Companies Cannot Afford to Lag Behind on Implementing AI
Our Privacy Policy has been updated! The Conference Board uses cookies to improve our website, enhance your experience, and deliver relevant messages and offers about our products. Detailed information on the use of cookies on this site is provided in our cookie policy. For more information on how The Conference Board collects and uses personal data, please visit our privacy policy. By continuing to use this Site or by clicking "OK", you acknowledge our privacy policy and consent to the use of cookies.  Our Privacy Policy has been updated! Detailed information on the use of cookies on this site is provided in our cookie policy and our privacy policy. 
TCB Tourch
Loading...
  • logoImage
  •  
    • US
    • EUROPE
    • ASIA
  • 2

    Close
    • Insights
        • Insights
        • Explore by Center
          • Explore by Center
          • CED
            Committee for Economic Development

          • Economy, Strategy & Finance

          • Governance & Sustainability

          • Human Capital

          • Marketing & Communications

        • Explore by Content Type
          • Explore by Content Type
          • Reports

          • Upcoming Webcasts

          • On Demand Webcasts

          • Podcasts

          • Charts & Infographics

        • Trending Topics
          • Trending Topics
          • Artificial Intelligence (AI)

          • Navigating Washington

          • Geopolitics

          • US Economic Forecast

          • Sustainability

          • Future of Work

    • Events
        • Events
        • Upcoming Events
          • Upcoming Events
          • People First: Opportunity and Access

          • CHRO Summit: Navigating through a Tsunami of Change

          • Future: People Asia

          • Executive Compensation in a Disruptive World

          • CED Distinguished Leadership Awards Celebration

          • The 2025 IBI/Conference Board Health and Productivity Forum

          • Explore all Upcoming Events

        • Member-Exclusive Programs
          • Member-Exclusive Programs
          • Center Briefings

          • Experts Live

          • Roundtables

          • Working Groups

          • Expert Briefings

    • Data
        • Data
        • Consumer Confidence Index

        • Data Central

        • TCB Benchmarking

        • Employment Trends Index

        • Global Economic Outlook

        • Leading Economic Indicators

        • Help Wanted OnLine

        • Labor Markets

        • Measure of CEO Confidence

        • Human Capital Benchmarking &
          Data Analytics

        • CMO+CCO Meter Dashboard

    • Centers
        • Centers
        • Our Centers
          • Our Centers
          • Committee for Economic Development

          • Economy, Strategy & Finance

          • Governance & Sustainability

          • Human Capital

          • Marketing & Communications

        • Center Membership
          • Center Membership
          • What Is a Center?

          • Benefits of Center Membership

          • Join a Center

    • Councils
        • Councils
        • Find a Council
          • Find a Council
          • Economy, Strategy & Finance

          • Governance & Sustainability

          • Human Capital

          • Marketing & Communications

        • Council Membership
          • Council Membership
          • What is a Council?

          • Benefits of Council Membership

          • Apply to a Council

    • Membership
        • Membership
        • Why Become a Member?
          • Why Become a Member?
          • Benefits of Membership

          • Check if Your Organization is a Member

          • Speak to a Membership Associate

        • Types of Membership
          • Types of Membership
          • Council

          • Committee for Economic Development

          • Economy, Strategy & Finance

          • Governance & Sustainability

          • Human Capital

          • Marketing & Communications

          • Insights

        • Already a Member?
          • Already a Member?
          • Sign In to myTCB®

          • Executive Communities

          • Member-Exclusive Programs

    • About Us
        • About Us
        • Who We Are
          • Who We Are
          • About Us

          • In the News

          • Press Releases

          • Our History

          • Support Our Work

          • Locations

          • Contact Us

        • Our Community
          • Our Community
          • Our Leadership

          • Our Experts

          • Trustees

          • Voting Members

          • Global Counsellors

          • Careers

          • This Week @ TCB

    • Careers
    • This Week @ TCB
    • Sign In to myTCB®
      • US
      • EUROPE
      • ASIA
    • Insights
      • Insights
      • Explore by Center
        • Explore by Center
        • CED
          Committee for Economic Development

