The 4 pillars of meaningful AI usage

As artificial intelligence becomes deeply embedded in business strategy, experts urge companies to look beyond simple productivity gains. For many brands, the real opportunity in AI isn’t just cutting costs – it’s about redefining relevance, emotional resonance and market presence.

“Efficiency alone isn’t a strategy. It’s not a value – it’s a means to an end,” said Whitney Wells, SVP at Hotwire Global, speaking at Ragan’s AI Horizons Conference. “If efficiency becomes your primary focus for AI, you risk missing an unprecedented opportunity for transformation.”

Wells shared findings from a report co-authored by Hotwire and the House of Beautiful Business, introducing a framework for using AI not only to streamline operations but to elevate brand purpose and human connection.

“It’s about leaning into what’s unique about your brand, grounding your approach in values-based communications and using AI to make a real, differentiated impact,” Wells said, “not just optimize productivity.”