---
title: "How executives talk about AI predicts its adoption — Marsanne Studio AI watch"
description: "A BCG study shows that how executives talk about AI shapes the outcomes of its adoption in companies."
url: "https://marsanne.studio/en/ai-watch/how-executives-talk-about-ai-predicts-its-ecaa54/"
lang: "en"
---

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Data study · 30 September 2026

# 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 →](https://hbr.org/2026/09/how-leaders-talk-about-ai-predicts-adoption)

## 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.