Companies are loudly calling themselves ‘AI-first.’ Are they helping or hurting their own brands?

Group 1 - Fiverr announced a transformation to become an "AI-first" company, aiming for a leaner and faster operation with modern AI infrastructure and fewer management layers, resulting in 250 job losses [1] - Fiverr joins other tech companies like Duolingo, Klarna Group, and Shopify in rapidly adopting artificial intelligence as a core strategy [2] - The term "AI-first" is becoming a common rallying cry among companies, indicating a critical need to adapt to technological changes [3] Group 2 - A survey revealed that nearly half of professionals familiar with top company strategies have never heard the term "AI-first," indicating a lack of understanding in the industry [3] - While a third of respondents view AI-first companies as more innovative and efficient, there are concerns that such companies may feel less human and provide a less enjoyable customer experience [4] - The research, conducted by FutureBrand, involved over 3,000 informed professionals and will be part of the FutureBrand Index 2025 [5]