Artificial Intelligence is the hot topic for journalists - time to take a line

BT's recent results shows how the media will intensify their questioning about the role of AI. Businesses must ensure they have a line to take or risk losing control of the narrative.

When journalists report on company results, the first thing they will do is try and see where the numbers fit into the broader talking points of the day.

During the pandemic, every reporter would ask the same three questions before enquiring on anything specific. These were: are you experiencing supply chain issues? Are customer habits changing due to the lockdowns? How many days a week will staff be allowed to work from home?

More recently, the pattern has shifted towards inflation and cost-of-living for all companies, whilst sector specific routes will include tech firms being asked about regulations; food or drink businesses being asked about the government's proposed price caps; and companies with large markets in Europe asked about Brexit.

The key to a good communications strategy is knowing where the questions will go next and it is clear that artificial intelligence is firmly on the agenda.

Telecoms giant BT is a good case in point.

The business announced its annual results earlier this month, in which it said - with the least amount of fanfare possible - "Total labour resource to reduce from 130k to 75-90k by FY28-FY30." In essence - jobs will be cut.

Chief executive Philip Jansen's statement also included the following line, "By continuing to build and connect like fury, digitise the way we work and simplify our structure, by the end of the 2020s BT Group will rely on a much smaller workforce and a significantly reduced cost base."

Looking at the headlines and write ups by the media, the line they universally took was that a significant proportion of those jobs will be replaced with artificial intelligence.

But what is noticeable is that at no point in its stock market announcement did BT make this claim or highlight the role of AI in its future.

This line came from Mr Jansen at BT's press conference where he was pushed by journalists about the role of AI at the firm.

From speaking to journalists on that call, it sounds like he was initially bullish at how AI will help the business grow, although he became a little more cautious when questions were raised about the implications for people losing their jobs.

The point is this - companies need to take a line on AI.

A business may know next to nothing about it. They may not see how or where it can fit into any part of their business. They may want to wait and see how the technology evolves before making an investment. Or they may want to run head first at AI to get an early advantage.

Whatever route is taken, businesses need to be aware that this is a topic that will be asked of them by each and every journalist.

BT's Mr Jansen is a seasoned veteran of media questions and it is smart that he took a position on AI. It controlled the narrative to a degree and put BT in a position as a business already thinking about AI's role.

But less impressive performers may want to shy away and reach for the "no comment" button, or the "I'm just here to talk about the numbers" line.

This would be a mistake, because the question will keep being asked and is only likely to intensify.

Businesses should start planning lines, show leadership and help the media present the best version of their company that they can.