One of the world’s first public relations agencies to become AI-enabled has completed a 12-month study of the impact of generative AI technologies on productivity. Gregory FCA, the 36th largest PR firm in the U.S., has discovered that the safe and effective deployment of generative AI has increased firm productivity a healthy 10.2%, equating to about $2 million in additional revenue. At the same time, the firm has seen a 3.75X return on investment once license and training costs are considered.
“This study represents the first quantitative evidence of how AI is transforming public relations by improving the quality and velocity of client work products,” begins Greg Matusky, CEO of Gregory FCA. “By supporting the team with policies, platforms, best practices, and training, we have shown that AI is a powerful tool that, when deployed correctly, can drive significant business results.”
The study, which looked at the firm’s performance from the first half of 2023 compared to the first six months of 2024 (the first full year of AI deployment), analyzed various metrics across the firm’s operations, including revenue per employee, as well as client attrition and employee turnover. While productivity gains were expected, increased client and employee retention were unexpected outcomes. With AI assisting teammates, the firm saw a 31% reduction in client churn, a result that directly correlates to client satisfaction and increased quality of work product and improved delivery times.
“Clients leave when expectations are not met. They stay when expectations are met. But they become long-term partners when expectations are exceeded,” says Matusky. “We have found that by working shoulder to shoulder with AI, team members are more able to surprise and delight clients with unexpected deliverables, new approaches, and added creativity.”
Even more surprising is the impact AI has had on Gregory FCA employee retention. The study found that in the first full year of AI deployment, employee attrition was reduced 54%.
“We found that AI creates a more loyal workforce in two main ways. First, when the work product requires less rework both internally and by the client, professionals feel more confident about their impact on the organization. Second, by committing to a structured AI training program, team members gain expertise unavailable in other places in the market. They understand the impact AI will have on their careers and want to master these technologies to assure future career success,” explains Matusky.
Gregory FCA’s AI journey began two years before the introduction of ChatGPT, when the firm introduced an internally developed generative AI platform, called Gladwrite, in deference to Malcolm Gladwell. When ChatGPT was introduced in November of 2022, the firm had a head start in customized prompt creation and training. In early 2023, the agency launched Write Release, a free AI press release writing tool that can generate more than 70 types of press releases. To socialize and assure the safe and effective use of AI, the firm held 104 AI training sessions over the past year, attended by 80% of its team members.
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