Article

Accelerate growth with strategic AI deployment

Decoding AI trends, use cases, solutions and system integrations

February 04, 2026

Key takeaways

AI

Achieving scalable, strategic impact with AI has shifted from an advantage to a necessity.

AI

Effective AI deployment isn’t just about technology, but also process and pain point evaluation.

 Line Illustration of an AI chip

To optimize value, AI solutions must align with desired business outcomes.

#
Machine learning
Generative AI Data & digital services Artificial intelligence Predictive analytics

Middle market organizations are moving quickly to integrate artificial intelligence in meaningful and measurable ways to deliver long-term value, enhance business performance and achieve scalable results. In today’s ever-changing business landscape, companies must leverage AI to target high-value use cases within their operations, such as forecasting, compliance and customer engagement. To establish the right strategic scope, leaders must confirm that their AI solutions align with their desired business outcomes. This requires integrating AI tools into existing systems and workflows to optimize adoption, enhance efficiency and create sustainable success.

How quickly has AI advanced in the middle market? The 2025 RSM Middle Market AI Survey: U.S. and Canada found that 91% of middle market executives are either formally or informally using AI in business practices. But 53% of organizations that have adopted and implemented generative AI believe they were only somewhat prepared to do so, and 70% using generative AI report they need outside help to get the most out of that tool.

Furthermore, 92% of executives experienced challenges with implementation and 62% of respondents said generative AI has been harder to implement than expected. Given the rapid growth of AI and the implementation challenges that can follow, companies must establish a well-defined, results-oriented AI strategy and roadmap that truly fits their needs.

RSM US Principal Jonas Melton, Managing Director Sean Indick and Director Craig Niemoeller recently shared strategic insights on implementing AI solutions that align with business goals, infrastructure and organizational culture during RSM’s webinar Deploying AI that fits: Strategic choices for scalable, sustainable impact.

Below, we take a look at key considerations for building an effective AI adoption strategy, from use case development and solution identification to identifying opportunities that drive growth, improve outcomes and deliver long-term value.

Key AI trends and insights

Deploying AI for scalable, strategic impact is quickly shifting from an advantage to a business necessity. Several trends contribute to successful AI adoption, including:

  • Companies are increasingly monetizing AI capabilities, shifting from free or low-cost features to consumption-based or platform pricing to recoup research and development costs.
  • Experienced AI developers are achieving significantly better outcomes, while nontechnical staff often see productivity decline when building models or agents without the proper expertise.
  • Organizations are now investing in dedicated AI leadership roles, such as chief AI officer or AI strategy lead, to guide enterprise-wide AI adoption.
  • Organizations are realizing that true success requires data quality and readiness, domain expertise, and effective change management.

AI adoption is a transformational process and often fails when organizational readiness and user adoption are overlooked. In addition, data readiness remains a significant concern, especially in areas such as data cleanliness, structure and centralization. Therefore, breaking AI-driven outcomes into categories helps identify meaningful use cases and return on investment (ROI) opportunities.

In addition, understanding the different AI models can help align solutions to needs.

  • Perception AI focuses on sensory inputs such as computer vision and speech-to-text, such as detecting product defects and reading shipping labels.
  • Language AI interprets, summarizes and translates language. It is used daily through tools like ChatGPT and Microsoft Copilot.
  • Predictive AI represents traditional machine learning (ML) used for forecasting, demand planning and trend prediction.
  • Generative AI creates new content, such as text, images, audio and video for automated marketing content, based on natural-language prompts.
  • Agentic AI combines multiple AI types to enable autonomous decision making and action taking, often with human-in-the-loop oversight for accuracy, compliance and governance.

Many AI solutions are built using dedicated, layered architecture, though the exact structure may vary depending on the complexity and scope of the implementation. It is crucial to use trusted enterprise knowledge and facts when designing these AI solutions for correct, desired outcomes.

The design process involves the following steps:

  • Enterprise data foundation: The foundation shapes model instructions, defines templates and provides critical context. Output quality depends on clean, accurate and governed data; this follows the junk in, junk out principle.
  • Design layer: This process uses prompt engineering and contextual setup to teach your business language, jargon, rules and definitions to the AI solution, enabling accurate, tailored outputs.
  • Agentic layer: Autonomous agents take actions and make decisions using the design layer’s context, functioning like a subject matter expert within the organization.
  • Orchestration layer: This function coordinates multiple agents and workflows, enabling end-to-end process automation across departments or entire business functions.

These layers constantly interact through feedback loops—if an agent lacks context or requirements are not met, it requests additional information to refine the workflow and improve performance.

“There is a full spectrum of AI agents, from simple to highly advanced. Basic agents include generative tools that create text, audio or visuals and retrieval agents that pull information from SharePoint or internal knowledge bases, such as ChatGPT and Copilot,” says Niemoeller. “More advanced action agents can take autonomous steps and automate entire workflows or business processes. Building these interconnected agent ecosystems requires deeper technical expertise for reliability and scalability.”

