Franchise leaders balance AI ambitions with consistency

Franchise and multi-site organisations are entering 2026 with competing priorities: tighter operational consistency and broader use of AI, according to research commissioned by Claromentis.

The study surveyed more than 180 franchise leaders and more than 240 employees across franchise and multi-site organisations. Respondents identified four main themes for the year ahead: operational efficiency and consistency, AI integration, employee engagement and collaboration, and compliance and audit readiness.

Improving operational efficiency and consistency across sites was the most frequently cited priority, selected by 24% of franchise leaders. Integrating AI into operations followed on 22%. Employee engagement and collaboration ranked joint third at 17%, alongside compliance and audit readiness (17%).

The findings point to the pressure points of running networks of locations. Organisations need repeatable day-to-day execution across different teams and regions. Head offices also need faster ways to communicate changes, roll out updated materials, and maintain oversight.

Consistency focus

Standardisation remains central to franchising because it supports brand experience and scale. It also reduces variation in how tasks are carried out locally, affecting customer service, safety, and cost control.

Nigel Davies, CEO of Claromentis, said the emphasis on consistency reflects a broader shift in how leaders approach transformation.

"Our research findings reflect a practical shift in how franchise organisations are approaching transformation. Consistency remains foundational to franchising-protecting brand standards, creating a reliable customer experience, and enabling scale-but leaders now want the supporting systems to work harder too, reducing friction for head office and franchisees alike," said Davies.

In practice, the push for consistency often means reducing duplication between sites and cutting the time spent locating the right information. It also includes ensuring process updates and policy changes are understood and adopted across a distributed workforce.

AI adoption

Interest in AI is now near the top of the agenda for franchise leaders. Its close ranking to operational consistency suggests an expectation that AI will move beyond experimentation into everyday operations.

Davies said organisations want AI that fits within established governance, with risk and cost limiting adoption in multi-site models.

"At the same time, the appetite for AI is clear, but it comes with a caution: franchise organisations want AI that strengthens, rather than undermines, control. That means applying AI in ways that are secure, measurable, and aligned with policies, processes, and training, rather than introducing new complexity into an already distributed operating model," said Davies.

Introducing AI can also touch sensitive areas such as brand and compliance. Local teams often rely on shared templates and centrally issued guidance, which can amplify errors without clear rules and training. The findings suggest leaders want AI deployments that can be monitored and assessed against standard operating procedures.

Compliance pressure

Compliance and audit readiness ranked in the top four, tying with employee engagement and collaboration. The research links governance to day-to-day usability: frontline staff and franchisees often manage compliance tasks alongside customer-facing work, often without specialist expertise.

In multi-site organisations, audit readiness often depends on how quickly teams can access the latest approved documents and follow consistent steps. It also relies on being able to show what information has been distributed and what has been completed. Clear documentation and straightforward processes help reduce risk, particularly when teams are under time pressure.

Tools and productivity

The study also pointed to productivity gains from consolidating systems. Claromentis positions its product as a digital workplace platform combining an intranet, e-learning system, and process management features, and argues that consolidation reduces fragmentation in communication and document management.

Davies said the benefits extend beyond automated workflows.

"The productivity gains from consolidating tools into a single digital workplace go far beyond automation. While streamlining workflows is important, consolidation also improves the everyday, less trackable parts of work that have a major impact across multi-site networks, such as finding the latest documents quickly, communicating changes faster, reducing duplication, and helping teams work efficiently day-to-day without switching between multiple disconnected systems," said Davies.

The results suggest franchise leaders will weigh technology change against execution risk in 2026. The split between consistency and AI indicates many organisations see the two as interdependent, with a focus on governance, communication, and adoption across sites.

Additional research data is due for release in early 2026.