AI Has Already Transformed Our Business
It’s made us faster, smarter, and more curious. But so far, we’ve been taking the easy, safe, inexpensive steps. Now it gets more complicated.
When people talk about artificial intelligence in business, they often imagine robots replacing humans. At MultiFunding, our experience has been very different. Over the past year, AI has quietly become one of our most valuable teammates—not because it does our work for us, but because it helps us do our jobs better.
Our efforts started in marketing. We were seeking ways to manage content, campaigns, and social posts without increasing our team size or overburdening our existing staff. Someone suggested trying ChatGPT, and before long, it became part of our daily routine. Today, our marketing team relies on ChatGPT for a wide range of tasks, from research and brainstorming to writing. It helps us start blog drafts, sharpen our copy, and write better headlines. For design and formatting, we turn to Canva’s AI tools—they make it easy to handle visuals and resize videos in no time. And when it comes to presentations or landing pages, Gamma lets us build clean, professional decks in minutes instead of hours.
We’ve also integrated Riverside’s AI tools to streamline our podcast and webinar production. They automatically generate transcriptions and highlight clips—sometimes even recreating short audio snippets in my voice so I don’t have to re-record every line. Sprout Social’s AI features analyze engagement and recommend the best posting times and captions. Zoom’s AI company takes notes during meetings, summarizes discussions, and sends action items automatically.
It’s tough to put a number on the savings, but the impact is noticeable. Our campaigns move faster, presentations come together with less hassle, and we’re producing more content than ever—without adding to the team. Maybe the most significant change is the mindset. The team is more creative, more curious, and more open to experimenting and iterating. Ideas that once took weeks to refine can now take off in hours.
That’s the upside—and it’s real. But now we’re heading into a new, more complicated phase of this journey. The marketing tools are easy. They’re plug-and-play, safe, and inexpensive. The next chapter explores the use of AI to enhance operations, aiming to increase internal efficiency, establish a comprehensive knowledge base for the company, and ultimately improve the client experience. That’s where things get trickier.
We handle sensitive financial data every day. That means privacy, compliance, and security have to come first. There aren’t many ready-made solutions for what we want to do—at least, not ones we can trust. So we’re beginning to explore building custom tools: internal systems that can help our team get through client files faster, generate insights for banks, and improve customer service.
Before we build anything, though, we’re trying to figure out our foundation. We’re currently consulting with various stakeholders, including consultants, developers, and data-security experts, to determine the optimal architecture before we begin coding. Because if we get that wrong, the whole thing crumbles.
The challenge is that this moment feels like a gold rush. Everyone’s suddenly an “AI consultant.” Some are brilliant. Many are not. Sorting the wheat from the chaff has become its own full-time job. It’s noisy out there, and the stakes are higher than they were when we were testing ChatGPT prompts for newsletters.
Still, I’m convinced we have to solve this puzzle. Figuring out how to build responsibly with AI—how to combine human judgment with machine speed—feels as essential to our future as any strategic decision we’ve made in years. The companies that get this right will pull ahead. I know that some companies are looking at AI as a tool to replace jobs. I am looking at it as a way to make our people more efficient and let them leverage their expertise. While ultimately some incremental administrative jobs might not be necessary, none of our current team is on the chopping block.
So far, AI hasn’t made us less human. It’s made us more aware of what only humans can do: empathize, connect, persuade, create. The technology takes care of the heavy lifting—the formatting, the research, the tedious parts of production—so we can spend more time thinking, writing, and building relationships.
That’s the balance we’re trying to carry forward as we move from marketing experiments to operational transformation. This isn’t about chasing shiny objects. It’s about laying the groundwork for a smarter, faster, more responsive business—one that can keep its personal touch while taking advantage of everything this new technology offers.
We don’t have all the answers yet. But we’re asking better questions. And in this moment, that might be the most crucial step of all.
