How AI Can Gamify Work for Your Team

Businesses need more than just tools—they need transformation. Robert Nisi, Director and Co-founder of Astute Theory, is leading that change. His team specialises in custom enterprise systems, AI integrations, and machine learning models designed to optimise performance from the inside out.

You can go online, use ChatGPT and automate—but so can your competitor. What really makes the difference is how you build something truly groundbreaking that makes your business stand out.

In this article, we unpack key takeaways from Rob’s guest appearance on The Bottom Line podcast and explore how businesses can use AI to gamify work, improve engagement, and unlock strategic advantage.

Customisation: The Game-Changer You’re Overlooking

Most businesses operate with off-the-shelf software that covers about 80% of their operational needs. But according to Rob, the final 20%—the part that’s usually not customised—is what makes or breaks a business.

“That last 20% is actually what’s crucial. It’s the game-changer for your business and your organisation.”

At Astute Theory, the focus is on building completely bespoke systems that reflect a company’s internal processes, language, and goals—whether that’s through client portals, process automation, or data analytics. These tailored tools turn unused data into strategic assets.

Small Wins, Big Gains: The Modular AI Approach

Instead of reinventing entire systems overnight, Astute Theory champions a modular approach: one problem, one AI solution at a time.

Here’s how this plays out:

• Email Lead Sorting: An AI tool that reads incoming emails, flags sales inquiries, and pushes them directly to Salesforce—automating lead management and increasing response speed.

• Smart Inventory Forecasting: A machine learning engine that reads buying patterns and market data to help retailers know exactly when to reorder, reducing stockouts and waste.

• Customer Offer Targeting: AI analyses databases to find the top potential buyers for a campaign and automatically sends timely offers to maximise conversions.

“It’s not about building massive systems anymore. Today, you can solve one problem at a time—faster, cheaper, and smarter.”

Gamification: Making Work (and Sales) a Game

One of the standout projects Rob shares is their Sales Clusters system—a clever use of gamification that’s transforming both customer loyalty and employee performance.

Here's how gamification works in this context:

• Customers interacting with the website earn points based on engagement.

• These points unlock higher-value offers, encouraging deeper brand interaction.

• Internally, staff are rewarded with a star rating for completing process milestones (e.g. faster tax return turnaround), driving performance without micromanagement.

“Everyone likes winning. If you create a measurable, winnable game, you’ll see engagement skyrocket—from your team and your customers.”

Even more powerful? Anonymous benchmarking across firms. With aggregated, anonymised data, companies can see how they rank against others in their industry on metrics like customer service or turnaround time.

Visibility: The Real Power Behind AI

The foundation of Astute Theory’s philosophy is visibility: You can’t manage what you can’t see.

That’s why they build tools like voice-activated dashboards and natural language reporting. Executives on the road can simply ask, “How many sales did we close this month?”—and get an instant answer via text or voice. This turns static data into real-time decision power.

The Risk of Standing Still

Rob makes it clear: The biggest mistake businesses make is relying on cookie-cutter software or trying to do it all themselves.

“If you can build it on your own, your competitor can too. That’s not a competitive advantage.”

The future belongs to businesses that invest in custom tools, data ownership, and differentiated experiences—whether for internal efficiency or external engagement.

From small modules that automate sales emails to gamified systems that energise entire teams, Rob Nisi and Astute Theory prove that AI doesn’t have to be overwhelming—or expensive. It just has to be yours.

So, what’s the first low-hanging fruit you can automate? What internal process could be gamified to boost productivity? It might be time to turn your workflows into winning strategies.

Want to hear the full conversation?
Catch Robert Nisi on The Bottom Line podcast—available on all major platforms.