AI Has A PR Problem
You only have to visit a news website, or open a social media app and negative headlines on everything from job losses to deepfakes inflaming political situations are hard to miss. As the technology continues to advance, cybercriminals are also scaling their attacks and developing more sophisticated methods to gain entry to systems and defraud victims.
Among all of this noise and negativity, there are companies and innovative applications that deserve the limelight. The challenge is being heard above it all.
An Unbalanced View
Part of the perception problem with AI is that significant technological advancements are always accompanied by hype cycles. The unique challenge with AI is that it is omnipresent. It’s embedded in technology stacks, services, our working lives, and the content we consume.
The ethical use of AI is quietly solving some of our most complex challenges. In healthcare, for example, federated learning could lead to a revolution in disease diagnostics and prevention. By allowing AI models to be trained on patient data without actually exchanging that data, screening and diagnostic capabilities for cancers, for example, can be improved radically, while maintaining strict privacy standards.
When it comes to new cybersecurity attack vectors, such as advanced deepfakes for phishing, defensive AI, such as deepfake detection solutions, is helping to uncover synthetic material. I also recently spoke with a company that makes agents that are able to test the security vulnerabilities of APIs across the software development lifecycle, identifying flaws that human testers might miss. This is a DevOps dream and an evolution of the shift-left mindset that was hard to envisage before the mass rollout of generative AI tools.
For every malicious deepfake, there is an AI solution saving lives or securing our digital economy. The problem is that headlines about AI detecting tumours rarely get as much attention as a fake viral video of a politician or celebrity. At best, this creates an unbalanced view of the good applications of the technology. At worst, it’s fueling a doom cycle that isn’t entirely justified.
Transitioning From AI Experimentation To ROI
Another challenge facing AI is that businesses have struggled to realise ROI from adoption. The reasons cited for this are that many projects lack strategic focus, are not tied to solid business outcomes, and lack the in-house skills to deliver success. However, there is now evidence that many of these issues have been addressed, as organisations move past the era of isolated pilot projects and into a phase where AI is now driving measurable outcomes.
To use a recent example, the Q1 IPA Bellwether Report reveals that, despite a challenging macroeconomic backdrop, marketing budgets have been revised up, with the report noting that respondents pointed to ‘AI and technology incorporation as a key opportunity, with many businesses moving beyond pilots towards practical use. Automation and AI were frequently cited as forces to improve efficiency, sharpen customer targeting, and generate better insight.’
This tracks with Deloitte’s 2026 State of AI in the Enterprise report, which shows that the percentage of companies moving at least 40% of their AI experiments into full production has doubled over the last year, which means there is a rising number of companies that have positive AI stories to tell.
Showcasing AI Success
For any business with a unique AI offering, or strong stories to tell about saving costs and building more resilient, secure, and efficient operations and services through advanced technology, now is the time to steal a charge on your competitors.
At GingerMay, we specialise in helping businesses navigate this landscape. We help you cut through the noise, showcase your technical excellence, and build awareness for your offerings, talent, and company story.
So, if you are building AI that the world needs to hear about, we want to help. Contact us today to see how we can elevate your brand and prove the true value of your technology.