- What does an AI implementation consultant do?
- What does an AI developer do?
- AI consultant and AI developer side by side
- When do you need an AI implementation consultant?
- When should you hire an AI developer instead?
- When do you need both?
- Which questions tell an AI consultant and an AI developer apart?
- Where I fit, and when you should hire someone else
- Frequently asked questions
An AI implementation consultant works out where AI fits in your business, sets up the tools and workflows, and trains your people to use them. An AI developer writes code: custom apps, integrations, models and features inside your own software. I'm Lilach Bullock, an AI implementation consultant with 21 years in marketing, and I'm one option if your need sits on the consultant side.
Last checked: October 2026.
The two job titles get mixed up all the time, and it's easy to see why. Both people work with AI, both talk about automation, and both can make your business run differently. But they solve different problems, and hiring the wrong one usually means months of frustration on both sides.
This guide explains what each one does, when you need one, when you need both, and the questions that tell them apart in a first conversation. It's written for small business owners and marketing leads, not for engineering teams.
What does an AI implementation consultant do?
An implementation consultant starts with your business, not with the technology. The work usually looks like this:
- Mapping how a process runs today: who does what, which tools are involved and where time leaks out.
- Choosing which tasks are worth handing to AI and which should stay with a person.
- Setting up existing tools, such as ChatGPT, Claude, Gemini or the AI features already inside your CRM.
- Building no-code or low-code workflows that connect your apps, often in Make.com, Zapier or n8n.
- Writing prompts, guidelines and checklists so the output stays on-brand and accurate.
- Training your team, then checking in to see what's sticking and what isn't.
The deliverable is a business that works differently: a process that runs with less manual effort, and people who know how to use and look after it. If you'd like the longer version, this guide to what AI consultants do day to day walks through it.
What does an AI developer do?
A developer starts with the technical problem. They write and maintain code, and they're the person you need when an off-the-shelf tool can't do the job. Typical work includes:
- Building a custom app, chatbot or internal tool from scratch.
- Connecting AI models to your own software through APIs, with logins, error handling and security.
- Adding AI features inside a product you sell to customers.
- Working with your data at a technical level: databases, pipelines and search over your documents.
- Fine-tuning or hosting models, and monitoring how they behave in production.
The deliverable is software. A good developer will document it, but they won't usually redesign how your sales team works or run a training day for your marketing assistant.
AI consultant and AI developer side by side
| Question | AI implementation consultant | AI developer |
|---|---|---|
| Where they start | Your process, your people and your goals | The technical requirement or specification |
| What they build | Workflows in no-code and low-code tools, prompts, guidelines | Custom code, integrations, apps and model set-ups |
| Who uses the result | Your existing team, in tools they already know | Your team or your customers, through new software |
| Training | Usually part of the job | Rarely part of the job |
| Who looks after it later | Someone on your team, once trained | A developer, in-house or on call |
When do you need an AI implementation consultant?
You're in consultant territory if most of these sound familiar:
- You know AI could save time but you're not sure where to start.
- Your team has tried ChatGPT, but everyone uses it differently and the results are patchy.
- Your tools are mainstream apps: email, a CRM, a form builder, a project tool, social scheduling.
- The problem is how work moves between people and apps, not a missing feature.
- You want your own staff to run things afterwards, without calling anyone.
When should you hire an AI developer instead?
Hire a developer when the thing you need doesn't exist yet. That might be an AI feature inside your own product, a customer-facing app, a system that handles sensitive data under strict rules, or an integration with software that has no ready-made connector. If you've been told a no-code tool can't reach your system, that's usually a developer job.
A developer is also the right call if you already know exactly what you want built and you've got a specification. You don't need someone to work out the process; you need someone to write the code well.
When do you need both?
Plenty of projects need both people, one after the other or side by side. A common pattern is that a consultant maps the process, proves the idea with a no-code workflow and trains the team, and then a developer rebuilds the parts that need to scale or sit inside your own software. Working that way round means the developer builds something you already know people will use.
Want AI doing the heavy lifting in your marketing?
I build the systems that handle the boring 80 percent, so you get your week back. Done properly, with the human kept in.
The reverse happens too. A developer builds a custom tool, and a consultant helps the team adopt it and changes the surrounding process so it gets used. Many AI projects that stall do so at that adoption step, which this piece on why AI implementations fail explains in more detail.
Which questions tell an AI consultant and an AI developer apart?
Ask these in your first call. The answers usually make it obvious who you're talking to.
- What will my team be doing differently when you've finished? A consultant answers in terms of tasks and people. A developer answers in terms of the system.
- Which tools would you use, and why? Listen for whether they start from the apps you already have or from a new build.
- Who looks after this once you've gone? A consultant should name someone on your team and a training plan. A developer should explain maintenance and updates.
- What will you write code for? If the answer is "most of it", you're talking to a developer.
- How do you handle training? If training isn't mentioned at all, the person probably isn't an implementation consultant.
Where I fit, and when you should hire someone else
I'm an AI implementation consultant, not a software developer. I build workflows and automations in Make.com, Zapier and n8n, set up the AI tools your team already has access to, and run AI training and workshops for teams. I've tested and reviewed more than 300 marketing and AI tools, which helps when choosing what suits a small team.
I'm not the right person if you need custom code, an AI feature inside your own product, or a model hosted on your servers. In that case, please can you talk to an experienced developer first. If your need is about process, tools and people, here's how I work with business owners.
Frequently asked questions
Is an AI consultant the same as an AI developer?
No. A consultant focuses on your process, tools and people, and usually trains your team. A developer writes code, builds custom software and maintains it.
Can an AI consultant build automations without code?
Yes. Many consultants build workflows in no-code and low-code tools such as Make.com, Zapier and n8n, which connect the apps you already use.
Do I need a developer to use ChatGPT in my business?
Usually not. Most small businesses can use ChatGPT, Claude or Gemini through their normal apps. A developer becomes useful when you want AI built into your own software.
Should I hire an AI consultant or a developer first?
If you're not sure what to build, start with a consultant to map the process and test the idea. If you already have a clear specification for custom software, start with a developer.
Who maintains AI workflows after they're built?
Ideally a named person on your team who has been trained to pause, edit and check them. Custom code usually needs a developer to maintain it.