        • Economy, Strategy & Finance

        • Governance & Sustainability

        • Human Capital

        • Marketing & Communications

      • Explore by Content Type
        • Explore by Content Type
        • Reports

        • Upcoming Webcasts

        • On Demand Webcasts

        • Podcasts

        • Charts & Infographics

      • Trending Topics
        • Trending Topics
        • Artificial Intelligence (AI)

        • Navigating Washington

        • Geopolitics

        • US Economic Forecast

        • Sustainability

        • Future of Work

    • Events
      • Events
      • Upcoming Events
        • Upcoming Events
        • People First: Opportunity and Access

        • CHRO Summit: Navigating through a Tsunami of Change

        • Future: People Asia

        • Executive Compensation in a Disruptive World

        • CED Distinguished Leadership Awards Celebration

        • The 2025 IBI/Conference Board Health and Productivity Forum

        • Explore all Upcoming Events

      • Member-Exclusive Programs
        • Member-Exclusive Programs
        • Center Briefings

        • Experts Live

        • Roundtables

        • Working Groups

        • Expert Briefings

    • Data
      • Data
      • Consumer Confidence Index

      • Data Central

      • TCB Benchmarking

      • Employment Trends Index

      • Global Economic Outlook

      • Leading Economic Indicators

      • Help Wanted OnLine

      • Labor Markets

      • Measure of CEO Confidence

      • Human Capital Benchmarking & Data Analytics

      • CMO+CCO Meter Dashboard

    • Centers
      • Centers
      • Our Centers
        • Our Centers
        • Committee for Economic Development

        • Economy, Strategy & Finance

        • Governance & Sustainability

        • Human Capital

        • Marketing & Communications

      • Center Membership
        • Center Membership
        • What is a Center?

        • Benefits of Center Membership

        • Join a Center

    • Councils
      • Councils
      • Find a Council
        • Find a Council
        • Economy, Strategy & Finance

        • Governance & Sustainability

        • Human Capital

        • Marketing & Communications

      • Council Membership
        • Council Membership
        • What is a Council?

        • Benefits of Council Membership

        • Apply to a Council

    • Membership
      • Membership
      • Why Become a Member?
        • Why Become a Member?
        • Benefits of Membership

        • Check if Your Organization is a Member

        • Speak to a Membership Associate

      • Types of Membership
        • Types of Membership
        • Council

        • Committee for Economic Development

        • Economy, Strategy & Finance

        • Governance & Sustainability

        • Human Capital

        • Marketing & Communications

        • Insights

      • Already a Member?
        • Already a Member?
        • Sign In to myTCB®

        • Executive Communities

        • Member-Exclusive Programs

    • About Us
      • About Us
      • Who We Are
        • Who We Are
        • About Us

        • In the News

        • Press Releases

        • This Week @ TCB

        • Our History

        • Support Our Work

        • Locations

        • Contact Us

      • Our Community
        • Our Community
        • Our Leadership

        • Our Experts

        • Trustees

        • Voting Members

        • Global Counsellors

        • Careers

        • This Week @ TCB

    • Careers
    • Sign In to myTCB®
    • Download TCB Insights App
  • Insights
    Insights

    Our research and analysis have helped the world's leading companies navigate challenges and seize opportunities for over 100 years.

    Explore All Research

    Economic Indicators

    • Explore by Center
    • CED
      Committee for Economic Development
    • Economy, Strategy & Finance
    • Governance & Sustainability
    • Human Capital
    • Marketing & Communications
    • Explore by Content Type
    • Reports
    • Upcoming Webcasts
    • On Demand Webcasts
    • Podcasts
    • Charts & Infographics
    • Trending Topics
    • Artificial Intelligence (AI)
    • Navigating Washington
    • Geopolitics
    • US Economic Forecast
    • Sustainability
    • Future of Work
  • Events
    Events

    Our in-person and virtual events offer unmatched opportunities for professional development, featuring top experts and practitioners.

