Is AI a Threat to Professional Communicators?

By Amie Silverwood, SCMP

“Our jobs are safe. But they aren’t static.” Amie Silverwood, SCMP, moderated the panel discussion at IABC/Toronto’s recent AI in Communications event. In this article, she shares her takeaways, and discusses the irreplaceable strengths professional communicators bring, the trend towards authenticity and how to use artificial intelligence (AI) responsibly.

Last month, I moderated a panel discussion about AI in Communications. And some of the themes I took away from the discussion mirrored the themes that emerged in November, with a panel of finance communicators talking about communicating in times of financial change.

We make businesses, organizations and non-profits relatable and human. We make ideas resonate through storytelling. We take jargon or complex topics and we translate it into clear messages. We see the big picture but we love to drill down into the details. We develop strategies to build and maintain trust.

These are the essential communication skills – no matter where you work or what topic you cover. It’s what we do in internal comms and external comms. It’s what we do in large organizations or solo teams. And these skills can’t be replaced by AI. Our jobs are safe. But they aren’t static.

AI is another tool in our toolboxes. We have to ensure we use it responsibly and ask the right questions before we jump in with both feet. What kind of data are we feeding into the tool? Is it secure? How are our teams using AI? Do we have guidelines in place, so that everyone is clear on what is an acceptable use of AI?

It was clear from our conversation that AI is a multiplier that can be harnessed by a savvy communicator to develop strategies. Use it to customize and optimize communications. Use it to research your audience and figure out how best to reach them. Use it to run crisis scenarios – analyze patterns in data and determine the most effective use of your time so you’re prepared for the next crisis.

But don’t expect it to write good copy. As we get exposed to more and more AI, we’re developing an eye to spot it quickly. Readers crave authenticity and will quickly skim past anything that isn’t human. Identifiers will change – so go ahead and use your dashes. There’s no need to add spelling mistakes or other tells to make your writing look human.

When it comes to videos, the trend is moving away from polished to behind-the-scenes or hot takes. Show us you’re there, tell us what you think; but most importantly, be real.

For seasoned communication professionals, this all comes quite naturally. Our core skills have sharpened over the years and we know how to build trust.

For new communicators, you’ll need to invest time in building your authentic but professional voice. You have some advantages over older generations – you’re more natural on video, so being authentic rather than scripted will come more easily for you. Don’t be afraid to experiment because the tools of the trade will always keep evolving and we’ll have to evolve with them.

And that will make a great story.