Artificial intelligence isn’t a passing fad—it’s transforming the way we work, sell, and grow. As Bob Ruffolo, Founder & CEO of IMPACT, puts it, “AI is going to change the way every company operates.”
In this episode of Endless Customers, Bob shares why leaders can’t afford to ignore AI and what it really takes to prepare their people, their culture, and their operations for a future where AI touches every part of the business.
"I make a lot of parallels to the rise of AI as to the rise of the internet,” says Founder & CEO of IMPACT, Bob Ruffolo.
He goes on to say that “the internet came on pretty fast, so it might have been slow in the beginning, but all of a sudden no one was using faxes anymore. Everything was now via email. AI is going to be the exact same way."
Bob doesn't mince words when discussing the inevitability of AI transforming job markets. “Of course, it's going to take people's jobs. Yes! We all need to be paying attention to this because AI is going to change the way every company operates." He emphasizes that AI will significantly impact companies' operations, influencing every aspect of careers and daily tasks.
But like the internet created entirely new careers (think social media managers or app developers) AI will also create roles we can’t yet imagine. The key is positioning yourself and your team to adapt.
Bob also shares Impact’s strategic shift towards becoming an AI-first company. Since the introduction of ChatGPT in late 2022, Impact has embedded AI into its core operations, driving efficiencies and enhancing service delivery.
The focus isn’t about chasing tools, but about building a culture of:
Experimentation: encouraging every team member to test and learn.
Enablement: giving staff time and resources to explore applications in their roles.
Adaptability: constantly asking, “Can AI do this better?”
This mindset shift is what keeps companies competitive in an AI-driven world.
For business leaders, being proactively engaged with AI is a necessary step.
Talk openly about AI, don’t sweep it under the rug.
Educate employees at every level, from frontline staff to senior leaders.
Create alignment by setting expectations: AI experimentation is no longer optional; it’s part of the job.
As AI continues to evolve, businesses that embrace these principles will be better positioned to thrive in the competitive landscape.
You don’t need to predict every change AI will bring, you need to build a culture that can evolve with it. That’s why we’ve developed the Endless Customers System, designed to help leaders create trust, transparency, and growth in the AI era.
If you’re asking yourself, “How do I make my company AI-ready without losing the human element?”, our team is here to help. Let's talk!
Bob Ruffolo is the founder and CEO of IMPACT, a coaching and training company that helps businesses improve their sales, marketing, communication, and leadership. Bob is relentlessly focused on helping people grow as professionals and as leaders. The purpose of IMPACT is to create heroes, grow businesses, and change lives, a responsibility he takes very seriously. Bob is humbled by the recognition he has received, including being a 40 under 40 winner and being listed on Glassdoor’s Best CEO for Small Businesses list. He also believes in giving back to the community and currently sits on the board of several nonprofits and charitable foundations.
Connect with Bob on LinkedIn
Read: Introduction to AI for Business Leaders and Employees
Watch: AI for Businesses: 6 Steps All CEOs Should Take
Is it too late to adopt AI in my business?
Not at all. We’re still in the early stages. But the companies that start experimenting now will have a massive head start when adoption becomes mainstream.
What’s the first step I should take as a CEO?
Begin by creating space for your team to test tools without fear of failure. Start with small, low-risk experiments, then scale what works.
How do I get employees excited instead of scared?
Frame AI as an enabler, not a threat. Show how it reduces repetitive tasks and gives people more time for meaningful, high-value work.
Can smaller companies really compete with AI?
Yes. In fact, smaller businesses often adapt faster than enterprise organizations, weighed down by red tape. Lean into agility.