    See Everything Happening This Week

    Sponsor a Program

    • Upcoming Events
    • People First: Opportunity and Access

      June 12 - 13, 2025

      CHRO Summit: Navigating through a Tsunami of Change

      June 24, 2025

      Future: People Asia

      September 04 - 05, 2025

    •  
    • Executive Compensation in a Disruptive World

      September 16 - 17, 2025

      CED Distinguished Leadership Awards Celebration

      October 08, 2025

      The 2025 IBI/Conference Board Health and Productivity Forum

      October 16 - 17, 2025

    • Member-Exclusive Programs
    • Center Briefings
    • Experts Live
    • Roundtables
    • Working Groups
    • Expert Briefings
    • Explore by Type
    • Events
    • Webcasts
    • Podcasts
    • Member-Exclusive Programs
    • Center Briefings
    • Experts Live
    • Roundtables
    • Working Groups
    • Expert Briefings
  • Data
    Corporate Disclosure Data

    TCB Benchmarking

    Real-time data & analytical tools to benchmark your governance, compensation, environmental, human capital management (HCM) and social practices against US public companies.

    Economic Data

    All Data

    See current direction and trends across key indicators

    Consumer Confidence Index

    US consumers' thoughts on the economy, jobs, finances and more

    Data Central

    One-stop, member-exclusive portal for the entire suite of indicators

    Labor Markets

    Covering all aspects of labor markets, from monthly development to long-term trends

    Measure of CEO Confidence

    Examines the health of the US economy from the perspective of CEOs

     

    Recession & Growth Trackers

    See the current and future state of 16 economies.

    Global Economic Outlook

    Track the latest short-, medium-, and long-term growth outlooks for 77 economies

    Leading Economic Indicators

    Track the state of the business cycle for 12 global economies across Asia and Europe

    Help Wanted OnLine

    Track the status of job markets across the US through online job listings

    Other Featured Data

    Human Capital Analytics Tools

    Tools to understand human capital management and corporate performance

    CMO+CCO Meter Dashboard

    Tracks the impact, resources, and satisfaction of CMOs and CCOs

  • Centers
    Centers

    Centers offer access to world-class experts, research, events, and senior executive communities.

    Our Centers
    • Committee for Economic Development
    • Economy, Strategy & Finance
    • Governance & Sustainability
    • Human Capital
    • Marketing & Communications
    Center Membership
    • What Is a Center?
    • Benefits of Center Membership
    • Join a Center
  • Councils
    Councils

    Councils are invitation-only, peer-led communities of senior executives that come together to exchange knowledge, accelerate career development, and advance their function.

    Find a Council
    • Economy, Strategy & Finance
    • Governance & Sustainability
    • Human Capital
    • Marketing & Communications
    Council Membership
    • What Is a Council?
    • Benefits of Council Membership
    • Apply to a Council
  • Membership
    Membership

    Membership in The Conference Board arms your team with an arsenal of knowledge, networks, and expertise that's unmatched in scope and depth.

    • Why Become a Member?
    • Benefits of Membership
    • Check if Your Organization is a Member
    • Speak to a Membership Associate
    • Types of Membership
    • Council
    • Committee for Economic Development
    • Economy, Strategy & Finance
    • Governance & Sustainability
    • Human Capital
    • Marketing & Communications
    • Insights
    • Already a Member?
    • Sign in to myTCB®
    • Executive Communities
    • Member-Exclusive Programs
  • About Us
    About Us

    The Conference Board is the global, nonprofit think tank and business membership organization that delivers Trusted Insights for What's Ahead®. For over 100 years, our cutting-edge research, data, events and executive networks have helped the world's leading companies understand the present and shape the future.

    Learn more about Membership

    • Who We Are
    • About Us
    • In the News
    • Press Releases
    • Our History
    • Support Our Work
    • Locations
    • Contact Us
    • Our Community
    • Our Leadership
    • Our Experts
    • Trustees
    • Voting Members
    • Careers
    • This Week @ TCB
Check if You're a Member
Create Account
Forgot Your Password?

