The Future of Work in the AI Age

My weird unicorn of a friend, David Armano , has been on a tear lately. I want to think that my mad interviewing skills and hyper-curiosity during our recent discussion on The Trending Communicator kicked his creativity into overdrive. However, if I’m honest with myself and all of you, David didn’t need the boost. The man is on fire.

So much so that I’d like to take some time here to dig into what we talked about, especially in light of how he’s laid out his thinking since then in his work. Anyone in communications, marketing, or virtually any function in the Knowledge Economy should pay attention because we’re going to peer into the future of work in the age of AI—and I think it’s all starting to make sense.

The Armano Crystal Ball: Four Forces Reshaping Work

In our episode and a subsequent post in David By Design , David identified four key forces that are turning the world of work upside down:

1. Our Evolving Relationship with Work

Remember when work was just... work? Well, those days are long gone. We're in the midst of a major shift in how we view our careers and what we expect from our employers. As David points out, it's not just about the paycheck anymore.

In fact, a recent Ford Motor Company survey found that "52% of employed people globally would be willing to take a 20% pay cut for better work/life balance." That's right, folks - we're trading cold, hard cash for peace of mind.

But it's not just about balance. In our conversation, David shared some powerful reasons why people are reassessing their relationship with work:

• "We had to prioritize dealing with a mental health issue of one of our kids."
• "I realized I was working too much."
• "I wasn't doing what I truly wanted to be doing."
• "I was spending too much time away from home."

We're all looking for more meaning, balance, and fulfillment in our work lives. And employers better take note.

2. Gen Z and the Multigenerational Workforce

Move over, Millennials - there's a new generation in town. Gen Z is entering the workforce in droves, and they're shaking things up in a big way.

As David notes, "The World Economic Forum estimates that 27% of OECD countries will have GenZ employees joining the ranks of millennials, GenXers, and boomers already entrenched in the workforce."

But Gen Z isn't just another generation. They're the first true digital natives, born and raised in a world of smartphones and social media. And let's not forget that they lived through the pandemic during their formative years. Talk about a unique perspective.

Armano observes that Gen Z has "very different attitudes about work" compared to previous generations. As in, "the number one perk of Gen Z is, do you offer mental health services?" All the ping-pong tables, all-you-can-eat healthy snacks, and bean bag chairs can’t stack up against an in-house therapist.

3. Where and How Work Gets Done

Remember when "going to work" meant going to an actual place to do work? While there’s arguably a rebound from the full-remote fun of the pandemic era, the days of full on-site work are fading fast. We're in what David calls the "gangly, awkward teenage phase" of finding the perfect balance between remote work, hybrid models, and good old-fashioned office life.

But it's not just about where we work; it’s about how we work. As David wrote, "Mobile devices have invaded our personal lives, making it possible to be connected to work as long as they are within our reach." We're always on, always connected, and the lines between work and life are blurrier than ever.

And let's not forget the rise of collaboration tools. Zoom, Teams, and Slack have "reduced the friction of working across decentralized and distributed geographic locations and keep us even more connected to work." It's a brave new world.

4. The Automation/Innovation of Work + AI Integration

Let’s stipulate that AI is here and changing everything.

In our conversation, David pulled no punches when he stated that AI is "really freaking good at good enough" and excels at tasks that would typically be given to new employees. That doesn’t mean entry-level employees should start sweating, but it does mean they have to be better than “good enough.”

But before anyone panics, remember this: AI isn't here to replace us (at least, not entirely). It's here to make us better at what we do. As David puts it, AI "shortens the time" and allows qualified individuals to focus on higher-level tasks that require creativity and insight. Rather than see AI as competition for certain tasks, we should recognize it as an incentive to become strategic, critical thinkers.

Beyond Armano: What Trending Communicators Say

My conversation with David and his ensuing posts helped crystallize these forces or, dare I say, trends. So it should come as no surprise that his thinking also aligns with (or augments) insights I’ve heard from other Trending Communicators.

The AI Revolution in Communication

Rob Davis , Chief Digital Innovation Officer at 明思力集团 , emphasizes the need for communicators to adapt to the AI-driven changes in our field. On my show , Rob shared a powerful analogy that really puts our current situation into perspective:

"…in the 1790s, if you were a very successful canal company, you didn't realize in 30 years that your industry was going to be virtually kaput because of technology...but I sure do need somebody who can build a locomotive. That I think is the kind of environment that we're in right now."

Rob is highlighting the need for adaptability and foresight in the face of technological change. Just as canal companies needed to adapt to the rise of railroads, communicators need to anticipate how AI will reshape our industry and invest in the skills and talent necessary to thrive in this new landscape.

Megan Noel also spoke about AI in communications and sees it as a powerful ally. In our episode , she said, "GenAI, at least in its current function and form...[is] a productivity and efficiency tool" and we discussed how it’s up to us to figure out the best use cases and get better at our jobs. It's not about replacing us—it's about supercharging our capabilities.

The Human Touch in an AI World

Mark Schaefer , who I sometimes say is a communicator wrapped in a marketer’s clothing, brings a crucial perspective to the table. He emphasizes that "the most human company wins," reminding us that while AI is powerful, it's our humanity that truly sets us apart. Mark advocates for an "audacious" approach to communication in the face of AI disruption, as he said during our discussion :

"We just can't keep doing the same old stuff, because the consumers, when consumers have the accumulated knowledge of the human race in the palm of their hand, they demand something different from marketing and comms."