AI use case development and categories

Before identifying AI use cases, organizations must develop a strong foundational framework. This process includes clearly defining business goals, establishing governance and selecting AI-supporting technologies. Solution identification is another critical component, which helps determine whether to build, buy or customize AI tools, or use a mix of all three, depending on the need. However, all of this depends on organizational readiness, including robust change management processes.

You don’t want C-suite leaders to decide where they think opportunities exist. From a use case perspective, it’s the people closest to day-to-day work who are most likely to recognize real opportunities. These groups should then work cohesively to identify opportunities and determine solutions.
Sean Indick, Managing Director, RSM US LLP

AI use cases typically fall into three categories:

AI

Personal productivity: Tools like Copilot can summarize emails or meeting notes, saving time. These are simple but can have a profound impact; they require employees to understand how to use the tools effectively. Use cases can leverage both agentic and generative AI.

AI

Organizational productivity: These solutions focus on automating or enhancing full processes, such as customer service bots, human resources assistants and workflow orchestration solutions. They drive efficiency across departments by streamlining multistep workflows. These use cases generally lean more toward agentic AI.

lifecycle

Enterprise intelligence: This category depends heavily on clean, well-structured data and includes advanced forecasting, anomaly detection and predictive analytics. Solutions enhance traditional ML with modern AI capabilities and deliver higher-level data-driven insights. These use cases typically rely on generative AI.

Organizations often have use cases in all three categories and should aim to pursue opportunities across each as they mature.

Furthermore, successfully identifying use cases to maximize AI impact requires addressing the following measures:

Business outcomes

Clearly define the strategic goals and problems you aim to solve

Framework

Consistently collect, review and prioritize feedback 

Ideation

Conduct workshops to brainstorm potential issues and use cases


Cross-functional collaboration

Involve multiple departments to align on comprehensive needs

Trends and benchmarking

Continuously monitor competitors’ progress using data and automation

Leverage existing resources

Analyze current data to identify trends and inefficiencies

Be granular when identifying use cases, especially for agentic AI. Break processes into specific tasks, such as a particular journal entry or account reconciliation, rather than attempting to automate broad, high-level workflows. While some higher-level bots can address larger problems, many high-value automations exist in the details. Evaluate feasibility by testing for clear ROI, checking data quality and reviewing the required architecture and tools before investing.
Jonas Melton, Principal, RSM US LLP

A business, experience and technology framework enables each use case to be assessed for viability, desirability, feasibility and success metrics. Use cases are scored against a rubric to determine business impact and execution fit, then mapped to categories such as ready-to-accelerate, needs more research, incubate later or shelve entirely. This approach helps teams prioritize high-value, realistic opportunities and avoid investing in use cases better addressed with non-AI solutions.

In addition, deploying a successful AI initiative requires assigning value that aligns with business objectives. Demonstrating a tangible impact to stakeholders is central to effective implementation and long-term scalability. Initiatives can demonstrate their value by how they support three key goals:

AI

Run the organization: Driving efficiency and productivity through workflow improvements and personal productivity AI tools; cutting costs and boosting productivity at scale

secure

Protect the organization: Using data to mitigate risk, adhere to compliance and streamline processes like auditing to strengthen security, resilience and business trust

growth

Grow the organization: Leveraging AI-driven insights to enhance sales strategies and increase top-line revenue, unlocking new avenues for growth

Identifying AI solutions

Organizations can choose from different types of AI solutions depending on their goals, data readiness and development needs. Three primary models exist, each offering varying levels of data considerations, flexibility, complexity, control and use cases. These include:

Embedded AI

Embedded AI

This model includes built-in capabilities within existing tools such as enterprise resource planning (ERP), customer relationship management and automation platforms. Quality and functionality can vary by vendor and use case, data sources are limited and surfaced through plugins, and development complexity is no-code or low-code. Sample use cases include:

  • FloQast: Journal entry generation
    • Automates month-end close process by autonomously preparing and posting transactions directly into an ERP system
    • Pulls supporting details from third-party systems and data sources that can be used to perform calculations, populate a journal template and transfer entries to an ERP
    • Includes human-in-the-loop review for journal entry validation before submission to the ERP
  • HighRadius: Collections agent
    • Automates early-stage collections by interpreting customer emails and classifying requests
    • Recommends next actions and drafts responses for collector review
    • Automatically retrieves and attaches required documents, such as statements and invoices, without any manual search
Hybrid AI

Hybrid AI

This approach combines existing system features with custom components integrating multiple solutions, such as natural-language querying on ERP data. Multiple data sources are surfaced through APIs and development complexity is pro-code and ranges from moderate to complex. Sample use cases include:

  • Microsoft Fabric and Copilot: Generates customer insights
    • Utilizes data preparation, governance and automated insights for data exploration
    • Generates predictive outputs, such as customer churn risk scores
    • Allows analysts to investigate data, build predictive models and take actions, such as sending personalized emails from a single interface
  • NetSuite and CoPilot: Automates transaction creation tasks in NetSuite through natural language prompts
    • User submits a plain-language request in Copilot and the agent logs into NetSuite via REST API to create a purchase order (PO)
    • Agent posts the transaction, confirms completion and provides a link with full audit-trail visibility in NetSuite
    • Simple chat commands via Copilot can approve, receive and update the PO 
Custom AI

