A recent WordPress VIP survey reveals an uncomfortable finding: 60% of U.S. consumers consider a mention of AI in brand communication a turn-off. The signal is clear. Yet many companies keep emphasizing artificial intelligence as a way to stand out, exposing themselves to a real reputational risk.
So the strategic question for Italian B2B and retail SMEs isn't whether to use AI, but how to communicate it, or whether to communicate it at all. After all, the end customer's perception matters as much as the technology you adopt. 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 cite it in ad claims, landing pages and press releases. The stated goal is to convey innovation and reliability. But the data tells a different story.
According to a survey published on TechCrunch and conducted by WordPress VIP, 60% of U.S. consumers say that the presence of the word
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