Artificial Intelligence

Are Businesses Really Using AI? UK Founders Tell Us the Truth

Everyone is talking about AI. But what are businesses actually doing with it?

In this episode of Zealous System’s “Industry Leaders on AI” series, we sit down with James Maderson and Will Ferguson, Co-Founders and Directors of Impulse Decision, a UK-based fundraising and charity company.

We go beyond the AI hype to explore what AI adoption really looks like inside a growing UK business. James and Will share how they use AI, what’s delivering real value, what hasn’t worked, and where businesses may simply be following the trend.

We discuss AI FOMO, practical vs. gimmicky AI tools, measuring ROI, compliance, AI regulation, startup life in the UK, Gen Z, and the industries adopting AI fastest.

If you want an honest look at how business owners are actually using AI today, this conversation is for you.

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