What We Do
Most AI content is either vendor hype or academic papers no one can use. We read the research, analyze the data, identify patterns across implementations, and write about what it means for organizations trying to make AI work.
Not step-by-step guides. Not complete frameworks. Not promises of easy answers.
Evidence-based interpretation. Principle-driven thinking. Honest assessment of trade-offs.
Why We Exist
AI discussions focus on the wrong questions.
Everyone asks "What can this model do?" Almost no one asks "What job needs to be done?"
Jobs-to-be-Done thinking shifts focus from technology capabilities to human needs. From features to outcomes. From tools to the work they enable.
AI changes how people think, collaborate, and make decisions. Understanding those changes requires different questions. We ask them.
The Eight Principles
Our work is guided by the JTBD-to-AI Manifesto: eight principles that define successful AI adoption. They guide every piece of content we create and provide guidance for evaluating AI initiatives and interpreting research.
Start with the Outcome. Define what success looks like before choosing technology.
Stay in Control. Humans remain responsible for strategic decisions.
Design Decisions, Don't Just Make Them. Consider functional, emotional, and social dimensions.
Let Employees Lead the Change. Workers shape their own AI-enabled future.
Rethink Collaboration. Shift from AI as a tool to AI as a teammate.
Teach the Capabilities, Not the Tech. Focus on what AI can do, not how it works.
Think Beyond Your Own Team. Take a systems view of AI impact.
Build in Quality from the Start. Make AI explainable, fair, and compliant.
How We Work
We use AI agents throughout our editorial process—researchers who scan papers, analysts who identify patterns, writers who draft interpretations. Humans set direction, evaluate quality, make final decisions.
This gives us firsthand experience with the questions we explore: How do you define clear jobs for AI? What works better with humans versus AI? Where does collaboration create value neither could achieve alone?
Every workflow decision generates data. Every failure teaches us something we can share. When we write about AI adoption challenges, we're describing problems we've encountered.
What You'll Find Here
Research translation. Academic papers and industry studies interpreted through the eight principles.
Implementation patterns. Insights from real organizations applying JTBD-to-AI, including our own work.
Critical analysis. Questioning hype, vendor claims, and conventional wisdom.
Practical frameworks. Thinking tools for evaluating AI opportunities and asking better questions.
Case studies. Real examples showing how principles play out in practice.
Who We Write For
You're trying to make AI work in your organization. You're tired of hype. You want evidence.
You might be:
- A leader deciding where to invest AI resources
- A product manager figuring out what AI can actually do for users
- A consultant helping clients navigate AI adoption
- An entrepreneur building AI-enabled products
- Anyone who needs to think clearly about AI strategy
You believe in human-centered technology. You're willing to do the hard work of figuring out what that means in practice.
Our Standards
We don't reproduce copyrighted material. We challenge hype. We acknowledge uncertainty. We update our thinking when new evidence emerges. We serve readers, not vendors.
How to Use This Work
Start with principles, not tactics. Adapt to your context—nothing here is one size fits all. Question everything, including what we write. Share what you learn. Focus on outcomes.
Don't adopt JTBD-to-AI because it's a methodology. Adopt it if it helps you make better AI decisions.
Implementation
Want to apply JTBD-to-AI methodology in your organization?
We've partnered with Cognivise AIWorks, who specialize in implementing these principles through structured workshops and transformation programs.
Learn more at cognivise-aiworks.com
Contact
Questions about methodology? Spotted an error? Have feedback?
Email: hello@jtbd-to-ai.com
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JTBD-to-AI is an independent publication focused on evidence-based AI strategy. We don't accept vendor sponsorships or payment for coverage.