Will AI take over the communications industry?

When I enrolled in university I wanted to work in an industry that was safe; countless job opportunities, a plethora of avenues to explore, and endless chances to learn new skills – that’s why I chose a degree in Business Management and Professional Communication. If anyone had told me that a career in this field might not actually have the longevity I was looking for, I would have scoffed. How could this possibly be?

You see, I read an article last week that said the communications industry will eventually be run by artificial intelligence (AI) – no more copywriting, identifying newsworthy angles, and engaging with audiences. My initial reaction was shock and denial. I mean, how could a robot replace the charm, wit and emotional intelligence required in our line of work?

But then, driven by a mix of adrenaline, curiosity and perhaps a subconscious drive to debate why they could be wrong,  I discovered that AI’s role in the communications industry is not a threat  – rather, it’s an opportunity for growth and transformation. AI can crunch data in mere seconds and make sense of vast amounts of information before we can even finish reading this blog. 

However, it leaves a few significant things to us. The fun things, if you will. The creativity. The spark that sets campaigns apart from others. 

As communication experts we know that creativity is our superpower. It’s what captures hearts, ignites emotions and drives action. While AI might be able to create basic content, it can’t use the power of our imagination to draft unforgettable stories that resonate with our audiences.

AI also can’t replace the foundational role of communication – relationship building. Ultimately, the success of our content is dependent on our relationships with our clients, journalists, and audiences. AI will never be able to empathise like we do and it certainly won’t be able to connect on a human level.

So, will AI take over the communications industry? The answer is no. It might automate some tasks, revolutionise data analysis and even assist in content creation, but it will never replace the essence of what we do; the heart and soul of our craft are the genuine connections we build, ideas we create, and the emotional touch we bring to the table.

As we embrace the inevitable entrance of AI within the communications industry, it is crucial to remember that the key lies in integration, not competition. AI is not an invading force, but rather a welcome addition to our team. A sidekick that empowers us to reach new frontiers of success. Through collaborating with AI, we can focus on what truly matters – creating meaningful, authentic, and impactful communication.

Written by Chloe Lawrence