Data study ·
How executives talk about AI predicts its adoption
- Publication
- Harvard Business Review (United States) · subscribers only
- Authors
- Gabriella Rosen Kellerman, David Martin, Julia Dhar
- Published on
- 30 September 2026 · read in the page structured data
Summary
According to a BCG study, the way a company talks about AI is a significant predictor of its adoption outcomes. Companies whose leaders convey a clear message of hope and growth achieve a greater impact, while those that adopt fear-based narratives, or have no clear message, achieve poorer results. This clarity is reflected across the company's communication: internal and external narrative, strategy, and guidance on the choice and use of AI tools. The study recommends that leaders clarify their expectations, emphasise growth, treat ambiguity as a business risk, and audit all the signals they send.
Summary based on the article's title and standfirst, as the text is not accessible.
Read the article on Harvard Business Review →Classification
- Country
- Worldwide scope
- Company size
- All sizes
- Industries
- All industries, or industry not specified
- Companies
- BCG (study author)
- Keywords
- executive messaging, internal communication, AI adoption, corporate strategy, organisational storytelling
Entry written by Marsanne Studio from the cited article, with the help of an AI model (claude-sonnet-5). The rights to the article and its illustrations belong to Harvard Business Review and its authors. Entry translated from French by Claude Sonnet 5.5.