Custom AI

Fully tailored solutions are built from scratch using an organization’s own database and an enterprise AI developer service, which may include generative or agentic models. This approach allows full control over prompts, agents, access and governance rules and uses broader, more complex datasets. Development complexity is pro-code and typically high. Sample use cases include:

  • Microsoft Teams, internal websites, Slack or third-party applications: IT helpdesk assistant
    • Provides step-by-step IT guidance from the support knowledge base, enabling troubleshooting without switching applications
    • Performs secure actions, such as multifactor authentication resets, prompting for password verification before completion
    • Escalates unresolved issues by creating IT tickets with a conversation summary and sharing the details with the user

Embedded AI

This model includes built-in capabilities within existing tools such as enterprise resource planning (ERP), customer relationship management and automation platforms. Quality and functionality can vary by vendor and use case, data sources are limited and surfaced through plugins, and development complexity is no-code or low-code. Sample use cases include:

  • FloQast: Journal entry generation
    • Automates month-end close process by autonomously preparing and posting transactions directly into an ERP system
    • Pulls supporting details from third-party systems and data sources that can be used to perform calculations, populate a journal template and transfer entries to an ERP
    • Includes human-in-the-loop review for journal entry validation before submission to the ERP
  • HighRadius: Collections agent
    • Automates early-stage collections by interpreting customer emails and classifying requests
    • Recommends next actions and drafts responses for collector review
    • Automatically retrieves and attaches required documents, such as statements and invoices, without any manual search

Hybrid AI

This approach combines existing system features with custom components integrating multiple solutions, such as natural-language querying on ERP data. Multiple data sources are surfaced through APIs and development complexity is pro-code and ranges from moderate to complex. Sample use cases include:

  • Microsoft Fabric and Copilot: Generates customer insights
    • Utilizes data preparation, governance and automated insights for data exploration
    • Generates predictive outputs, such as customer churn risk scores
    • Allows analysts to investigate data, build predictive models and take actions, such as sending personalized emails from a single interface
  • NetSuite and CoPilot: Automates transaction creation tasks in NetSuite through natural language prompts
    • User submits a plain-language request in Copilot and the agent logs into NetSuite via REST API to create a purchase order (PO)
    • Agent posts the transaction, confirms completion and provides a link with full audit-trail visibility in NetSuite
    • Simple chat commands via Copilot can approve, receive and update the PO 

Custom AI

Fully tailored solutions are built from scratch using an organization’s own database and an enterprise AI developer service, which may include generative or agentic models. This approach allows full control over prompts, agents, access and governance rules and uses broader, more complex datasets. Development complexity is pro-code and typically high. Sample use cases include:

  • Microsoft Teams, internal websites, Slack or third-party applications: IT helpdesk assistant
    • Provides step-by-step IT guidance from the support knowledge base, enabling troubleshooting without switching applications
    • Performs secure actions, such as multifactor authentication resets, prompting for password verification before completion
    • Escalates unresolved issues by creating IT tickets with a conversation summary and sharing the details with the user
Many organizations assume AI tools just work, but out-of-the-box solutions only handle generic tasks well. When a business needs AI to operate according to its specific workflows and nuances, significant development effort is required. This includes discovery, defining success criteria, designing the solution and customizing it for the organization’s processes. While embedded AI may cover roughly 80% of a use case, the remaining 20%, often where the real business value lies, requires thoughtful design and developer involvement.
Craig Niemoeller, Director, RSM US LLP

When choosing between a buy versus build approach, organizations must also evaluate business value, feasibility, ROI and associated risk. Custom solutions require thorough testing, strong governance, security measures and compliance oversight, while embedded AI usually comes with vendor-managed controls in place.

“AI empowers the workforce by embedding agents alongside existing human resources, creating a hybrid model where repetitive, low-value tasks are automated, allowing employees to focus on higher-value, quality-reviewed work,” says Indick. “Successful deployment requires attention to the employee experience, including training, upskilling and providing the right tools and technologies.”

Frequently asked questions

The takeaway

Successfully deploying AI solutions within your business processes is not only about adopting technology; it’s also about thoughtfully assessing processes and their pain points. In addition, aligning tools, business units and people is necessary to deliver measurable business impact. By focusing on strategic initiatives, whether enterprise-wide or focused on specific use cases, your organization can move from experimentation to scalable outcomes.

AI tools and technologies may seem overwhelming at first. To achieve successful results and long-term value, your organization should consider working with technology providers or trusted advisors. This approach helps build trust, fill knowledge gaps and establish a competitive advantage. 

Ready to get started? RSM’s experienced AI advisory team understands the enterprise AI journey and the foundational elements necessary to generate increased value and reduce risk. Contact our team to learn more about how AI can transform your key business operations.

RSM contributors

  • Jonas Melton
    Jonas Melton
    Principal
  • Sean Indick
    Managing Director
  • Craig Niemoeller
    Director

Related insights