Free AI course for business leaders

Know what AI should change inside your business.

Understand what AI really is, where it belongs inside a workflow, and how to decide what your company should build first.

You do not need to be a coder, engineer, or AI expert to use AI inside your business. You already understand the part that matters most: your company, your customers, and the work your people do every day.

Anyone can implement AI when they understand what it actually does, where it belongs, and how to build around the parts that make it unpredictable. That is what this workshop will teach you.

Hi, I'm Justin.

I'm a veteran, founder, business leader, and Head of AI at GreyDot Marketing. I have spent the last several years using AI inside real companies, building systems around it, and learning where it creates real leverage and where it creates more problems than it solves. I built this workshop to give business leaders the mental models I use every day.

What we are going to learn

Part One

Understand AI.

AI predicts. It does not think.

Part Two

Find the right problem.

Start with the problem, then map how the work happens today.

Part Three

Build something you can rely on.

Choose work worth solving, fix the process first, and build reliability around the model.

Part Four

Make your people more capable.

Use AI to expand what your people can do instead of trying to replace them.

Part Five

See it working in real businesses.

Look at what we actually built, why we built it, and what happened.

Part One: Understand AI

AI predicts. It does not think.

AI looks like a person inside a computer. It talks like a person, answers questions, writes, plans, analyzes, and explains. The output feels human enough that it is easy to assume there is a mind behind it.

There is not.

At the most basic level, a language model predicts what should come next based on patterns it learned during training and the context it has right now. Then it predicts what should come next again. And again. It keeps doing that until it produces the response you see.

That prediction is incredibly useful. It can research a market, interpret a document, organize information, write software, compare options, and help work through difficult problems. But prediction is different from thought.

AI does not share your purpose. It does not understand the consequences of a bad business decision. It does not know which parts of your company matter unless you give it that context. The person using the system still decides what matters.

Think about a ball falling through a peg board. Drop a ball from the top of a peg board. Every time it hits a peg, it can move in different directions. You know the possible paths. You can understand the probability of where balls are likely to land. But you do not know exactly where one individual ball will end up until it gets there.

A language model works in a similar way. It looks at the context it has, predicts the next token, adds that token to the context, and predicts again. That is why adding context changes the answer. It is also why AI can solve a difficult problem one moment and make a basic mistake the next. The answer is being generated through probability. It is not being retrieved from a perfect internal record of truth.

Deterministic versus probabilistic

Traditional software is usually deterministic. Two plus two equals four. Run that calculation again tomorrow and the answer is still four.

A quarter is probabilistic. You know it will land on heads or tails, but you do not know which one you will get on the next flip.

AI is probabilistic. Give a model the same request multiple times and you can get different wording, different reasoning, and sometimes different conclusions. That does not make AI useless or unreliable by definition. It means you have to build differently around it.

When the same input should always produce the same output, regular software is usually the better tool. AI becomes valuable when the work involves language, interpretation, uncertainty, incomplete information, or many possible correct answers. That distinction is going to matter throughout the rest of this workshop.

An LLM answers. An agent continues.

A language model generates a response. An agent puts that model inside a process.

Imagine I ask you to flip a quarter until you get heads three times. You do not know how many flips it will take. You flip the quarter, inspect the result, keep track of what happened, and decide whether you need to flip again. You continue until the condition is met.

An agent works in a similar way. The model is still predicting, but now the surrounding system gives it tools, memory, instructions, checks, and another chance to act. It can gather information, use a tool, inspect what happened, correct a mistake, and continue working toward a goal. Agents do not magically make AI think. They put prediction inside a workflow.

AI is like hiring a brand-new PhD graduate.

Imagine hiring someone who has read almost everything available in their field. They can explain difficult ideas, see connections quickly, and bring an enormous amount of general knowledge into the company. They have also never worked for you.

They do not know your customers. They do not know why your team follows one process instead of another. They have not lived through the mistakes that taught your experienced employees when the written rule should be ignored. And they can sound extremely confident while being completely wrong.

That is a useful way to think about AI. The model brings general knowledge. Your company brings experience.

Knowledge is transferable. Experience is earned.

Some of the most valuable knowledge in your company has never been written down. It lives in the salesperson who recognizes a bad lead within thirty seconds. It lives in the operations manager who knows which missing field does not matter and which one will create a problem three weeks later. It lives in the employee who knows that one customer always needs an extra phone call.

The model does not arrive knowing any of that. Your job is to combine what the model knows with what your company has learned. You are teaching the PhD graduate how your company actually works.

Question for your business

Think about your most experienced employee.

What do they know that a new hire would never find in the employee handbook?

Write a few examples down. That experience is part of the context an AI system needs before it can help with the same work.

