The AI tipping point – are you ready?

There’s no hiding from it – as we approach 2025, it’s becoming an intrinsic part of our lives. Yet the World Economic Forum's alarming projection is a stark reminder of just some of the challenges we’re facing as we embrace AI. By 2030, 90% of the population will need upskilling to stay relevant in an era dominated by emerging technologies. The cost of inaction? A staggering $15 trillion in lost GDP.

This is a daunting challenge for businesses, especially in the UK. The UK is already lagging behind its international competitors in AI development – a sentiment shared by 66% of IT directors in enterprise-level organisations – the pressure to adapt and innovate is mounting. Business leaders are on the front lines of this revolution; working their way through the complex and ever-evolving AI landscape, assessing and harnessing its potential to drive growth, improve customer experiences and stay ahead of the competition. The stakes are high, and the margin for error is slim but, as we’ve learnt from the past, we can unlock the full potential of AI and propel organisations to new heights – with the right approach.

AI adoption

According to a Kinsey report on the state of AI in 2024, 65% of survey respondents representing various organisations reported using generative AI within their operations; a steep increase on 2023, where only 34% reported using this technology. But of course, while AI adoption is on the rise, the extent of usage varies significantly across organisations.

Some companies are fully immersed in advanced AI applications, while others are still in the early stages of exploration. For marketing leaders, this insight is crucial. Understanding where your organisation stands in the AI adoption curve can help you set realistic expectations, allocate resources effectively and plan your AI roadmap. Reassuringly, we took a straw poll of our clients and key stakeholders and the general consensus was that AI is perceived as a huge opportunity.

Harnessing AI's potential

Our survey shed light on the various AI tools organisations are currently using or exploring. From generative AI for content creation and personalisation to predictive analytics for customer segmentation, the possibilities are vast. For marketers, the key is to identify the tools that align best with your specific business goals. At KISS, we’re testing out the various Large Language Models (LLMs) so that we can make informed decisions and advise our clients, but we’re also looking at applications to support with analytics and project management. It’s all a learning curve, but we’re confident in our approach to AI as a supportive tool rather than a replacement for human expertise. By framing AI as an enhancer of your team's capabilities, you can foster adoption and alleviate concerns about job displacement.

Investing in AI training

One of the most compelling insights we uncovered from our straw poll was that although many organisations see AI as an opportunity, and are using various tools across their business, there isn’t a lot of training going on! With almost two thirds (62%) of workers believing that the impact of AI on their job will be positive, this is a call to action for business leaders. Investing NOW in AI skills development for your team is not just a nice-to-have; it's a strategic necessity, and particularly when there is currently such positive sentiment towards AI adoption. At KISS, we’re taking a proactive approach to this positivity, and upskilling to ensure significant returns as AI becomes increasingly integral to marketing operations.

A balanced approach to adoption

At KISS, we recommend a balanced approach. While acknowledging AI’s limitations organisations must capitalise on AI's potential while acknowledging its boundaries. Our framework begins by auditing your existing systems to identify opportunities for AI integration and avoid duplicative technologies – we’re already building AI into websites by making the most of AI features within CMSs like Kirby, that can generate summaries and meta-tags, populate blocks and many more handy time-saving features!

Once you’ve audited, consider piloting smaller AI initiatives before a full-scale rollout to measure impact and refine processes. This phased approach can help mitigate risk and build confidence within your team. Critical to success is to remain ethical and transparent with AI use and always remember that as its role in marketing grows, so does the need for responsible oversight.

By understanding adoption trends, investing in skills development and crafting a balanced AI strategy, leaders can position their organisations for success and build confidence among their employees. As our own insights show, the path forward with AI is filled with both opportunities and challenges. We’re heading to Warsaw in February for a PROI event solely focused on sharing best practise in all things AI, so watch out for our next update on the back of that.

We’d love to hear your views on the adoption of AI - and of course, if you think we can help you on that journey then give us a bell.