He goes on to say, "If we're thinking about people who can be gritty, people who aren't worn down... whose souls aren't destroyed by the bland..." This emphasis on authenticity and human connection is more important than ever in our AI-driven world.

Emotional Intelligence and Authenticity

Matt Abrahams , communications expert and Stanford professor, reminds us of the importance of genuine human connection. Way back in the very first episode of The Trending Communicator , he stressed the importance of "connection over perfection" in communication, emphasizing that "anxiety is part of being human." In a world where AI can produce polished content at the click of a button, our vulnerability and authenticity will set us apart.

Data-Driven Communication Strategies

Daniel Gaynor , Head of Strategic Solutions at Signal AI 's Insights division, advocates for using AI and data to refine and validate communication strategies. As he put it in our conversation :

"So the real question is like, well, what is the credible evidence base? What are the proof points? What are the operational investments that you have to make?"

Gaynor also shared how his company uses discriminative AI—different than generative AI—for more precise communications strategies:

"What really excited me about using AI and using AI to slice through big data to craft a strategy that lifts reputation was that you could match breadth and depth. We could look across a huge array of entities, aka companies, nonprofit organizations, C suite executives, across a huge array of topics ranging from, yes, big picture things like purpose, but then clicking deeper and deeper into those big picture storylines to have a much more specific sense of where the conversation is shifting."

His approach demonstrates the power of integrating AI strategically into our workflow, allowing us to gain deeper insights and craft more effective communication strategies.

The Art of Listening in the AI Age

Adele Gambardella , co-founder (with Chip Massey ) of Convincing Company , brings attention to the importance of Chip’s "forensic listening" framework in our AI-augmented world. We talked about over-reliance on AI notetakers, and she said that taking notes for forensic listening requires more than AI can detect. For humans, it’s about "...being flexible and understanding. Like, you're listening, you're present, and. But you are taking very good notes about the emotions... Like, what are they not buying into? What themes do they consistently repeat..."

Her emphasis on active listening and emotional intelligence reminds us that even as AI becomes more prevalent, our human ability to truly understand and connect with others remains invaluable.

Cautious Optimism and Critical Thinking

Anne Green , CEO of G&S Business Communications, a G&S Agency , brings a balanced perspective to the AI conversation. In our episode , she expressed concerns about the limitations of AI, stating that it's not a magic solution:

"I'm trying to also, something you said earlier, project myself forward and say, what is this future state going to look like?... What is it going to look like? What are we doing? What are we not doing? What was hard? What was easy?"

Green's cautious optimism reminds us of the importance of critical thinking and strategic planning as we navigate the integration of AI into our work.

Innovative AI Applications

Melanie Samba shows us how AI can be applied in innovative ways to solve specific challenges in our industry. In our discussion the subject turned to SPROXXY , her AI-powered conference and events intelligence platform, and she underscored the importance of data in conference selection, stating:

"So you will have a data-informed report or data-informed answer back to why you're sending an executive to speak at a conference."

This illustrates the shift towards evidence-based decision-making in communication, where data plays a key role in demonstrating value and justifying strategies.

The Road Ahead: Embracing the AI-Powered Future of Work

So, what does all this mean for us, the trending communicators who have to make sense of what’s coming? Here are a few key takeaways:

1. Anticipate and adapt: As Rob Davis's canal company analogy reminds us, we need to be proactive in adapting to technological changes. Don't wait for disruption to happen - prepare for it.
2. Embrace AI as a productivity tool: As Megan DiSciullo pointed out, AI can supercharge our capabilities. Learn to work with it, not against it.
3. Stay human: Remember Mark Schaefer's words - "the most human company wins." Don't lose sight of the importance of authenticity and emotional connection.
4. Develop your emotional intelligence: Matt Abrahams reminds us that genuine human connection is irreplaceable. Focus on honing these skills.
5. Leverage data and AI for strategic insights: Take a page from Danny Gaynor's book and use AI to gain deeper insights and craft more effective strategies.
6. Master the art of listening: As Adele Gambardella and Chip Massey suggest, practice "forensic listening" to truly understand your audience's needs and emotions.
7. Stay critically engaged: Follow Anne Green's lead and maintain a balanced, thoughtful approach to AI integration.
8. Look for innovative applications: Like Melanie Samba, seek out unique ways to apply AI in your specific niche.

Remember, we're not just passive observers in this transformation - we're active participants. As communicators, we can shape the narrative around AI and the future of work. Let's use that power wisely.

This newsletter was originally published on Substack. Subscribe for free to Communications Trends from Trending Communicators for more insights and updates from Trending Communicators.

Notes

This post is roughly 70% AI-generated. Here’s how I did it:

• I used Google Notebook LM to pull together David Armano’s recent writings and his Trending Communicator podcast episode, then extracted insights and quotes from earlier episodes that fit the themes
• I used the Project I had already set up in Claude to draft newsletter content and gave it the outputs I had just generated on Notebook LM. I instructed Claude to use my first two posts as a style guide and then prompted it to draft the article you see above. I went through 6 iterations, adjusting prompts and adding reference content along the way
• I cut and pasted the text into Substack, edited the copy, added in the hyperlinks, and then generated the hero image using Midjourney.