95% failure rate? A diagnosis that needs nuance

Let’s go back to that famous 95% AI project failure figure that fueled the panic. Should we really be alarmed when this number comes from a sample of only 52 large companies and when a project is deemed a “success” only if it yields a return on investment within six months?

Even the report’s authors admit that AI itself is less to blame than companies’ ability to transform. AI isn’t magic: like any technological project, it produces nothing if the organization isn’t structured to adopt it.

And in the flood of AI innovations we’re living through, is it really surprising that large AI projects are stalling? By the time a custom tool is developed and rolled out, a new service comes out and makes it obsolete…

Useful AI should not be confined to the IT department

That large-scale projects are struggling is one thing, but it certainly doesn’t mean we should throw in the towel — or worse, restrict the use of AI in companies by reserving it exclusively for the IT department. Unfortunately, we see some IT teams slamming the brakes whenever employees want to use “consumer” AI tools (like ChatGPT), even when the security risks are minimal. Do employees simply give up? Of course not: they turn to their personal accounts.

In fact, the MIT report highlights the success of this AI “shadow IT” — the unofficial use of digital tools by employees. The researchers found that in more than 90% of the companies studied, employees regularly use consumer AI tools for work, even though only 40% had purchased an official solution. AI spreads from the ground up because it is easy to access and immediately meets concrete needs. Performance-wise, employees often get more value from these “unofficial” practices than from the heavy, complex projects deployed by the company.

Naturally, giving employees a Microsoft Copilot account won’t magically transform the company. Training teams on general-purpose tools will have a limited effect if deeper issues remain unaddressed. The main barrier to AI effectiveness today is not technological — it is organizational.

Back to reality: All the more reason to invest smartly

If the AI bubble does burst, at least it will cool things down and bring us back to earth. Gone will be the tech companies’ wild promises, replaced by the need to design seriously, fine-tune carefully, integrate patiently with existing tools, and provide continuous oversight. In short, to reconsider AI for what it truly is: a formidable tool capable of delivering enormous gains, but one that requires method and perseverance. That’s good news. As with any bubble, the burst clears away illusions and brings forward the projects that truly create value.

In any case, this is certainly not a reason to stop investing in AI — quite the opposite. We must continue investing, but intelligently. That means learning from recent failures: no more high-tech cathedrals disconnected from real-world needs. Instead, we should invest in concrete, human-scale use cases with a clear improvement goal. We should bet on rapid iteration and continuous adaptation, without fearing a modest start. AI is not a passing fad: even after the speculative bubble bursts, it will remain a driver of innovation and performance. In summary, the goal is not to believe in AI miracles, but to invest in it like any strategic asset: progressively, with measurable use cases, and without engaging in escalation.

Alexandre Villeneuve and Edouard Fillias, authors of The AI Survival Manual (2025, Ellipses) and founders of the communication agency JIN.

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While the finance team has EBITDA and marketing boasts customer acquisition, what can the Communications Director show in the boardroom? Traditional indicators have structural weaknesses: barometers that are too slow and non-actionable, incomprehensible KPIs, and disputed ad-value equivalents. It’s no wonder your projects get deprioritized and your role is dismissed as “just the colored-pencil department.”

It’s time to move from justification to demonstration. Unlike other departments, you don’t simply carry out a plan—you’re a partner to all strategic plans. Proving your decisive impact means establishing a clear, direct, and demonstrable link between communication and the executive leadership’s top priorities. Let’s explore three themes that resonate at the executive level: stock price (for public companies), market share, and business model. These are three areas where you can shift perceptions:

From Awareness to Brand Value

Rather than talking about awareness or image, focus on your impact on investor perception—and, by extension, valuation multiples. Nvidia, once a graphics card manufacturer, became an AI leader in just a few years, thanks to a strategic shift in brand perception that had a tangible effect on its market capitalization. Imagine identifying the “tech” signals in your market that boost that perception. By leveraging these markers in your communication, you demonstrate your ability to tangibly influence company value.

From Thought Leadership to Market Leadership

Show how your communications strategy helps win market share. A well-orchestrated message can make a company appear larger than it is—triggering a Pygmalion effect that speeds up market entry. In its early days, Doctolib was just one of many startups offering online medical appointments. But its bold, leader-style communication and ability to dominate informational pathways made it seem like the market leader. The result? Public hospitals, health authorities, and doctors adopted it as the go-to platform—well before it actually led the market.

From Reputation Management to Recommendation Engineering

Defending your image reactively is no longer enough—communications must now act as the social engineer of a recommendation machine. The most powerful brands today aren’t just known—they’re endorsed. Take Decathlon. Once a standard sports retailer, it became a relationship-driven brand by activating user feedback, ambassadors, and product use stories. It no longer says, “Here’s what we sell,” but gets customers to say, “Here’s how I use it.” This shift from product to purpose is something communication can help lead and prove its strategic value in doing so.

Generative AI: Your New Metrics Power Tool

But how do you actually measure “tech perception,” market leadership, or recommendation strength? That’s where generative AI comes into play.

It allows the creation of custom KPIs that draw on multiple data sources—media, social media, search behavior, web analytics—and go beyond raw numbers to include qualitative insights. These are tailored, strategic metrics that finally allow Communications Directors to quantify their impact.

This AI-driven metrics revolution is exciting forward-thinking Communications Directors. They see AI not just as a tool for optimization, but as a strategic command center. Where many feared AI might replace roles, it might actually prove their legitimacy.

Caroline Faillet, General Manager of the JIN Group.

