In the digital era, a single idea quickly becomes a trend. Such is the case with the use of artificial intelligence.
While development of these tools and associated coverage is generally centered around ongoing initiatives at mega cap tech companies and cash-flush startups — or more specifically, the potential of these concepts — AI projects are something almost every corporation appears forced to embrace. Or confront, depending upon your view of its place in the world.
And the dichotomy between those convinced of its superpowers and those who view it as a threat can be as polarizing as the political discourse in America today. That creates tightrope act of sorts for corporate America in determining how to message policies, initiatives and uses around AI without alienating either group of people.
Having a public-facing message around AI, though, is critical. Failing to discuss its potential and your organization’s initiatives for the technology will create a perception that you are behind. Equally as important is having a concrete strategy that addresses the technology appropriately.
DEVELOP A CONCRETE STRATEGY
Simply making investments in AI projects and focusing your communications strategy around research and development is far too opaque.
It leaves AI evangelists wondering whether your organization truly thinks about how to leverage the technology to impact the bottom line. And, the naysayer views such commentary as indiscriminate, leading them to asking questions like: will these projects take my job? What oversight is being put in place?
As a business it’s important to explicitly and specifically have an AI strategy that is easily understood, direct and can reasonably be interpreted as having a positive impact on both your employees and clients or customers.
LEAVE NO QUESTIONS UNANSWERED
With such passionate views on the future of AI, it’s important that your organization consider both sides in developing its communications strategy. Members of your marketing team should be assigned to one side or the other, address the most pressing concerns and come together to debate a go-forward plan.
Such a plan should be sure to answer each side’s most pressing concerns: everything from whether your communications strategy signals potential job loss for some employees to ensuring a return on investment for the project(s) is communicated in your strategy.
OWN YOUR STANCE
Issuing statements or press releases on your AI work is entirely too minimal. Where applicable, your C-suite should be seen as thought leaders in AI issues related to your areas of development and specifically the impact of the technology on your industry.
Does your company need to develop a communications strategy around its AI initiatives? Share your RFP at RPF@thebranded.agency.
