to missed opportunities or misguided actions.

As AI continues to evolve and become a bigger part of business operations, it’s essential to approach its use with a healthy dose of caution. Ensure that AI tools are well-suited for your business’s specific needs, and always supplement automation with human expertise and understanding.

AI can be a powerful ally—but only if it's used correctly. For more thoughts on AI and it’s downfalls, check out our YouTube video - Don’t Trust The Robots