Clients Move Toward Strategic Use of AI in Communications
As artificial intelligence continues to evolve, its role in marketing and communications is expanding from behind-the-scenes support to front-line strategy. At FINN Partners, a global integrated marketing and communications agency, client engagement with AI is gaining speed and depth across the sectors health, technology, consumer goods, education and social impact.
CommPRO spoke with Christopher Nial, senior partner; Thekla Eftychiadou, senior partner; and Ivan Ruiz, partner of digital health and strategy. The three executives offered a snapshot of how AI adoption is playing out across the agency’s diverse client base reflecting its broader mission of lasting client impact.
From Tool to Strategy
Where AI once handled mostly tactical tasks such as media monitoring or content drafting, clients are increasingly weaving it into the early stages of planning and insight development. Nial said clients are now integrating AI into all elements of their campaigns—from the generation of insights to final measurement. Eftychiadou agreed, noting that “the more advanced clients, the early adopters, are looking at how AI can improve processes and help drive better outcomes—not just deliver efficiencies.” Ruiz added that AI delivers the greatest value when it is embedded within a broader framework of human insight, data and creativity—not used in isolation.
Attitudes Shift Toward Adoption
Since the start of the year, clients’ attitudes toward AI have warmed considerably. Eftychiadou noted that momentum has picked up as organizations build confidence in the tools and begin to understand their practical applications. “As confidence in the tech improves, the focus is shifting to responsible and effective application,” she said.
Ruiz observed that clients are no longer waiting on the sidelines. “In the past few months, we’ve seen more proactive interest,” he said. “Clients are now coming to us with ideas and needs. They’re not just reacting to AI anymore—they’re planning around it.”
Risk and Responsibility
Despite the enthusiasm, concerns about bias, legal exposure and creative quality still temper some of the excitement. Ruiz said FINN Partners takes a human-first approach to mitigate these risks. “Our approach relies heavily on human touch to avoid legal, ethical or creative missteps,” he said. Eftychiadou added that these concerns are being addressed through client education, internal policy development and ongoing dialogue. “This is not a ‘set it and forget it’ space,” she said. “Clients understand they need frameworks in place.”
Patterns in Adoption
While larger organizations typically have more resources to experiment and integrate AI, the executives said smaller firms are not far behind. Nial pointed out that once smaller companies do invest in AI, it often creates a significant competitive advantage. “Yes, small companies are less likely to adopt AI broadly,” he said, “but once integrated, it levels the playing field dramatically.”
Thekla noted that adoption patterns closely reflect broader market dynamics, with technology and health sectors leading the way, followed by consumer and nonprofit sectors catching up.
What Works: Lessons from the Field
FINN executives agreed that one key lesson is to never rely blindly on AI outputs. “Don’t trust the output—check, check and check again,” Nial said, emphasizing the need for human oversight. Ruiz added that AI isn’t a fix-all but can be transformative when used correctly. “It’s not a magic bullet,” he said. “But paired with experience, it accelerates what we do best—smart, timely and resonant communications.”
Eftychiadou summed up the consensus: “The biggest takeaway is that AI is here to complement—not replace—our work.”
What’s Next
Looking to the next 12 months, the executives expect a noticeable increase in adoption, especially as AI tools become more sophisticated and affordable. Nial predicted that large organizations will push AI into every viable area, including knowledge management and internal operations. Eftychiadou said new tools coming to market will only accelerate this trend.
Ruiz believes the conversation will shift even further from capabilities to ethics. “At FINN, we are highly connected to how consumers use and perceive AI,” he said. “Our job is to ensure that what our clients do with AI aligns with their brand values and public expectations.”
