By David Fouse
AI is reshaping how businesses operate, much like other transformative technologies that came before it. From the industrial revolution to the internet, from mobile computing to social media, each wave of innovation has brought both opportunities and challenges.
Today, I’m publishing the first of a series chronicling how Pinkston, is navigating the AI transformation. Unlike the polished case studies that dominate press releases, new product launches and news stories, I’m sharing the candid journey of our discovery and implementation—the wins, the challenges, the hurdles to overcome and the breakthroughs.
Why be candid?
Recent research shows that AI adoption can create division between leaders and workers, with a recent Axios survey reporting that half of executives say that AI is “tearing their company apart.” That claim seems extreme, but whether or not that’s your experience at work, I suspect almost everyone is navigating some level of anxiety and discomfort.
Moreover, there seems to be a disconnect between how executives and employees perceive AI implementation—75% of executives believe their company’s AI rollout has been successful, while only 45% of employees agree, according to a study from eDiscovery Today. By sharing our experience, I hope to bridge this gap and create a resource for organizations facing similar challenges.
The Communication Challenge
What’s become increasingly clear in our journey is that AI implementation isn’t just a technology challenge—it’s fundamentally a communication challenge. While the technical aspects are important, how leaders communicate about AI adoption can make or break its success, regardless of how perfectly the technology itself performs.
When employees hear “AI implementation,” many think “change” and “job insecurity.” When clients hear it, they wonder about quality, confidentiality and DIY options. These perceptions shape adoption rates, morale and ultimately outcomes. Regardless of the situation, clear, transparent communication that addresses concerns head-on and sets realistic expectations has proven to be a critical success factor, often more important than the technical perfection of the tools themselves.
Where We Started
Our journey began with the familiar mix of excitement and apprehension:
- Leadership perspective: Our executives saw AI as an industry disruptor and competitive necessity, requiring urgent attention and investment
- Staff concerns: Team members worried about job stability, skill relevance and how their roles might evolve
- Client considerations: Our clients expressed anxiety about confidentiality, privacy and the quality of AI-assisted work
- Universal questions: Everyone questioned which tools to adopt, where to start and how to measure success
Communication as Strategy
As a marketing and communications firm, we’ve come to recognize that AI adoption isn’t simply about implementing new tools—it’s about effectively communicating throughout the entire process. Even when the technology underwhelms (as it often has), thoughtful communication strategies have helped us maintain momentum and engagement.
Some key communication principles that have made a difference:
- Transparent expectation-setting: Being honest about both capabilities and limitations from the start
- Inclusive decision-making: Involving team members in tool selection and implementation planning
- Continuous feedback loops: Creating safe channels for honest evaluation without fear of judgment
- Celebrating and sharing small wins: Acknowledging incremental progress to maintain enthusiasm
- Contextualizing setbacks: Framing challenges as learning opportunities rather than failures
What to Expect from This Series
Over the coming weeks, we’ll share how we’re bridging these divides through both technological and communication strategies. You’ll hear from our President about initial expectations, from internal skeptics about legitimate concerns, and from champions about breakthrough moments.
We’ll release the results of our periodic company-wide AI survey, showing where perceptions align and diverge. We’ll also share our communication frameworks that have helped turn skepticism into cautious engagement, even when the technology itself wasn’t perfect.
Most importantly, we’ll document how our approach is evolving based on real-world feedback and results—not theory.
Our Current Reality
As I suspect with many organizations, at Pinkston there has been a perpetual feeling of tardiness—and a counterbalancing impulse to do something (anything!) to not feel like we’re falling behind.
For example, our initial attempts to implement AI tools into our Production team’s services have been underwhelming. The AI technology, while improving, still pales when compared with our human expertise. Continuing to test and explore while real client deliverables require attention takes dedication and persistence that is easily excused and brushed aside in the urgency of the moment.
What’s kept our initiative alive, however, isn’t technological perfection—it’s a passion for our craft, a curiosity for how we can improve, and consistent, thoughtful communication. By framing AI adoption as a journey rather than a destination, acknowledging both successes and frustrations openly, and creating space for honest dialogue, we’re maintaining momentum despite technological limitations.
Whether you’re just starting your AI journey or well along the path, we hope our transparency provides useful insights and cultivates valuable conversations for your AI implementation.
Have you found that communication plays a more significant role in your AI implementation than you initially expected? What messaging strategies have helped your team navigate the uncertainty? I welcome your perspectives in the comments as we learn together.
