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Why

In this candid case study, Debbie Zaman (With) and Stephen Waddington (Wadds Co) share their experience co-creating and delivering a six-month AI integration programme at With, an international B2B PR and digital marketing agency. They discovered that the real challenge wasn’t selecting the right tools or training the team—it was building a culture ready to adopt, experiment, and evolve with AI. Key Takeaways: ✔ Mindset Before Method – Growth mindset and psychological safety must come before training. ✔ Leadership Sets the Tone – Senior leaders must model curiosity and commitment. ✔ Psychological Safety Supports Innovation – Enable fail-fast learning through listening exercises, AI governance, and peer-level guardians. ✔ Embed AI into Everyday Practice – Align training with competencies for real client delivery. ✔ Stakeholder Communication – Build trust with governance frameworks and clear communication. Missed AMEC AI Day in London? Join us at AMEC AI Day North America, taking place in New York on 11 March 2026. Attend in person for high-level discussion and networking, or join live via our platform partner Ventla, with 60 days of on-demand access included. 🎟 Register now at the early bird rate: https://bit.ly/AMECAIdayNYC26 #aiculture #generativeai #aiinpr #geo #changemanagement #culturaltransformation #aiintegration #digitaltransformation #prmeasurement #aiinnovation #generativeengineoptimization #aievents