What is AI Champion?

What is an AI Champion?

An AI Champion is a person within your organisation who takes on the role of AI advocate, educator, and liaison. They are typically not dedicated AI engineers or data scientists. Instead, they are business-side employees who have developed a strong interest in and understanding of AI, and who use that knowledge to help their colleagues adopt AI tools and workflows effectively.

The AI Champion role recognises a fundamental truth about technology adoption: people are far more likely to embrace a new tool or process when a trusted peer shows them how it works and why it matters, rather than when instructions come exclusively from IT departments or senior management.

The Role of an AI Champion

AI Champions operate at the intersection of technology and day-to-day business operations. Their responsibilities typically include:

• Advocating for AI adoption by communicating benefits in practical, relatable terms rather than technical jargon
• Demonstrating use cases by showing colleagues how AI tools solve real problems they face every day
• Providing peer support by helping team members troubleshoot issues and build confidence with AI tools
• Gathering feedback from frontline users and communicating it back to technical teams and leadership
• Identifying new opportunities where AI could add value based on their deep understanding of business processes
• Bridging communication gaps between data science or IT teams and business units that speak different languages

Why the AI Champion Role Matters

Research on technology adoption consistently shows that peer influence is one of the strongest drivers of behaviour change. When a respected colleague demonstrates that an AI tool saves them two hours per week on report preparation, it carries more weight than any executive memo or training video.

AI Champions also serve as an early warning system. They are close enough to the daily work to spot adoption problems, identify training gaps, and flag issues with AI outputs before they become organisational problems. Without this role, leadership often learns about adoption challenges too late to address them effectively.

Characteristics of an Effective AI Champion

Not everyone is suited to be an AI Champion. The most effective champions share several characteristics:

• Curiosity about technology: They naturally explore new tools and enjoy figuring out how things work, even if their primary role is not technical
• Credibility with peers: They are respected within their team for their competence and judgement, so their endorsement of AI tools carries weight
• Communication skills: They can explain technical concepts in plain language and tailor their message to different audiences
• Patience and empathy: They understand that not everyone learns at the same pace and are willing to provide repeated support without frustration
• Problem-solving orientation: They focus on how AI solves real business problems rather than promoting technology for its own sake
• Willingness to experiment: They are comfortable trying new approaches, accepting that some experiments will not work, and sharing lessons learned

How to Build an AI Champion Network

1. Identify Potential Champions

Look for employees who are already experimenting with AI tools on their own, asking questions about AI in meetings, or helping colleagues with technology. These natural early adopters are your most likely champions.

2. Invest in Their Development

Provide AI Champions with additional training, access to resources, and time to explore AI tools. This does not need to be a formal certification programme. Regular workshops, access to online courses, and dedicated experimentation time can be highly effective.

3. Formalise the Role

While the AI Champion role should feel organic rather than bureaucratic, some formalisation helps. This includes:

• Clear expectations about time commitment, typically five to ten percent of their working hours
• Recognition from leadership for their contribution to AI adoption
• A community of practice where champions across different teams can share experiences, challenges, and best practices
• Direct access to technical teams and leadership for escalating issues and sharing feedback

4. Measure Their Impact

Track metrics that reflect champion effectiveness, including adoption rates in their teams, the number of support interactions they provide, new use case ideas they generate, and team sentiment toward AI tools.

AI Champions in Southeast Asian Organisations

The AI Champion model is particularly well-suited to Southeast Asian business cultures, where trust and relationships play a central role in workplace dynamics.

• Relationship-based adoption: In many ASEAN markets, employees are more receptive to guidance from trusted colleagues than from formal training programmes or external consultants. AI Champions leverage these existing trust networks.
• Multilingual environments: Champions who share their team's language and cultural background can explain AI concepts in ways that resonate locally, which is especially valuable in multilingual organisations operating across Singapore, Malaysia, Indonesia, and beyond.
• Hierarchical sensitivity: In cultures where employees may hesitate to ask questions in formal settings, AI Champions provide a less intimidating point of contact for learning and troubleshooting.
• Scaling across geographies: For companies with operations in multiple ASEAN countries, having local AI Champions ensures that adoption support is culturally appropriate and available in the right languages and time zones.

Common Pitfalls

• Overloading champions: If the role consumes too much time without adjusting their primary workload, champions will burn out or deprioritise their advocacy work.
• Selecting based on seniority rather than aptitude: The best champion is not necessarily the most senior person. Choose based on curiosity, communication skills, and peer credibility.
• Lack of leadership support: Champions need visible backing from management. Without it, their efforts may be seen as unofficial or unimportant.
• Treating it as a one-time appointment: The champion network needs ongoing investment, community building, and refreshment as people change roles.