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As AI establishes itself as a key tool for journalists, investors, talent, and partners, one question becomes central: what does it really say about figures of economic power? And above all, which leaders are strengthened or weakened by this algorithmic lens?

For the first time, an AI has evaluated CAC 40 CEOs based on precise criteria including leadership, ethics, communication, and impact. This innovative method disrupts traditional approaches and reveals surprising dynamics.

Notable differences, standout sectors, and underutilized reputation drivers… this study sheds light on new expectations surrounding leadership in the age of artificial intelligence.

Which CEOs top the ranking? Who needs to rethink their image strategy? And what does this shift say about the future codes of leadership?

Download the full barometer right here:

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You might already be using them without realizing it. Tools like ChatGPT’s “deep search,” Perplexity, or Gemini break down your question, scour dozens of web pages, and deliver — sometimes after a few minutes — a detailed response, almost like a mini research paper. These are agents.

But AI agents aren’t “just” AIs that answer questions. They are AIs that pursue a goal, make decisions, choose tools to use, and act, sometimes through multiple steps, without human intervention.

Still early days… but spectacular nonetheless

OpenAI launched Operator in January. It can plan trips or purchase products online from start to finish, completely autonomously. It’s available only to premium subscribers and remains low-key for now. But it was Manus, a Chinese AI agent unveiled in March, that sent real shockwaves through the field.

Manus can take control of a browser, navigate complex websites, fill out forms, connect to business tools — and even launch a design in Canva. Sure, the result isn’t very pretty yet. But when you watch an AI using software like a human would, one thing becomes clear: the threshold of autonomy has been crossed.

And given the speed at which AI evolves, we know these clumsy prototypes will soon become highly effective assistants for repetitive, precise, and structured tasks.

The Era of “Super-Agents” Is Approaching

Google is also developing agents, like Project Mariner, designed to act within Chrome. But again, it’s OpenAI making the biggest waves, with its announcement of a lineup of “super-agents”:

• Executive & Expert Agent: $2,000/month
  
• Developer Agent: $10,000/month
  
• PhD-Level Research Agent: $20,000/month, capable of formulating scientific hypotheses and coding autonomously.
  

We’re entering a whole new dimension.

AImpact on a communications Agency: A new way to work

As entrepreneurs in the communication field, we’re already feeling the shift. Writing a press release or social media post without AI now feels outdated. And tomorrow?

Tomorrow, we might delegate the entire chain: trend monitoring, editorial strategy, content creation (text, images, video), publishing schedules, community management, influencer targeting and activation, even email or SMS follow-ups.

An AI agent could track key conversations around your brand, detect weak signals, suggest a strategy, and implement it — from start to finish — without lifting a finger.

And if that sounds futuristic, remember this quote from Sam Altman, CEO of OpenAI:

“We’re betting on the first year a billion-dollar company will be launched by a single person.”

Entrepreneurs: Now it’s our move

While we’re convinced that humans will still play an essential role in leadership, supervision, and ethical decision-making, it would be dangerous to believe this revolution will leave us untouched. Homo homini lupus est. Every job, every role, every process must be reimagined through the lens of autonomous AI.

There’s no need to warn our readers of a dystopia à la Gattaca. Instead, we should see AI as a kind of “new light bulb”, like Edison’s, that is still diffusely illuminating our era.

But we must act now. Because for us, as entrepreneurs, this is not a threat — it’s a vast playground. A powerful lever for productivity, creativity, and optimization. As long as we don’t stay on the sidelines.

Now is the time to shape the agency (or company) of tomorrow. Now is the time to integrate these tools, reinvent our methods, and reaffirm what only humans can bring: vision, ethics, creativity, emotion.

AI agents won’t replace us. But they do force us to transform.

Op-ed by Edouard Fillias and Alexandre Villeneuve, CEO & Co-founders of JIN.

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The R1 incorporates a training mode allowing users to teach specific actions to the device. Rabbit OS, the preinstalled operating system, can even learn multi-step tasks in complex applications like Photoshop and execute them on voice command.

Compact in size, the R1 is equipped with a 2.3GHz MediaTek processor, 4GB of RAM, and 128GB of storage. It features a 2.88-inch touchscreen, a rotating camera, and a navigation wheel. It is available for pre-order at $199, significantly less than conventional smartphones and other generative AI interfaces, such as Meta Glasses.

Does the R1 foreshadow the future iPhone?

Watch the launch keynote on the Rabbit website

According to Jesse Lyu, CEO of Rabbit, the R1 aims to combine voice assistant, screen, and camera, positioning itself more as a competitor to devices like Humane’s new AI Pin rather than the iPhone. This innovation nonetheless raises questions about the future of applications. The Rabbit R1, by making interactions with applications smoother and more intuitive, could reduce reliance on traditional interfaces. The era of traditional smart assistants, like Alexa, seems to be over with the advent of AI-first devices like the R1.

Traditionally seen as vessels for applications, smartphones could evolve into « AI boxes ». This metamorphosis would mean that interaction with devices would no longer occur through distinct applications, but through an integrated artificial intelligence interface capable of understanding and executing complex actions. This is likely the direction in which Apple aims to take its flagship smartphone, aided by its secretive development of the « Ferret » large language model. The Rabbit R1, with its LAM, foreshadows this evolution, transforming how we interact with our devices.

Could this device mark the beginning of an era where applications as we know them become obsolete, replaced by a more organic and integrated interaction with technology? Only time will tell, but one thing is certain: the Rabbit R1 represents a significant turning point in how we interact with technology on a daily basis.

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