Members of The Conference Board get exclusive access to the full range of products and services that deliver Trusted Insights for What's Ahead ® including webcasts, publications, data and analysis, plus discounts to conferences and events.

AI: The Next Transformation

Marketing & Communications Briefs

Timely insights from the Marketing & Communications Center

  • Email
  • Linkedin
  • Facebook
  • Twitter
  • Copy Link

There is currently a wide range of AI adoption by communicators from those who have not begun to explore use cases to those who have launched a fully functional AI model trained on internal data. While companies must explore ways to implement AI and remain competitive, the path to a systematic integration is not clear-cut for all companies as privacy, lack of structured internal data, hallucinations, and the need to upskill remain barriers to usage.

The following are some key insights from our recent roundtable, What’s the Latest on AI in Communications?, held in partnership with Takeda Pharmaceuticals, where we discussed adoption, challenges to integration, measurement, and other use cases, and leading teams through this transformation.

Trusted Insights for What’s Ahead™

  • Leaders should explore what AI can and cannot do to inform their strategy, innovation, and day-to-day work. Currently deployed use cases for Gen AI include aiding employees with tasks such as content creation, supporting customer service associates and chatbots trained on past conversation transcripts, measurement of reputation and sentiment, key message pull-through, and competitive analysis.
  • While AI can enhance work, it does not replace people. Upskilling talent will play a crucial role in supporting AI integration.Prompt engineering will be a key skill to seek and develop to leverage AI. Sandbox environments can be conducive to learning and experimenting with AI. Additionally, establish clear expectations with employees about compliant and safe AI systems, including protecting proprietary data.
  • The key roadblocks for AI integration are suitable AI tools and AI skills on the team. Regarding tools, there is a lack of structured internal data to train AI models. Regarding AI skills, making employees comfortable using AI and upskilling them, also by experimenting with use cases, is key to a productive AI adoption. Additionally, effective change management is necessary to navigate the fear of job changes and entrenched workflows.

AI use cases in communications have the potential to significantly improve productivity and capabilities

AI’s potential to improve individual or team productivity varies drastically based on the type of work and how the team deploys AI. Some roles will benefit more from AI, particularly those focused on content creation such as developing briefs, coding, and brand positioning (scoring content for brand voice and compliance), or those with a lot of menial and process-heavy tasks. As such there is currently a lot of variance in estimates of AI’s impact on productivity. We heard estimates on improvement in productivity from 30% to 500% in the roundtable, which may differ based on the specific task, function, and industry.

Following are some of the current AI use cases that were discussed during the roundtable:

  • Internal Gen AI tools can serve as junior assistants for ideations, creating email drafts, etc.
  • Improving customer service – AI-powered chatbots have seen a lot of success, providing quick and effective customer service with the potential for features such as translation. Such chatbots can be trained on company-specific information and past customer service chat and call transcripts. In addition, transcripts of past customer interactions can serve to create AI-based support for customer service associates tailored to the topic of a specific customer interaction.  
  • Measurement and analytics – AI use cases in measurement have the potential to be revolutionary, particularly for bulk analysis of large amounts of text information and cutting through the noise quickly, which can be applied to news and social media monitoring. Communicators can use AI to build better metrics for tracking reputation and sentiment analysis. For example, large commerce websites currently use AI to extract themes from thousands of written reviews about a product.
  • Key message pull-through emerged as a metric that can be particularly enhanced using AI. Prompting AI to analyze content and pull key messages from drafts of press releases and other content can help communicators see what stands out, compare their messaging to competitors, and gauge whether they are reaching their audience with the intended message. For instance, AI models can be used to rewrite a press release to see if the intended message is coming across or if it didn’t land in the expected way. Additionally, internal AI models can be used to automatically flag content that deviates from company guidelines or to create content that aligns with the company’s core philosophies and values.
  • Competitive analysis – In addition to synthesizing large amounts of internal data, AI models can be used to monitor and distill information about competitors and the market efficiently. For example, it can be used to extract key information from a competitor’s website such as their product offerings and messaging, as well as track conversations on certain topics with less manual effort.

