From “We Should Use AI” to “Here’s How We Actually Will”

Posted 04 December 2025 | 0 Comments

Back in October we updated Chamber members on Richard Dawson's development of his AI Strategic Confidence offer. Since then, members have been asking a common question: "Where do I actually start?" The challenge isn't finding AI tools-it's knowing which ones matter for your specific business and how to implement them without disrupting what already works.

The Problem Isn't Information-It's Clarity

Business owners across Wrexham, Chester and the wider region are drowning in AI advice. Every LinkedIn scroll brings another "5 AI Tools That Will Transform Your Business" post. Every industry conference features AI prominently. Yet despite this abundance of information, most business leaders remain stuck in what Richard calls "productive procrastination"-reading about AI, talking about AI, but never quite getting to implementing AI.

Recent research suggests that while 78% of UK SMEs plan to increase AI investment in 2026, fewer than one in four have moved beyond experimentation to strategic implementation. The gap isn't knowledge-it's confidence.

The "Three Questions" Framework

Richard Dawson, founder of Cheshire Digital Marketing and CPD-certified AI Trainer, has developed a simple starting point for business leaders feeling overwhelmed.

"Before touching any AI tool, I ask clients three questions," says Richard. "First: What's the one task that consistently drains your time but doesn't require your unique expertise? Second: Where are you already using AI without realising it-your employees and shadow AI through your CRM, your accounting software, your email platform? Third: What would your clients actually notice if you got this right?"

"Most business leaders are surprised by the answers. They're often looking for dramatic transformation when the real opportunity is removing friction from existing processes. The goal isn't to become an AI company-it's to become a more effective version of the company you already are."

This "Human First AI" approach-using artificial intelligence to amplify human strengths rather than replace them-forms the foundation of Richard's practice. It's particularly relevant for professional services firms where client relationships and professional judgment remain the core value proposition.

Practical Next Steps for Chamber Members

For business leaders ready to move from reading about AI to doing something about it, Richard suggests starting small and specific. Pick one process, test one tool, measure one outcome. Build confidence through small wins before attempting transformation.

For Chamber members navigating these challenges, Richard has developed his Strategic Clarity Framework - Human First AI sessions, and he will be hosting a series of free, private webinars over the next six months on building AI Strategic Confidence.

The next webinar takes place on Thursday 18th December, with further dates available in January. See the Chamber Member Events Page for more details.

Chamber members interested in attending can contact Richard directly via LinkedIn or by email at [email protected].

About Richard Dawson

Richard Dawson has been a West Cheshire & North Wales Chamber of Commerce member for over 10 years, helping businesses with Marketing Strategy, Digital Transformation, and now supporting Legal & Professional Services Leaders across the region to build AI Strategic Confidence.