AI Disclosure in 10-K Filings: Diffusion, Intensity and Framing

Artificial Intelligence (AI) is a transformative digital technology. Firms differ in how they communicate its role, risks, and strategic value. This study builds on Information Systems (IS) research to examine how firms describe AI in annual Form 10-K filings. Using sentence-level text analysis, it develops measures of AI risk, strategic focus, and performance expectations in disclosures. Analysis of many U.S. public firms shows that AI disclosure language changes over time and by industry, linked to firm characteristics. Results indicate that disclosure narratives signal more than simple technology adoption. They show how firms position AI within broader strategies and expected outcomes. This work contributes to IS research by introducing detailed measures of AI communication. It highlights how narrative framing shapes understanding of new technologies.