Is It AI? Or Just Smarter Automation? A Straight-Talk Guide for Michigan Business Owners

Is it Honestly AI? Probably Not.

Anyone with a pulse and a computer or TV for at least the last year has been witness to a new digital revolution — the “rise of artificial intelligence.”

Companies across the globe are pushing out “AI-powered” products and services ranging from chatbots to coffee makers, and even a so-called “AI-based smart waste management system” (trash can) that sorts your trash and recycling for you. No, really. It’s a thing.

“AI” is undoubtably under development, and some models do exist — however, as a term, “AI-powered” can be largely regarded as the buzzword of the moment. It’s hot, mysterious, and definitely makes things sound smarter. But the truth is that a lot of what companies are calling “AI” is just better automation in new packaging.

Now, you may be catching the notion that I’m writing this article as a drag on those companies and their “AI-powered” products.

Au contraire.

There’s another truth to reveal in this “coffee-powered” post you’re reading, and it’s that catching on to the AI craze is an enormous opportunity for small- to mid-sized Michigan businesses — but there’s an honest way to do it and do it effectively.

You don’t need to invent the next ChatGPT to offer a smart, helpful user experience. Most of the “AI” tools on the market today are actually just solid software, most of which have been around for some time, but are now being delivered more efficiently than before. What’s more, with the help of a developer, you can add these programs to your site with relative ease and how you talk about it may have a big impact on how customers perceive your business.

Let’s cut through the buzzwords, get a better grasp on the tools companies are really using, and how to frame them in customer-facing language that’s modern, clear, and most importantly, honest.

Demystifying the Hype.

Before we can talk strategy, we need to talk about what’s happening in most cases when a company claims to be using “AI.”

When companies say “AI,” they might mean:

• A chatbot that answers basic questions using a script
• A form that recommends products based on previous inputs
• An algorithm that schedules emails based on customer behavior
• A grammar tool that rewrites a few lines of text

Technically, these features might involve machine learning. But generally, they’re built on rules, predictions, and automation, which makes it “smart automation” or “predictive logic” not actual intelligence.

Imagine it this way: putting a full-blown AI into a bank’s automated customer support chat feature would be like using a firehose to water your lawn instead of using a sprinkler.

A full AI-powered large language model provides a flood of capability… but with sometimes unpredictable results. It may help a customer find useful information about getting a new home loan, or it may, for lack of a better term, hallucinate, a policy that doesn’t exist.

A rule-based automation is more like the sprinkler. Something controlled and targeted for results:

“Press 1 for account balance. Press 2 for fraud alerts. Etc.”

Calling these tools “AI” makes them all feel like something out of science fiction, but these labels are often misleading and might distract from what’s actually happening — and you don’t need true artificial intelligence to provide a better experience.

With so many smart automation tools already at your disposal, what matters is which tools you choose and how clearly you explain their value.

Smarter Tools, Not Smarter Robots.

We might not be printing steak dinners out of a Jetsons-style microwave just yet, but today’s smart automation tools can still make your site feel futuristic, without going full sci-fi.

Furthermore, you don’t need to fake the helpful tech-connected aspects of your site to attract customers. While the “AI” label might impress some users, most customers simply want a smooth, simple and easy-to-use interface that helps them find or do the thing they came to your site for.

Here are some smart tools to help you do just that:

• Chatbots: Whether they’re fully AI-driven or rule-based, chatbots help users find information quickly and free up your team’s time, but remember, full AI can offer a massive amount of additional capability, which can sometimes manifest in unpredictable ways.
• Email flows: Services like Mailchimp or ActiveCampaign allow you to send personalized messages based on user behavior. These messages are automated but provide a personal touch.
• Product recommendations: Shopify plugins and e-commerce tools now offer “You might also like” features that feel predictive, even if they're just using good data logic.
• Smart search: Tools that auto-complete search queries or surface relevant results make it easier for users to find what they’re looking for. These are often powered by simple keyword analysis and UX design, not HAL 9000.
• Appointment scheduling: using tools with built-in logic, like Calendly, TidyCal, or a custom solution, can help Michigan businesses show availability, qualify leads, and even adjust for time zones before booking.
• Abandoned cart recovery: Shopify, WooCommerce extensions, and Klaviyo can also send your customers automatic emails or push notifications to remind customers about the items they’ve left in their cart, calling them back to have another look and possibly complete the sale.

None of the tools listed above need to “learn” to feel smart to the user, but they can offer a responsive, efficient, and connected experience which often feels like intelligence to the customer, which is really what matters.

Messaging that Matches Reality.

If you’re using modern automation tools, you’re allowed to sound modern. I’m not here to discredit or demonize those who use it, but there is a difference between good marketing and a misleading spin.



Unless you’re using an actual artificial intelligence model in your product or site, you might consider explaining the smart automation service to your customers.

Here are some thoughts on how to appropriately toe that line:

• Instead of: “Revolutionary AI support!”
• Think: “Fast, intelligent support powered by smart automation”
• Instead of: “AI that knows what you want”
• Try: “Personalized recommendations that get better with use”
• Instead of: “Built with cutting-edge artificial intelligence”
• Try: “Designed to save you time using smart tools and data insights”
• 
  

Where to use this language:

• Home page: Let users know they’ll get an easy, intelligent experience.
• Service pages: Highlight features that offer efficiency or personalization.
• About or FAQ pages: Explain your approach to automation in plain terms.
• Sales pitches or proposals: Position your tools as modern and effective, without overpromising.

This kind of language shows that you understand the tech and know how to use it to benefit your customers without pretending you built a robot army.

Why Messaging Matters.

When you call something “AI,” you set an expectation. And if the experience doesn’t match that expectation, users lose trust. Not to mention, it muddies the waters of what is and is not AI.

So why use the label at all? Because when done honestly, it helps you build credibility as a forward-thinking business, improve engagement by making features feel helpful and modern, and highlights efficiency and personalization — two things users value.

That said, don’t chase the word “AI” just because it’s trendy. Instead, describe the effect it has on your users:

• “You’ll get quick answers anytime, thanks to our automated support tools.”
• “Our recommendations learn from your preferences to help you find the right fit faster.”
• “We use smart systems to keep things personal, even at scale.”

When the experience matches the message, customers are more likely to stick around and even recommend you to others.

Keep It Smart, Keep It Honest.

Artificial intelligence isn’t going away — but neither is good old-fashioned marketing. And in today’s landscape, the businesses that win are the ones that can leverage real functionality while communicating it clearly.

Strategies to maintain integrity while still winning customers:

• Know what your tools actually do.
• Don’t oversell, but don’t undersell, either.
• Use “AI” language if it helps explain the benefit, not if it just sounds impressive.
• Stay customer-focused, not buzzword-focused.

You don’t need to invent the next breakthrough to sound like a business of the future. You just need to show your customers you’re thinking ahead and utilizing tools that make their lives a little easier.

Ready to Implement Smart Automation that Actually Works?

Queue Development helps Michigan businesses build smarter websites using practical, modern tools — not just buzzwords. Whether it’s intelligent contact forms, user-friendly chatbots, or real AI features, we focus on what delivers value to your customers.

Let’s talk about how your site can work harder for you. Email us today at [email protected].