黑料社recently released Edelman鈥檚 2024 AI Landscape: The Communicator鈥檚 Guide to Finding AI Tools You Can Trust, the first in a series of reports from Edelman, focusing on the top enterprise-ready AI solutions for marketing and communications professionals. The interview series builds on this report, with contributors sharing their insights on the AI landscape, and what lies ahead. The Enterprise AI in Focus interview series builds on this report, with contributors sharing their insights on the AI landscape, and what lies ahead. In this fourth and final series installment, Jim Reynolds, AI Go-to-Market Leader, shares his thoughts on the next critical step in the procurement and implementation journey 鈥 change management, and what it means in the age of generative AI.
Q: Why is effective change management critical when implementing generative AI tools for enterprise operations?
Jim Reynolds: When adopting generative AI in enterprise environments, one of the most overlooked factors is the most foundational, the human element. Consider a business professional who has spent 20 years doing things a certain way鈥攚hether it鈥檚 drafting press releases or creating pitch emails. They've developed habits and workflows that feel second nature, and most importantly, are their own.
To successfully introduce gen AI, we must guide people through that emotional transition and acknowledge those emotional bonds. The first element is ensuring that folks understand why the change is necessary and the positive impact it could have on both their work and life. The second element of effective change management is showing how the AI solution(s) will optimize their time and efforts, making their workflows simpler and more efficient, and giving time back for other projects and priorities.
Change management is more than introducing new technology鈥攊t鈥檚 about innovation. It鈥檚 going beyond saying, 鈥淗ey, here is this shiny new thing.鈥 We have to say, 鈥淗ere's a new way to do something. What we were doing needed to change, and you are part of this journey.鈥 The most effective change management happens when you explain why the change is important and show your people how it will make their work easier. When you do this, you increase the likelihood of adoption and execution of any given change.
Q: How does change management influence the success of adopting generative AI technology in large enterprises?
JR: Change management plays a pivotal role in the success of gen AI adoption. Implementing AI in large enterprises requires more than just technical integration鈥 it requires a shift in culture, workflows, and even how employees approach their roles. Effective change management means recognizing challenges, helping employees understand AI's benefits, and providing the right training. We have found that the key to adoption is aligning tools to existing processes, maintaining clear communication and expectations, while acknowledging apprehension. Without a structured change management strategy that accounts for the human element, businesses risk low adoption and a decrease in productivity, ultimately missing the full potential gen AI allots.
Q: What are two best practices for training enterprise marcom professionals on generative AI tools?
JR: First, is to simply be human. I know it sounds strange when discussing AI, but it鈥檚 crucial to approach training with empathy and a people-first focus. People need to understand that the dynamics are going to change. But key to effective change management, especially in the context of AI, is to show how these tools will enhance workflows and demonstrate the positive impact AI can have on everyday tasks. Taking this human-first approach helps people understand what that change is, how to navigate it, and its overall impact; facilitating faster, more successful adoption.
The next best practice is to create a safe space for learning. Teams need to feel comfortable asking questions, experimenting with the tools, and easing into regular use. Just remember that people learn in different ways and at different paces. This is especially important when you're introducing something as innovative and transformative as gen AI.
Q: What is one thing that enterprises should avoid as part of their change management strategy, especially from the human perspective?
JR: Avoid one-size-fits-all, cookie-cutter approaches. As I just mentioned, it is critical to your enterprise change management strategy to remember that not everyone learns or adapts to change the same way. Additionally, different teams use AI in different capacities, so you need to customize training and onboarding to fit your specific use-cases, workflows, and goals. Trying to apply a broad approach to AI adoption across all teams is a great way to sabotage your initiatives and ensures failure. You might start with a baseline learning plan鈥攁nd that鈥檚 fine鈥攂ut this should always be tailored to the unique needs of each department or group.
Q: What advice would you give organizations as they start their generative AI implementation journey, specifically around change management?
JR: Experimentation is key. This is all new, and you won鈥檛 know what works best for your company until you try different approaches. Also, be unique in your approach. As we recommend in our advisory research, build a toolkit that fits your specific needs 鈥 don鈥檛 just rely on the best-ranked toolkit. Your AI strategy should be aligned with your organization鈥檚 specific goals and anticipated outcomes. And I鈥檓 once again going to strongly advise taking a people-first approach鈥攂e patient, be empathetic, and always keep in mind the human aspect during this technological shift.
Q: What are your thoughts on the inevitable evolution of AI tools and technologies, and their impact on change management?
JR: We鈥檙e at a stage with AI that is similar to where the Internet was when search engines first appeared. Expect change. Anticipate change to be rapid and constant. For instance, there鈥檚 no guarantee that whomever is leading the charge in the market now,will remain the top player. The gen AI landscape will quickly and dramatically shift as markets evolve, and as new rules and opportunities emerge.
In short, my advice is to prepare for continuous change. We鈥檙e only in year one of this shift鈥攋ust like it took time to adapt to the Internet, cable TV, or mobile phones鈥擜I adoption will be a journey. Any process you build needs to be flexible enough to adapt to future changes. Expect rapid evolution and be ready for it.
To learn more about Edelman鈥檚 advisory services around change management, contact our team at EdelmanOnAI@edelman.com.
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