Gregory FCA, a Pennsylvania-based public relations (PR) firm, recently carried out a study on the impact of generative artificial intelligence (GenAI) technologies on its operations. The year-long study found that deployment of GenAI in the form of assistance to employees increased firm productivity by 10.2%, equating to about $2 million in additional revenue. At the same time, the firm reported that it has seen a 3.75 times return on investment (ROI) once license and training costs are considered.
The study also examined the firm’s performance from the first half of 2023 compared to the first six months of 2024 (i.e. the first full year of AI deployment) and analyzed various metrics across the firm’s operations; this included revenue per employee, as well as client attrition and employee turnover. While productivity gains were expected, "increased client and employee retention were unexpected outcomes," according to the company.
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.
“This study represents the first quantitative evidence of how AI is transforming public relations by improving the quality and velocity of client work products,” said 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."
One unexpected result of the implementation of GenAI technology was an improvement in 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,” Matusky added. “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.”
Edited by
Alex Passett
