The AI Revolution Within Communications: Friend or Foe?
by Martin Mvelle, Search Associate
The AI conundrum within the communications industry:
As the year has progressed, it has become increasingly apparent that artificial intelligence stands ready to redefine the landscape of the comms industry. With agencies increasingly embedding their AI offerings, teams must discern where real value lies and where human intelligence remains indispensable.
Mapping the consultative process:
I recently spoke to Theo Hilderbrand, an AI and Communications Consultant, who shared an interesting insight into the composition of consultative processes - any effective consultative engagement can be mapped by a well-established five-step framework:
Gathering information
Historical analysis
Generating insights
Developing solutions
Delivering outcomes
Within this structure, the value generated at each stage can essentially be mapped out on a bell curve where the processes of moving from stage 2 to 3 and 3 to 4 hold more weight. AI naturally excels in phases that involve historical analysis and basic information processing - steps 1, 2 and 5. These steps, essential but less differentiated, tend to offer lower value per hour. In contrast, stages 3 and 4 represent the high-value core of consultative work. It’s precisely in these areas where human creativity and judgement become critical and (as of now) AI is less effective.
Insight as the bridge between past and future:
True insight involves more than analysing historical data; it requires translating past learnings into actionable strategies that can shape the future. While AI thrives at predictive tasks based on historical training sets, human communicators excel at creating intuitive leaps and connecting seemingly unrelated ideas, often spontaneously and contextually.
Consider the Cadbury ad set to Phil Collins' "In the Air Tonight." - It wasn’t logic or historical data analysis that created this iconic campaign - it was human intuition and creativity. AI, constrained by its learned datasets, currently struggles to emulate this spontaneous insight or emotionally nuanced understanding.
The AI-human synergy:
AI's primary strength lies in streamlining repetitive, predictable tasks. Communications processes like routine drafting, distribution pipelines and media monitoring will undoubtedly become automated. However, the nuanced, strategic, and emotionally resonant aspects of communications will still require human oversight. For example, crafting a press release anticipating geopolitical shifts, market changes, or cultural sentiments demands a sophisticated emotional intelligence and contextual awareness beyond current AI capabilities.
So, what is the key to maximising AI?
To effectively leverage AI, individuals must harness its analytical power while maintaining a focus on uniquely human strengths. AI will manage data analysis and task completion, while humans will remain essential for strategic direction, emotional resonance, and innovative problem-solving. The businesses that master this balance will be the ones that are able to offer far more efficient and targeted solutions to clients. As time goes on, it will become evident that to automate a full consultative process, there will need to be some integration of human nuance – that which currently does not exist but poses the greatest threat to the comms industry.
MadlinHanna Consulting is a recruitment consultancy specialising in public affairs, corporate communications and financial PR. Contact us in London on +44 (0) 20 8088 4102 or in Brussels on +32 (0) 2 586 38 98 for more information or a confidential conversation about these services and more.