Ep178 - Why do so many AI projects make a company's operations messier instead of faster?

Tom Nassr, CEO of XRAY, says the answer starts with process design. Routine steps need to work consistently, while AI can help when a step calls for interpretation or judgment. Tom shows how that split applies to new inquiries and customer emails. He also explains how his team is turning Bob's hand-run prompts into IMPACT's instant website diagnostic.

On this episode of Endless Customers, Bob Ruffolo talks with Tom about smarter AI workflows, the handoffs where business processes break down, and the security risk that led Bob to turn off his AI agent's ability to send email.

Key Topics

00:00 Where AI belongs in your business

09:40 Automation versus AI, and why the difference matters

17:27 Why work gets dropped between departments

23:38 Building IMPACT's instant website diagnostic

36:17 How Lovable, GitHub, Claude Code, and Firecrawl fit into the build

41:43 Prompt injection and limits on AI agent access

Tom has spoken with thousands of business owners, from roofers to biotech firms, about how their work gets done. XRAY designs systems around the work people are good at.

Connect with Tom on LinkedIn: https://www.linkedin.com/in/tomnassr/

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