The Promise of AI in Comms

There’s no denying that AI is changing the game across industries, and communications is no exception. From automating repetitive tasks to analysing audience behaviours in real time, the potential is enormous. Social platforms are already embracing this, rolling out tools that enable auto-generated content. You’ve likely seen it in action here on LinkedIn, as well as on Instagram, Canva, YouTube and many others.

But here’s the thing: in comms – as in life – quality trumps quantity every time. Bombarding your audience with AI-generated posts that lack purpose or personality will erode trust faster than you can hit “undo.” The challenge is to integrate AI into your strategy in a way that complements, rather than competes with the human touch.

The Human Factor Matters - It’s tempting to dive headfirst into AI’s seemingly limitless capabilities, but never lose sight of the need for a human touch. AI might be able to mimic tone and structure, but it lacks empathy, nuance, and creativity that underpin great communication.

As AI continues to evolve, the relationship between technology and human creativity will only grow more complex. The tools will get smarter, the possibilities more exciting but the need for people will remain. After all, trust and authenticity can’t be faked, no matter how advanced the algorithm.

The key to success isn’t about choosing between AI and humans it’s about embracing both. So, use AI wisely. Make it work for you, not the other way around. And above all, remember that the best comms – like the best relationships – are always personal.

Here’s some tips to do it safely:

1. Define Your Objectives

Before jumping into AI tools, be clear on what you want to achieve. Are you looking to streamline content creation, improve audience targeting, or analyse data more effectively? Aligning AI implementation with specific goals helps you choose the right tools and measure success effectively.

2. Start Small

AI can be daunting, so begin with manageable projects. For example, use AI to automate scheduling on social media or analyse campaign performance. These are low-risk areas that allow you to see how AI fits into your workflow without disrupting your team or processes.

3. Choose Trusted Tools

Not all AI tools are created equal. Research thoroughly, prioritise tools that prioritise data security, and ensure compliance with GDPR and other relevant regulations.

4. Monitor and Adapt

AI isn’t a “set and forget” solution. Regularly assess its performance and impact on your strategy. Gather feedback from your team and audience to ensure it’s working as intended and adjust your approach if necessary.

5. Be Transparent

If you use AI to engage with your audience, let them know. Transparency builds trust. For example, if chatbots handle initial inquiries, make it clear they’re bots, not humans.

6. Invest in Training

Equip your team with the skills to use AI effectively. This ensures they can maximise its potential while mitigating risks, such as over-reliance or misuse. Use AI to support your team, not replace it. Content, messaging, and strategy still need the human touch to feel authentic and resonate with audiences.

My final thought is about balance. AI is brilliant at speeding up processes and offering insights, but it can’t replicate human intuition, creativity or exploit your contacts.