For leaders, the fear around AI is real – major workforce disruption, data security concerns, and the pressure to upskill teams. For employees, AI asks them to think, work, and decide differently – even to see themselves differently. And according to McKinsey, many employees are actually further along in embracing AI adoption than their leaders.
So, what keeps a business anchored while the ground shifts beneath its feet?
It’s brand.
People are sceptical of AI. But if they believe in your fairness, they’ll trust your algorithms. If they believe in your inclusivity, they’ll trust how you embed AI.
Brand determines how your people show up, how they adapt, and how much they buy into the future you’re building.
Here’s five ideas to strengthen your AI adoption strategy:
1. Give it an identity
People adopt change more easily when it feels tangible, human, and part of their world. Give your AI transformation a clear identity that everyone can see themselves in.
Why?
Reduces resistance by making the change feel inclusive, not imposed.
Gives people language and imagery to talk about AI in everyday work.
Signals leadership’s commitment beyond just deploying AI tools.
How?
Create an internal brand for AI transformation. Develop the tools and resources to help people engage confidently.
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2. Build relevance
Simplify the AI journey by segmenting understanding and pathways to adoption. Translate it into contexts that people are familiar with. Show them what it could look like in their everyday.
Why?
Reduces fear of the unknown.
Helps guide employees at different stages of readiness.
Presents AI in a real and relevant way.
How?
Offer hands-on, visual learning: workshops, videos, success stories and real-world examples.
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3. Create a community
Embed your AI strategy in the culture by creating internal advocates who support, engage, and inspire teams.
Why?
Peer-to-peer influence makes adoption less daunting.
Advocates can adapt messaging and use‑cases, to make it tangible across business functions.
Helps scale adoption through support, visibility, and consistency.
How?
Identify AI ‘champions’ and equip them with resources: branded templates, assets, training, and recognition. Give them the platform and visibility to lead from within.
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4. Make it real
Use your brand to create dedicated spaces that inspire and challenge – through safe experimentation.
Why?
Moves people from abstract concepts to hands‑on experience.
Builds momentum through visible, peer-driven engagement.
Lowers barriers to entry through curiosity and play.
How?
Run brand campaigns, competitions, and themed events, and use internal platforms to encourage conversation and share progress.
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5. Measure, iterate and celebrate
Track engagement, share outcomes, and highlight progress to grow momentum.
Why?
Helps leaders understand what’s working and where to focus.
Enables fast feedback to refine messaging, tools, learning and what next.
Recognition supports morale and reinforces belief in the strategy.
How?
Define and measure success from day one, and regularly share stories (big and small), and key lessons learned.
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Yes, build your AI roadmap.
Invest in the tools.
Hire the talent. Train the teams.
But if you’re aiming for large-scale organisational adoption, not just quick productivity wins, it takes more than technology.
It demands a fundamental, company-wide shift in mindset and behaviour.
When you lead with brand – clearly, inclusively, and intentionally, you turn AI adoption into a cultural movement your people can believe in and trust.
See how we helped the southern hemisphere’s largest insurance group do exactly that: IAG case study
