Not So Fast: Why Business Leaders Shouldn’t Rush to Replace Their Comms Pros with AI
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I’m a big fan of entrepreneur, author, NYU professor and co-host of the popular Pivot podcast Scott Galloway. And apparently, he’s a big fan of me . . . or people like me, at least.
Commenting on career paths that may be safest from being replaced by AI during a recent Pivot episode, Scott offered the following:
"I personally think if I were to bet on one job that's only going to increase in importance, it's things around communication, strategic communications, investor relations, PR.…"
He’s not alone in that opinion. Other experts, including noted AI innovator Kai-Fu Lee, believe that people with skills in persuasion and relationship building will be in even greater demand as more and more job tasks become automated. Here’s why.
Relationships Are Key. To be successful, communicators must forge authentic human connections with a wide array of stakeholders, each with a different set of needs and dynamics. AI simply can’t replicate such a complex web of interactions.
Strategic Judgment. AI knows the quickest way to get from A to B is a straight line. But the technology can’t possibly account for such nuances as historical precedent, external forces or organizational politics to arrive at the most effective solution, especially in times of crisis.
Read the Room. Communication is a two-way street, particularly when you’re behind a podium or across a conference table from key stakeholders. Humans possess the emotional intelligence to interpret audience feedback in real-time, which is essential for staying on message or knowing when to pivot.
Creativity. While AI has proven to be very useful for generating content, it struggles to craft compelling, original narratives that can move audiences and shape reputation. Make no mistake, though – in the hands of a skilled storyteller, AI can be a powerful tool.
Sound Judgment. We’ve all seen news reports of instances where AI has crossed an ethical line, because the technology isn’t equipped to prioritize things like accepted practices or cultural norms. These “rules” are shifting faster than ever, and AI simply isn’t nimble enough to keep pace.
Perhaps one day communicators will be able to train their AI bots to tap into their lifetime of experience – and the experiences of others as well. But for the foreseeable future, AI is best viewed as a useful support tool rather than a replacement for a seasoned comms pro.
If you’re a C-suite executive, you should absolutely be challenging your communications team to apply AI in ways that improve efficiency and enhance effectiveness – I outlined several ideas in this earlier post. But if you’re thinking of replacing your comms staff with AI bots that crank out reams of content, with little regard for accuracy or creativity, don’t be surprised if your key stakeholders take notice and your hard-won reputation begins to suffer.
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Truth Advisors LLC provides senior-level communications and reputation management counsel to companies facing seismic change. For a free, no-obligation assessment of how we can level up your organization’s strategic communications efforts, contact us at info@startwithtruth.com.