AI measurement isn’t enough. Comms needs to provide the meaning.

At Ragan’s AI Horizons Conference last month, a panel of seasoned comms experts explored the idea that measuring the impact of AI is just the tip of the iceberg, and that communicators need to give the metrics context and explain what automation really means to employees and stakeholders.

The shift from measurement to meaning requires a rethink of how AI is framed internally. Greg Matusky, CEO of Gregory FCA, told the audience that at his organization, the conversation extends far beyond dashboards or efficiency gains.

“We always present automation to the staff as not simply being about productivity,” Matusky said. “It’s about maintaining the viability of your career through this era. It’s not learning AI, it’s mastering AI and becoming a super creator that can increase the velocity and the quality of your work.”

Matusky added that one of the main AI metrics he analyzes is employee retention. He said that AI adoption at Gregory FCA has increased efficiency, which in turn has helped employees stay in their roles.

“I see people’s self-esteem increase when they get less red lines back from the client and when they score more media relations,” he said. “These are all things that add to the work-life balance, and AI is one way to make life better for everyone.”