ONS: 85% of UK businesses not currently using artificial intelligence (AI)

I think there is a certain degree of nervousness around the adoption of AI by business in the UK. There is a general (possibly misguided) conception that AI means making people redundant. While this may be true in some cases, in our use of AI so far (principally centred around ChatGPT) we have found that AI hasn't replaced any jobs, but what it has done is provide a way of automating some of the mundane tasks we used to do, which has freed up more time — and 'brain space' — for working on the more complex issues, which ultimately are also more rewarding. To those organisations who have not yet tried AI, I would say give it a go. Don't expect miracles overnight, and do seek training on it.

I think that many businesses may not be "officially" using it yet, but many are testing it out. It may not be getting reported yet, as it is in small pockets of businesses with individuals, or classed as experimental. For those who haven’t yet used it, 2024 should be the year when you start to dip your toe in the water or be left behind. But be mindful: whilst this technology can make things faster or more efficient, it also demands more thoughtfulness and focus on quality. The last thing we want as consumers is for the internet to become a sea of low-quality, anodyne, personality-free content. The brands that get it right won’t lose their core voice or creativity amongst the tech.

The ONS figures do not come as a surprise. Data privacy and the protection of business strategy are still the most important aspects that businesses are thinking of. I believe that 2024 will be the year we watch legal challenges, the results of which will form a more solid AI strategy for many. Meanwhile, companies leveraging AI are positioning themselves for a competitive edge, and this will increase over time. The evolving landscape underscores the importance of informed AI adoption strategies, ensuring businesses stay resilient and abreast of technological advancements for sustained growth. Where 2023 was the hype cycle around Generative AI, many will watch during 2024 to see where the real upside is.

This caution might be because businesses are worried about the cost of starting up with AI, needing people with special skills, and finding real-world uses for new technology that actually helps their business as opposed to using AI for the sake of it. Businesses not using AI might be missing chances to be more efficient and make smarter decisions, but their waiting could also be a smart move. They might be sticking to what they do best or waiting until AI becomes more reliable and assessable.

One of the key benefits of AI lies in its ability to automate tasks and boost efficiency. Repetitive and time-consuming processes can be delegated to AI systems, freeing up human workers to focus on more creative and strategic endeavours. This not only increases productivity but also allows for better allocation of resources. Furthermore, AI excels at data analysis and insights. Its ability to crunch through massive amounts of data and identify patterns that would elude human analysis leads to more informed decision-making. In fields like finance, marketing and healthcare, AI-powered insights are driving innovation and improving outcomes. I've started to use AI to help write copy, and although it's sometimes a bit stilted (see 2 paragraphs above), it makes it much quicker for me to have a basic starting point which I can then edit. This saves me a lot of time, which I can then spend on making products rather than writing about them.

AI is a great tool but it's best used when there is clarity about its purpose and the outcome you want from it. The results you get are only as good as the data fed in at the start and for that, you need a skilled operator. We're testing and tweaking the use of AI but with clear checks and balances in place to ensure it never replaces the human elements that are essential to maintaining the quality of our business. From refining and standardising processes to producing marketing copy and data handling, there is a wide range of useful applications that can free up valuable time on repetitive tasks. AI governance must be a key consideration for any business looking to use this technology extensively to ensure accuracy, quality, consistency and transparency.

UK businesses want stability and predictability because we’re great planners with a brilliant track record of executing. A low uptake shouldn’t be surprising. In 2024, many AI companies will fail, which will allow the UK to adopt at pace the winners, giving us a competitive advantage having not wasted money. When did Apple ever release something first? They back winners and UK business does the same.