ARDMORE, PA — Gregory FCA, one of the world’s first AI-enabled public relations agencies, has unveiled the results of a comprehensive 12-month study on the impact of generative AI technologies on productivity. The study reveals a notable 10.2% increase in productivity, translating to approximately $2 million in additional revenue. Furthermore, the firm reported a 3.75X return on investment after accounting for licensing and training costs.
“This study represents the first quantitative evidence of how AI is transforming public relations by improving the quality and velocity of client work products,” stated 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 evaluated the firm’s performance by comparing metrics from the first half of 2023 to the same period in 2024, marking the first full year of AI deployment. Metrics included revenue per employee, client attrition, and employee turnover. While productivity gains were anticipated, the firm also experienced a 31% reduction in client churn, indicating enhanced client satisfaction and improved work quality and 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,” said 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.”
Employee retention also saw a marked improvement, with the study reporting a 54% reduction in attrition. Matusky explained, “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.”
Gregory FCA’s AI journey began ahead of the curve, starting with the introduction of their proprietary generative AI platform, Gladwrite, two years before ChatGPT’s debut. The firm’s head start in AI training and prompt creation was further solidified with the launch of Write Release, an AI press release writing tool, in early 2023. Over the past year, 104 AI training sessions were held, attended by 80% of the firm’s team members.
The study underscores the transformative potential of AI in the public relations industry, showcasing Gregory FCA’s innovative approach and commitment to leveraging technology for enhanced business outcomes.
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