8 TCS AI for Business Study – Communications, Media & Information Services Report 50% 22% 16% 12% 58% 19% 15% 8% Communications, Media & Information Services Productivity is an AI benefit, but quality will be its lasting value QQ. On a scale of 1 to 10 — where 1 is solely focused on using AI to improve quality and 10 is solely focused on using AI to enhance productivity — where would your company's current approach toward AI fall? In an era where media reports discuss the growing use of GenAI to create media reports (such as corporate earnings and sports event summaries), it’s no surprise CMI executives are prioritizing AI productivity gains. Despite this, over a quarter of respondents are starting to view AI more as a quality-enabler than as a productivity-enhancer. On a 10-point scale between “improving quality” and “enhancing productivity,” CMI executives scored an average of 6.90 , the same as our overall study sample across industries. Solely or mostly focused on using AI to improve quality Focused on quality, but with an eye toward enhancing productivity Focused on productivity, but with an eye toward improving quality Solely or mostly focused on using AI to enhance productivity PACESETTERS