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What is it worth, and what will it cost?

The AI business case is only as good as the costs you count.

Most AI ROI is argued from the benefit side. We price the other side too: what one outcome costs today, what it will cost to launch and run with AI, and who will see the difference in the accounts.

Discuss your AI business case Explore the Assessment Sprint

Asked by CFOs, CEOs and boards, and by anyone who owns a P&L.

Cost of one resolved customer query, indexed: today = 100. Illustrative.
57 saved
+6 data fixes+9 model run+12 review

Saving: 30, not 57

100Today

43On the slide

70On the invoice

The slide counts the hours and rework saved. The invoice adds what it takes to run it: human review, model run cost and data fixes. Still worth doing, and now a number you can defend.

The benefit gets a slide. The cost arrives in the invoice.

The 70 above rests on four optimistic assumptions: every query goes through it, a person checks four answers in ten, the model is priced at today’s rate, and every hour saved comes off the payroll. Move them and see which part of the case survives.

Cost of one resolved customer query, indexed: today = 100. Illustrative.
Cost lineTodayWith AIChange
Agent timeCounts only labor cost that actually goes: roles not backfilled, overtime or contractor hours cut.7830(48)
Rework and errorsWhat a wrong answer costs when it reaches a customer or a ledger.145(9)
Tools and licencesThe tools you already pay for stay.88–
Human reviewnewSomeone checks what the system produces.–1212
Model run costnewGrows with use. Priced at real volume, not demo volume.–99
Data fixesnewMaking the data fit, spread over a year. Treated as a fixed cost: it does not shrink when use is low.–66
Cost of one outcome10070(30)

30% lower per outcome. Worth doing on cost, and the case is defensible. The slide would still claim a 57-point saving.

Change the assumptions

A simplified model to show how sensitive a business case is. Your own numbers come later.

Cost of one outcome70 today 100

100%

The case assumed all of them. Real use is usually lower.

40%

Review is a cost line, not a footnote.

9

Grows with volume and with the model you choose.

100%

A task done 40% faster does not cut payroll 40%. Only avoided cost counts here. Time moved to other work may be worth more, but it belongs on the value side, counted once.

Illustrative indexes, not a price. A cost comparison, not a full ROI: build cost, timing and cash flow are left out. Nothing you set here leaves this page.

Four decisions before the money moves.

Twelve questions sit behind a defensible AI investment. We answer them from your own numbers, in this order, and any one of them can stop the spend.

  1. Value

    What measurable outcome changes, and who benefits?

    The three questions behind it
    Incremental value
    What changes against what would have happened anyway, measured from a baseline.
    Value beyond cost
    Revenue, margin, risk avoided or a capability you did not have. A process that costs more can still be worth it.
    Adoption
    The value at the usage you will actually get, not at full use.

    Go on when the outcome has a number, a baseline and a business owner who wants it.

  2. Economics

    What will it cost to launch, run, adopt and scale?

    The three questions behind it
    Cost per outcome
    One resolved query, one approved claim, one planned shipment, today and with AI.
    Total cost of ownership
    The build, run cost at real volume, human review, data fixes, errors, and the training and change it takes for people to use it, with year one separate from the run rate.
    Savings you can bank
    Hours saved become money only when spend goes. Time moved to other work is value, counted once.

    Go on when one outcome costs less, or the value from the first decision covers the difference.

  3. Alternatives

    Is AI the best use of this money?

    The three questions behind it
    Opportunity cost
    What the same budget and people would return on the next initiative in line.
    Other routes
    A process change, a business rule, a better report or a feature you already own may get there for less.
    Dependencies and shared cost
    What has to be in place first, and who pays for the data platform several use cases need.

    Fund it when it beats the alternatives. When it does not, we say not to deploy.

  4. Ownership

    Who owns the benefit, and who decides whether to continue?

    The three questions behind it
    Benefit owner
    A named person for each value line, in the budget they already run.
    Measurement
    The number, the baseline and the date it is reviewed, agreed before launch.
    Decision gates
    The points where it is scaled, changed or stopped.

    Scale, change or stop on dates set before launch, not when the budget runs out.

A use case can work and still be a poor investment. The decision is what to do with the money.