Part Two: Find the right problem

Start with the problem, not the AI.

Do not walk through your company asking where you can add AI. Start with the problems already worth solving. Look for the work creating the most pain, or the work that creates significantly more value if it becomes faster or better.

Maybe leads are waiting too long for a response. Maybe one experienced employee spends hours every week preparing the same kind of analysis. Maybe customers repeatedly ask questions your company already knows how to answer. Find the problem first. Then understand how your people solve it today.

Map the human flow before you build the system flow.

Sit with the person doing the work and follow the process from beginning to end.

  • What starts the work?
  • What information do they need?
  • What do they do with that information?
  • Where do they make a judgment call?
  • What do they produce?
  • How do they know whether they got it right?

Most workflows can be reduced to four basic parts:

Input → Transformation → Output → Evaluation

The input is what starts the work and the information required to perform it. The transformation is what happens to that information. The output is what the process produces. The evaluation tells you whether the result was acceptable and what happens next.

Take a sales workflow. A lead comes in. The business gathers information about the opportunity. Someone decides whether the lead is qualified and what should happen next. Then the result is evaluated based on what actually happens with the opportunity.

Or take content. A customer asks a question. Someone researches the answer, turns that knowledge into something useful, publishes it, and sees whether it actually helped the person. Before deciding where AI belongs, understand that flow.

Find the uncertain step.

Now look at the workflow you mapped. Which parts should behave exactly the same every time? And which part requires interpretation? Most of the workflow should remain deterministic. A strong AI workflow often looks like a sandwich.

Before AI

Regular software collects the information, validates required fields, normalizes the format, and makes sure the model receives what it needs.

AI

The model handles the uncertain part. It interprets language, compares information, drafts something, classifies an input, prioritizes options, or makes a recommendation.

After AI

Regular software applies business rules, routes the result, records what happened, and stops for human approval where necessary.

This gives AI one clear job instead of handing an unpredictable system control over the entire process.

AI has to earn its place.

Once you understand what AI can do, everything starts looking like an AI problem.

It isn't.

If the same input should always produce the same output, use regular software. If a clear rule solves the problem, use the rule. If basic automation removes the bottleneck, automate it. Regular software is easier to test and more predictable. Use AI where prediction actually adds something the deterministic system cannot.

The question is not where you can add AI.

The question is which part of the valuable workflow actually benefits from prediction.

Question for your business

Choose one workflow your team performs every week. Map:

Input → Transformation → Output → Evaluation

Then mark every place where the answer follows a fixed rule. What remains? Find the step that requires interpretation, judgment, language, or incomplete information. That is the first place worth evaluating for AI.

Part Three: Build something you can rely on

First decide whether the problem is worth solving.

You now have a workflow and a possible place for AI. Before building anything, decide whether improving that workflow actually matters. Start with the business result. Does solving the problem increase revenue? Does it lower costs? Does it remove a bottleneck that is preventing the company from doing either?

Put numbers around the opportunity using your actual business. A workflow that saves five minutes once a month probably does not deserve the same attention as one preventing your sales team from responding to qualified leads. Technology is not the reason to invest. The result is.

I usually look at revenue first because growth gives the business more room to hire, invest, and improve. Cost reduction eventually reaches a floor. The strongest opportunities do both. A faster lead response can increase conversion while reducing manual follow-up. A better internal knowledge system can reduce time spent searching while helping the same team serve more customers. Start with the business result. Then decide what deserves to be built.

AI will not fix your messy process.

AI makes work move faster. If the process works, that can create enormous leverage. If the process is broken, you create faster confusion.

Before putting AI into a workflow, ask whether another employee could follow the current process and reach a consistent result.

  • Can they find the right information?
  • Do they understand the steps?
  • Do they know when the work should continue and when it should stop?
  • Can they tell what a good result looks like?

If every employee gives you a different answer, you have a process problem before you have an AI opportunity. The process does not need to be perfect. It needs to be clear enough that another person can understand the job and how success is judged.

Give AI examples of good work.

Think about how you train a new employee. You explain the job, then you show them what good looks like. You give them a completed proposal. You show them a good customer response. You show them a lead the company accepted and one it rejected. When they make a mistake, you correct it and explain why.

AI needs the same thing. Instructions tell the model what you want. Examples show it what you mean. Good examples should include successful work, common edge cases, and failures. The failures are especially valuable because they expose boundaries your experienced employees follow without consciously thinking about them. Without examples, the model has to guess what your company considers good.

Give it the context an experienced employee would need.

A weak instruction says:

Write a proposal for this customer.

An experienced employee would need much more than that.

