At a recent Kademy roundtable on the topic of AI, a comms leader made an observation we’ve heard a lot over the years: communicators typically enter the profession because they possess strong skills in either writing or stakeholder management. The remark struck a chord because of the conversation that followed.
During the discussion, leaders shared that AI is disrupting one of the key roles communicators have always had – that of being the go-to writer. With AI now at the fingertips of most employees, leaders warned that “comms won’t always be the first port of call for writing.”
Anecdotal evidence revealed that leaders and stakeholders are turning to AI to generate their copy and are also putting the copy they’ve received from comms through AI tools and making changes.
As one leader put it: “Comms won’t always be the first port of call for writing now. Leaders will use AI themselves, or stakeholders will put comms copy through AI. We need to be less precious.”
Embracing the shift: From writer to editor
As professionals, it’s natural to feel protective of our writing and receiving constant AI edits is a tough pill to swallow for most of us. But in this new playing field, we can’t afford to be precious – or we’ll be in a constant battle with ourselves and our stakeholders.
So, how can we embrace the shift?
Although stakeholders are getting more involved with crafting copy, it doesn’t diminish the value of comms; it just changes the focus from writer to editor. The importance now is editing, reviewing and fact-checking stakeholders’ work.
“It’s changing how we define ourselves; maybe we’re more editors and reviewers than just creators.”
This quality control role amplifies communicators’ role as the stewards of brand messaging and voice, something that’s especially important today. What’s more, it doesn’t diminish your team’s great writing skills; it elevates them, as strong editing requires a sound understanding of what good writing looks like.
Reorganising the comms team
At our roundtable, leaders discussed the implications for team roles and structure. One anecdote suggested having a single expert writer and multiple editor and fact-checker roles.
“The comms roles needed don’t necessarily reduce; they just change. You might have a single expert writer vs AI as the writer, but need 20 fact checkers. It’s a totally different version of the same task.”
The good news is that we’re unlikely to lose comms job roles; we just need to reframe them and upskill our teams to focus on the areas that matter most.
Double down on strategy and stakeholder management
While AI disrupts our role as writers, it reinforces communicators’ other key skill – strategic, advisory and stakeholder management. Yes, your stakeholders can use AI to draft an internal memo announcing a change, but they can’t predict employee reactions or listen and respond to feedback. Communicators have a unique, deep perspective on your organisation and its people, and that’s invaluable.
This strategic role also extends into how your organisation embraces AI. You have a key part to play in the AI journey and in helping employees to embrace this fast-evolving technology.
Give your team the right skills to succeed
As communicators’ roles shift, so do the skills and competencies they need. Kademy training can help your team to:
- Use AI safely and effectively as individuals and as a team
- Have difficult conversations with stakeholders
- Transition from tactical delivery to strategic advisory
Get in touch at hello@kademygroup.com to discuss your function’s needs and ensure your team is equipped to succeed today.
