[throwaway10965]

They're not saying it's urgent; they want to bring urgency - convince people to move faster.

It seemed appropriate to ask AI about the meaning of the phrase:

The phrase "bring urgency to something" means to inject a sense of importance and immediate attention to a specific issue, project, or situation. The aim is to motivate people to prioritize the task at hand and to act more quickly than they might otherwise.

[falcor84]

When someone wants to "bring urgency", this generally implies that it's already quite urgent to them, so I understood this as that question.