Good Enough Isn’t Enough: Why Human Judgment Matters in AI-Powered Proposals

At Summit Strategy, we value the expertise of our partners and are excited to share this guest blog from Hyphenate, a leader in AI-powered solutions for proposal writing. In this piece, Debra Senra, Founder + CEO of Hyphenate, explores the critical role of human judgment in an AI-driven world and how AI can enhance, not replace, human expertise.

For over a decade, I worked in custom market research, partnering with customers to help them solve complex challenges. One project stands out as a perfect analogy for how AI should (and shouldn’t) be used in proposal writing.

A client approached us to determine the best country for expanding their product. We collected extensive data: market size, growth trends, competitive landscape, and distribution channels across ten potential markets. When we presented our findings, the client was frustrated. The data didn’t tell him where to expand. He had expected the answer to be clear-cut, a definitive "yes" or "no." But that’s not how data works.

The truth is, if data could make decisions, he wouldn’t have needed us. Data doesn’t replace human judgment—it enhances it. It provides insights, helps identify tradeoffs, and enables better decision-making. But the decision itself? That still rests with the human. In fact, having data puts even more pressure on the decision-maker because now they have powerful tools that maximize the effectiveness of their expertise. The ability to interpret, synthesize, and act on data becomes even more valuable when the data itself is richer and more accessible.

AI is no different. Many hope AI will simply write a proposal for them—perfectly crafted, without human input. But just as data doesn’t replace decision-making, AI doesn’t replace human expertise. Instead, it amplifies the need for strong human judgment. AI can streamline processes, improve efficiency, and offer insights, but it still requires human guidance. And in some cases, it puts even more pressure on critical human skills.

How AI Changes the Sales Process

AI is transforming the sales and proposal process, automating repetitive tasks and improving efficiency. But while AI makes many things easier, it also increases the pressure on the human elements of the sales process. When AI enables everyone to be "good enough," the path to greatness becomes more critical than ever. And the path to greatness requires human expertise.

Here are three key areas where AI forces humans to be better:

1. Discovery: AI is only as good as the information you provide it. It can run fast down the path you point it toward—but that means you need to point it in the right direction. Without great discovery, AI can accelerate and amplify misunderstandings, leading to proposals that sound polished but miss the mark. Successful proposal writers must be diligent in asking the right questions, uncovering hidden needs, and ensuring AI is working with the best possible inputs.
2. Relationship Building: I firmly believe that clients don’t intentionally withhold information—they just don’t always understand what we need to create the best solutions. Strong relationships make it easier to get to the heart of what truly matters to a client. When clients trust you, they let their guard down, allowing you to uncover insights that AI alone could never extract. The ability to build genuine relationships is what differentiates good salespeople from great ones, and it’s something AI will never replace.
3. Judgment: There is never just one right way to craft a proposal. In my market research days, I saw firsthand that there were dozens of ways to solve customer issues—none of which were definitively "right" or "wrong." The best solutions require human judgment to balance multiple factors: client needs, business priorities, feasibility, and competitive positioning. AI can assist in generating options, but it takes human expertise to determine the best course of action.

AI as a Force Multiplier, Not a Replacement

At Hyphenate, we believe in AI that empowers professionals rather than replaces them. Our approach ensures that AI serves as a force multiplier for human expertise, helping proposal writers craft stronger, more compelling solutions—without losing the strategic insight and creativity that only people can provide.

As we embark on this exciting partnership with Summit Strategy, we look forward to helping organizations leverage AI effectively—enhancing, not replacing, the human element in proposal writing.