Unless you’ve been on an extended digital detox, you know that communications are no exception to the integration of generative artificial intelligence. I wondered how the machines and humans thought about these changes. When I asked ChatGPT how AI would affect the professional communications function, it revealed a plethora (ChatGPT’s word, I would have said “a ton”) of possibilities. When I turned to fellow human CCOs and asked the same question, their responses consistently revolved around how AI would change their teams, and by association, their roles as leaders. This contrast offers a unique perspective on the convergence of AI and leadership in the communications profession.

 

Most of us have a sense of how AI may help our work. We’ve likely heard about AI’s potential to revolutionize communications but very little about how it will impact leaders. AI empowers communications professionals in at least three (and a half) distinct areas:

 

1. Data-Driven Insights and Personalization

AI unlocks the power of data by processing vast amounts of information from various sources, providing valuable insights into public sentiment, emerging trends and data-driven decision-making. It enables personalized communication strategies tailored to specific audience segments, increasing engagement and effectiveness. AI’s knack for crunching data and personalization is like having a crystal ball that reveals what the audience is thinking and feeling. But leaders need to know how to apply these deeper insights.

 

2. Efficiency Through Automation

AI-driven tools automate routine tasks, freeing up CCOs and their teams for more strategic endeavors. Chatbots, virtual assistants and content generators are the workhorses that ensure that repetitive tasks are handled efficiently, allowing communications professionals to focus on the creative and strategic aspects of their work. This places an even heavier emphasis on the ability to think critically and lead strategically.

 

3. Ethical Leadership and Continuous Learning

While AI enhances efficiency and personalization, CCOs must exercise ethical leadership in deploying AI applications. They need to be vigilant about AI accidentally reinforcing biases (this is the one that keeps me from falling asleep at night) and ethical concerns in communications strategies to ensure that AI aligns with organizational values and avoids unintended consequences. Additionally, AI can be a powerful tool for continuous learning and skill development for communications professionals, helping them stay updated on industry trends and equipping them for the very-quickly evolving landscape.

 

3.5 Hallucinations

Communicators are spending more time than ever fighting off misinformation and creating reliable sources of truth. AIs panache for lying like a teenager skipping out of school creates a whole new layer of work and worry for leaders.

 

While AI is undoubtedly revolutionizing the communications field, it’s not a substitute for human leadership.  

 

As leaders, we must prepare our teams for this AI-driven future, ensuring the workforce is adaptable and equipped with the necessary skills to harness AI’s positive potential. AI may automate tasks, but it shouldn’t replace the nuanced understanding, empathy and strategic thinking that human leaders bring to the table.

 

Maintaining employee engagement in an era of AI is a new leadership challenge. As the workplace transforms, leaders must foster a culture that embraces AI as a tool for learning, engaging, connecting and empowering communicators to act. Employee training and involvement in AI integration are key strategies to ensure that the human touch is still at the core of communications efforts.

 

AI’s impact on communications is complex, offering new tools and capabilities to enhance what we deliver. Yet, it’s the leadership aspect that truly distinguishes professional communications in this AI-addicted landscape. The ability to guide teams through change, support employee engagement and uphold ethical standards will decide success in the age of AI. As we embrace the transformative power of AI while staying true to leadership values, we can be positioned to navigate this pivotal transformation successfully, ensuring that the future of communications is still both tech-savvy and human-centered.