Customer Case — Finding the Pain Points

Our customer case this semester turned out to be bigger than I thought it would be.

A company in the wedding hosting industry came to visit us at school, and the goal was simple: get to know their business, understand how they work, and identify areas where AI solutions could actually make a difference. What we found was a business with many different workflows running in parallel — and not all of them equally ripe for AI.

That was probably the biggest takeaway from the visit. Potential isn’t evenly distributed. Some areas had clear, low-hanging opportunities, while others had more potential but also came with bigger ambitions, stricter demands, and significantly more work on our end. The tradeoff between impact and complexity became very real very quickly.

We identified three main pain points. The first was the administrative side of their general work process — a classic target for AI solutions, with lots of repetitive, structured tasks that eat up time without adding much creative value. The second was their Christmas market, which has its own underlying workflow and carries enough complexity to be interesting. The third was storage logistics, where there’s potential for simpler AI solutions — and honestly, some solutions that don’t need AI at all.

That last point is something I think gets overlooked in AI courses. Not every problem needs a model behind it. Sometimes the right solution is just a better process, and recognising that is part of the work too.

We have a clearer picture now of where to focus, and the next step is deciding which pain point to actually build something for.