AI is everywhere. It is in boardroom conversations, investor decks, and marketing campaigns. The appetite for AI is undeniable, and rightly so. The potential is real: faster workflows, smarter automation, new creative possibilities. As Head of Tech at 9H, a company that works on the front lines of digital innovation, Andre Schembri is well placed to observe a growing disconnect between the AI hype and the operational reality on the ground.

‎ 

The truth is, most companies aren’t ready for AI. Not because they lack ambition, but because their digital foundations are fragmented. AI isn’t a shortcut for businesses that are still entirely offline. If your workflows rely on filing cabinets and handwritten notes, AI won’t get you very far. But if you’ve started your digital journey, even in a fragmented way, AI can help make sense of the chaos and turn scattered systems into something coherent and actionable.

‎

This is a pattern we’re seeing across industries. Companies are eager to explore AI powered solutions, but many haven’t yet solved basic workflow bottlenecks or built the infrastructure that AI needs to function effectively.

‎

At 9H, our work has evolved alongside the needs of our clients. What began with straightforward website builds has grown into the development of fully integrated digital systems. From platforms to automations and custom integrations, we now focus on connecting the dots between people, processes, and data. The goal is simple: build systems that scale, eliminate repetitive work, and create space for smarter, faster decision making, all while keeping the business firmly in control.

‎

Take code assistants as an example. Tools like Replit or GitHub Copilot are fantastic for filling gaps in the development process. They accelerate prototyping, reduce time on repetitive tasks, and help streamline workflows. But they do not eliminate the need for skilled developers who can architect systems, ensure quality, and make strategic decisions. In fact, automating junior development tasks raises a bigger question: where will the next generation of senior developers come from if we eliminate the roles that build foundational expertise?

‎

The same challenge applies to creative outputs. As AI driven design tools become more accessible, clients are understandably starting to question traditional workflows. If an online platform can generate a logo or a website template in minutes, why does it still take hours, or days, to craft bespoke designs? The risk here is the commodification of creativity. When speed becomes the only metric, we risk entering a race to the bottom, where the cheapest and fastest option overrides considerations of quality, originality, and long term value.

‎

But this is a false economy. The real opportunity with AI is not to do an eight hour job in three. It is to use those eight hours to produce work that is exponentially better, more refined, more insightful, and more impactful. AI should be framed not as a time saver, but as a quality amplifier.

‎

That requires a mindset shift. AI is not a plug and play solution. It is a systems design challenge. It demands a holistic approach that considers how teams collaborate, how data flows across departments, and how workflows are structured to allow human creativity to thrive.

‎

One of the most promising, yet often overlooked, aspects of AI is what I call quiet automation. These are the behind the scenes tools that do not grab headlines but significantly enhance productivity: automating asset tagging, streamlining file versioning, managing internal workflows. They are not about replacing talent. They are about clearing the path so talent can focus on the work that actually differentiates a product or service.

‎

However, there is a bigger hurdle we need to address, and that’s the digital maturity gap. Many companies are eager to talk about AI, but their digital ecosystems are not ready to support it. They may have adopted digital tools in isolated pockets, but they lack the cohesive infrastructure and the expertise needed to integrate AI meaningfully across the organisation.

‎

This is not a criticism. It is an opportunity.

‎

At 9H, we see our role as helping companies bridge this gap. We understand the technologies, but more importantly, we understand the realities of day to day operations. We know that AI cannot deliver real value unless the foundational systems, which cover data management, interdepartmental collaboration, workflow design, are robust. That is why our approach is not about selling AI for the sake of it. It is about designing systems that make AI worth adopting.

‎

Another overlooked aspect of this conversation is the human element. AI tools are accessible to everyone, but the real differentiator is perspective. A one person agency equipped with AI can produce a lot, but what they often lack is the diversity of insights, critique, and creative tension that comes from a multidisciplinary team. At 9H, the interplay between our departments, so the way design informs development, how content shapes UX, how strategy aligns with technical execution, is where real value is created. AI can enhance these interactions, but it cannot replicate them.

‎

The companies that will thrive with AI are not the ones that rush to adopt tools, but the ones that lay the groundwork for AI to deliver sustainable value. This means rethinking not just what AI can do, but what your business actually needs it to do. It is about understanding that AI is not here to replace creativity, but to free it from friction.

‎

In the rush to automate, we must remember that technology should serve strategy, not the other way around. AI can be transformative, but only if it is integrated into systems designed with clarity, purpose, and human creativity at their core.

‎

Andre Schembri is Head of Tech at 9H.