  • Who is the customer?
  • What problem are they trying to solve?
  • What did they tell us during discovery?
  • What services do we offer?
  • What have we learned from similar customers?
  • What should never be promised?
  • What makes an opportunity a bad fit?
  • What does a good proposal look like here?

That is context. The model does not know what you left inside your head. Better context does not make prediction disappear. It gives the model a better path through the problem. Think back to the peg board. You are still dropping the ball through a probabilistic system. Context changes the path available to it.

Give AI a clear job.

A useful instruction answers three things.

What is the task?

Define the outcome in plain language.

How should the work be done?

Give the model the process, information, and tools it needs.

What does good look like?

Give it examples, constraints, and a standard for evaluating the result.

You do not need a collection of magical prompt tricks. The model needs to understand the job.

Put deterministic gates around prediction.

You already know the model is probabilistic. So do not ask it to be responsible for things regular software can verify. If a field is required, code can check whether it exists. If a dollar amount must fall within a defined limit, code can check the number. If a customer must meet a fixed qualification rule, code can enforce the rule. If an output needs to follow a specific format, validate the format before anything happens next.

Let AI handle the uncertain work. Let deterministic systems enforce what must be true. That is how you take advantage of prediction without making the entire workflow probabilistic.

Keep humans where judgment matters.

Human review is part of the architecture. An internal research assistant that prepares a first draft for an employee carries different risk than an agent speaking directly to customers, touching money, making promises, or changing important records. As the consequences increase, so should the safeguards.

High-risk workflows need stronger tests, narrower authority, fallback paths, and clear rules for when the system stops and asks a person. Your employees already know where exceptions happen and which mistakes matter most. Use that judgment when you design the workflow.

And when a person corrects the system, keep the correction. Save the failed output. Record what should have happened. Preserve why the original result was wrong. The next version should begin with what the company already learned.

Question for your business

Go back to the workflow you mapped. First, define the business result you want to change. Raise revenue or lower costs? Then inspect the process itself.

  • Could a new employee follow it?
  • What examples would you give them?
  • What context would they need?
  • Which parts can be checked with a fixed rule?
  • Where does a person need to remain responsible?

If you cannot answer those questions yet, do that work before you add AI.

Apply the workshop to your actual business.

The workshop gives you a way to think about AI. The Business Leader Community gives you a place to bring the workflow, opportunity, or decision currently in front of you. Ask direct questions. See what other leaders are testing. Work through where AI belongs and what your company should do next.

Part Four: Make your people more capable

AI should empower your people, not replace them.

Your employees already hold the experience the AI needs. They know your customers, exceptions, relationships, processes, and the consequences hidden behind the official rules. Removing those people also removes the experience required to build the system well.

The bigger opportunity is to give them more capability. AI handles more of the repetitive research, organization, translation, drafting, and preparation around the work. Your people spend more time applying judgment, helping customers, improving the process, and making the decisions that require them. The human stays at the center. AI makes them more capable.

AI translates complexity.

A person can describe what they need in normal language. AI can translate that intent into forms other systems understand. That can mean research, analysis, database queries, software instructions, visual concepts, structured data, or the first draft of work that previously required specialized technical knowledge to begin.

That changes who gets to participate. A business leader does not need to become a programmer before helping define the internal tool the company needs. An employee does not need to become a data analyst before asking useful questions about company data. A person with twenty years of industry experience does not need to become a software engineer before helping build a solution to a problem they understand better than most engineers ever will. The expert stays close to the problem. AI helps translate their intent into action.

Make expertise more valuable.

Think back to the employee from Part One. The person who knows things that were never written in the handbook. AI gives you a way to extend what that person knows without forcing them to personally perform every step forever. Their examples can improve the system. Their corrections can become context. Their judgment can define when an agent continues and when it stops. Their experience becomes more useful because more work can benefit from it.

That changes the question leadership should ask. Instead of starting with:

How many people can AI replace?

Start with:

How much more can these people accomplish?

A salesperson can spend less time researching an account and more time talking to the right customer. A provider can spend less time on administration and more time treating patients. An experienced operator can supervise more work without manually performing every step. A domain expert can help build software without waiting for someone else to fully understand the problem first. That is the opportunity.

People remain responsible.

More capability does not remove responsibility. AI can research more information, prepare more options, and carry more of the work. It still does not know what kind of company you want to build. It does not know which customer relationship matters enough to make an exception. It does not know what tradeoff you are willing to accept or what promise you refuse to make.

Those decisions belong to people. The system carries more of the work. People remain responsible for what the work means.

Question for your business

Think about the workflow you have been working through.

If the AI handles more of the research, preparation, organization, or execution, what does that allow the person doing the job to spend more time on?

Do not only measure the labor you remove. Look at the capacity you create.

