Harnessing AI without losing the human touch
AI is transforming knowledge-based roles, and communications is no exception. With instant access to vast amounts of information, strategies, and insights, AI has the power to elevate comms professionals like never before.
But with great potential comes significant risk. While AI can support efficiency, strategy, and message clarity, it cannot replace human judgement, emotional intelligence, or the ability to build stakeholder relationships.
For Chief Communications Officers (CCOs), the challenge is clear: how can AI be embraced in a way that enhances comms without compromising trust or authenticity?
AI as a game-changer for communications
AI is already making an impact across communications functions. More than just a content tool, it plays a fundamental role in:
- Strategy development – aligning communications with business goals and audience needs
- Message clarity – ensuring accuracy and factual integrity in content
- Audience insights – analysing engagement, sentiment, and media trends
- Efficiency – reducing administrative work and freeing up time for strategic influence
From defining messages to improving internal communications, AI can enhance every stage of a comms strategy. But it must be used responsibly to avoid the risks that come with automation.
The risks: why AI won’t replace human judgement
Despite its strengths, AI is far from perfect. Comms professionals must be aware of the risks:
- Hallucinations and misinformation – AI can generate incorrect or misleading content, which, if left unchecked, could damage brand credibility.
- Over-reliance on automation – while AI can speed up comms, messaging that lacks human oversight risks being generic, inaccurate, or robotic.
- Loss of relationship-building – stakeholder influence, internal buy-in, and negotiation are human-led skills that AI cannot replicate.
AI should support and enhance communications teams, not replace them. The key is knowing where human input is essential.
Authenticity vs. automation: getting AI to work for you
AI should not be seen as a threat to authenticity but as a tool to enhance and streamline communications. To ensure AI-generated content aligns with brand values and messaging, comms teams should:
- Train custom AI models – using company-specific language models ensures AI-generated content reflects the brand’s tone and perspective.
- Improve inputs for better outputs – skilled communicators can get the best results by crafting high-quality prompts and providing strong editorial oversight.
- Prioritise human refinement – AI should be a co-pilot, not the pilot. Every piece of AI-generated content should be reviewed, refined, and infused with human nuance before publishing.
AI in crisis and reputation management: what it can and can’t do
AI is powerful when it comes to analysing data, tracking media coverage, and identifying trends. But when managing a reputational issue, AI alone is not enough.
- What AI does well – monitoring real-time media coverage, identifying early warning signals, and handling data-heavy analysis.
- Where AI struggles – understanding the emotional weight of a crisis, responding to reputational threats with nuance, and influencing stakeholders.
AI is a valuable intelligence-gathering tool, but comms professionals must take responsibility for decision-making and strategic responses.
The real value of comms in the AI age: relationships and influence
AI may make PR knowledge and strategy more accessible, but it cannot replace the human skills that drive comms success. The true value of communications professionals lies in execution:
- Navigating internal buy-in and stakeholder management
- Selling strategies to leadership and securing budge
- Extracting valuable insights from employees, customers, and industry expert
- Managing relationships to ensure key messages land effectively
While AI can assist in these areas, it cannot build trust, influence decision-makers, or shape narratives in the way a skilled communicator can. These are the skills that will define the future of PR and comms.
A CCO’s AI playbook: how to lead with confidence
For CCOs, AI is a strategic asset—but only if used correctly. A structured approach is needed to ensure AI supports, rather than undermines, communications.
- Develop a clear AI strategy – define where and how AI should (and shouldn’t) be used within comms functions.
- Be transparent – internally and externally, be open about how AI is being used in content creation.
- Prioritise human oversight – no AI-generated content should be published without review by a comms professional.
- Invest in AI literacy – equip teams with skills in AI prompt engineering, model training, and ethical AI use.
- Monitor for risks – establish governance processes to catch misinformation, bias, or reputational threats early.
The future: AI is here, and comms leaders must adapt
CCOs who ignore AI risk falling behind—but those who fail to use it responsibly risk losing trust. The future of comms will be shaped by leaders who:
- Know how to integrate AI into workflows without losing human oversight
- Stay at the forefront of AI ethics and governance
- Master stakeholder management, influence, and relationships—the skills AI can’t replace
AI is a powerful tool, but it is not a replacement for experienced communicators. The next generation of comms professionals must be fluent in AI—but they must also double down on the human skills that will always be essential to the role.
At its core, communications is about people, relationships, and trust. AI can enhance that work, but it can’t replace it.
Ready to explore how AI can support your comms strategy? Start by defining its role, investing in AI literacy, and ensuring human oversight remains central to every communication.
