The Eloquence Algorithm: Navigating the Convergence of AI and Strategic Communication

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Earlier this year, OpenAI CEO Sam Altman was quoted in the book Our AI Journey as saying, “Ninety-five percent of what marketers use agencies, strategists, and creative professionals for today will easily, nearly instantly and at almost no cost be handled by AI.” Altman was referring to Artificial General Intelligence (AGI)—a form of AI with human-like intelligence capable of teaching itself. While AGI does not yet exist, and experts continue to debate its timeline, some speculate it could emerge within the next five years. Even now, however, generative AI is transforming marketing tasks such as drafting social media posts, creating web assets, and composing press releases. While these tasks can often be automated, they still benefit from human oversight and refinement.

These rapid advancements in AI can understandably feel unsettling for marketing and communications professionals. However, the best way to address concerns about AI’s future is to embrace its efficiencies while recognizing the unique qualities that only humans bring to the table. AI does not have to replace professional communicators; instead, it can enhance their work. Creativity, emotional intelligence, and a deep understanding of human behavior remain irreplaceable in a field that thrives on connecting with people.

Integrating AI into Communications: Lessons from Experience

Having worked in customer service and communications at the City of Calgary, I’ve witnessed firsthand how digital tools can transform organizational practices. During my time there, I spearheaded the establishment of an in-house Digital Communications practice—building a team from the ground up and implementing best practices that streamlined workflows while maintaining a human-centered approach. Now, at 2create360, I focus on devising digital strategies for businesses, including integrating AI into processes like strategic communication. My work has shown me that when AI is thoughtfully applied, it doesn’t replace human expertise; it amplifies it.

This perspective aligns with insights shared during Edelman’s inaugural Generative AI Summit in May. At the event, Steve Clayton, Microsoft’s vice president for communication strategy, emphasized how companies can use AI to drive change and improve efficiency without displacing employees. Here are some practical strategies for integrating AI into communications while empowering teams:

1. Start Small

Begin by incorporating AI into existing systems rather than overhauling workflows all at once. At 2create360, I’ve found that gradual integration allows employees to adapt more comfortably. Pair this with training and change management initiatives to prepare teams for larger transformations down the line.

2. Prioritize Ethics

According to the 2024 Edelman Trust Barometer, 79% of global respondents believe CEOs should address the ethical use of technology. Transparency is critical when introducing AI into marketing and communications. At both the City of Calgary and 2create360, I’ve emphasized clear communication—both internally and externally—about ethical considerations surrounding technology adoption.

3. Delegate Routine Tasks to AI

Freeing up time for creativity is one of AI’s greatest benefits. For example, tools that translate content across languages or schedule social media posts allow teams to focus on higher-value activities like storytelling or strategic planning.

4. Augment Human Capabilities

Augmented intelligence combines AI’s strengths—such as data analysis—with human judgment and expertise. Leaders should encourage teams to embrace AI as a tool that enhances their work rather than replacing it.

Building Trust in AI

The 2024 Edelman Trust Barometer highlights a divide in public perception of AI: 35% of respondents accept it, while 30% reject it outright. Education is key to earning trust and fostering acceptance. In my experience working with organizations on digital transformation strategies, showing people how AI can directly benefit their work is often the turning point. For instance, when employees see how automation can reduce repetitive tasks or improve decision-making through data insights, they become more open to its adoption.

Interestingly, concerns about job loss are not the primary reason people are wary of AI; instead, skepticism often stems from uncertainty about its role in the workplace. By reframing conversations around how AI complements human skills rather than replacing them—and by showcasing its tangible benefits—we can alleviate these fears.

The Human Touch in an AI-Driven World

As technology evolves, human input becomes even more valuable in certain areas. For example, as SEO-optimized content saturates search results or automated messaging becomes ubiquitous, authentic human perspectives stand out more than ever. Communicators who excel at storytelling and understanding human emotions bring irreplaceable value to their work—qualities that no algorithm can replicate.

At 2create360, part of my focus has been exploring how businesses can integrate AI into their workflows without losing sight of these essential human elements. Whether it’s crafting strategic communication plans or leveraging data-driven insights for creative campaigns, I’ve seen how pairing human ingenuity with AI’s analytical power leads to exceptional results.

Rather than resisting these technological advancements, marketing and communications professionals should embrace them as tools that enhance their ability to connect with audiences meaningfully. By leaning into what makes us uniquely human—our creativity, empathy, and understanding of nuance—we can ensure that our work remains relevant and impactful in an increasingly automated world.

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