Four weeks ago our marketing team started building its own internal tools with AI agents: a chat quality report, a social analyser, a ticket watch, market metrics. No IT project, no agency. What made it work wasn't the AI. It was context.
Most support chatbots don't fail on launch day. They fail six months later, when their answers have quietly gone stale. A chatbot is a content maintenance problem dressed up as a technology project.
An AI analysis that nobody can push back on will repeat its mistakes every single day. Here is how we added a thumbs-down with a reason, closed label lists and a "decline instead of guess" rule, and why it made our reports trustworthy.