Mark Kelly
Founder, AI Ireland
“The AI doesn’t get my business” is the most common complaint I hear from SME owners across Ireland. The frustration is fixable, and the solution doesn’t require a tech degree.
Here’s how to turn a chatbot into a specialist member of your team.
Fix the “tone” in your settings
Most users ignore the settings. That’s a mistake. In ChatGPT, the ‘Custom Instructions’ feature allows you to set a permanent “voice.”
Tell the AI to remove overused “AI-isms” like delve, leverage, or underscore — words no Irish business owner uses in real life.
Define your tone: is it “Galway tech-startup casual” or “traditional Dublin legal firm”? Once set, you never have to repeat these rules.
Move from generalist to specialist
The real magic happens when you move away from one giant chat window and start building Custom GPTs. These are purpose-built mini-assistants.
‘The HR Bot’ can be fed into your employee handbook to answer staff queries instantly. Meanwhile, AI can help you win business by giving ‘The Tender Writer’ past successful bids.Finally, ‘The Brand Voice’ is a tool that ensures every social media post sounds like you, not a robot.
Tell the AI to remove overused “AI-isms” like delve, leverage, or underscore — words no Irish business owner uses in real life.
Give it the “home advantage”
AI is only as smart as the data you provide. To move beyond fluff, upload your actual business context. Sales teams should input pitch decks; marketing can add brand guidelines and past campaign reports.
When the AI understands your specific terminology, the ‘hallucinations’ disappear.
The final frontier: integration
For SMEs competing with multinationals, integration is the “secret sauce.” By connecting AI to your CRM or project management tools, it moves from talking about work to doing it — pulling live data and updating records automatically. The technology is no longer the barrier; it’s the setup. By configuring your tools properly, you free your team to focus on work that actually requires human judgment.
