AI has quickly become a central focus for investors. As expectations rise, companies that fail to clearly articulate and quantify their AI strategy risk losing credibility with the market.
We recently hosted a conversation on this topic in partnership with Board Prospects, where Stacy Turnof, Executive Vice President at Edelman Smithfield, shared perspectives on how companies can effectively shape and communicate their AI narrative to investor audiences.
Below are four key takeaways for directors and management teams as they develop and communicate their AI strategy to investors:
1. Lead with clarity
Referencing AI is no longer enough to signal innovation or strategic relevance. The bar has shifted from mention to meaning. Companies must clearly articulate what AI is doing within the business and why it matters by defining specific use cases, linking them to core operations, and quantifying impact where possible. A lack of specificity can signal limited internal alignment or preparedness.
2. Prove outcomes alongside investment
Disclosing AI spend without a clear connection to results can undermine trust. The focus has moved beyond inputs to outcomes that specifically showcase how AI is reshaping the financial profile of the business. The most effective narratives tie AI to revenue growth, cost structure, productivity, or unit economics, and are supported by scalable, repeatable examples rather than isolated pilots.
3. Show enterprise-wide adoption rather than isolated effort
The depth of AI integration across the organization is becoming a key signal of progress. Standalone AI teams or innovation hubs are not enough. What matters is how AI is influencing decision-making, workflows, and execution across functions. Increasingly, time, attention, and usage are more telling indicators than headline investment figures.
4. Set grounded expectations and build from incremental wins
As scrutiny increases, overpromising has become a meaningful risk. Early AI benefits are likely to be incremental and driven by efficiency gains, process improvements, and better prioritization before translating into larger-scale transformation. Positioning AI as a long-term build, and delivering consistently against measured expectations, is critical to maintaining trust.
AI narratives have evolved significantly over the past year, moving from broad ambition to greater scrutiny and expectation. While uncertainty remains, one thing is clear: companies need to take a more active role in shaping their narrative and bringing investors along with clear, consistent communication on how AI is being applied today and how value will scale over time.
Read more insights on building an AI financial narrative here.
By Jordan Fisher, Executive Vice President, Special Situations & Investor Relations, Stacy Turnof, Executive Vice President, Special Situations & Investor Relations, Kelsey Nevius, Senior Vice President, Special Situations & Investor Relations