Why businesses are adopting and using AI – and how yours could benefit too

With more than 20 years of experience in B2B marketing, Laura - who runs ConsulT PR and marketing company - has built a reputation for delivering impactful campaigns that drive results and as a seasoned PR consultant she has worked with businesses of all sizes in the UK and Europe to craft compelling strategies to elevate brands. 

With the AI revolution in full swing, she is helping companies to integrate AI into their PR and marketing efforts, unlocking smarter more efficient ways to grow. 

Now a generative AI specialist, Laura says she has seen first-hand how AI can transform not just workflows, but mindsets.

"Businesses are starting to understand that AI is not just a technical upgrade—it’s a leadership tool, a strategic asset, and a competitive differentiator," she said.

Laura, who has been running AI workshops to help local businesses learn more about how it can benefit them, said: "AI is often portrayed as a cold, calculating machine poised to take over jobs and make emotionless decisions. But that’s a misleading, and frankly unhelpful, narrative. In truth, AI is far more valuable when used as a sophisticated support system for human decision-makers. Imagine a CEO evaluating entry into a new market. 

"Traditional tools might offer revenue projections or demographic insights. But AI can go further, analysing competitor movements, social sentiment, supply chain vulnerabilities, and historical trends at lightning speed. Yet, it’s still the human leader who interprets this mosaic of data and integrates it with organisational values, people considerations, and brand vision. That’s the sweet spot: AI as a co-pilot, not an autopilot."

Business Intelligence (BI) has undergone a revolution thanks to AI. Forget static dashboards and retrospective reports, today’s AI-enhanced BI tools can identify subtle patterns, predict customer behaviour and simulate future scenarios in real time. 

Laura explains: "Take a mid-sized retailer as an example. Traditional BI might provide customer satisfaction reports or sales by region. AI-powered BI, on the other hand, could forecast supply chain disruptions, detect rising customer concerns from reviews and recommend marketing responses driven by emotion analysis in social media conversations.

"These aren’t just data insights, they’re competitive advantages. When leaders can access and understand this kind of information quickly, they can act with clarity and confidence." 

Laura, who runs her business from Kingswinford, goes on to explain how innovation may start with data but ends with people.

She said: "AI also plays a powerful role in fuelling innovation. By analysing customer behaviour, detecting gaps in the market, and surfacing unmet needs, AI provides fertile ground for human creativity to take root. In the hospitality industry, for instance, AI can analyse thousands of reviews to find patterns in guest preferences, uncovering that customers increasingly value sustainable amenities or wellness offerings. Managers can then act on this intelligence by developing tailored packages or rethinking experiences that align with emerging values. AI, in this context, is the catalyst, not the creator. It accelerates the journey from insight to innovation." 

Developing AI literacy in leadership can also be empowering, she says, adding: "The most successful AI adopters don’t just use technology—they understand it. That’s why developing AI literacy at the leadership level is vital. And no, this doesn’t mean CEOs need to code. But they do need to ask the right questions - such as what data underpins the recommendation? How was the AI model trained? Are we confident the results are free from bias?

"When leaders are curious rather than passive, AI becomes a tool for empowerment, not dependency. Embedding this critical thinking at the top fosters a culture where people and technology thrive together." 

Laura, however, has a word of caution over ethics, transparency and trust and she said: "Let’s be clear. AI can only serve businesses well when it’s used ethically. This means being transparent with customers and staff, respecting data privacy, and actively preventing bias in algorithms. Businesses must put governance frameworks in place that review how AI is being deployed and regularly evaluate its outcomes. Using AI responsibly doesn’t just protect reputation, it builds trust, and trust is fast becoming the most valuable business currency." 

She also warns that a strong AI strategy is not a one-step implementation. 

"It’s a dynamic relationship between machine intelligence and human intuition," she said.

"Each time AI is used to make or support a decision, it offers a chance to learn. Did AI uncover something we missed? Did it challenge our assumptions? How can we fine tune it next time?

"Creating feedback loops where outcomes are reviewed ensures AI continues to evolve in alignment with the business, not in isolation." 

Laura has put together some practical steps for business leaders considering AI adoption or wanting to enhance their existing efforts.

Her five key principles are: 

1. Start with Strategy

Identify where AI can bring the most value, be it customer targeting, supply chain planning, or product development.

2. Choose the right tools 

Not all AI is created equal. Tools like IBM Watson, Microsoft Power BI, or Chat GPT can be transformative when tailored to your needs.

3. Invest in people 

Upskill teams so they feel confident using and questioning AI. Empower collaboration between technical and business roles.

4. Embed ethical safeguards 

Create policies around data usage, fairness, and transparency from the outset.

5. Test, learn, scale

Begin with small pilots, gather feedback, and iterate as you scale. Agility beats perfection in the AI world.

Laura highlights how AI is already reshaping UK industries. She said: "In retail, Tesco is using AI to make buying decisions and optimise delivery routes. In public services, the UK government is testing AI to support education delivery. In finance, major investment banks are turning to AI to automate admin-heavy tasks and free junior staff for strategic work. These examples show AI is not a futuristic fantasy, it’s a present-day necessity."

Laura's top AI-enhanced decision tools you should know about:

• IBM Watson Analytics – good for predictive analytics and visualisation

• Chat GPT – useful for customer communication and content support

• Power BI – offers real-time, interactive business insights

• Rationale – useful for AI-assisted decision analysis

• Synerise – good for market research and behavioural analytics

But Laura stressed: "Each of these tools is designed not to replace human thinking, but to supercharge it." 

Businesses that will thrive will be those that combine both human and machine intelligence, according to Laura.

She said: "Technology alone isn’t what sets businesses apart, it’s how that technology is used by people. AI can’t replace your vision, your values, or your relationships. But it can give you more time, sharper insight, and the ability to act with speed and precision.

"As we look to the future, the businesses that will win won’t be the ones with the flashiest tech—they’ll be the ones who combine human intelligence with machine intelligence to create something greater than either on their own."

Anyone wanting to find out more can contact Laura via her website consultltd.co.uk or follow her on LinkedIn.