Artificial intelligence is changing the way communications work gets done, with journalists, public relations teams, and marketers using AI-assisted tools to sort through large collections of documents, monitor conversations, and generate creative work faster.
For senior business leaders, the implications of AI extend beyond productivity, changing how communications teams are structured, what skills organizations need, and how leaders evaluate the value of experienced communications professionals.
AI can certainly make some tasks faster, enabling tools to produce more options, deeper analysis, and increased content. The focus shifts from creating the first draft to deciding what to say, to whom, and when, requiring skills AI cannot reliably supply on its own, such as judgment, strategy, creativity, ethical reasoning, and cultural understanding.
Leaders should focus on developing capabilities beyond just AI skills, such as evaluating AI outputs, understanding limitations, and making decisions when technology provides incomplete answers.
These skills are key for using AI responsibly in service of organizational goals. Leaders should redesign work to eliminate low-value tasks, improve decision-making, and create opportunities for higher-value work, rather than simply adding tools or increasing production.
When reviewing work, leaders can ask questions about the problem being solved, AI usage, technology limitations, and employee interventions to improve results, revealing more about an employee’s understanding of business objectives and risk management than the final product alone.
Communications professionals need to learn how to collaborate effectively with AI, asking good questions, evaluating outputs, interpreting data, and making responsible decisions. Senior leaders should also develop capabilities to ask informed questions about bias, accountability, and technology limitations.
Organizations will need multiple approaches to develop these capabilities, ensuring employees can use AI effectively to support organizational goals and make informed decisions.
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