Martyn Howe, Digital Director at KnowledgeBrief, shares his expert insights on how leaders can navigate the growing influence of AI, harness its potential and build the digital skills needed to drive success in a technology-driven world.
What is the primary business challenge that organisations need to address, which your research aims to tackle?
My research focuses on digital literacy as a core leadership capability. Organisations need empowered leaders and teams who can recognise when AI should influence decisions and accurately interpret its outputs. However, most importantly, it is about understanding when human judgment matters most. For example, an AI system may highlight declining sales, but effective leaders will go beyond the raw data, examining team feedback, customer sentiment, and broader market dynamics to contextualise these insights and make informed, balanced decisions.
Leaders also need to ensure that teams feel confident using AI tools. This requires providing opportunities for teams to explore AI’s capabilities through interactive sessions, where they can test AI tools on real projects, ask questions and understand how technology can simplify complex tasks. For instance, one marketing team held brainstorming sessions using AI-generated consumer insights to spark campaign ideas, resulting in higher engagement rates.
To support teams’ digital literacy skills, leaders must work with them to identify potential biases in AI recommendations and ensure that decisions reflect organisational values. Developing digital literacy in the workplace enables teams to use AI to enhance problem-solving, decision-making and data interpretation.
Additionally, building digital literacy skills can strengthen a culture of collaboration, as teams will better understand where and how AI can be applied successfully. Without proper consideration, teams may feel disconnected or concerned about how and why AI is used. Sharing real examples of how teams influenced decision-making after interpreting AI insights can help embed these principles in practice and create a more confident, AI-literate workforce.
How can AI enhance the leadership strategies of experienced leaders?
AI can enhance leadership strategies by helping experienced leaders make smarter, faster decisions. It provides valuable insights into performance trends, customer behaviours and market shifts, allowing leaders to adapt their strategies with greater agility. For example, AI might highlight emerging market opportunities, but it is the leader’s experience and understanding of the organisation that guides the right response.
AI also simplifies complex tasks and automates routine processes, giving leaders more time to focus on building relationships, driving innovation and shaping long-term strategies. Additionally, it can help personalise team development by identifying skills gaps and tailoring learning opportunities.
However, AI works best when paired with human judgment. Experienced leaders know that data alone is not enough. Context, intuition and organisational values all play a role. By creating a culture where AI is seen as a tool for enhancing decision-making rather than replacing it, leaders can ensure their teams feel confident using technology to support business success.
What advice do you have for emerging leaders using AI for the first time?
Emerging leaders should view AI as a tool to become more human, not less. AI can free up time for relationship building, mentoring and trust, all of which are core aspects of leadership that AI cannot replicate.
My advice would be to ensure they balance AI insights with human judgement, contextualising data with empathy and an understanding of team needs. Psychological safety should also be a priority. Leaders need to be transparent about how AI tools are used and ensure they do not feel intrusive or replace human contributions.
The real value of AI in leadership lies in its ability to augment what makes leaders truly effective: empathy, trust and human connection. By embracing AI thoughtfully and sharing relatable success stories, emerging leaders can drive innovation while strengthening the human core of their teams.
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