Bridging the AI Expectation Gap: WE Brands in Motion 2024

Research identifies communication crucial for Australian organisations to achieve AI ambitions 

Sydney, Australia - 6 JUNE 2024: WE Communications (WE) latest ‘Brands in Motion’ (BIM) global study, “Bridging the AI Expectation Gap,”  reveals a growing opportunity for business leaders to turn their AI vision into action — beginning with articulating that vision across both internal and external stakeholders.  

The BIM study, now in its eighth year, surveyed over 2,900 business executives across the globe - including Australia, Singapore, China, Germany, India, Singapore, the UK and USA - to gain insight into how AI is impacting organisational culture, trust, and business communications.  

Dan Woods, Managing Director of WE Australia says the report underlines the need for businesses to be on the front foot when communicating their AI vision. “AI is everywhere, touching everything. Some businesses have evolved AI plans and programs, others are a work in progress: what this study shows is that AI cannot be ignored in terms of communicating with one’s workforce and broader stakeholders.”  

The study points out that proactively sharing leadership’s point of view is one of the most significant ways to build momentum for AI initiatives, yet few businesses have plans in place for implementing and communicating AI integration. 

“It’s precisely because of the universal, inevitable impact of AI that businesses must proactively talk about their own AI journey within and outside their organisation in an open way; and link that to overall business transformation, even if their AI specific plans are in development. The study shows that it's essential to have a communications plan that addresses AI in practical, relatable terms,” Woods says. 

Key findings of the BIM study include: 

• 86% of business leaders in Australia are optimistic about the benefits AI will bring to their organisation. 
• 88% have concerns around the adoption of AI in their organisation, existential threat of AI and cybersecurity risks being the main ones. 
• 56% of Australian organisations have no current investment in AI training. 
• 39% actively talk about AI’s benefits within their organisation. 

There is broad recognition about the opportunity for AI to drive significant impact across a range of business functions, with customer service, marketing and communications, and operations as the top three areas that would benefit most from greater adoption of AI in the workplace. 

Key Strategies to Turn AI Vision Into Action 

According to WE’s research, clear and consistent communication will be key for aligning stakeholders around a company’s AI vision, even if that vision is a work in progress. The study recommends four strategies that can lay the communications foundation for AI initiatives: 

• Build an AI employee engagement strategy: Assess employee sentiment to identify gaps and interests, optimising the organisation's AI content and engagement strategy. 
• Link to the company’s business journey: Refresh the company narrative to showcase how AI is connected to driving growth, change, and innovation, aligning with the organisation's overall transformation journey. 
• Employ executive communications and thought leadership: C-level and company leadership messaging should move beyond broad statements to focus on specific examples, progress updates and change management essential for harnessing AI. 
• Update crisis and issues preparedness plans: Evaluate potential AI-related risks and scenarios, incorporating these findings into your overall preparedness plans.  

The study recommends greater transparency across stakeholders as a cornerstone for AI efforts: 73% of the study’s Australian participants believe their organisation should be more or equally transparent about its use of AI compared with their vendors, partner businesses and customers. 

“While this study indicates that business leaders are generally enthusiastic about the potential of AI, the challenge is not just in adopting the technology, but navigating staff and stakeholders through the inevitable change it brings. This calls for effective communication to fully realise AI’s transformative impact: successful AI integration hinges on bridging the gap between technological possibility and real-world impact, supporting a transition that addresses the diverse needs and concerns of all involved,” Woods says. 

To access the report summary and insights, please click here. 

ABOUT BRANDS IN MOTION 

WE Communications has conducted Brands in Motion global research, surveying more than 100,000+ consumers and business decision-makers to understand the impact of how perceptions shift over time. Because we believe everything is in constant motion, our job as communicators is to help our clients navigate. Partnering with Sapio Research, WE surveyed more than 2,900 global technology executives in eight markets including the United States to understand their perspectives on the evolving AI landscape. 

ABOUT WE 

WE is one of the largest independent communications agencies in the world. We’re all about people — both our clients and employees — and we believe in the power of communications to move audiences to positive action. WE has spent more than four decades helping world-class brands tell technology-led transformation stories that shift perceptions and change behavior. 

WE’s global reach includes a presence in more than 24 cities, partner networks that expand its footprint and client capabilities, and a team of more than 1,400 media and content strategists, creatives and data scientists across technology, health and consumer sectors. Work with global brands like Microsoft, McDonald’s and Volvo has been recognised by Cannes Lions, PRovoke Media SABRE Awards and PRWeek Awards, just to name a few. 

For more information, press only: Priyanka Dogra: [email protected], 0410 593 587