Analysts don’t read your annual report. AI does.

The world of corporate comms has changed forever.

OpenAI dropped their o1 preview and o1 mini, and AI podcasts are abuzz with promises to have hit the next milestone of AI roadmaps: advanced reasoning capability at PHD level that can work through multiple steps rather than just providing the next best answer. Releases and updates from Anthropic and its competitors are coming thick and fast. If you haven’t been impressed by AI before, you should try it. Google’s latest update to notebookLM generates entertaining podcasts with two speakers debating the content of any PDF you upload. Prepare to have your mind blown.

How do these AI developments impact corporate communications?

The reality is that most investors and analysts are seeking shortcuts. Everyone wants tools that can improve the quality of their research and make it faster and more efficient. The specific tools analysts use may vary based on company policy. Still, regardless of the AI language model they use, it’s becoming increasingly unlikely that anyone is reading reports cover to cover.

What does best practice digital-first reporting look like?

Well, it’s not about a landscape PDF or dumping regulatory content on your website. Digital-first reporting begins by understanding how your audiences access critical information and where it’s best to connect with them. It really should be called audience-first reporting.

Understanding your audiences and refined messaging

One of the first steps is to think through your messaging hierarchy and consider how stakeholders will access your content. We will likely see a more data-driven approach to reporting that allows teams and analysts to gather and access data more quickly; this often requires tools such as Workiva to avoid mistakes and manual errors. As CSRD becomes a requirement in 2025 for many, data-driven reporting will only increase, and companies need to carefully consider how they approach their double-materiality assessment and ongoing reporting.

How do stakeholders find your content?

Most of the time, your audience will use social media or visit your company website. They will head to the Investor section and then go to reports to download the report and half-year results. Understanding this journey is important because it allows you to highlight important messages along the way.

If you had 30 seconds to tell your story, what would it be? Is it your company strategy or your pipeline, or do you need to provide context to last year’s figures? Be selective.

This is where we can help. At Gather, we are dedicated to crafting your corporate narrative in a clear and simple way. We prioritise your audience’s needs above all else, beyond your website or the structure of your report.

So, as we all love a summary, what does the future of digital-first reporting look like?

1. More data in a more accessible way

2. Clear, compelling narrative with all-year-round stories and content to support it

3. Audience-first content across all your digital channels reinforces the same priority messages

Getting AI ready

In addition to thinking about how AI will read and analyse your report, you will likely soon be required to include risk assessments and roadmaps of how AI impacts your industry and business. Follow us on LinkedIn, Gather London,  as we unpack this further and send us an email to find out more about our AI workshops for executive and communication teams.

About the author

Julia Scanlon is Digital Director at Gather London and has over 15 years of experience in digital communication and content strategy. She advised and has delivered for many FTSE100, private equity firms and B2C household names in their digital communication strategy.

Her focus at Gather is to bring communication strategies to life through super-connected story telling across channels using the latest AI and digital tools.

Get in touch

If you’d like to discuss this, or any other subject, please get in touch with Julia, Digital Director, at julia@gather.london

We’d love to know what you think.