want some cookies?
We use cookies to make your browsing experience amazing.
AI Adoption & Change Management
The AI problem nobody's solving
Tech + training ≠ Adoption.
You've invested seven figures in AI tools. You've run the training. You've sent the notification emails. But the widespread company adoption you envisioned just isn't there.
Meanwhile, the CEO wants ROI numbers. The board wants a transformation story. And your peers want to know why teams are still doing everything the old way.
The problem isn't the technology. And it isn't your people. It's that nobody treated this for what it actually is: a behaviour change challenge that needs real change management marketing, not another training module with a quiz at the end.
Tackling fear & confusion
WHY AI IS Different.
Every other tool rollout in your org has probably followed this same pattern: deploy, train, done. CRM, ERP, collaboration tools...whatever it was, people grumbled, adapted, and moved on.
AI doesn't work like that. AI forces people to change how they think, not just what they click. It triggers fear ("will this replace me?"), confusion ("how does this apply to what I actually do?"), and a very rational instinct to wait and see if this is another initiative that quietly disappears in six months.
29% of employees admit to actively sabotaging their company's AI strategy. Not ignoring it. Sabotaging it. You're not going to train your way out of that.
DRIVING CHANGE
IN WORLD CLASS ORGANISATIONS
Capturing hearts and minds
Award-winning Change Management Marketing.
Behaviour change doesn't happen when you send a few emails, and deliver an internal announcement that your organisation is now: "AI-enabled".
MAAS uses tried-and-tested change management marketing approaches such as deep audience research and segmentation, behavioural science and emotion-grabbing storytelling to connect with audiences. This approach gets results - it drove over 82% workforce engagement at Capgemini's 340,000 strong workforce.
We achieve this groundbreaking impact by answering your employee's "why", and ensuring every key touchpoints answers one burning question: "What's in it for me"?
Our four step process
How we work with you.
Phase 1 - Discovery & Insight
Every organisation is different, so it's vital we get to know yours. This crucial phase comprises both qualitative and quantitative research to understand your culture, your business and your people's attitudes towards AI. We want to know who's using it, who isn't and why.
Phase 2 - Change Management Strategy Creation
All this research provides crucial context to ensure our strategy tackles your audience's fears, reservations and attitudes to AI adoption. We'll identify key channels to use, creative campaign hooks and messaging and a proper plan. Everything you need to execute this internally.
Phase 3 - Content Creation & Activation
Here is where everything comes to life: we build everything you need to create change in your organisation, entirely on brand for you. This can include emails, Viva Engage posts, videos, toolkits, manager packs, one-pagers and more. We're led by our research and create whatever your people need to hear, see, and feel.
Phase 4 - Launch, Measurement & Optimisation
When everything is done, we don't just disappear. We continue with monthly check-ins and consultancy to help you monitor the success of your change strategy, and help you to measure what's working, what's not and how to iterate as you learn more about your people.
Shifting behaviour starts with us
Why MAAS Marketing?
We've spent years building impact internal campaigns that shift behaviour — for AI adoption, training programmes, platform launches and culture intiatives. With AI, the stakes are higher: the internal scrutiny is massive, the behaviour change is bigger and the ask from employees is huge.
What you won't get from us:
- A change management framework nobody reads
- Workshop-heavy consulting that burns budget without output
- Generic comms templates with "[insert tool name here]"
- A 6-month timeline before anything reaches your people
What you will get:
- A targeted, hyper-focused internal campaign that reaches the right people, with the right message, at the right time
- Evocative, engaging content your workforce will actually engage with (not corporate wallpaper)
- Guaranteed, measurable shifts in AI adoption, sentiment, and usage
- A partner who understands your internal audience as well as any external agency understands consumers
