AI Strategy: How to Choose What AI Product to Implement

Firms struggle to choose AI projects that pay off: two projects can look equally promising to smart, motivated stakeholders and yet deserve opposite decisions. At the residential real-estate brokerage Compass, one AI product (Likely-to-Sell recommendations) flagged sales outreach opportunities and went on to account for nine figures in annual gross commission revenue. Another championed AI product (a Time-on-Market pricing tool) was rightly shelved. A simple ROI estimate could not distinguish the two. We present expected ROI (eROI), a framework that decomposes each bet into three components and rates them separately: Value if Successful, Likelihood of Success, and Investment Required. Each maps to a question executives can answer before building: How valuable would it be if it worked? How likely is it to work? And what would it cost to implement? Separating the three breaks a common catch-22: teams cannot estimate ROI until they know whether a project will work, yet cannot know whether it will work without building it. Judging Value if Successful on its own dissolves the loop, letting a team argue that a product would be valuable if it worked while it weighs how likely that is. The framework also asks, before ranking anything, whether there are enough good ideas on the table. After ranking, it guides assembling a portfolio of bets rather than funding only the single top-ranked project. We illustrate eROI on Compass's candidate AI products. Precise ROI estimates are hard to make given the inherent uncertainty of AI projects. Coarse business-level ratings of the three components are enough to tell strong bets from weak ones.