The Gist
A recent study by global communications firm Gregory reveals that companies with well-executed AI strategy announcements significantly outperform their peers in the stock market. By analyzing 449 companies from 2022 to 2025, Gregory introduced the AI Communications Quality Score (ACQS) to quantify the effectiveness of these announcements.
How It Worked
Gregory measured five key dimensions to assess each company's AI rollout: 1) CEO ownership, indicating the CEO's personal involvement; 2) named use cases, detailing specific AI applications; 3) 90-day follow-through, evaluating the implementation within three months post-announcement; 4) board governance, reflecting the commitment to AI oversight; and 5) tier-1 media coverage, ensuring the announcement reached credible outlets. Companies received scores ranging from 0 to 20, with only 13 achieving the top tier (scores of 18-20).
Results
In the 90 days following their announcements, Tier 1 companies enjoyed an average alpha improvement of 10.8% compared to sector benchmarks, while Tier 3 companies, with scores of 12-14, faced a 2.2% alpha decline. This results in a staggering 13-point gap between the best and worst communicators. Even when excluding tech giants like Apple and Nvidia, Tier 1 companies still outperformed Tier 3 by 11.3 percentage points.
Why It Matters for You
For businesses planning AI initiatives, the study underscores the importance of a strategic approach to announcements. Ensure your CEO is personally involved, clearly articulate specific use cases, and commit to tangible follow-through within 90 days. A well-crafted announcement can mean the difference between market success and failure. Don't rush to announce; prioritize clarity and commitment to avoid being perceived as noise in the market.
