AI in Communications: The Next Chapter from Productivity to Trust and Authenticity

Earlier this year, we shared our view on how AI is transforming the communications industry and why the real advantage lies in being AI-powered and human-led. Since then, the pace of change has only accelerated, and the questions from our clients and teams have gotten sharper.

To keep stretching our own thinking, we recently went deeper with another hands-on AI workshop led by Pam Boiros, founder of Bridge Marketing Advisors, creator of Marketing AI Jumpstart and founding member of Women in AI. Building on our earlier perspective, this session focused on the how: practical prompt engineering, smarter workflows, and the guardrails communicators need to protect trust while they experiment.

Here are some of the biggest takeaways, along with actionable advice for communicators who want to harness AI with purpose, without losing sight of what matters most: expertise, creativity, and credibility.

AI Progresses Fast, but the Fundamentals Remain

Since our last update, AI capabilities, especially in image and video generation, have leapt forward. “Hollywood-level” video can now be generated from a prompt, and tools like ChatGPT, Google Gemini, and Perplexity are leapfrogging each other in their abilities to answer complex questions, create content, and analyze data.

But not everything has changed. AI is still far from perfect: it fabricates facts and images (as illustrated by tools inventing months like "Nectober" on a calendar!), and reliable expertise and discernment remain human strengths that tools can’t replicate.

The Real Power Is AI + Human, Not AI Instead of Human

A recurring theme in our conversation was that AI is at its best when partnered with human guidance, not as a replacement. One example that Pam highlighted: combining AI with radiologists improves diagnostic accuracy far more than either can achieve alone. For communicators, this means using AI to speed up research, develop first drafts, and automate repetitive tasks, freeing them up for the nuanced, client-specific, creative, and strategic work that builds brands and protects reputations.

Communications Is Being Redefined by Search…and by Black Boxes

One of the most dramatic shifts is how people are now using AI platforms like ChatGPT, rather than Google, as a primary search or discovery tool. This upends years of effort and dollars spent on SEO, because LLMs surface information differently than traditional search engines.

The lesson for brands? Focus on creating authentic, useful, and regularly updated content that’s easy for both humans and AIs to access and understand. FAQs, thought leadership and high-quality owned content matter more than ever.

Policy, Ethics, and Verification are Non-Negotiables

With opportunity comes responsibility. As AI-generated content proliferates, so do risks around errors, bias, confidentiality, and brand image, especially amid growing concerns about copyright, “deepfakes,” and rapidly evolving legal and regulatory standards (see the ongoing lawsuits from the New York Times against OpenAI and Perplexity).

Our approach:

• Have an AI charter and strictly adhere to it like our agency’s “AI-powered and human-led” values, especially regarding proprietary or confidential info.

• Always vet AI output by reviewing links, checking facts, and, most importantly, making it specific and meaningful for the brand and its audience.

• Watch for signs of AI-generic “work slop.” Just because the content sounds decent, it may lack substance or original insight.

• Proactively address bias, using clear prompts and review cycles to ensure inclusivity and relevance.

How to Use AI in Your Communications Practice Today

But this doesn’t mean you shouldn’t use AI. In fact, there are several productive ways to use it and Pam outlined it perfectly:

1. Research & Summarization: Use tools like Perplexity and ChatGPT to scan news, analyze competitors, summarize press releases, or generate initial content drafts but double-check everything.

2. Prompt Engineering: Don’t settle for generic prompts. The more context provided, the better the results and AI can even help you write better prompts for complex projects.

3. Bias & Inclusion: Make fairness and diverse perspectives explicit in your prompts and review output for stereotypes or gaps.

4. Be Authentic: The most powerful communications in an AI-saturated world are those that are specific, human, and true to the brand’s voice.

5. Stay Updated: The tool landscape, regulatory environment, and “best practices” are all evolving, so it’s important to read, experiment, and talk openly to continue to advance learning and applications.

AI is the most significant change to the communications field. But its greatest potential lies in pairing it with experienced professionals who can guide its use, assess its output, and ensure brands don’t lose their unique voices amid all the noise.

As our agency continues to pilot new tools and approaches, the focus is clear: to empower our team and our partners with the best of AI while remaining true to the fundamentals of trust, authenticity, and meaningful storytelling.

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