In addition to exploring potential use cases, understanding what AI cannot do is just as important. An example of what AI cannot do well for communicators is strategy. It won’t be able to identify the business problem or how to address it but it can provide valuable tools to tackle the challenge and measure progress.

Talent strategy will play a crucial role in supporting AI integration

Investing in upskilling employees and hiring the right talent considering the opportunities and potential that AI can bring is important to stay competitive. Change management will be crucial as AI brings unprecedented change to the way we work and the overall talent market.

 alt=

  • Learning to use AI and experimenting with it are key to finding the right use cases, improving productivity, and ensuring employees are equipped to leverage AI for their work. Sandbox environments for people to experiment can be a powerful learning tool. Some leaders are asking teams to think about ways that AI could help them before embarking on new projects which can prime employees to consider it a part of their regular tool kit, and not just a novelty.
  • Crafting prompts to get the desired output from the AI model requires the user to have a strong command of logical writing, rhetoric, and context.  Prompts for Gen AI models are more complex, specifying context and the question in a natural language format, as opposed to the keyword search prompts used for searches that people are used to. Prompt engineering, which may sound complicated but is simply this process of crafting prompts to input into AI models, will be a necessary skill across functions as Gen AI becomes more integrated into workplaces.
  • Establish ground rules for AI usage. To reduce risk for the company, there should be zero tolerance for non-sanctioned AI systems and guidelines to ensure that everyone uses only approved platforms that have been investigated for compliance with company policy. Some teams are experimenting with de-identified information while finding the right tools to integrate. In the long run, ensuring employees have access to the AI tools they need can help reduce the risk of them using unauthorized systems.

Primary roadblocks for AI integration include structured data, resources, and change management

While most communicators agree that integrating with AI will enhance their productivity, for many companies, there is a lot of work to be done before they can transition to an AI-powered workplace. A small fraction of companies have integrated AI. Following are some of the common barriers companies are facing:

  • Clean, structured internal data are crucial for many AI use cases, particularly for creating AI models tailored to the company’s needs. Companies are training AI models on their internal data and creating chatbots similar to ChatGPT to sidestep common issues with the public models including privacy concerns, hallucinations, and violating copyright law. Overall, this creates a far more efficient tool for usage within the company since it requires less rework to align with company-specific information. The quality of data is key regardless of how competent the model is – garbage in, garbage out. Companies that invested in improving their internal data collection and storage during the age of big data over the last decade or so will be at an advantage.
  • Resource allocation – AI integration can be a resource-heavy process requiring experimentation, money, and upskilling. Larger companies have an advantage in terms of resources they can allocate to invest in customized AI integration. Yet, there are also off-the-shelf AI applications that can be tailored to some extent to companies’ needs. Currently, around 10% of companies are scaling one or more Gen AI applications across functions, while 40% are piloting AI projects to test its value and 50% have not yet taken action.
  • Change management – Fear of job displacement, resistance to change, and entrenched workflows can hinder experimentation and adoption of AI. Additionally, misunderstandings by leaders around what AI can and cannot accomplish can be a roadblock to integration and finding the right use cases. Along with investing in AI, companies need to invest in AI learning and effective change management to avoid pushback to the rapid pace of innovation we are experiencing.

Companies Cannot Afford to Lag Behind on Implementing AI

May 08, 2024

There is currently a wide range of AI adoption by communicators from those who have not begun to explore use cases to those who have launched a fully functional AI model trained on internal data. While companies must explore ways to implement AI and remain competitive, the path to a systematic integration is not clear-cut for all companies as privacy, lack of structured internal data, hallucinations, and the need to upskill remain barriers to usage.

The following are some key insights from our recent roundtable, What’s the Latest on AI in Communications?, held in partnership with Takeda Pharmaceuticals, where we discussed adoption, challenges to integration, measurement, and other use cases, and leading teams through this transformation.

