AI, trust, and the new language of leadership

Hello,

Welcome to With’s revamped newsletter, delivering distilled insights each month from the conversations we’re having across sectors.

In this issue, we’re peering into the Pandora’s box that is AI. Unpacking how AI is reshaping trust, language, data, and storytelling and what that means for leaders communicating change. 

AI in the headlines
Even highly regulated industries like banking are becoming increasingly bold in their use of AI. Citi is retraining 175,000 staff in prompt writing, Bank of America reports 90% of employees already use AI daily and it has been one year since JPMorgan has made AI onboarding compulsory for all new hires. 

Operating under intense regulatory and public scrutiny, financial services providers don’t have the luxury of vague messaging. Every move is examined by investors, regulators and customers, and while they’re not flawless, the best have become a benchmark for high-stakes communication. Those getting it right – like Citi – translate technical change into human impact, telling people exactly how it affects their role, not just the business. They bring employees into the process early, building confidence instead of resistance, and they keep external communication open as the transformation unfolds, not just when it launches. It’s a model any organisation facing transformation can learn from and one we’ve honed when helping clients build out the messaging for their AI suites

AI-first comms dilemma
A recent Fast Company article, informed by our client FutureBrand’s data, shows just how divisive the phrase “AI-first” has become. To investors, it signals ambition and efficiency. To employees and customers, it can sound like empathy is being automated out of the picture. The takeaway? Language is strategy. Get it wrong, and you don’t just risk a headline, you risk reputation, investor trust, and talent retention. For CMOs positioning around AI, communication is the frontline of leadership.

AI Transparency in Practice
Across every sector, AI adoption is accelerating, and with it, a growing demand for accountability. When we shared With’s AI Framework with clients, it sparked something bigger than the framework itself: open conversations about how teams use AI responsibly, explain it clearly, and stay accountable for outcomes. The learning? Credibility grows from confidence in your process, from showing that every change has been thought through, not just rolled out.

Three Big Questions on AI
Our CEO Debbie Zaman and communications consultant Stephen Waddington explore where AI strengthens comms and where it undermines trust. Practical guidance for leaders deciding how and where to integrate AI into their teams. [Link]

The Key to Better Prompts
Fast Company’s guide to making AI think differently. Our favourite tip: use AI to get you out of your lane by adding unusual constraints or unexpected lenses to prompts, like “analyse my business through marine biology”. The best prompts don’t ask for answers; they spark original ideas. [Link]

The smartest ways we’re using AI

Read the With team’s take on the smartest ways to use AI,  from building custom GPTs that think like our clients’ target audiences, to using it as a creative springboard for sharper research and faster newsjacking. [Link]