Which AI use cases actually deliver results?
Not the most spectacular, but the most boring. Four traits the winners share, and four patterns that almost always stall.
Use cases
An agent that takes its own steps and calls on systems is attractive and risky at the same time. The distinction lies in what happens when it gets it wrong.
AT A GLANCE
AI in Europe
European brands already running AI in production.
Not my clients. Examples of what happens once AI moves past the pilot stage.
Sweden
AI customer service assistant
Germany
Fashion assistant for product advice
Investment firm
AI strategy and use-case portfolio
Netherlands
AI Trip Planner for travel planning
Germany
Industrial Copilot for engineering
Enterprise retailer
AI-driven vendor selection
Sweden
AI DJ and personalized playlists
Germany
Generative voice assistant in the car
International manufacturer
AI roadmap and leadership
Netherlands
Generative chatbot for customer queries
France
Beauty Genius: personalized advice
Financial services firm
KYC accelerated with AI document analysis
Germany
Joule: copilot in business software
France
Hopla: grocery shopping assistant
SaaS scale-up
AI readiness assessment
Netherlands
AI-driven payment optimization
Netherlands
AI in medical imaging
Professional services firm
Internal AI assistant for knowledge workers
AI agents are suited to preparatory work that a person decides on afterwards, to steps that can be undone without damage, and to tasks with a hard, checkable final test. It goes wrong in processes where a mistake propagates unnoticed, in actions with external consequences, in long chains without an intermediate check, and in situations without a complete log. How much autonomy an agent gets is a choice the organisation makes, depending on what a mistake costs and who notices it.
The advice is almost always to let AI agents start at level one or two, that is, preparing or proposing, even if the model can handle more. That phase makes clear which mistakes actually occur, and that knowledge is needed to determine where autonomy can safely increase.
Yes, as standard: actions by AI agents with external consequences, such as a message to a customer, an order or a payment, need a confirmation step. The cost of a mistake then lands outside the organisation and cannot be taken back.
Yes, logging is not optional: without a complete trail of the steps AI agents took, a mistake cannot be reconstructed. Without a log of the steps taken, the sources consulted and the reason for a chosen route, an incident cannot be investigated; for regulated processes that is not an option, and for everything else it is unwise.
Source: article by Dave Willemstein. Updated: .
A standard AI application receives an instruction and gives an answer. An agent receives a goal and decides for itself which steps are needed: retrieving information, consulting a system, assessing an intermediate result, choosing a next step. That makes it more powerful, and it changes the risk question fundamentally.
With a standard answer, you assess one outcome. With an agent, you assess a chain in which a mistake in step two carries through to step five, possibly without the final output looking wrong. That is exactly where things go wrong in practice.
Gathering and organising information that a person then makes a decision on. Putting together a file from five sources, building a market overview, preparing a tender response. The agent does the search work, the person does the assessment.
This works because the mistake is visible at the moment it matters: the reviewer sees that something is missing or wrong, before anything irreversible happens.
Drafting a concept, assigning a category that can be changed later, creating an internal note. If it goes wrong, you correct it and lose, at most, some time.
If an objective test exists (a calculation that is right or wrong, a query that returns results or doesn't, a file that validates or doesn't), an agent can iterate independently until that test passes. The test is the safety valve.
This is the most important category to avoid. If a wrong intermediate step leads to a final result that looks plausible, nobody discovers the mistake: not in the review, and not in the reporting. Financial processing, risk assessment, and anything where a number flows through to another system falls into this category.
Sending a message to a customer, placing an order, changing an appointment, initiating a payment. Not because an agent can't technically do this, but because the cost of a mistake lands outside your organisation and you cannot take it back. A confirmation step belongs here as standard.
The more steps without a checkpoint, the greater the chance that the agent makes a wrong assumption somewhere halfway through and keeps building on it consistently. Practical limit: if there are more than a handful of steps without any check, build in an intermediate review, automated or human.
If you cannot reconstruct which steps the agent took, which sources it consulted and why it chose a particular route, you cannot investigate an incident. For regulated processes that is not an option, and for everything else it's unwise.
Autonomy is not a property of the technology but a setting you choose. Four levels, in ascending order:
My advice is almost always to start at level one or two, even if the model can handle more. Not out of caution, but because that's the phase in which you learn which mistakes actually occur. You need that knowledge to decide where you can safely increase autonomy, and you won't get that information anywhere else.
For every step you hand over to an agent, one question: if this step goes wrong, who notices, when, and what does it cost to fix?
Three possible answers and what they mean:
The applications I see working in production are rarely the spectacular ones. They are agents that prepare files, bring together information from different systems, or draft a first version that a person finishes. The time saving is real (often tens of per cent on the preparatory step), and the risk is manageable because someone always looks at it before it matters.
The applications that fail are the chains that were given too much independence too soon. Not because the technology couldn't handle it, but because nobody had established what would happen if it got something wrong. That question takes half an hour, and determines whether your application is still running a year from now.
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