Many organisations invest heavily in marketing and sales, yet still struggle to convert interest into customers. Often, the problem isn’t effort but insight. This article explores why customers don’t buy, where organisations lose visibility across the customer journey, and how AI — used properly — can help uncover friction points, improve engagement and drive real business outcomes.

For many SMEs, business development is part strategy, part instinct, and part juggling act. You might know your key clients well but keeping track of follow-ups, nurturing prospects, or spotting subtle shifts in relationships often comes down to gut feel, inbox searches, and memory. And that’s where AI is starting to quietly elevate what’s possible.