Trusted Insights for What’s Ahead®

  • Leaders should explore what AI can and cannot do to inform their strategy, innovation, and day-to-day work. Currently deployed use cases for Gen AI include aiding employees with tasks such as content creation, supporting customer service associates and chatbots trained on past conversation transcripts, measurement of reputation and sentiment, key message pull-through, and competitive analysis.
  • While AI can enhance work, it does not replace people. Upskilling talent will play a crucial role in supporting AI integration.Prompt engineering will be a key skill to seek and develop to leverage AI. Sandbox environments can be conducive to learning and experimenting with AI. Additionally, establish clear expectations with employees about compliant and safe AI systems, including protecting proprietary data.
  • The key roadblocks for AI integration are suitable AI tools and AI skills on the team. Regarding tools, there is a lack of structured internal data to train AI models. Regarding AI skills, making employees comfortable using AI and upskilling them, also by experimenting with use cases, is key to a productive AI adoption. Additionally, effective change management is necessary to navigate the fear of job changes and entrenched workflows.

AI use cases in communications have the potential to significantly improve productivity and capabilities

AI’s potential to improve individual or team productivity varies drastically based on the type of work and how the team deploys AI. Some roles will benefit more from AI, particularly those focused on content creation such as developing briefs, coding, and brand positioning (scoring content for brand voice and compliance), or those with a lot of menial and process-heavy tasks. As such there is currently a lot of variance in estimates of AI’s impact on productivity. We heard estimates on improvement in productivity from 30% to 500% in the roundtable, which may differ based on the specific task, function, and industry.

Following are some of the current AI use cases that were discussed during the roundtable:

  • Internal Gen AI tools can serve as junior assistants for ideations, creating email drafts, etc.
  • Improving customer service – AI-powered chatbots have seen a lot of success, providing quick and effective customer service with the potential for features such as translation. Such chatbots can be trained on company-specific information and past customer service chat and call transcripts. In addition, transcripts of past customer interactions can serve to create AI-based support for customer service associates tailored to the topic of a specific customer interaction.  
  • Measurement and analytics – AI use cases in measurement have the potential to be revolutionary, particularly for bulk analysis of large amounts of text information and cutting through the noise quickly, which can be applied to news and social media monitoring. Communicators can use AI to build better metrics for tracking reputation and sentiment analysis. For example, large commerce websites currently use AI to extract themes from thousands of written reviews about a product.
  • Key message pull-through emerged as a metric that can be particularly enhanced using AI. Prompting AI to analyze content and pull key messages from drafts of press releases and other content can help communicators see what stands out, compare their messaging to competitors, and gauge whether they are reaching their audience with the intended message. For instance, AI models can be used to rewrite a press release to see if the intended message is coming across or if it didn’t land in the expected way. Additionally, internal AI models can be used to automatically flag content that deviates from company guidelines or to create content that aligns with the company’s core philosophies and values.
  • Competitive analysis – In addition to synthesizing large amounts of internal data, AI models can be used to monitor and distill information about competitors and the market efficiently. For example, it can be used to extract key information from a competitor’s website such as their product offerings and messaging, as well as track conversations on certain topics with less manual effort.

In addition to exploring potential use cases, understanding what AI cannot do is just as important. An example of what AI cannot do well for communicators is strategy. It won’t be able to identify the business problem or how to address it but it can provide valuable tools to tackle the challenge and measure progress.

Talent strategy will play a crucial role in supporting AI integration

Investing in upskilling employees and hiring the right talent considering the opportunities and potential that AI can bring is important to stay competitive. Change management will be crucial as AI brings unprecedented change to the way we work and the overall talent market.

 alt=

  • Learning to use AI and experimenting with it are key to finding the right use cases, improving productivity, and ensuring employees are equipped to leverage AI for their work. Sandbox environments for people to experiment can be a powerful learning tool. Some leaders are asking teams to think about ways that AI could help them before embarking on new projects which can prime employees to consider it a part of their regular tool kit, and not just a novelty.
  • Crafting prompts to get the desired output from the AI model requires the user to have a strong command of logical writing, rhetoric, and context.  Prompts for Gen AI models are more complex, specifying context and the question in a natural language format, as opposed to the keyword search prompts used for searches that people are used to. Prompt engineering, which may sound complicated but is simply this process of crafting prompts to input into AI models, will be a necessary skill across functions as Gen AI becomes more integrated into workplaces.
  • Establish ground rules for AI usage. To reduce risk for the company, there should be zero tolerance for non-sanctioned AI systems and guidelines to ensure that everyone uses only approved platforms that have been investigated for compliance with company policy. Some teams are experimenting with de-identified information while finding the right tools to integrate. In the long run, ensuring employees have access to the AI tools they need can help reduce the risk of them using unauthorized systems.

