How should businesses talk about AI?

27 February 2024

AI One Picture UK

Artificial Intelligence (AI) is at the forefront of conversation and innovation across all industries

Despite its prevalence, however, awareness of its existence in technology is often low leading to misunderstanding and apprehension. We know AI solutions offer businesses unparalleled opportunities for growth and innovation. However, as businesses harness the power of AI to drive efficiencies and enhance customer experiences, they must also navigate the complexities of how AI is perceived. 

In this article we highlight three areas to consider when building out communications that talk to AI capabilities, thus enabling businesses to talk accurately to AI whilst adhering to customer needs and truths. 

1. Addressing Concerns Head On

Despite the promise of AI, many individuals hold fears and reservations about its implications for society. Concerns about job displacement, privacy infringement, and the ethical implications of autonomous decision-making algorithms are just some of the issues that contribute to widespread apprehension about AI.

Businesses must utilise comms as a means of addressing these fears and providing reassurance for their customers. This requires a commitment to transparency regarding the capabilities and limitations of AI products, as well as a willingness to engage in meaningful discussions around the inclusion and development of such products. By demonstrating a proactive approach to addressing these concerns, businesses can build trust and credibility with their customers, whilst bringing them on a journey of education.

2. Provide Rationale 

In addition to addressing concerns and fostering understanding, it is crucial for businesses to articulate the rationale behind the development and implementation of their AI products. Providing a clear explanation of why a particular AI solution is being introduced helps to contextualise its purpose and benefits, making it easier for customers to grasp its value proposition. Whether the goal is to streamline operations, improve customer service, or enhance decision-making capabilities, articulating the underlying motivations and providing clear, tangible benefits for the end customer, demonstrates strategic intent rather than simply “jumping on the bandwagon”.

3. Empower Users

Another common fear associated with AI is a loss of control over decision-making processes. As AI systems become increasingly autonomous and capable of making complex decisions, there is a perception that humans may be sidelined, marginalised or lose autonomy. For many industries, where complete knowledge of tasks and processes is key, this lack of control can be disconcerting and individuals do not want to become reliant on a machine. 

To alleviate these concerns, businesses should emphasize the role of AI as a tool to enhance human capabilities rather than replace them entirely. Again, by means of education and talking overtly to benefits, businesses can show how AI empowers customers rather than taking over control.  Moreover, encouraging users to understand and leverage AI products to their fullest potential, can foster a sense of agency and control that mitigates fears of being overshadowed by AI.


AI is here, and here to stay. By approaching discussions with empathy, transparency, and placing customer benefits continuously at the forefront, businesses can build stronger relationships while contributing to a more informed and inclusive conversation about the role of AI in society.