A new study by behavioural consultancy Behave reports a disconnect between company leaders and employees regarding the adoption of artificial intelligence (AI), and subsequent concerns over AI integration in the workplace.
The findings show that while 61 percent of senior leaders see AI as a competitive advantage, only 17 percent of organisations have fully integrated AI into their operations. Additionally, 67.5 percent of employees feel excluded from AI-related decisions.
Without broader workforce engagement, AI risks being underutilised rather than a transformative business tool.
Trust Gap Slows AI Adoption
Despite leadership optimism, many employees feel unprepared for AI-driven changes in their roles. The research indicates that while AI is widely recognised as a tool for improving efficiency, its potential to drive innovation remains underexplored.
Tom Laranjo, CEO of Total Media Group and Behave, said, “Businesses need to go beyond viewing AI as just another tool for incremental efficiency. AI adoption should be about unlocking new ways of working, problem-solving, and decision-making. Organisations that embrace AI as a strategic enabler – rather than just a cost-saver – will lead the industries of the future.”
Only 15 percent of organisations prioritise AI for innovation and excellence, compared to 26 percent that focus on efficiency.
On a regional level, employees in the South West, Midlands, and East of England showed more concerns over AI’s impact on job security. In contrast, workers in London report lower levels of concern but also rate their proficiency in AI tools as low. The West Midlands and Northern Ireland are ahead in workplace AI adoption, while the South East and South West lag behind.
Barriers to AI Integration
The research identifies a lack of skilled talent as a major obstacle to AI adoption, with 39 percent of organisations citing it as a challenge. Leadership optimism about AI’s potential does not always translate into practical implementation, with many organisations struggling to integrate AI across all business functions.
Additionally, ethical governance remains a key concern. The study reveals that Scotland is 1.9 times more likely than other regions to favour external AI oversight. Among business leaders, 27 percent believe AI ethics should be controlled by senior management, but employees show lower trust in leadership handling ethical considerations. Instead, 25 percent support the establishment of a dedicated AI ethics committee, and 23 percent favour external regulatory bodies.
Dr. Alexandra Dobra-Kiel, Innovation & Strategy Director at Behave, warned against implementing AI without proper adoption strategies.
“AI is too often implemented, not adopted,” she said. “This detached approach risks AI becoming a fragmented tool confined to isolated pockets of the business. AI’s true potential lies in elevating us toward a new horizon of human excellence, not just efficiency. But this requires us to move beyond mere implementation. We must motivate teams to embrace AI as an enabler, provide the proficiency to leverage it, and instil ethical responsibility in its development. Only then can we achieve true adoption.”
Ethical Considerations in AI Deployment
The lack of structured ethical frameworks in AI governance is another factor affecting adoption, with many employees feeling disconnected from discussions about AI ethics.
Dr. Dobra-Kiel added, “Without a nuanced approach to AI ethics, organisations risk creating a ‘black box’—a tool deployed without sufficient transparency or understanding, which can stifle adoption and innovation. We must transcend the shallowness of checklists and regulatory compliance.
“True ethics demands open discourse, questioning our deepest assumptions, and a profound consideration of AI’s impact on both those who create it and those it affects. Ethical AI adoption is not a matter of rules, but of conscience.”