Fund
The outcome has a number and an owner, and the value covers the full cost of delivering, running and adopting it.
Reprioritize
The case holds, but the same money returns more elsewhere, or something else has to be in place first.
Stop
Once every cost is counted, the value does not cover it. Better to hear that before the money moves.

Which of the three is your use case? We price it against these four decisions and tell you, with the numbers.

Book 30 minutes on your business case

What the work has moved, and what kind of result it is.

Every figure is the one the client reported. An operating result is a change in the work; a unit cost is money per outcome.

A national quick-service restaurant chain, marketing and loyalty

The growth cost less, not more.

  • 8%less discount spent per incremental visitUnit cost
  • 11%lift in repeat visits among active membersOperating result
  • 14%more loyalty sign-ups in the targeted dayparts and marketsOperating result

National offers were not tuned to how people actually visit. Models chose each offer, its depth and its timing by customer lifecycle, with margin and frequency caps, and promotional spend moved to the groups that respond. More visits, each one cheaper to buy.

Read the case study
By function: the outcome worth pricing first
FunctionDelivered resultKind
Marketing and loyaltyWhat is one more repeat visit worth?6%more repeat visits among active customers, and 23% more new-member sign-ups in targeted cohorts, for a fast-casual restaurant brandOperating result
PeopleWhat does an error in a workforce report cost to put right?45%fewer reporting errors, for a multi-site care providerOperating result

Start where you are.

Most clients start with the Sprint. It is not the only way in.

  1. “We have a list of AI ideas and no agreed way to price or rank them.”

    The usual first step

    AI & Data Assessment Sprint

    • Three cost paths from your own systems, year one separate from the run rate
    • A readiness scorecard and a gap register, specific enough to price each gap
    • Prioritized next steps

    Two weeks. Fixed scope, fixed fee agreed in writing first.

  2. “One use case, and one number it has to move.”

    AI & Agent Pilot

    One use case built in your workflow and measured on that number, unit cost included.

    Explore the AI & Agent Pilot
  3. “Several initiatives competing for the same budget.”

    Strategy & Governance Program

    A portfolio and a roadmap ranked by value, cost and readiness, with funding gates.

    Explore the Strategy & Governance Program
  4. “It is live, and it costs more than the case said.”

    A conversation first

    Bring the original case and the invoices. We will tell you where the gap is coming from: the design, the volume, the model price, the data or the people it takes to run.

    Discuss your AI business case

The practices behind this page: Strategy & Governance, AI & Machine Learning, Data Engineering & Platforms and BI & Data Visualization.

Questions finance leaders ask first.

How is AI ROI different from an ordinary business case?

The benefit side is familiar. The cost side is not: model run cost grows with use, someone has to review what the system produces, the data usually needs work, and errors carry a cost of their own. A defensible case prices all of them for one outcome, then adds them up as a total cost of ownership, with year one separate from the run rate.

Do hours saved mean money saved?

Only when spend actually goes: a role not backfilled, overtime or contractor hours cut. A task done 40% faster frees capacity. Moving that capacity to other work can be worth more than the saving, but it is value, not cost avoided, and a sound case counts it once, on the value side. Sometimes the right answer is better service, and then the case should say so rather than count payroll it will never see.

Can you put a number on it before anything is built?

An order-of-magnitude number, yes. The Assessment Sprint produces three cost paths from your own systems, with year one and the ongoing run rate separated. Where a decision needs a full financial model, we say so at the readout.

Will you tell us not to do it?

Yes, when one outcome costs more with AI and nothing it adds, such as revenue, lower risk or a capability you did not have, covers the gap, or when another route gets there for less. That answer is cheaper in week two than in month nine.

Is this only about AI?

No. The same questions apply to analytics and to the data platform underneath. AI makes them more urgent, because run cost grows with use.

Bring us the business case. We’ll price the outcome.

Thirty minutes with the person who would lead the work: a senior AI and data strategist who has taken programs from strategy to systems running in production, in more than one industry. If the honest answer is that it is not worth funding yet, that is the answer you will get.

Book 30 minutes on your business case

Not sure the case holds? Thirty minutes on the numbers, with the person who would lead the work.