AI is not one feature.
It is three different things.
Almost everything sold as "AI for your business" is one of these three, told as if they were the same. All three can be built, but they do not solve the same problem or cost the same. Here is which is which.
The one that brings people in
It works before the customer knows you exist: getting the models to understand your business and cite it, and getting the people already searching to arrive qualified.
The one that serves them
Once they are on your site. An assistant that answers from your catalogue and your way of working, not from the whole internet.
The one that works behind the scenes
The one nobody sees, and the one that gives back the most hours: processes that were done by hand and start doing themselves.
Which of the three do you need?
Usually one, not all three. A fifteen-minute conversation is enough to see which one moves your business and which would be spending for the sake of it.