Here's where I think the future of comms is leading us with AI (beyond the obvious):
Yes, with AI your comms team can:
- monitor trends and find insights online
- maybe even predict campaign results
- create and personalise loads of content
- analyse and summarise large documents
But I predict that AI will affect our work in 5 ways:
- we'll shift our focus from maximising working hours to maximising impact, moving our conversations from time spent to the value created.
- as synthetic content becomes more prevalent, scepticism toward online content will grow. This will push comms professionals to publish more authentic (and sometimes imperfect) content, like uncut videos and casual selfies, to bring back the human touch.
- strategic thinking will take centre stage, while many tactics will become semi-automated—from work processes and content creation to brainstorming sessions, campaign setups, automated reminders, and analytics.
- creativity will increasingly rely on insights and data which will build more trust from management in their comms teams.
- ethics will play a bigger role in our profession. Hopefully, comms teams will take more responsibility for the data they use, the content they produce and the strategic decisions they make.
I’m convinced that AI will drive us comms people to be more human, strategic and minimalistic in the way we work.
Time will become a critical resource.
We’ll prioritise quality over quantity and become better problem solvers.
AI will act as our partner, taking care of low-level tasks so we can focus on higher-value work.
Do you agree with this?
Let me know in the comments.
Talk to you later 👋
*This was originally posted on Jacques Foul's LinkedIn account.
