How AI Can Make us Better Professionals

By Bryan G. Jones, Founder and CEO BGJ Global

Business owner Bryan G. Jones discusses the impact of artificial intelligence on the role of communicators and offers tips on embracing new technology.

A torn brown paper with a hole in it revealing the quote “Old ways won’t open new doors!”.

There has been much talk about artificial intelligence (AI) and the power of this new technology to improve the world. The changes are already being felt leaving some people worried about how AI will affect them. From authors concerned about protecting their intellectual property to copywriters worried that AI will replace them, there is one question on their minds: Will roles in communications become obsolete?

This is unlikely, for one reason: judgement. Critical decisions will rely on the judgement and leadership of a human being who can make decisions with the information available along with the context in which it is made.

Lessons from the past

These feelings of anxiety about emerging technology are not new. Many expressed similar apprehension with other technological advancements when they were first introduced including the telephone, the car, the television and the mobile phone.

As an example, consider life before the invention of the smartphone. Before, we used paper maps to get to our destination, called restaurants directly to make a reservation and went to the library to do research.

Once the smart phone was invented, this pocket-sized device gave users access to almost every piece of publicly available information since the dawn of time. This device gave us access to the internet and with it, the ability to research facts and figures, make restaurant reservations and navigate our way around strange cities.

Has instant access to this information produced mass layoffs in the restaurant business or libraries? No, it has allowed everyone who has a smart phone or internet access to have the same information – at the same time. People adapted and integrated technology into their lives and smart businesses changed their focus and embraced the new technology.

I recently listened to a presentation by Prof. Ajay Agrawal from the University of Toronto, who is the Faculty Affiliate at the Vector Institute for Artificial Intelligence. He told the story of students who were training to be accountants.

Before computer driven spreadsheets, accounting students were told to add up phone numbers on one page in the phone book to practice their long addition skills. When the spreadsheet was introduced, some accountants were afraid that they would become redundant. Instead, electronic spreadsheets automated the mundane task of adding up numbers so modern accountants could spend their time interpreting information to better serve their clients. Their judgement became the real value.

How can communications professionals use AI?

So, what might happen to communications professionals? Will it cause mass layoffs? Will companies eliminate communicators? Unlikely, but communicators will have to adapt and embrace technology.

The good news is that communicators will have access to more synthesized information that will free up their time to think strategically and make better decisions. They will spend less time digging for information and summarizing it, and more time figuring out what to do with it, adding their own strategic view on the information available and using their judgment.

Many communicators already use some form of AI to research, proofread or check phrasing. So, for a bit of fun, I asked AI the following question: “How can professional communicators use AI?”. Here is the answer (verbatim):

“Professional communicators can leverage AI in several impactful ways:

Content Creation: AI tools can assist in generating written content, such as articles, social media posts, and marketing materials, helping to save time and enhance creativity.

Data Analysis: AI can analyze large volumes of data to identify trends, audience preferences, and engagement metrics, enabling communicators to tailor their strategies effectively.

Personalization: AI can help create personalized communication strategies by analyzing user behavior and preferences, allowing for targeted messaging that resonates with specific audiences.

Automated Responses: AI chatbots can handle routine inquiries, freeing up communicators to focus on more complex tasks while ensuring timely responses to audience questions.

Translation Services: AI-powered translation tools can help communicators reach a global audience by translating content quickly and accurately.

Social Media Management: AI can optimize social media strategies by scheduling posts at optimal times, analyzing engagement, and suggesting content based on trends.

Crisis Management: AI can monitor social media and news outlets for mentions of a brand, allowing communicators to respond quickly to potential crises.

Enhanced Collaboration: AI tools can streamline project management and collaboration among teams, ensuring everyone stays aligned and informed.

By integrating AI into their workflows, professional communicators can enhance efficiency, improve audience engagement, and make data-driven decisions.”

Using AI to make us better professionals

Communicators and all professional service practitioners will need to embrace this rapidly changing technology. While the nature of the work will change, AI will not be able to replace the judgement of experienced human beings, especially in a crisis.

Instead, AI will improve our access to information so we can make smarter decisions. AI will unlikely replace a litigator in the court room, a CEO making important decisions, or a communications practitioner. Instead, AI will be useful in helping one prepare for battle, but the combatant will most likely be a person who can deal with unforeseen circumstances, pivot and adapt as necessary, using their judgment.

We should all harness AI’s potential to make us better professionals.

About the Author

Bryan is the Founder and CEO of BGJ Global, a public affairs and business consultancy. He is an international business executive with over 25 years of experience in general management, communications, public affairs and crisis communications. He was most recently a CEO in the health and wellness industry and a senior executive with a multi-national. He has helped drive profitability and growth in health and wellness, fast-moving consumer goods (FMCG), consulting, resort development, transportation and pharmaceuticals. Bryan specializes in helping businesses protect and grow their market position and improve profitability for the long term.

He has led and built diverse, cross functional teams internationally and has built stakeholder coalitions to improve business outcomes. He has worked closely with senior government officials and law enforcement in many countries to enhance market performance. During lockdown, Bryan led an international team in 16 different markets that successfully negotiated to kept factories operating and distributors open, ensuring consumer access and increased market share and profits. Bryan has also launched new businesses and helped integrate acquisitions across the Americas region.

He addresses difficult challenges directly, believing that confronting the truth is key to finding effective solutions. This approach builds trust, accountability, and long-term success. His expertise, combined with his results-driven mindset allows organizations to improve performance and successfully navigate complex global markets.

He is a member of the Public Relations and Communications Association (UK), the International Association of Business Communicators, and the Public Affairs Association of Canada. He is also a member of the Americas Society and the Churchill Society for the Advancement of Parliamentary Democracy. Giving back to the community is a core value and he is involved in various causes to help those who are less fortunate.

How AI Can Make us Better Professionals

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