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Assaph Mehr 30 Jun 2025
We've already covered the three levels of AI implementation and the three most common mistakes companies make when adding it to their website in this blog: thinking AI is “set and forget”, treating AI as a siloed project, and focusing on tools and neglecting content. Now, let's turn to setting up your AI initiative for long-term success.
Our 6-step roadmap is not just about launching a new feature. It walks through how to embed AI into your broader digital strategy in a way that's sustainable, user-centric, and aligned with your organization's goals.
Before diving in, it's important to remember that successful AI adoption isn't just about functionality - it's also about responsibility. Ethical AI means maintaining transparency, fairness, and accountability in implementation and use. For detailed guidance on ethical AI deployment best practices, check out our DX Trends Report.
Before jumping into implementation, invest time in clarifying where AI genuinely fits within your business goals and user needs. This step lays the foundation for meaningful adoption.
Key questions you should answer at this stage:
Here are some examples on how to analyze AI needs based on this assessment:
Before choosing where to implement AI, it’s important to evaluate the risk and complexity of each potential use case. This framework helps you assess whether a project is low, medium, or high risk - so you can prioritize wisely:
While you don't need to understand AI's internal mechanics in depth to use it effectively, you do need to be clear on its purpose, limitations, and where it fits your roadmap.
AI is a powerful tool that can deliver significant value, but it also carries risks that need to be carefully managed.
Consider the human impact
Evaluate the potential consequences of AI-driven decisions on your users. For example, while recommending a song that someone doesn't like is a minor inconvenience they can simply skip, telling someone they're not eligible for financial aid when they could actually qualify can have drastic impacts on their life. Understanding the gravity of these decisions helps you implement appropriate safeguards.
Ensure legal and moral rights to data
Before feeding data into AI models, confirm you have both legal and moral rights to use that information:
All too often we see how terms and conditions changed regularly, and these changes are rarely in favor of the consumer. Strive for a better moral stance with your audience.
Build in explainability and escalation
Your AI system should be able to explain why it made specific decisions or recommendations. More importantly, establish clear escalation paths:
Address environmental and social impact
AI implementation has broader implications that need consideration. For example:
Environmental impact: AI models consume significant energy, contributing to climate change effects
Social impact: Many AI models are trained primarily on English content or built by specific demographic groups, which can introduce biases
Governance: Establish frameworks to monitor and mitigate these impacts from the start. It’s important that you don’t treat governance similarly to a document on SharePoint. Governance is built into all processes and allows you to continually monitor and improve your services. It is a key to engaging with your public and building trust.
Building responsibility into your AI implementation from the beginning, rather than adding it as an afterthought, helps ensure your AI initiatives create positive value while minimizing potential harm.
Before assessing site-wide readiness or building a large team, choose a pilot to anchor your efforts. This provides a focused, low-risk environment to test, learn, and demonstrate value, without overwhelming your teams or overcommitting resources.
Start with a focused pilot that is low-risk but delivers clear value, something that showcases AI's potential while allowing your teams to learn and iterate in a controlled way. A strong pilot builds credibility, momentum, and internal buy-in.
The ideal pilot will:
Here are some examples of ideal pilots for specific industries:
The goal is to secure early wins that demonstrate tangible improvements in discoverability and user satisfaction, while refining your internal processes and technical capabilities for broader rollout.
Now, you need clear ownership to stay on track. Select a dedicated lead or cross-functional task force to drive your AI initiative forward.
AI readiness lead responsibilities include:
Overseeing AI implementation end to end
Translating AI capabilities into business outcomes
Ensuring ethical and inclusive design
Coordinating collaboration across teams and promoting organizational readiness
Championing continuous improvement
Acting as the go-to resource for leadership
This role can be a dedicated position or part of an existing digital strategy function, depending on your organization's size and structure.
Here's an example of an AI implementation stakeholder map. It includes stakeholders you might consider to be part of your AI readiness task force.
Before introducing new tools, you need to ensure your existing digital foundations are ready to support them. Conduct a thorough content audit across key areas.
Here is your content readiness checklist:
Content clarity, structure, and answerability
Here is an example of a content quality scorecard to help you visualize what goes into this assessment:
Search experience: Assess how easily users and AI models can locate relevant content.
Information architecture: Check whether your website's structure supports logical, seamless navigation and topic clustering.
Governance workflows: Evaluate your processes for maintaining and updating digital assets.
Accessibility and mobile-friendliness: Ensure your content is well-marked-up, accessible, and mobile-optimized.
AI implementation isn't a one-and-done project. To keep your AI-driven experiences effective and evolving, establish a system for ongoing improvement.
A continuous improvement framework includes:
Monitoring
Reviewing and iterating
Expanding
Sharing
Governance integration
The shift to AI-powered discovery and engagement is already here. Organizations that act early and wisely will build trust, relevance, and long-term visibility. Those who delay, risk falling behind as AI reshapes every touchpoint of digital engagement.
At Squiz, we're helping organizations get ahead of this curve with our Conversational AI Search feature, powered by Squiz Funnelback Search. This solution is designed to package the power of AI search into a conversational experience on your website.
Here's a glimpse of how this works in a real search scenario, such as financial aid inquiries:
By integrating Squiz Funnelback's trusted search engine, natural language interfaces, and content auditing tools, conversational AI search not only ensures your pages are AI-ready but also aligned to how people are discovering information today.
To help organizations maximize the success of this AI implementation, we offer a dedicated consultancy framework that supports content readiness, smooth implementation of conversational tools, and continuous improvement over time.
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