Humans needed, more than ever

OK, not another AI post I hear you cry but in this case there’s something substantive to reference. I’m talking about the Chartered Institute of Public Relations (CIPR) recent excellent report on the state of AI and its implications for all of us, in whatever capacity, who work in communications. Humans Needed More Than Ever goes deep into AI territory and as it’s both rigorous and comprehensive, it would be unfair to try and summarise the whole report here.

However the introduction to the executive summary is worth quoting: “…most public relations jobs are being infused with AI and automation tools. However, we are not seeing job replacement. Rather we are seeing task execution becoming more efficient and effective. If jobs are being affected, it is because upskilling is required.”

One implication, in my view, is that those involved in content creation (whether in-house or agency) need to respond by rapidly embracing the relevant AI tools but via a human lens to ensure continued relevance and added value.

For some however it may require a reappraisal of their longer-term role. Yes ‘task execution’ will become more ‘efficient and effective’ but there will also be opportunities to step back and, dare I say it, rely on tried and trusted methods familiar to those already involved in change and transformation communication. Stakeholder mapping, narrative development and robust communications planning won’t simply become irrelevant because it’s AI. In practice, helping organisations navigate the brave new world of AI will become just as important as the AI tools themselves.