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Evaluating Your AI story   

Whitney Wells

Senior Vice President

Chief Analyst of Futurum Research, Dan Neuman said it best, “AI is not the future, AI is right now.” The wave of interest following OpenAI’s launch of ChatGPT in November drove a 77% increase in mentions of AI in earnings calls in the fourth quarter of 2022. The discussion only intensified in first quarter calls of 2023 with over 1,000 mentions among S&P 500 companies.

Companies across industries are increasingly leaning in on AI development, recognizing its transformative potential for business growth. AI offers unprecedented capabilities to analyze vast amounts of data, extract valuable insights and automate tasks, driving operational efficiency and enhancing decision-making. Businesses are leveraging AI to optimize processes, personalize customer experiences and streamline supply chains. Moreover, AI is empowering businesses to deliver targeted marketing campaigns, improve demand forecasting, and enhance product recommendations, thereby boosting sales and customer satisfaction. By embracing AI, companies can unlock innovation, gain a competitive edge and accelerate their growth trajectory in the digital era. 

As a result, boards across the technology space are asking executives to lean in on AI. As AI promises to change the way business gets done, the imperative to take a stance and be involved intensifies. Companies need to quickly understand, defend, redefine and accelerate their brand position and reputation within today’s AI discussion. Here are three things for companies to consider as they evaluate their AI story:

Ecosystem – Understanding the industry, peers, influencers and competitors’ views and positions relative to AI is critical when evaluating how your brand will fit in the broader discussion and stick out and differentiate relative to key competitors.

Executives –Establishing a baseline for executives on your company’s spokesperson bench will enable you to recognize potential and measure impact of a thought leadership program.  

Channels – Earned, owned, and paid channels should be assessed and prioritized to ensure your AI story is disseminated to the right audiences at the right time. Ensure SEO, social media, and earned and owned content are balancing cohesive messages in support of your AI story.

Like cloud innovation was before it, AI is here to stay. In order for technology companies to develop a sincere story they must properly evaluate their brand position to best enhance reputation, revenue and relationship development that can result from storytelling that hits the mark.

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