How brands are unlocking insights with mature knowledge management systems

A key finding in the report is that while seven in 10 organisations already have a Knowledge Management System in place or in development, 72% say they are still in the early stages of maturity. Accessing insights remains a challenge, with 44% finding it difficult to access relevant knowledge and 60% citing fragmentation across teams and systems.

From data overload to insights with impact: building maturity in knowledge management and storytelling, written with WFA strategic partner Stravito, showcases best practice when it comes to transforming an overload of information into meaningful intelligence.

Delivering more mature knowledge management will enable insights to become an indispensable tool for business growth. The opportunity is to move beyond collecting and connecting data points, towards interpreting and communicating them with purpose.

This means cultivating the craft of storytelling alongside the science of knowledge management – so that insights not only inform but also inspire action and drive meaningful business transformation.

Other key findings from the research include:

• AI is reshaping knowledge management: But few organisations have embedded AI into consistent workflows so far. 88% see AI as improving searchability and retrieval, and 83% say it helps summarise complex reports, yet few organisations have embedded AI in consistent workflows.
• Storytelling is both a critical need and a capability gap: Almost all respondents (92%) recognise storytelling as vital for impact, yet most rate their organisations’ capabilities as only ‘fair’. This reflects strong recognition of storytelling’s value, but a continued gap in converting insights into meaningful influence.
• Barriers are more human than technical: The research shows that the top barriers to both Knowledge Management and storytelling are time/resource constraints, cultural resistance and lack of leadership advocacy – not technology. While AI and automation are emerging enablers, success still depends on mindset and integration.
• Building an internal sharing culture demands visible leadership: Adoption grows where leaders model usage, promote the system and integrate knowledge management into daily routines. Some treat it like a product launch, onboarding new colleagues, running demos and promoting updates to keep engagement alive.

“The constant flow of new information can make it harder to discern what truly matters and to act with clarity and speed. While technology enables real-time access and faster analysis, the challenge lies in how we organise, curate and activate this ever-growing body of knowledge. Without a strategic approach, the gap between availability and accessibility risks eroding the value of insights altogether,” said Ioana Danila, Insight Forum Lead at WFA.

WFA members can download the research here.