AI Projects: Focus on Profit, Not Tech.

Publishers are being urged to prioritize profitability over simply adopting artificial intelligence, according to AI expert Tobias Zwingmann. Speaking at the WAN-IFRA Frankfurt AI Forum, Zwingmann cautioned against chasing AI for its own sake, arguing that projects should begin with a clear understanding of potential financial returns.

His core message centers on a five-step process for building profitable AI initiatives. First, define a minimum financial threshold – Zwingmann suggests a “10k threshold” roughly equivalent to the monthly salary of a specialized full-time employee – to justify investment. This provides a baseline for evaluating potential projects.

Next, publishers should meticulously analyze both current “pain points” and future “bottlenecks” within their operations. Every identified problem should then be assessed against the established financial threshold: will addressing this issue unlock at least 10k in value, or mitigate risk to that degree?

Only after identifying viable problems should teams begin to explore how AI capabilities can provide solutions. Zwingmann advocates using tools like the “AI Design Sprint” methodology, developed by 33A, to translate complex AI functions into business-friendly language and determine appropriate applications.

The final step involves compiling a list of prioritized use cases, each summarized on a single page outlining the problem, value proposition, data requirements, proposed solution, and key stakeholders. This allows for a clear ranking of opportunities based on potential impact.

Zwingmann’s approach is a pragmatic counterpoint to the hype surrounding AI. It’s a sensible reminder that technology, however advanced, must ultimately serve business objectives. Focusing on tangible returns, rather than simply adopting the latest tools, is crucial for ensuring successful AI implementation. The expert’s emphasis on a clear, financially-driven process offers a valuable framework for publishers navigating the complex landscape of artificial intelligence. It’s a call for strategic investment, grounded in realistic expectations and measurable results.