The 3 Types of AI Projects We See Every Day (And How to Choose Yours)

Not sure where your business fits on the AI spectrum? You’re not alone.

Every week, we speak to teams who want to move on AI but feel unsure where to begin.
Some have ideas. Some have tools. Most just want to know they’re not making a wrong move.

At New Icon, we’re seeing three distinct types of AI projects come through, and understanding which one you are can help you move forward with clarity and confidence.

1. Bolt-on Builders

“We want to add AI to what we’ve already got.”

These teams are looking to integrate AI into existing products or platforms but often without a clear strategy or understanding of what “good” looks like.

They know AI should be in the mix, but they’re unsure how to add real value. That often leads to surface-level features that don’t move the needle.

What they need:

• A clear review of where AI actually adds value, and where it doesn’t
• A focused prototype or audit to align effort with outcome
•  Help defining a roadmap beyond the buzzwords

2. Nervous Innovators

“We’ve got a big idea… but we’re not sure how to start.”

These teams want to be ambitious… maybe even industry-changing, but they’re cautious. They know the opportunity is there, but need a way to test their assumptions before going all-in.

They’re not stuck, just careful.

What they need:

• A step-by-step proof of concept or discovery sprint
• A safe space to explore the idea, validate demand, and scope feasibility
• Support translating ambition into action

3. Tool Tinkerers

“We’ve been playing with ChatGPT… now what?”

These are the curious ones - early adopters playing with off-the-shelf tools but unsure how to translate that into something business-critical.

They know there’s potential, but haven’t connected the dots between “cool tech” and “commercial impact.”

What they need:

• A way to capture and compound their learnings
• A team-wide view of what’s working and what could scale
• Ideas for moving from ad hoc tinkering to meaningful transformation

So… which one are you?

Whether you’re a Builder, Innovator, or Tinkerer, the important thing is this:

You don’t need to have all the answers. You just need to start asking the right questions.

And we’re here to help.

Find your AI fit

We’ve designed three tailored entry points to help teams move forward based on where they are right now:

• Bolt-on Review: For existing platforms that need a smarter AI plan
• Innovation Sprint: For bold ideas that need validating
• AI Audit Workshop: For teams who want to scale what’s already working

Take 30 mins with our team and let’s map the path that makes sense for you. Not all AI journeys start the same. But the best ones start with clarity.

Want to find out which AI adopter you are? Take the quiz.