Reporting

The role of AI in reporting: where it works – and where it doesn’t

AI text in cirlce, surrounded by ticks and crosses

AUTHOR: KAREN ALMEIDA
READ TIME: 5 MINS

AI might be having a profound impact on reporting, but it’s no silver bullet. Head of Advisory Karen Almeida unpacks where it adds value – and where human judgment is still very much needed.

From classrooms to boardrooms, Westminster to Wall Street, AI has been the talk of the town for quite some time. And in the last 12 months, it has taken on a bigger role in the world of corporate reporting too.

This is partly driven by how audiences are consuming and interrogating content: 73% of institutional investors now use AI tools to research company information*, while AI chatbots are mining reports to serve up answers to human reader questions.

There’s a definite intersection between AI and accessibility: what makes reports accessible for humans – thoughtful design and alt tagging – are also what make it easier for AI to extract information accurately and completely.

And if investors are relying on AI to get the lowdown on your business – and they are, at least some of the time – it’s worth making sure your report is accessible. This will increase the likelihood that they’re getting a full and accurate account of what’s inside.

With companies now talking more about how AI is helping them work differently, AI often has a starring role within a report’s content too. AstraZeneca’s latest annual report, for example, talks about how AI is being used extensively in the company’s drug discovery and development, and helping reduce product launch lead times through optimised manufacturing approaches.

“73% of institutional investors are now using AI tools to research company information.”

Tesco’s latest annual report discusses AI’s role in governance, with a case study in the Audit Committee Report focusing on how the company’s internal and external audit teams are using AI and analytics tools to improve assurance and audit processes.

Where can AI help streamline the reporting process?

When deployed in the right way, AI can definitely make the process of producing reports easier and less burdensome for everyone involved. Some of its benefits include:

  • Improved accessibility
    Google’s NotebookLM creates audio summaries which some users find easier or more convenient than the process of skim-reading a document.
  • Quality checks
    Large language models (LLMs) like Copilot can be trained to take on time-consuming but basic tasks, including applying text conventions to drafted copy or correcting spelling and grammar.
  • More consistent writing style
    LLMs are also great at applying a company’s tone-of-voice guidelines consistently to sections that have been drafted by different authors.
  • Basic drafting
    AI tools can be used for basic drafting based on existing company documents – like creating a summary of Board activity for the year using the Board schedule and minutes.
  • Image creation
    Tools like Firefly can be used to create imagery that can’t be found in a company’s image library, either because it’s too conceptual (like the front cover of the most recent WPP annual report) or for operational reasons (a group of senior leaders can’t be photographed together because of geographical location).

What are the watch-outs?

While we need to recognise what AI can do well and where it saves time, it’s also important to know when pens should stay firmly in human hands. Two scenarios come to mind:

1. When assessing what to include and what to leave out

Deciding what’s material to the account of the year’s performance and strategy (and what’s just clutter) isn’t the job of AI. That’s the job of the management team, with guidance and constructive challenge from the Board where needed.

2. When judgement and nuance are required

Annual reports must be a ‘fair, balanced and understandable’ account of the company’s performance during the year, and the narrative and KPIs need to reflect this. Similarly, the ‘going concern’ and viability statements are an exercise in assessing the company’s future prospects. The UK Corporate Governance Code and the Listing Rules make it very clear that these disclosures are the responsibility of the directors.

LLMs are known to display a positive bias when drafting content. Research by the University of California San Diego found that they alter the sentiment of source content in about 22% of cases, often reframing neutral or mixed content in a more positive light. There’s a risk then that AI-drafted content will fail the ‘fair, balanced and understandable’ test, even with the help of human editing.

What guardrails need to be in place?

To keep information confidential until report publication, teams should be mindful about their use of AI tools. Giving an LLM access to unpublished content and asking it to polish a draft can put a company at risk of inadvertently putting market-sensitive content into the public domain. To keep content secure, teams need to use the enterprise versions of Copilot or ChatGPT that come with privacy safeguards.

“There’s a risk that AI-drafted content will fail the ‘fair, balanced and understandable’ test, even with the help of human editing.”

And if you want to trademark images that are created by AI for use in the report, it’s important to do this with a tool like Firefly that can assign the rights to you. Not all image libraries guarantee this.

How can you navigate the use of AI in reporting?

Transparency is critical: at Conran Design Group, we don’t use AI in our reporting work without discussing it with clients first and making sure they’re comfortable with our approach. And we’re happy to talk about what we think works and what doesn’t (and why).

Whether you’re a preparer or a user of corporate reports, the likelihood is that AI will play a growing role in the way you produce and consume report content going forward. Understanding its strengths and limitations will help you work faster and more efficiently and, ultimately, achieve a better outcome. But it’s worth remembering that while technology might bring speed and efficiency, a truly excellent report still requires critical thinking and that all-important human touch.

Get in touch to discuss how we integrate AI into our reporting process.

*source: Avaloq

Karen Almeida

Head of Advisory - LDN

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