The Nickolas Natali Show podcast

Most Companies Are Using AI Completely Wrong

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In this episode of The Nickolas Natali Show, Nickolas Natali sits down with Christian Ulstrup, founder of GSD (recently rebranded as Caritas Venture Co.), where he helps companies use AI to create measurable business outcomes rather than simply adopt new tools. Christian brings nearly a decade of applied AI experience across startups, medical devices, venture-backed companies, private-equity-backed companies, media, and government, along with experience as an MIT Sloan MBA, former MIT AI conference co-chair, startup executive, and patent holder.


Nickolas and Christian explore why AI should be viewed less as a replacement for people and more as a tool for dramatically expanding what capable people can accomplish. They discuss AI agents, identifying the right processes to automate, creating measurable business outcomes, and why human judgment, relationships, and goal-setting become more important as execution gets cheaper.


Christian also shares how his company structures outcome-based engagements, aligns incentives through shared upside and downside, and uses "digital exhaust" from meetings, emails, and customer conversations to uncover hidden opportunities and risks. They also examine AI power users, shadow IT, evolving compensation models, and how service businesses can avoid commoditization.


The conversation closes with a broader idea: technology may change how work gets done, but creating value still begins with taking a genuine interest in other people and helping them move closer to their goals. 


Takeaways

  • AI is most valuable when it expands the scope of what people can accomplish rather than simply attempting to remove humans from the process.

  • Leaders should begin AI initiatives with customer outcomes and business bottlenecks, not with the technology itself.

  • The best automation opportunities combine measurable ROI with strong buy-in from the employees closest to the work being transformed.

  • When AI frees employee capacity, that time can be redirected toward relationships, customer conversations, opportunity spotting, and higher-value work.

  • Outcome-based pricing can better align incentives, but putting 100% of compensation at risk can reduce client commitment and create unnecessary risk.

  • AI power users are often experienced, verbally fluent employees who understand their work deeply, not necessarily the people leadership expects to be the most technical.

  • Meeting transcripts, sales calls, emails, CRM data, and other digital exhaust can help surface patterns, risks, and opportunities that would otherwise remain difficult to see.

  • AI should generate hypotheses and make information more legible, but humans still need to apply judgment, collaborate, set goals, and decide what is actually worth pursuing.


Chapters

00:00 Introduction to Christian Ulstrup and the Future of AI

02:00 Why AI Cannot Simply Replace Human Workers

10:11 What AI Agents Actually Look Like in Practice

17:00 How to Decide What Your Business Should Automate

26:04 What Happens When AI Frees Up Employee Capacity

33:15 Outcome-Based Pricing and Aligning Incentives

44:26 Finding and Developing AI Power Users

50:07 Mining Digital Exhaust for Hidden Business Insights

01:04:26 How Service Businesses Can Avoid Commoditization

01:08:10 Building a Fulfilling Life Through Service and Relationships


Christian Ulstrup’s Links:

https://www.linkedin.com/in/christianulstrup/

https://www.instagram.com/culstrup/


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