Successfully rolling out AI tools within a company is one challenge; convincing consumers is quite another. A recent report reveals over 97% of companies fall short in this area. Gregory, a global communications firm, conducted a study evaluating 449 companies from 2022 to 2025, grading their AI strategy rollouts on five key factors: CEO involvement, clearly defined use cases, timely 90-day follow-through, board and governance commitment, and tier-1 media coverage. Companies scoring highest (Tier 1) demonstrated an average 10.8% stock alpha increase within 90 days post-announcement, while lower tiers lagged significantly, with Tier 3 losing 2.2%. This pattern holds even excluding big tech giants like Alphabet, Meta, Amazon, Microsoft, Apple, and Nvidia. Gregory advises companies to ensure CEO-driven AI announcements and concrete follow-through plans are in place before going public. Poorly executed AI communication, the study warns, can harm market performance more than silence.
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