Don Morron, HighlandTech, on AI Agents vs AI Assistants, Custom Business Automation, and When to Build vs Buy AI Solutions (North Fulton Business Radio, Episode 921)
On this episode of North Fulton Business Radio, host John Ray welcomes Don Morron, Founder and CEO of HighlandTech. HighlandTech’s AI automation agency builds custom AI agents that help businesses eliminate repetitive work and unlock new levels of productivity. In barely a year of business, Don has earned recognition as the Greater North Fulton Chamber of Commerce’s 2025 Solopreneur of the Year, which demonstrates the rapid impact his work is having in the business community.
Don explains the distinction between AI assistants and AI agents, highlighting their role as digital workers capable of automating business processes from beginning to end. He shares his journey from enterprise sales at Fortune 100 companies to founding HighlandTech and how his commitment to education has made him a leading voice in the physical security industry through his podcast, AI PHYSEC TODAY. Don emphasizes that successful AI adoption requires leadership conviction, starting with identifying the right use cases and understanding when to buy versus build AI solutions.
John Ray is the host of North Fulton Business Radio. The show is produced by John Ray and North Fulton Business Radio, LLC, an affiliate of Business RadioX®, and is recorded inside Renasant Bank in Alpharetta.
Key Takeaways from This Episode
- While AI assistants merely provide information or suggestions without taking action, AI agents are digital workers that can automate entire business processes.
- Businesses should begin their AI journey by identifying repetitive, manual tasks that consume significant time and resources and then evaluate whether existing products can address these issues before investing in custom solutions.
- Successful AI implementation requires leaders to have conviction and a willingness to make calculated bets, taking the initiative themselves rather than expecting employees to drive adoption.
- HighlandTech built an AI agent for a firm that manages security risks in 2,000 schools, which increased productivity by 400%, enabling consultants to complete more safety assessments and better protect students.
Topics Discussed in this Episode
00:20 Host John Ray introduces Don Morron and HighlandTech
02:16 Don Morron explains what HighlandTech does with AI automation
03:13 Don’s career journey from telecom sales to enterprise sales and entrepreneurship
05:13 How Don got into AI three years ago and started his podcast
07:07 How companies should approach AI and avoid common pitfalls
09:15 The difference between AI assistants and AI agents
11:47 Understanding when AI agents are the right solution for a business
14:20 The importance of focusing on business problems rather than chasing AI trends
17:16 How to identify the right AI use cases in your business
19:42 Questions businesses should ask before investing in AI solutions
22:33 When to buy an existing AI solution versus building a custom agent
25:54 The importance of leadership conviction in AI adoption
29:38 Don’s success story helping a security risk management firm quadruple productivity
31:42 How to connect with Don Morron and HighlandTech
Don Morron, Founder and CEO
Don Morron is the Founder and CEO of HighlandTech, an AI automation agency that builds custom AI agents to help businesses eliminate repetitive work and unlock new levels of productivity. Don has become one of the leading voices in the physical security industry about the future of AI agents, hosting the industry’s top podcast, AI PHYSEC TODAY, where he interviews CEOs, innovators, and thought leaders shaping the next generation of security technology.
Don brings more than a decade of leadership experience across cloud sales, enterprise solutions, and AI-driven automation. He previously held senior roles at Fortune 100 and high-growth technology companies, earning multiple industry awards and consistently leading record-breaking sales teams. He holds an MBA from Florida Atlantic University and a certification in Artificial Intelligence from MIT Professional Education.
HighlandTech has gained national recognition for its innovations in AI agents, including the company’s flagship product Electra, and was honored by the Greater North Fulton Chamber of Commerce as the 2025 Solopreneur of the Year. Don is also known for his commitment to community, education, and upskilling. He leads AI training workshops for SMBs, advisors, chambers, and security professionals, helping organizations build the foundation for their new digital workforce.
When he is not advising companies on AI strategy or building next-generation agent systems, Don continues to study AI daily, create thought leadership content, and help leaders understand how to adopt AI responsibly and effectively.
HighlandTech
HighlandTech is an AI automation agency that builds custom AI agents to replace repetitive work and streamline business operations. Most companies lose time and money to manual processes, scattered data, and workflows that depend on constant human follow up. These bottlenecks slow growth and create errors.
HighlandTech solves this by designing AI agents that take full ownership of tasks from start to finish. Their agents read, write, decide, integrate with tools, and handle real operational work with speed and accuracy. The result is a reliable digital workforce that reduces manual effort, cuts costs, and frees teams to focus on higher-value work.
At HighlandTech, they build practical automation that helps businesses work smarter and grow faster.
Renasant Bank supports North Fulton Business Radio
Renasant Bank has humble roots, having started in 1904 as a $100,000 bank located in a Lee County, Mississippi, bakery. Since then, Renasant has grown into one of the Southeast’s strongest financial institutions, boasting over $26 billion in assets and more than 280 offices offering banking, lending, wealth management, and financial services throughout the region. All of Renasant’s success stems from the commitment of each banker to invest in the communities they serve, which in turn helps them better understand the people they serve. At Renasant Bank, their banking professionals understand you because they work and live alongside you every day.
Website | LinkedIn | Facebook | Instagram | X (Twitter) | YouTube
Beyond Computer Solutions supports North Fulton Business Radio
Whether you’re a law firm, medical practice, or manufacturer, there’s one headline you don’t want to make: “Local Business Pays Thousands in Ransom After Cyberattack.” That’s where Beyond Computer Solutions comes in. They help organizations like yours stay out of the news and in business with managed IT and cybersecurity services designed for industries where compliance and reputation matter most.
Whether they serve as your complete IT department or simply support your internal team, they are well-versed in HIPAA, secure document access, written security policies, and other essential aspects that ensure your safety and well-being. Best of all, it starts with a complimentary security assessment.
Website | LinkedIn | Facebook | YouTube
About North Fulton Business Radio and host John Ray
With over 900 episodes and having featured over 1,400 guests, North Fulton Business Radio is the longest-running podcast in the North Fulton area, covering business in our community like no one else. We are the undisputed “Voice of Business” in North Fulton!
The show invites a diverse range of business, non-profit, and community leaders to share their significant contributions to their respective markets, communities, and professions. There is no discrimination based on company size, and there is never any “pay to play.” North Fulton Business Radio supports and celebrates businesses by sharing positive stories that traditional media ignore. Some media lean left. Some media lean right. We lean business.
John Ray is the host of North Fulton Business Radio. John and the team at North Fulton Business Radio, LLC, an affiliate of Business RadioX®, produce the show, which is recorded inside Renasant Bank in Alpharetta.
The studio is located at 275 South Main Street, Alpharetta, GA 30009.
You can find the entire archive of shows by following this link. The show is accessible on all major podcast apps, such as Apple Podcasts, Spotify, Google, Amazon, iHeart Radio, and many others.
John Ray also operates his own business advisory practice. John’s services include advising solopreneurs and small professional services firms on their value, their positioning and business development, and their pricing. His clients are professionals who are selling their expertise, such as consultants, coaches, attorneys, CPAs, accountants, bookkeepers, marketing professionals, and other professional services practitioners.
John is the author of the five-star rated book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices, praised by readers for its practical insights on raising confidence, value, and prices.
