Nikunj Chugh · Marketing and AI SpecialistAI pilots often fizzle not because the tech failed, but because no one measured whether it worked. ROI discipline is what turns a flashy demo into a funded program.
Baseline before you build
Record current cost, time, or error rates first. Without a baseline, any 'improvement' is just a story you cannot defend in a budget meeting.
Pick one primary metric
Hours saved, tickets deflected, conversion lift, error reduction, choose the single number that matters and instrument it from day one.
Account for total cost
Include model usage, maintenance, and oversight, not just the build. Honest ROI survives scrutiny; optimistic ROI gets the program cancelled later.
The takeaway
Every AI project needs a baseline, a primary metric, and an honest cost. Measured wins get renewed; unmeasured ones get quietly killed.
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AI Consulting at Hashtag Consultancy
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Nikunj Chugh
Marketing and AI Specialist, Hashtag Consultancy