Primary roadblocks for AI integration include structured data, resources, and change management

While most communicators agree that integrating with AI will enhance their productivity, for many companies, there is a lot of work to be done before they can transition to an AI-powered workplace. A small fraction of companies have integrated AI. Following are some of the common barriers companies are facing:

  • Clean, structured internal data are crucial for many AI use cases, particularly for creating AI models tailored to the company’s needs. Companies are training AI models on their internal data and creating chatbots similar to ChatGPT to sidestep common issues with the public models including privacy concerns, hallucinations, and violating copyright law. Overall, this creates a far more efficient tool for usage within the company since it requires less rework to align with company-specific information. The quality of data is key regardless of how competent the model is – garbage in, garbage out. Companies that invested in improving their internal data collection and storage during the age of big data over the last decade or so will be at an advantage.
  • Resource allocation – AI integration can be a resource-heavy process requiring experimentation, money, and upskilling. Larger companies have an advantage in terms of resources they can allocate to invest in customized AI integration. Yet, there are also off-the-shelf AI applications that can be tailored to some extent to companies’ needs. Currently, around 10% of companies are scaling one or more Gen AI applications across functions, while 40% are piloting AI projects to test its value and 50% have not yet taken action.
  • Change management – Fear of job displacement, resistance to change, and entrenched workflows can hinder experimentation and adoption of AI. Additionally, misunderstandings by leaders around what AI can and cannot accomplish can be a roadblock to integration and finding the right use cases. Along with investing in AI, companies need to invest in AI learning and effective change management to avoid pushback to the rapid pace of innovation we are experiencing.

Download Brief
Great News!

You already have an account with The Conference Board.

Please try to login in with your email or click here if you have forgotten your password.

  • Download
  • Download Brief

Author

Meenakshi Janardhanan

Meenakshi Janardhanan

Research Associate, Marketing & Communications

Read BioMeenakshi Janardhanan

More From This Series

Brief

All at Sea: Restoring American Seafood Competitiveness

May 06, 2025

Brief

Experienced Marketers and Communicators Enter the Job Market Amid Federal Cuts

April 18, 2025

Brief

White House Task Force on the 2026 FIFA World Cup

March 24, 2025

Brief

Tricky Topics and Possible Actions for Communicators Today

March 11, 2025

Brief

One Common Language

March 10, 2025

Brief

“Make America Healthy Again”—A marketing and comms challenge

February 26, 2025

View Less View More

Charts

AI and Automation Risk Index

Our AI and Automation Risk Index provides organizations a view of AI’s potential impacts across the job spectrum.

LEARN MORE Yellow and white frame illustration

Charts

Principles for AI Guardrails in the US

A national AI framework must promote safety, security, and innovation.

LEARN MORE Yellow and white frame illustration

Publications

AI on the Fly: A Case Study of Live Film Generation

AI on the Fly: A Case Study of Live Film Generation

March 13, 2025 | Guide & Reference

The EU AI Act and the Shifting Global AI Policy Landscape

The EU AI Act and the Shifting Global AI Policy Landscape

February 14, 2025 | Article

What the Paris AI Summit Means for US Innovation

What the Paris AI Summit Means for US Innovation

February 12, 2025 | Essay

Can America Stay Ahead in AI?

Can America Stay Ahead in AI?

February 05, 2025 | Brief

Can the US Keep Up with DeepSeek?

Can the US Keep Up with DeepSeek?

