Many of our client organizations have shown strong interest in the findings of our recent AI report. A recurring theme in our conversations has been a sense of disappointment that the sweeping transformations many anticipated from AI adoption have yet to materialize.
We probably overestimate the short-term impact of generative AI while underestimating its long-term potential. The real game-changing effects are still ahead of us.
To draw an ice hockey analogy, let’s keep our heads up—the biggest tackles are yet to come.
Beware a strategic limbo
The fact is that the rapid acceleration of AI adoption in communications and marketing has created a new strategic dilemma for enterprises: should they proceed cautiously or take the lead as vanguards?
Our Netprofile Insight Track 2025 report reveals that while AI tools are now widely used—especially for content creation, translations, and administrative tasks—their full business value is still largely untapped.
Organizations face a tricky balancing act. On one hand, those who fail to experiment with AI risk falling behind competitors who are already reaping productivity gains and cost savings.
As a legal firm CEO noted to me, generative AI can enable a single expert to achieve the output of as many as seven professionals. I think we can safely call that a productivity boost.
The implication is clear: companies that hesitate may lose their competitive edge as the pace of change accelerates. As in ice hockey, going all-out on defense is rarely the winning strategy.
On the other hand, moving too quickly without proper safeguards can expose organizations to significant risks. Our report highlights growing concerns around data security, regulatory compliance, misinformation, and the quality of AI-generated outputs.
For regulated industries, the stakes are even higher, with compliance and reputational risks demanding rigorous oversight. Early adopters on the cutting edge may inadvertently make costly mistakes, such as exposing sensitive data or relying on unreliable AI outputs.
The consensus among industry leaders is that strong governance is essential—but it must not stifle innovation. Effective AI adoption requires clear internal policies, robust data governance, and continuous monitoring of evolving regulations. However, these controls should enable, not hinder, experimentation and learning.
The organizations best positioned for long-term success are those that foster a culture of responsible innovation, encouraging teams to try new tools, iterate quickly, and learn from both successes and failures.
Why developing AI skills is now essential for experts
For individual professionals, my advice is even more urgent: developing AI skills is no longer optional. Insight Track 2025 report makes it abundantly clear that while AI has not yet replaced many jobs in communications and marketing, those who fail to adapt risk being displaced by colleagues who know how to leverage these new tools.
AI’s effectiveness is highly dependent on human input—particularly in prompt design, contextual validation, and creative judgment. In our client work, we see that the most impactful professionals are those who combine domain expertise with hands-on AI experimentation, constantly updating their skills to keep pace with the evolution of technology.
For you and me, this means actively experimenting with new AI tools and workflows, investing time in prompt engineering and understanding tool limitations, staying updated on ethical, legal, and regulatory developments, and collaborating across disciplines to spark new ideas and approaches.
Our report notes that the shift in AI from experimentation to value creation is already underway. As tools become embedded in everyday utilities, the focus will increasingly shift to capturing value through AI-assisted workflows.
Mark my words; this is a call to action. We must experiment boldly, learn continuously, and ensure our skills remain at the forefront of our field.
Embrace governance, foster innovation
To thrive in this landscape, enterprises and experts alike should:
- Implement robust yet flexible governance frameworks that safeguard data and brand reputation without stifling creativity.
- Encourage a culture of experimentation, where teams are empowered to try new AI tools and share learnings.
- Prioritize ongoing training and skill development for all professionals, not just technical specialists.
- Monitor the evolving regulatory environment and adapt policies proactively.
The game is changing. As Wayne Gretzky had it, it’s no good heading where the puck is. We need to see where it will be. The organizations and experts who thrive in the AI era will be those who combine caution with courage—building robust guardrails while relentlessly pushing the boundaries of what’s possible.
The future belongs to those who experiment, learn, and adapt more quickly than their competitors. That’s true in ice hockey and very much the same in AI.
