A recent survey by WordPress VIP reveals an uncomfortable truth: 60% of US consumers view the mention of AI in brand communication as an element discouraging . The signal is clear. Yet, many companies continue to hype artificial intelligence as a differentiator, exposing themselves to real 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 whether to communicate it at all. In fact, end-consumer perception matters just as much as the technology adopted. Here at SHM Studio we see this tension every day in our clients' campaigns: the pressure to
The context: AI as a promise and as a problem
Over the past two years, artificial intelligence has become a recurring element in brand communication. Companies mention it in ad claims, landing pages, and press releases. The stated goal is to convey innovation and reliability. However, the data tells a different story.
According to a survey published on TechCrunch and conducted by WordPress VIP, 60% of US consumers state that the presence of the word
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