AI automation is having a gold rush, and gold rushes attract two kinds of people: those who can dig, and those selling shovels they've never used. These ten questions will tell you which one you're talking to — including if you're talking to me.
1. "What have you actually built that's running right now?"
Not slides. Not "solutions we offer". Live systems, with real users, that you can look at. If everything they show you is a demo or a mock-up, walk away.
2. "What happens when it breaks?"
The right answer mentions error handling, alerts, and what the system does when an input is weird or a connected service is down. Anyone who says "it won't break" has never shipped software.
3. "What will this save me, in hours or pounds?"
A professional will estimate it with you before quoting — and put it in writing. If they can't articulate the saving, they can't justify the price. (Here's how to do the maths yourself so you can check their numbers.)
4. "What's the smallest version of this we could start with?"
Good builders love this question — small first projects prove value fast and build trust. Beware anyone whose minimum engagement is a six-month transformation programme.
5. "What do I own at the end?"
You should own the accounts, the workflows and the documentation. If the automation only exists inside their platform and dies when you stop paying, that's a lease, not a build — fine if you know, bad if you find out later.
6. "What are the ongoing costs?"
Honest answers include tool subscriptions (usually £10–£100/month), AI usage costs (typically pennies per task), and optional support. Vague answers here become surprise invoices later.
7. "Where does my data go?"
They should be able to name which systems hold your data, where it's processed, and how that squares with UK GDPR. Blank looks here are disqualifying — here's what good data practice looks like.
8. "Who does the work — you, or someone you've never met?"
Plenty of agencies sell locally and outsource the build. Not automatically bad, but you deserve to know who's actually in your systems.
9. "What won't you automate?"
Anyone who answers "nothing, AI can do everything!" is selling shovels. Real practitioners have strong opinions about what should stay human.
10. "What happens at handover?"
Documentation, training for your team, and a support arrangement. "You'll never need to touch it" is not an answer — it's a dependency being created on purpose.
Ask me any or all of these on a free 30-minute call — I enjoy them, and you'll have the list ready for whoever else you talk to.
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