Part Five: See it working in real businesses

The technology changes from company to company.

The process does not. Find the valuable problem. Understand how the work happens today. Fix the process. Put AI where prediction adds value. Build checks around it. Keep people responsible for the outcome. Then see what happens in reality. These are examples of how we have applied that process.

Compress expert work.

At GreyDot Marketing, I handled new client discovery, planning, and proposal development myself. Each potential client required roughly three to five hours of my time. The process was valuable, but much of what I was doing followed patterns I had learned through years of doing the work.

We built an agent around that process. The agent now handles the discovery, research, planning, and proposal work around the opportunity using the context and standards we built into the system. What used to take me three to five hours now takes about fifteen minutes. I am still responsible for the result. The system carries more of the work required to get me there.

Make deep expertise easier to use.

Mariah Hudler has built a large catalog of financial knowledge through My Financially Flexible Life. She already had the expertise. She had already turned it into blogs, resources, and tools. The problem was that a person arriving on the site had to figure out which pieces of that giant catalog actually applied to their life.

We built a chat agent that talks with the person about their situation and directs them to the resources that fit what they need. When someone needs more help, the agent collects their contact information and books them with Mariah for a free 20-minute strategy session. The AI does not replace Mariah's expertise. It makes that expertise easier for another person to use.

Stop letting demand disappear.

Crawdads on the Lake had a phone problem. They were not consistently answering calls, and hundreds of voicemails accumulated. Those calls included people trying to make reservations and people interested in private events.

We built a voice agent that knows the restaurant, menu, and values and understands why the person is calling. Someone looking for a table is routed into the reservation process through OpenTable. Someone interested in a private event enters a separate sales path where the agent can answer questions and move them toward locking in the booking immediately instead of letting the opportunity sit through the old week-to-two-week process.

The valuable problem was not “we need a voice agent.” The valuable problem was demand the business was failing to capture.

Increase what your people can handle.

As Justin McPeak expanded his medical brand across states, every new location created more administrative work. The normal response would have been to keep adding administrative staff as the business grew. We built automations and a voice agent around each location so the administrative workload did not have to grow at the same rate as the business.

AI was also integrated into the processes around the providers so they could see more patients before the company needed to add another provider. The provider stays focused on treating patients. The systems around them absorb more of the work required to support that care. Growth does not have to mean adding people to every layer of the company at the same rate.

Create a better customer experience that drives revenue.

Sunrider Tours has photographers capturing experiences for its patrons. The problem comes afterward. A patron wants the photos of themselves, but finding those photos across everything the photographers captured creates friction.

We use facial recognition to connect patrons with the photos taken of them. The customer gets an easier way to find their memories. Sunrider gets an easier path to sell the photos it already created. This is a different kind of AI opportunity. The technology improves the customer experience and creates a clearer path to revenue at the same time.

Sometimes the answer is not AI.

Bullseye Bail Bonds is one of my favorite examples because AI was not the answer. The business was operating with a website that was basically a PDF of a business card. Work was tracked on sticky notes. The owner drove across seven counties to close deals in person. Putting an AI agent on top of that would not have fixed the business. The process itself was the problem.

We digitized the paperwork, built the automations around the workflow, and made it possible for customers to complete what they needed online and receive a payment link. The changes added $100,000 to the company's bottom line while the owner stepped away and one employee ran the business. No fancy agent was required. We found the problem and used the simplest technology that solved it. The right answer is not always AI. The right answer is solving the problem.

Put it together.

You now have one workflow from your own business in front of you. You understand what AI actually does. You mapped how the work happens today. You identified where uncertainty exists. You defined why solving the problem matters. You looked at the process, context, examples, deterministic checks, and human judgment required to make the system reliable. And you looked at what the technology gives back to the people doing the work.

That is enough to make your first good AI decision. You do not need to transform the entire company. Start with the problem you mapped. Build the smallest useful version. Put it in the hands of the people who understand the work. Watch what happens. Keep what works. Fix what does not. Add complexity only when the problem earns it. Start with one valuable problem and solve it.

The workshop ends. The decisions do not.

AI will keep changing. Your people, processes, customers, and opportunities will keep changing too.

The Business Leader Community is where we continue working through what deserves your attention, what your company should test, and what should happen next.

Frequently Asked Questions

Who is this AI workshop for?
The workshop is for founders, executives, operators, and other business leaders responsible for deciding how AI should be used inside a company.
Do I need technical experience?
No. The workshop teaches a way to think about AI, workflows, reliability, and business value without requiring you to write code.
Is this only about generative AI?
The workshop covers generative AI and agents, but the larger framework also helps you decide when regular automation or traditional software is the better tool.

Keep working the decisions with other leaders.