What’s Next for Communications in a World of Generative AI?

The function of communications is going through a rapid revolution thanks to the accessibility of generative AI, causing what feels like an existential crisis. It begs the question: what is the role of communications if AI can write a press release or edit an executive email in 10 seconds?

The answer is that if the only reason a company had a communicator in the first place was simply to write content and improve grammar, and they are fine with "good enough," then they probably should replace the human with the software. It’s no different than replacing an expert translator with an online version.

But if the reason a company has a communicator is to protect or improve their brand awareness and reputation internally and externally, then leveraging generative AI is simply the next evolution in how communicators do their work.

In the last couple of decades, the function of communications has already had to adapt to several big shifts:

·?????? The Decentralization of Media: This shift required understanding and engaging with significantly more media outlets and allowed for more personalized messaging to niche markets. It also led to a reduction in media budgets and personnel, impacting what a successful media kit should contain, and driving outlets to seek out paid media revenues.

·?????? The Digital Revolution: The advent of owned media, including websites, social media, and podcasts, created a whole new host of expectations from customers and new ways of engaging with and influencing them. It has also transformed how communicators handle crisis communications and media relations.

·?????? Content as King: Content marketing has challenged communicators to be even more creative than ever, in the hopes of going viral and breaking through the thousands of messages people are faced with daily.

·?????? The Rise of Data: Having access to data has led to insights-driven communication strategies. In many cases, it has also led to requests for tactics that can be measured in the short term, versus strategies that will deliver results in the long term.

·?????? Social and Political Unrest: Brands are being held more accountable for their response (or lack thereof) to divisive social and political issues, necessitating heightened sensitivity, constant monitoring, rapid responses, and strategic crisis management.

·?????? The End of Search: Communicators are accustomed to ever-changing algorithms for search, but what happens when ChatGPT or Microsoft Co-pilot or Apple Intelligence spits out an answer with no context? The good news is those same programs have the answer.

Change is a constant in communications. While I expect there will be more job losses in the short term, I predict that trend will reverse when companies suffer the consequences of a lack of human insight, strategic thinking, authentic engagement, and a real person to turn to in a crisis.

After all, someone needs to understand the objective, ask the right questions, interpret and correct the answers, and turn insights into action. A leader might think it’s simple enough to ask generative AI to write a press release; a strategic communicator would make sure that is the right tactic in the first place.

So what does this mean for the future of the profession? It means we should all know how to use generative AI to offload low-value work, enhance our creativity, and allow us to focus on being empathetic, strategic problem solvers. By embracing this synergy, communicators will not only navigate but lead the way in this evolving landscape, ensuring brands remain authentic, trusted, and responsive in an increasingly complex world.

?