WE Communications has released a new “Brands in Motion” study, revealing that clear communication can bring a company's AI vision to life.
WE Communications' (WE) latest Brands in Motion (BIM) global study, “Closing the AI Expectations Gap,” reveals that business leaders are increasingly turning their AI vision into action, and the first step is to clearly communicate that vision to internal and external stakeholders.
Now in its eighth year, the BIM survey surveyed more than 2,900 C-level executives around the world, including Australia, Singapore, China, Germany, India, Singapore, the UK and the US, to gain insights into how AI is impacting organisational culture, trust and business communications.
WE Australia managing director Dan Woods said the report highlighted the need for companies to be proactive when communicating their AI vision: “AI is everywhere and impacting everything. Some businesses have AI plans and programs rolled out, while others are still in the works. What this research shows is that AI cannot be ignored when it comes to communicating with employees and wider stakeholders.”
The survey noted that few companies have a plan for implementing and communicating AI integration, even though proactively sharing leadership perspectives is one of the most important ways to gain momentum for AI initiatives.
“AI's universal and inevitable impact means companies need to be proactive and open about their AI efforts, both internally and externally, and link them to overall business transformation even as AI-specific plans are still being developed. This research shows that a communications plan that addresses AI in actionable, easy-to-understand language is essential,” says Woods.
Key findings from the BIM study include:
- 86% of Australian business leaders are optimistic about the benefits AI will bring to their organisation.
- 88% have concerns about adopting AI within their organization, with the main concerns being AI's existential threats and cybersecurity risks.
- 56% of Australian organisations are not currently investing in AI training.
- 39% are actively discussing the benefits of AI within their organization.
It is widely acknowledged that AI has the potential to have a significant impact on a range of business functions, with customer service, marketing and communications, and operations being cited as the top three areas that will benefit most from the increased adoption of AI in the workplace.
Key strategies for putting your AI vision into action
According to WE research, even as a company's AI vision is underway, clear and consistent communication is key to aligning stakeholders on that vision. The study recommends four strategies that can lay the communications foundation for your AI initiatives:
- Building an AI employee engagement strategy: Evaluate employee sentiment to identify gaps and interests and optimize your organization's AI content and engagement strategy.
- Links to the company's business history: Refresh your company story and show how AI is relevant to driving growth, change, and innovation across your organization's transformation efforts.
- Employ Executive Communications and Thought Leadership: Messaging from executives and company leaders needs to go beyond broad statements and focus on concrete examples, progress updates, and change management that are essential to leveraging AI.
- Update crisis and problem preparedness plans. Evaluate potential AI-related risks and scenarios and incorporate the findings into your overall preparedness plan.
The survey recommends greater transparency between stakeholders as a foundation for AI efforts, with 73% of Australians surveyed believing there should be more or equal transparency around their own AI use compared to vendors, partners and customers.
“While the survey shows that business leaders are broadly enthusiastic about the potential of AI, the challenge isn't just in adopting the technology; it's also in navigating the inevitable changes that AI will bring. Effective communication is required to fully realise the transformative impact of AI. Successful integration of AI will depend on bridging the gap between technical potential and real-world impact, and supporting a transition that addresses the diverse needs and concerns of all stakeholders,” says Woods.
