'In 2025, AI for IR will be an expectation, not an option': Gregg Lampf on gaining C-suite buy-in

Ahead of our upcoming IR Magazine Forum – AI & Technology, set to be held in New York on December 3, IR Magazine has caught up with some of the event’s leading speakers to understand how they currently view the technology – and the aspects of its use they are looking forward to discussing in more detail.

Gregg Lampf, vice president of investor relations at Ciena, has emerged as one of the IR profession’s leading proponents of the technology, and is not only set to appear on a panel discussion at the event but will also lead a special workshop for attendees where they will examine ways to reliably use AI to make the ESG reporting process even more efficient.

Below, he answers our questions about what our audience can expect at the upcoming forum.

You'll be talking on a panel titled ‘Gain c-suite buy-in: Teach your c-suite to escape the “AI as an experiment” mentality’ at the AI and Technology Forum. Which aspects of this topic are you keen to explore?

There is no doubt that AI – generative AI in particular - has been experiencing a hype cycle, while at the same time we are seeing real benefits from its responsible use in IR that should be encouraging every executive to take a closer look.

Indeed, according to a NIRI survey in March and as recently reported in The Wall Street Journal, 44 percent of investor relations professionals have folded AI into their companies’ IR program. Now, I believe the degree of sophistication and range of use cases may vary widely but it is clear that AI is becoming an important aspect of the profession. That said, I’ll be interested to learn some of what my peers are experiencing with respect to c-suite hesitancy.

For my part, through this panel discussion and the workshop I will be leading – ‘Reliable methods to efficiently report on ESG matters’ – I look forward to sharing my experiences and recommendations for gaining buy-in and becoming an IR AI SME. I am excited to speak to and present accessible yet compelling use cases that demonstrate the strong contributions AI can make in our field. After all, AI and ESG are among the top focus areas in our profession.

In fact, I expect 2025 to be a breakout year for the use of AI in IR. From hype yielding to practical discussions to vendors of many types coming to market with bespoke AI for IR solutions, I believe we will be entering the next chapter that will be marked by the use of AI in IR becoming an expectation and not an option. The question we will begin to get from investors will be Why not? if an IR program is not leveraging AI.

Moreover, it is crucial that we underscore the importance of ethical considerations and transparency as we continue to integrate AI into our practices. Balancing innovation with responsibility will ensure that AI enhances our capabilities without compromising our integrity.

Can you tell us how you are implementing AI in your role and some of the things you're looking forward to hearing about at the event?

I have been in the IR profession for about 30 years and during that time I have been interested in looking at how we can enhance how we do things in a profession that can be defined as quite traditional. More than anything else I have seen, AI fits that intent.

At Ciena we have been using generative AI in IR extensively for some time. In fact, it is getting to a point where it can be somewhat difficult to recall specific uses. Ask yourself When did I use Google for something? Chances are you’ll visualize using it, but it is so engrained in your processes that it is not necessarily a discrete element in your memory. That is nearly where we are at Ciena with AI: ranging from summarization of dense documents, drawing insights across multiple sources as part of a research project to our increasing use in the earnings process, there are a multitude of ways it can be applied.

There are so many great topics being covered at this event. Overall, I am keenly interested in understanding how others are utilizing these tools and the outcomes they have achieved. Specifically, I am focused on areas related to targeting, where I have observed more limited benefits so far and the application of AI during the earnings process, which we are doing fairly extensively at Ciena.

What are some of the biggest challenges you have faced in your profession so far and what do feel is the next big challenge on the horizon?

Unfortunately, I’ve experienced an intense crisis or two during my career. Coincidentally, there is a recent article on IR Magazine that details perhaps my most intense experience, that of stock option backdating several years ago at a different company. To avoid the risk of reliving that experience again in my mind as I respond here, I ask that people read that article (said with a wry smile…)

As AI becomes an integral part of our profession, understanding both its benefits and risks is among the most crucial tasks for us as individuals and as a community. Though AI writ large has existed for years, its application in IR is just beginning and will only grow more influential. Much like the evolution of trading from manual processes to algorithmic systems, AI is transforming the landscape. For IROs, it’s vital to leverage AI to ensure our companies are well-positioned in this increasingly technology-driven environment.  

If you were to give your audience at the AI and Technology Forum one piece of advice, what would it be?

Some people seem to have associated me with one of the earliest phrases I used when I began speaking about the use of AI in IR: ‘Tinker responsibly’. I believe this perhaps more now than ever before. Use one of the many, at this point, free generative AI chatbots. First, use them for something personal like a trip itinerary or an exercise routine. Then perhaps take a public document and use these tools to summarize and surface insights from different perspectives. I have seen many people get pulled into AI’s benefits in their own ways. Gain deeper insights, achieve greater efficiency and create more strategic opportunities for yourself at your company. Now is the time to take your first steps.

Ultimately, experimenting with AI in manageable, everyday contexts helps build the confidence and understanding needed to integrate these technologies effectively into our professional roles. By 'tinkering responsibly' you can stay curious but also cautious— embracing AI’s transformative potential while being mindful of its limitations and risks. This balance will help us, as IR professionals, not just make our processes better, but also make a real strategic difference for our companies.