Will artificial intelligence replace content creators? A reality we must face

Artificial intelligence (AI) is transforming the way we communicate. What once seemed like a science fiction fantasy is now firmly rooted in reality: sophisticated algorithms draft articles, generate reports, design institutional materials, and even orchestrate automated campaigns.

Faced with this evolution, a crucial question arises for communication directors of international organisations and European associations: is AI an opportunity to seize or a risk to manage?

The scale of the phenomenon: are we ready?

Within the next five to ten years, AI?could generate or assist 30 to 50% of content. This figure could rise to 70 - 90% in twenty years, particularly for recurring institutional content such as press releases, social media posts, reports, and analytical articles.

These projections are staggering. But behind this surge, we must not lose sight of the essential: this is not just about technology; it is about human communication, communication that reaches diverse audiences who are sensitive to nuance, emotion, and authentic storytelling.

Automation comes at a cost

AI can lighten workloads and enhance efficiency. Yet, institutional communication can weaken if its use is not carefully managed.

One of the primary risks is the gradual standardisation of content. AI relies on patterns derived from existing models, generating output that conforms to past trends. While this may ensure consistency, it also threatens originality. Over time, organisations may find their messaging blending into a sea of similarities, losing the distinct identity that sets them apart.

Beyond standardisation, there is the risk of creativity being stifled. True innovation is born from intuition, dialogue, and lived experiences—elements AI cannot replicate. By overly relying on algorithms to shape narratives, organisations risk diluting the human touch that gives their communication depth and strategic resonance.

Another concern is the increasing dependency on AI-driven tools. The more an organisation outsources content creation to machines, the more it risks losing critical human skills. The ability to write persuasively, analyse complex information, and craft meaning is not just a technical exercise; it is a fundamental aspect of strategic communication. Automating too much can lead to an erosion of these essential capabilities.

The reliability of AI-generated content is also far from guaranteed. Unlike human writers, AI does not critically assess sources, verify their accuracy, or consider the context. This raises the danger of organisations unintentionally spreading misinformation or publishing biased content, which can significantly undermine their credibility.

The most pressing issue is control. When AI-generated content becomes an organisation's dominant voice, who genuinely controls the message? Suppose proprietary AI tools dictate the structure, tone, and even the intent of communications. What safeguards exist to ensure the organisation's values and mission remain intact?

How to stay in control of your communication

Faced with these challenges, the solution is not to reject AI outright but to integrate it wisely. For communication directors, the key lies in a hybrid approach, where humans and machines complement one another.

AI should remain a tool rather than taking the driver's seat in an organisation's communication strategy. While it can streamline processes and generate content efficiently, the ultimate direction must always come from human expertise. Strategic control over messaging, tone, and intent should never be relinquished.

At the heart of effective communication is authenticity. Audiences seek not just information; they seek meaning, depth, and a voice that resonates with their values. AI can assist in crafting messages but cannot replace the human voice that embodies an organisation's mission.

Ensuring content remains genuine and purposeful is essential in maintaining credibility and engagement.

To safeguard this authenticity, organisations must implement rigorous human oversight. Before being published, every AI-generated piece should undergo thorough review, refinement, and alignment with the organisation's identity.

This ensures that the message reflects the institution's values and avoids missteps.

Additionally, as AI becomes more prevalent, organisations must invest in training their teams. Understanding how to leverage AI while mitigating risks requires a well-informed workforce effectively. By raising awareness and equipping communication teams with the skills to use AI responsibly, organisations can ensure that technology is an enabler rather than a replacement.

Finally, diversity in communication approaches is key. AI can structure and refine content, but it cannot replicate the richness of human interaction. Incorporating interviews, debates, and collaborative brainstorming into communication strategies ensures that messages remain dynamic, engaging, and genuinely reflective of an organisation's unique vision.

A strategic turning point that cannot be ignored

AI is here to stay. It is already reshaping the landscape of institutional and European communication. Yet, it is not AI that will determine the path forward. That decision belongs to communication directors—the strategists, the storytellers, the bridge-builders between institutions and their audiences.

Far from a threat, AI can be a valuable ally—provided it is controlled, used intelligently, and seen as a complement rather than a substitute for human creativity.

How #inextremis can support you

At #inextremis, we help you integrate AI into your communication strategy without losing what makes your organisation unique.

We work alongside communication directors in international organisations and European associations to optimise content production while ensuring authenticity and impact.

AI will never replace humans, but we can turn it into an asset together.