A recent survey by WordPress VIP reveals an uncomfortable fact: 60% of U.S. consumers consider the mention of AI in brand communications to be an element discouraging. The signal is clear. However, many companies continue to emphasize artificial intelligence as a lever for differentiation, exposing themselves to a concrete reputational risk.
Therefore, the strategic question for Italian B2B and retail SMEs is not whether to use AI, but rather how to communicate it — or communicate it at all. In fact, end-consumer perception matters just as much as the adopted technology. We at SHM Studio observe this tension every day in our clients' campaigns: the pressure
The Context: AI as a Promise and as a Problem
In the last two years, artificial intelligence has become a recurring element in brand communication. Companies mention it in advertising claims, on landing pages, and in press releases. The stated goal is to convey innovation and reliability. However, the data suggest something different.
According to’investigation published on TechCrunch and conducted by WordPress VIP, 60% of U.S. consumers state that the presence of the word
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