Taking the superficial out of artificial…

From Insight to Impact  

‘Artificial Intelligence’ (AI) is increasingly complex, fast-moving, broad and very often controversial. Inaccurate data, copyright infringement, ethical use and regulation, are just some of the many issues that brands and business have to navigate and deal with. For those whose products, services and future are based on AI these can all be consistent challenges.

Communicating AI capabilities and expertise in the enterprise and business technology space brings unique challenges and of course opportunities. It is clear that standing out as a thought leader in this field is increasingly difficult.

• How do you become a national commentator, such as the CEO of SnapLogic (client) with multiple features in The Times, on the criticality of data integration to make AI work?
• Can you tap into the mainstream with ITV Tonight on location at your office interviewing on AI and chatbots – as we set up for our client Freshworks?
• Where can you be profiled as a consumer AI champion, such as ExpressVPN (client) talking about AI, deepfakes and Willy Wonka in the national media?

Businesses need new communications strategies to effectively help them stand out from the crowd and connect with their audiences in tangible and meaningful ways. Whether demystifying AI, promoting ethical use, showing real-world value, or highlighting transparency, a new approach is critical.

To help technology brands with this complex challenge, we’ve developed a set of strategies and approaches, complete with practical tips for success. We hope you find these useful.

1. Deep Dive Into AI

It’s impossible to translate the concept without scoping the context. An initial audit ensures teams are abreast of the latest issues, concerns and significant context.

Whether ethical discussions or societal impacts, storytelling and visual communication that make AI technologies accessible and relatable to a wide audience, requires an understanding of the environment more than any other tech.

2. Demystify and Personalise

AI’s complexity often confuses and, in some cases, intimidates even the most experienced. So, you need to understand the tech but translate it into something meaningful. This starts with a deep dive into the technologies used, working closely with technical teams to grasp concepts, followed by simplifying them into terms that resonate with all audiences – from business to technical, employee to consumer and investors to regulatory bodies and the general public.

Creating analogies and using relatable and real-life examples can help make the technology more accessible for your audiences. For example, when addressing technical audiences, delve into the specifics of the AI model’s accuracy and scalability, while for regulatory bodies, focus on compliance and ethical considerations.

Personalisation of ideas, concepts and messages ensures they are not only comprehensible but also resonate with diverse stakeholders.

3. Champion Transparency

As concerns around privacy, bias and accountability in AI grow, it becomes essential to address them proactively. We advise brands to demonstrate commitment to transparency and trust, balancing rapid innovation with ethical considerations.

Develop a clear narrative around your ethical frameworks and practices. Ensure that messages highlight a commitment to ethical AI use, including transparency, data protection and fairness, and share the measures taken to mitigate risks and biases. Don’t be afraid to say that the regulatory landscape is still developing and that there are certain use cases for AI where this will be critical.

In a crowded market, responding to an evolving regulatory landscape, addressing public scepticism with tangible evidence of ethical practices, and actively engaging in societal debates on ethics, can play a key role in increasing profile.

4. Here and Now, not just Hype

Establishing AI’s tangible value without overhyped promises can be a challenge. Recommendations grounded in the technology’s real-world impact often work best.

Focus on concrete examples across various industries to illustrate AI’s practical benefits, avoid overhyped claims by emphasising realistic achievements and incremental benefits and use clear, jargon-free language to make AI’s advantages accessible.

Case studies and customer testimonials show impact and help make the benefits more concrete and relatable for different stakeholders. Communicating the long-term value of AI, personalising benefits for different stakeholders and quantifying the impact of AI technologies are also important. Storytelling should be clear, credible and relevant, effectively conveying AI’s true value.

5. Keep Insights Current

AI’s rapid pace of development means continuously evolving your strategy is non-negotiable. Keep abreast of the latest AI research, trends, and best practices. Join relevant groups, follow influencers, attend conferences, participate in industry forums and network with AI experts.

Constantly analyse new data and incorporate these insights into communications, distinguishing between genuine advancements and hype.

News data and insights support current strategies and inform future trends predictions, AI research and expert forecasts.

6. Be Consistently Accessible and Open

Addressing public scepticism towards AI requires a culture of openness, crucial for overcoming concerns about privacy, job displacement and control.

By openly discussing the data AI uses, its privacy safeguards, and acknowledging the technology’s current challenges, you can set realistic expectations.

Engage through educational initiatives and public forums to demystify AI, addressing questions and concerns in real-time. Additionally, create accessible content to break down complex concepts, making AI more relatable.

And where issues occur, be open and outline steps taken to resolve situations and prevent future occurrences, to further solidify trust.

And Finally…

Effective and successful AI comms requires an unusual blend of technical understanding, strategic communication skills, and creative storytelling.

The goal is to shine a spotlight on AI innovations and cultivate an informed, trustworthy and enthusiastic dialogue among a vast array of stakeholders.

The right media profile can kick start this. The right approach will then unravel AI’s complexities, highlight its potential, and position brands as vanguards in this exciting and fast-moving arena.

To download the report and read Kaizo’s recommendations, please click here.

For further information on AI and tech comms support, please contact Steph MacLeod via steph.macleod@kaizo.co.uk.