How Can Content Leaders Use Change Management to Improve AI Adoption

In December last year, the Section School published their AI Proficiency Report which revealed that only just 24% of employees surveyed say they are receiving AI training or support from their company.

From what I'm seeing and hearing today, on one side you have companies eagerly integrating AI into their content marketing programs, convinced it’s the golden ticket to efficiency and innovation.

On the other, you’ve got the reality output - AI misuse, resistance from employees, ethical mishaps, and poorly executed strategies turning what should be transformative into a digital dumpster fire.

I think more and more companies (and leaders) are starting to realise that integrating AI into a business is not like any previous approach to technology adoption.

One of the biggest things that I learnt during my training is that AI requires a complete and utter fundamental shift in our way of thinking.

Without adapting your approach to change management and AI, this advanced technology is just a glorified expense, and your employees are left spinning their wheels, wondering if their jobs are next on the chopping block.

Traditional change management is not the answer

Change management isn’t new.

Organisations have been navigating it since the days when “digital transformation” meant switching from fax to email (Lord, I feel old writing that).

The problem is that most frameworks were built for steady, predictable shifts - not the runaway train of AI.

Some of the more familiar change management models you might be familar with include:

• Lewin's Model (Unfreeze-Change-Refreeze): Great if you're defrosting chicken. Hopelessly inadequate for AI, which moved on faster than Saltbae's social media presence.
• Kotter's 8-Step Model: Thorough but glacial. AI doesn’t have the patience for your carefully crafted eight-step plan.
• McKinsey 7-S Framework: Holistic, yes. But it falls flat on AI’s technical quirks, like data quality and privacy concerns.

AI moves at a breakneck pace, dragging along a Pandora’s box of challenges.

From data security nightmares to employees grappling with fears of becoming obsolete, AI exposes the cracks in traditional change management strategies.

AI requires a new framework for change

As I mentioned earlier, you need frameworks that recognise this beast for what AI is - a constantly evolving force of nature.

Here are some frameworks that may better suit the adoption of AI into an organisation:

Prosci ADKAR? Model

Think of this as the IKEA manual for AI integration without it sounding like the Swedish Chef from The Muppets.

ADKAR focuses on five stages: Awareness, Desire, Knowledge, Ability, and Reinforcement.

• Awareness: Start by educating employees on why AI is being adopted. Nobody likes a surprise, especially one that might involve ChatGPT replacing their daily reports.
• Desire: Build buy-in. People need to want the change—use real-world examples of how AI makes their lives easier.
• Knowledge & Ability: Here’s where upskilling and training come in. For example, a retailer introducing AI-driven customer tools must teach staff how to use them.
• Reinforcement: This is where most organisations drop the ball. Keep monitoring and supporting the adoption long after the “Go Live” emails stop. AI adoption isn’t a sprint; it’s a marathon.

Kübler-Ross Change Curve

You may be familiar with the “stages of grief.”

It’s surprisingly relevant when employees realise Excel macros aren’t cutting it anymore.

• Denial: “Why do we need AI? Everything’s fine as it is.”
• Anger: “Why are they replacing me with a glorified calculator?” Emotional outbursts are inevitable, so brace yourself.
• Bargaining: “Can we just keep using the old tools for some tasks?” Sure - until AI proves it can do the job faster and better.
• Depression: “What’s the point of trying? The machines are taking over.” This is when leadership needs to step in, offering reassurance and a clear path forward.
• Acceptance: The sweet spot where employees embrace AI as a tool, not a threat.

Nudge Theory

This is about influencing behaviour subtly, like defaulting software updates to include AI features.

• Make AI-powered tools the default option in workflows. For instance, auto-enabling AI features in content management systems gently encourages their use without forcing it down anyone’s throat.
• Reward content specialists who adopt AI, even for minor tasks. A little recognition goes a long way in building momentum.
• Share success stories of content teams who’ve embraced AI and thrived. Nobody wants to be the last one holding onto outdated tools when the rest of the office has moved on.

The human factor

Resistance to change is as predictable as my son refusing to put his pants on before daycare.

I know a lot of folks in content marketing who are afraid that AI will replace them or demand skills they don’t have.

To address these fears, we need strategies that focus on the human element.

Spell out the why, what, and how of AI adoption.

People fear what they don’t understand - so make it comprehensible.

Share real-world success stories, identify internal champions who can rally the troops, and most of all, encourage experimentation, collaboration, and - yes - mistakes.

Change requires new skills

AI demands a workforce that’s as adaptable as the technology itself.

This means bridging the gap between what your content marketing team know and what they need to know.

I don't believe that every content marketer or specialist will need to undergo training in Python to understanding generative AI.

But I do believe that soft skills like critical thinking, adaptability, and problem-solving should not be overlooked.

Final thoughts

AI adoption is messy, thrilling, and utterly transformative.

It’s not just about the tech; it’s about the people navigating this brave new world.

With the right frameworks, strategies, and communication, you can lead your organisation through this upheaval - and come out the other side stronger.

Think of it like riding a rollercoaster: terrifying, exhilarating, and totally worth it once you catch your breath (or so I'm told...in fact this was probably a bad analogy to use considering I'm terrified of rollercoasters...).