January 30, 2025 | Guide & Reference

Policy Alert: Rescinding AI Safety Executive Order

Policy Alert: Rescinding AI Safety Executive Order

January 24, 2025 | Newsletters & Alerts

View Less View More

On Demand Webcasts, Podcasts and Videos

Let's Talk Global Business

S2E4 - Will Marketing Survive AI Agents?

May 08, 2025

Let's Talk Global Business

S2E2 - Is the AI Bubble About to Burst?

April 11, 2025

Cutting Through: The role of the corporate website in the misinformation age

February 06, 2025 11:00 AM ET (New York)

CEO Insight Minute: Can the US Keep Up With DeepSeek?

February 06, 2025

C-Suite Perspectives

How Financial Services Companies are Using AI to Innovate

January 13, 2025

C-Suite Perspectives

The AI Revolution in Marketing Is Just Beginning

January 06, 2025

View Less View More

Upcoming Events

Event

The AI Leadership Summit

November 18 - 19, 2025 | (Brooklyn, NY)

Event

The AI Leadership Summit

November 18 - 19, 2025 | (Brooklyn, NY)


Press Releases / In the News

PRESS RELEASE

CED Provides Plan to Capitalize on AI While Safeguarding Against Its Risks

June 25, 2024

IN THE NEWS

Alex Heil on AI Electricity Demand

June 20, 2024

PRESS RELEASE

Report: The Rise of AI Threatens to Explode US Electricity

June 13, 2024

IN THE NEWS

OpenAI’s Unique Setup Led to Governance Debacle

November 22, 2023

PRESS RELEASE

AI's Disinformation Capabilities Threaten Presidential Election—Highlightin…

September 26, 2023

PRESS RELEASE

Survey: AI Usage for Marketers and Communicators

August 03, 2023

View Less View More
  • Tags
  • AI - Marketing & Communications
  • AI: The Next Transformation
  • Communications
  • Consumer Dynamics
  • Marketing
EVENT PORTAL

Forgot Password | Resend account confirmation

Conference Board Sample Web Chat
chatbot-Icon TCB Logo
chatbot-Icon
Navigating Washington - Sign up to receive the latest business insights related to executive orders, new laws, and changing regulations.
ABOUT US
  • Who We Are
  • Annual Report
  • Our History
  • Our Experts
  • Our Leadership
  • In the News
  • Press Releases
MEMBERSHIP
  • Become a Member
  • Sign In to myTCB®
  • Access Experts
  • Member-Only Events
  • Data & Benchmarking
  • Manage Account
EXPLORE
  • Centers
  • Councils
  • Latest Research
  • Events
  • Webcasts
  • Podcasts
  • This Week @ TCB
CONTACT US
  • Americas
    +1 212 759 0900
    customer.service@tcb.org
  • Europe/Africa/Middle East
    +32 2 675 5405
    brussels@tcb.org
  • Asia
    Hong Kong | +852 2804 1000
    Singapore | +65 8298 3403
    service.ap@tcb.org
CAREERS
  • See Open Positions
Terms Of Use | Privacy Policy | Event Code of Conduct | Trademarks
© 2025 The Conference Board Inc. All rights reserved. The Conference Board and torch logo are registered trademarks of The Conference Board.
The use of all The Conference Board data and materials is subject to the Terms of Use. Reprint requests are reviewed individually and may be subject to additional fees.The Conference Board reserves the right to deny any request.
Terms of Use | Privacy Policy | Event Code of Conduct | Trademarks
© 2025 The Conference Board Inc. All rights reserved. The Conference Board and torch logo are registered trademarks of The Conference Board.
The use of all data from The Conference Board data and materials is subject to the Terms of Use. Reprint requests are reviewed individually and may be subject to additional fees.The Conference Board reserves the right to deny any request.

Thank you for signing up. You will now receive CEO Insights for What's Ahead every Wednesday morning. You can unsubscribe at any time or manage your preferences to receive more content from The Conference Board.

Announcing The Conference Board AI Virtual Conference Series

Explore the Impact of AI on Your Business

Members receive complimentary registration - Learn more >>