Ignorance Isn’t Bliss: The consequences of neglecting AI governance

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Not providing guidance on how to use generative AI in the workplace means that, at best, employees are not using it as effectively as they could be, and at worst, your company data could be at risk. Shadow AI—tools or systems employees use without the company’s explicit approval—can further complicate matters, creating security vulnerabilities and compliance issues. 

Recently, twenty44 conducted our Engaige AI Readiness Survey among Canadian Marketing Association (CMA) members, using Nexxt Intelligence’s AI-enabled inca platform. The findings provide a benchmark of generative AI usage and attitudes among Canadian marketers and offer clear advice on how to navigate the changes generative AI (gen AI) brings to the industry.  

A significant portion of CMA members are using gen AI tools at work, with 75% using AI at least weekly. 

However, only half of these users are using a company-issued account, indicating a gap in official support and oversight. 

One in five (19%) CMA members don’t think their company has a policy around AI, and a further 25% say their policy is not very or not at all clear. 

We asked those whose company has a policy on generative AI tools in the workplace what the key points of that policy are and found that most tend to focus on restrictions versus ethical usage. And only 10% mentioned that their policy specifies that only company issued accounts be used. 

This represents a huge, missed opportunity for companies to leverage AI for all the promise it offers. It all needs to start at the leadership level, or it will continue to evolve in a piecemeal and potentially risky fashion. Leaders would do well to: 

• Identify the specific opportunities to integrate gen AI that will benefit your unique business the most. 

• Start with a limited number of pilot projects (Proof of Concepts) and measure their impact. Seek input from the staff who are most knowledgeable about the current process during the development phase. 

• Once ROI has been established, roll out the most impactful applications and offer detailed training to the staff who will be using them. 

The principles remain the same whether the application is very simple (e.g., using AI to help write a creative brief) or complex (e.g., using AI to manage the entire creative approval process). In the end, you want clear applications and ethical guidelines for how you are using generative AI in your company. 

Gen AI is transforming the way we work. However, to fully harness its potential, it’s crucial to understand the current usage, address the gaps, and implement effective strategies. Contact twenty44 to find out how your industry association, company, or department can benefit from this approach.