NEW YORK, NY — Communication leaders are catalysts for workplace adoption of generative AI, according to a new research report created by IPR and sponsored by New York Life. However, most organizations lack strategic communication frameworks and clear change narratives to support long-term transformation.
The study, The Communicator’s Role in Driving Generative AI Adoption, is based on interviews with more than 30 senior communication and technology leaders across industries and identifies best practices, barriers, and maturity stages for organizational AI adoption.
“The human side of AI transformation will be a critical factor as organizations adopt this technology on a larger scale,” said Olivia Fajardo, director of research at IPR. “Communicators are uniquely positioned to lead this human-centered change.”
Key findings from the research include:
- Productivity leads adoption: 90% of respondents cited “productivity” and/or “efficiency” as a main driver for adoption, followed by innovation (77%) and insights and reports (70%).
- Communicators emerge as strategic leaders: While IT is typically the primary owner of generative AI adoption, communicators act as translators between technical teams and the broader organization.
- Three stages of AI maturity ranging from tactical to transformational: Organizations fall into three different maturity stages: tactical (isolated-use cases), strategic (cross-functional workflows) and transformational (enterprisewide integration).
- Leadership involvement is critical for success: When C-suite leaders are actively engaged, it signals that AI adoption is a strategic priority across the organization.
- Cohesive narratives for AI transformation are uncommon: Only 37% of respondents said their organization has communicated a change story for AI transformation.
- Humans must remain “in the loop.” Especially for external communications, there is a strong consensus that AI outputs should support first drafts and ideation, with humans responsible for review, judgment, brand voice and final decisions.
Findings also reveal persistent barriers and risks to adoption, along with strategies to overcome them.
“This research confirms that AI transformation isn’t a technology challenge, it’s a leadership challenge, as we’re collectively living through a profession-defining moment,” said Paul Gennaro, senior vice president and chief communications officer at New York Life. “The report also validates what we’re seeing at New York Life: Corporate Communications is uniquely positioned to drive organizational change, but only if we move beyond tactical tool adoption to strategic transformation and AI domain reinvention.”
About the Study:
Written interviews with 30 communication and technology leaders were conducted from August to October 2025. Participants were responsible for AI strategy and held mid- to senior-level positions in agencies, corporations or academic institutions from the following industries: healthcare, financial services, technology, government/policy, measurement/analytics, nonprofit/NGO and telecommunications.
ABOUT THE INSTITUTE FOR PUBLIC RELATIONS
The Institute for Public Relations is an independent, nonprofit research foundation dedicated to fostering greater use of research and research-based knowledge in corporate communication and the public relations practice. IPR is dedicated to the science beneath the art of public relations.® IPR provides timely insights and applied intelligence that professionals can put to immediate use. All research, including a weekly research letter, is available for free at instituteforpr.org.
ABOUT NEW YORK LIFE
New York Life Insurance Company (www.newyorklife.com), a Fortune 100 company founded in 1845, is the largest (1) mutual life insurance company in the United States and one of the largest life insurers in the world. Headquartered in New York City, New York Life’s family of companies offers life insurance and other solutions. New York Life has the highest financial strength ratings currently awarded to any U.S. life insurer from all four of the major credit rating agencies. (2)
(1) Based on revenue as reported by “Fortune 500 ranked within Industries, Insurance: Life, Health (Mutual),” Fortune magazine, 6/2/2025. For methodology, please see https://fortune.com/company/new-york-life-insurance/.
(2) Individual independent rating agency commentary as of 10/28/2025: A.M. Best (A++), Fitch (AAA), Moody’s Investors Service (Aa1), Standard & Poor’s (AA+).
