With today’s business leaders bullish on the benefits of AI technology, the leadership challenge is not whether executives will embrace AI but rather how they’ll bring their organizations along on what promises to be among the world’s most transformative tech innovations.

WE’s 2024 Brands in Motion technology report, “Bridging the AI Expectation Gap,” reveals significant gaps between leadership vision and on-the-ground implementation – including communications about AI – that, unaddressed, will significantly affect AI’s business impact.

What did we find?

  • Brands are overwhelmingly optimistic, but underprepared. Eighty-three percent of respondents are optimistic about AI, but fewer than half have programs in place to make AI adoption a success. And only 37% actively communicate AI’s benefits within their organizations.

  • This optimism is tempered by caution. Nearly all (92%) have at least some concerns around the greater adoption of AI in their organization, with respondents most concerned about cybersecurity risks.

  • Transparency is the answer — with all stakeholders. Most (74%) believe their organization should be more or equally transparent about its use of AI compared with their vendors, partner businesses and customers.



Build a strong AI communications strategy

Audit sentiment and implement your organization’s AI engagement strategy across target audiences — internally and externally.


Refresh your company’s transformation narrative

It needs to account for AI and how it’s driving growth, change and innovation within your organization.


Employ executive thought leadership

Integrate AI messaging with regular updates to foster confidence and pair vision with action.

Update crisis plans

Reconsider messaging and incorporate potential AI-related issues and questions.

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