The changing landscape of communications in the era of AI

Tanki Kotelo

Managing communications has always been quite a balancing act. Year after year, new challenges and hurdles emerge that communication professionals must navigate. Whether that involves keeping pace with the ever-evolving interests of the audience, weathering adverse and turbulent economic conditions such as inflation, beating the competition in an overly saturated industry, or even mitigating organisational and brand crises, communicators are often expected to be diligent, initiative-taking, and informative.

Of late, one rife challenge is the advent of Artificial Intelligence (AI), which, although hardly a new concept, is often riddled with a litany of misinformation and speculation, coupled with bias and fear. As usual with innovative technology, the emergence of AI presents a scary world that we have never been taught to be ready for or navigate. In the same breath, it also presents opportunities for how, as communications leaders, we can confidently harness the power of such advanced technology to empower our communication efforts, upscale our productivity, and tap into our wells of creativity, among others. 

Tasked with having to sometimes conjure up innovative, catchy, and compelling brand messages and taglines while also expected to further adapt the same messages to various demographics, channels, and scenarios, communication professionals usually end up stuck in a rut and fail to be creative. Thankfully, with generative AI tools such as OpenAI and ChatGPT, that has now become outdated. Meeting the right person with the right message at the right time is now simpler. Whether you want to rephrase and revamp your existing marketing cop or generate content for your next public relations campaign.

Another role of communication professionals is social listening, an activity that involves close monitoring and interpreting social media content with the end goal of improving consumer engagement and aiding in the continuous product development cycle. With a plethora of brands sprouting up everywhere, understanding what goes on in the minds of your customers and the sentiments they have regarding your brand can give you leverage over the competition. Through another branch of AI, referred to as machine learning, and through tools such as Sprout Social, companies can now unlock information about consumer preferences and estimate their reactions.

Due to its advanced technology and quick-witted, beyond-human intelligence, AI can also free up content creators from mundane and tiresome activities and otherwise direct their time towards more hard and creative tasks. For instance, through platforms like META Business Suite, Buffer, MeetEdgar, and Zoho Social, communicators can schedule, publish content across multiple platforms, and derive analytics and reports. Additionally, through task monitoring tools, AI can foster collaboration and ensure smooth communication among team players through automated workflow trackers and reminders, particularly within collaboration projects. 

While the rise of AI has great benefits, it also poses some challenges, such as a lack of accurate and original thought and a lack of humanised interactions and experiences, which are the cornerstones of the communication profession, it is undeniable that some positive attributes can be exploited. When used purposefully, AI has the power to be a productive ally in the dynamic world of communication. By merging AI with human experiences, we stand a chance of widening our horizons to a seamless world of connection, innovation, and increased output. 

To avoid trailing behind as the world evolves, we find it essential to encourage individuals and teams to experiment frequently with AI technology and open their minds to newer possibilities. Until next time, Bloomers! 

Bloom Communications is a Lesotho-based consultancy, specialising in best-in-class media-driven communications, professional writing, public relations, social media management, and marketing for individuals, corporates, and micro, small, and medium-sized brands. For feedback contact: info@bloomcommunications.co.ls