Artificial Intelligence keeps us on our toes: almost daily, we encounter new products, technological approaches, promises, and visions. It’s no wonder that the excitement about new possibilities can sometimes lead to exhaustion and overwhelm.
Understanding is the foundation
The speed of AI progress astonishes even seasoned experts. Developers need a “hungry public”—which means investments—and media outlets capitalize on the hype to generate high-reach headlines. For leaders and organizations, keeping pace with and understanding the genuine developments amid the race for ever-new superlatives is challenging. Currently, the reality is that after 70 years of research, computers can reliably distinguish cats from dogs and generate longer, human-like texts. While this is impressive, it raises the question: is it truly intelligent?
Waiting is not an option. Although we may still have some time before we face the “rule of machines,” AI’s rapid advancements in computing power and data models are creating high expectations, challenging organizations, and putting pressure on legislators. It’s unproductive to wait for clearer conditions. Company-wide AI bans create shadow structures, hesitation hampers learning processes, and excessive caution could grant competitors an insurmountable lead. Only those who actively test today’s “narrow AI” will be able to quickly and effectively adapt to the next stage of AI evolution.
The new diversity
Current AI is highly effective for automating simple tasks and reducing the workload of communicators. This requires a structured view of internal processes within the communication team and the space and guidance for agile AI experiments. These experiments can include quick scans of large data sets, smart knowledge databases, simple agents, supported creative processes, and rapid visualization.
The outcome is more time for complex tasks and, crucially, routine use of AI tools and techniques with a clear understanding of their capabilities and limitations. Armed with this knowledge, the synergy between humans and machines in both internal and external communication can be reimagined as a partnership rather than an existential competition. Agency partnerships and networks gain new significance as market competitors can easily generate average content at the push of a button. As Nick Law recently noted, “Mediocrity is free now.” Access to innovative partners who provide fresh insights, surprising tactics, and rapid evaluations of technological advancements will be essential for achieving excellence and maintaining a competitive edge.
Mediocrity is free now.
Nick Law – Creative Chairperson at Accenture Song
Generative AI is likely to transform communication and will undoubtedly improve significantly in the future. However, it’s improbable that the future of communication will be solely defined by intelligent bots delivering hyper-personalized messages at the push of a button. For context, chess computers have been defeating human grandmasters for over 20 years, yet (almost) no one watches their games against each other—while human chess remains more popular than ever. Similarly, communication will continue to require the human touch, especially when it truly matters.
AI will accompany us permanently
Artificial Intelligence is fascinating, full of potential, and challenging. We believe that a successful partnership in the AI age requires a shared understanding of this technology. To support this, we offer our retainer clients complimentary introductory events on AI technology. Additionally, as part of our collaboration, we continuously interpret and provide insights on significant developments in technology, regulation, and customer behavior.
Our AI services:
- Development of AI applications for communication and communicators
- Support in dealing with AI from the perspective of leadership, sales, internal communication, and change
- Brand and target group strategies in the age of automation and synthetic content
- Foresight workshops and vision building
- Advice on regulation and governance
- Data strategies for communication
Interested in learning more about Artificial Intelligence in communication? We look forward to hearing from you.
