Product Description
Publication Date: September 30, 2026
New research from BCG finds that how a company talks about AI is a material predictor of adoption results. The companies where leaders' stories provide clarity, hope, and growth are seeing outsized impact, while those that are adopting fear-based narratives-or failing to tell a clear story at all-aren't. Clarity on AI storytelling comes through across the full stack of enterprise messaging, from a company's internal and external narrative to its strategy to its guidance on how to select and use which AI tools. Based on these findings, leaders should be clear on expectations, focus on growth not fear, treat ambiguity as a business risk, and audit the full signal they're sending.
