Artificial Intelligence
Responsible AI for the Communication Profession
The CSCE Guidelines to responsible AI use
There are many other uses of AI for strategic communication where technology enhances communication professionals’ efficiency, effectiveness, and capabilities. We must however use AI responsibly.
What is Artificial Intelligence?
What does AI mean for communication professionals?
Right now, AI is the term on everyone’s lips. It’s fascinating the entire world, including those of us in the communication profession. Just type the words “Artificial Intelligence” into Google’s search engine, and you get almost half a billion results. So, where do you start?
The AI Playbook for Communication Professionals
Build your AI knowledge and skills
The AI Playbook for Communication Professionals is designed to be your go-to guide on communicating about AI to your organisation’s stakeholders and adopting AI tools in your communication practice. It includes a number of extra insights, tips and bonus content to help you plan your journey with confidence. Use it as a reference point to get AI ready, take a strategic approach to AI and build your learning pathway.
Communicating AI Research
We can’t afford to wait any longer
The Centre for Strategic Communication Excellence (CSCE) has been at the forefront of understanding the impact of artificial intelligence on the communication profession since 2017. Our commitment to supporting communication professionals in navigating AI’s evolving role began with Communicating Artificial Intelligence, an initiative grounded in robust global research.
Our foundational work included a year of interviews with subject-matter experts, analysis of secondary research, and focus groups conducted across multiple countries. This shaped the design of our global surveys aimed at benchmarking the profession’s readiness for AI.
- In June 2018, we launched the inaugural Communicating AI survey to explore what communication professionals knew, felt, and were doing about AI—and what was needed to become AI-ready.
- In March 2019, we followed up with Communicating AI: Building the Playbook, a deeper dive into how practitioners were experimenting with AI, what was working, and what success looked like across the field.
Now, the CSCE has supported the Global Alliance for Public Relations and Communication Management, to produce a powerful new piece of research:
Reimagining Tomorrow: AI in PR and Communication Management 2025 report
Surveying nearly 500 professionals across six continents, this latest global report delivers critical insights into how AI is being adopted, where the gaps are, and—most importantly—where communication professionals must lead.
As this technology reshapes our profession, one thing is clear: we can no longer afford to be passive observers. This is the moment to lead.
- The four things we know about communicating AI
- AI and the 2019 trends
- What global leaders had to say about the 2018 and 2019 survey findings
- AI tool aggregator
- CIPR Report 2023 –Tools and the impact on PR
- The Verge ‘Hope, Fear and AI’
- Global AI legislation tracker
AI Forum
Building a community of communication professionals exploring AI
In September 2023 the CSCE launched the AI forum, a safe place where communication professionals can come together to learn, share and explore AI together. The forum is open to anyone willing to share their experiences with AI or simply learn from others’ experiences.
A learning environment is a safe environment; we learn the most when we try and fail, but to conquer a new skill, we must risk failure. Our forum Hive discussion group and the growing resources on this page we help us grow together.
Crowdsourced AI Tool Evaluation
The AI forum has launched a (crowdsourced) AI tool evaluator, an excellent opportunity to share communications professionals’ experiences using the various AI tools or tools with an AI component. You can contribute to reviewing a tool you use, sharing what it is, what it does and the positives and negatives you have found in using the tool. Simply use the evaluation form to share your experience, or you can check out the database and edit the tool if it has already been reviewed (a bit like a wikki really!)
Transforming with GenAI: Kick-start Your GenAI Journey
Generative AI is transforming the way communication professionals work, think, and create. But beyond the buzzwords, how can we strategically integrate AI to enhance content quality, boost productivity, and elevate our role as trusted advisors?
- Watch Webinar
- Webinar Presentation Deck
- #Comms2030: A day in the life of a future communication professional – A thought-provoking look at how AI could reshape the communication profession
- #Comms2030. Why AI might be communication’s golden opportunity
- Our Profession Needs to Talk About the Future
- The Robots Are Coming: A 2017 discussion paper by Wayne Aspland, exploring how automation and artificial intelligence are reshaping corporate communication.
The “Manila Message”
The Manila message was created at the IABC Fusion conference, where 180 communication professionals took part in answering five questions on responsible AI after a panel discussion on responsible AI on March 17th 2025. This is the summary of each question and the combined statement from each question explored.
Let Us Help You
Best practice communication training and coaching for busy professionals
As more and more communication professionals around the world play a leading role in unveiling AI in their organisations and adopting AI tools in their work, you should start to think about the competencies and skills you need to help you on your AI journey.
Our range of on-demand, virtual, face-to-face and in-house training courses provide knowledge, expertise and insights that fit in with your busy schedule and help you take your place as a trusted, in-demand and valued strategic advisor.
Advocacy for Ethical AI Implementation A Voice for Responsible Communication
Responsible AI Advocacy and Communication
This webinar was about advocating for responsible AI implementation and communication. Bonnie Caver, a board member of the Global Alliance, introduced the webinar series for the Global Alliance for Public Relations and Communication Management for Ethics. The webinar was sponsored by the Centre for Strategic Communications Excellence and Reputation Lighthouse. The discussion focused on understanding the ethics of AI, being a champion for responsible AI, and empowering the voice of communication and PR professionals. The meeting also included a discussion on defining responsible AI, with Ibm’s definition being used as a guide. The conversation ended with a Q&A session, with participants encouraged to ask questions and share their thoughts.
- Responsible AI Alliance
- PWC AI Resources
- OneTrust AI Act Guide
- Global Alliance PR Principles
- Centre for Strategic Communication Excellence Responsible AI Guide
- CSCE AI Forum
- Government Digital Service, Government AI Playbook
- Humans Needed More than Ever
- Artificial Intelligence Playbook for the UK Government
- Antiqua et Nova
The AI Playbook
The AI Playbook for Communication Professionals is your go-to guide on communicating about AI to your organisation’s stakeholders and adopting AI tools in your communication practice. It includes a number of extra insights, tips and bonus content to help you plan your journey with confidence.
