Signal & Insights

Two new studies this week perfectly capture the AI implementation challenge: knowing what works tactically versus scaling strategically. While VCU shows us exactly where AI builds vs. destroys trust in advertising, Arthur D. Little reveals why most companies are stuck in pilot purgatory... 

AI in Marketing & Creative Strategy 

VCU Study: Strategic AI Use Maintains Consumer Trust 

Virginia Commonwealth University research published today reveals actionable guidance for selective AI use in advertising. The study, led by Dr. César Zamudio, demonstrates that consumer trust remains intact when AI generates backgrounds and settings while maintaining real human imagery for service providers. 

Key Strategic Findings: 

• Trust plummets when AI generates images of service providers in relationship-dependent industries 

• Trust is restored when AI creates tangible elements (office environments, equipment) but keeps real people 

• Small businesses can "cut ad costs without cutting credibility" using this selective approach 

• Strategy provides "real edge to beat bigger brands" through cost-effective AI implementation 

Industry Impact: Service industries, healthcare, professional services, small businesses 

 Solution Pillar: Predictive Analytics & AI, Audience & Targeting Intelligence 

 Full Article

Strategic AI Adoption & Business Transformation 

Arthur D. Little 2025 CEO Insights: AI Strategy Imperative 

Arthur D. Little's comprehensive study of 309 global CEOs reveals that successful AI adoption requires moving beyond pilot projects to enterprise-wide strategic implementation. The research shows only 29% of companies have holistic AI strategies in place. 

 Critical Strategic Findings: 

• AI-native startups are rapidly embracing transformative business models while incumbents struggle 

• Companies focus on "incremental improvements rather than fully unlocking AI's disruptive potential" 

• Productivity gap: Companies anticipate 8% annual increases but achieve only 4% 

• CEOs must "embed AI into long-term strategy, governance, and business model innovation" 

Strategic Imperatives: 

• Develop competitive AI strategy beyond efficiency gains 

• Overcome proof-of-concept trap by scaling pilots to financial impact 

• Implement AI governance balancing oversight with execution 

• Build scalable AI infrastructure for enterprise democratization 

Industry Impact: All enterprise sectors 

Solution Pillar: Predictive Analytics & AI, Data Infrastructure & Reporting