When ChatGPT burst into our lives three years ago on 30 November 2022, most of us were surprised how good generative AI had become. Professional communicators started experimenting with drafting, editing and brainstorming but were also worried about its accuracy, ethical risks and potential to replace our roles.
This year, we’re liking the productivity gains but we’re also starting to see much bigger implications for our profession. AI is rewiring expectations of how we work, the value we bring and the cultural readiness needed inside organisations.
With ChatGPT’s third birthday coinciding with National AI Week in Australia, it’s a good time to take stock of where we’re at and prepare ourselves for what’s next.
How are Comms Professionals using AI in 2025?
In 2025, around 75% of us use generative AI daily, triple the 2023 rate. ChatGPT and MS Co-pilot are getting most of our attention but there are now over 6000 AIs for communication tasks. Fears around job loss have not gone away but many are now seeing AI as an opportunity to augment their roles, speed up time-consuming tactics and create more space for strategic thinking and relationships.
According to research, we’re still mostly using AI for brainstorming (82%), followed by writing first drafts (72%), editing (70%) and research (59%). Meanwhile, the technology keeps improving at an exponential rate. Three years ago, we said AI couldn’t read the room, understand context or write as well as us. It was terrible with numbers and deepfakes were easy to spot with their extra fingers and Picasso-esque faces.
Today’s AI is as good or better than content created by humans. It can see, hear, speak and reason across different modes. It can recognise emotional cues, spot tension in a conversation and adjust its responses. Millions of people are now using AI for companionship or counselling.
In just three years AI has fundamentally changed our relationship with technology, raising important questions about how and when AI should be used.
And as if we didn’t already have a problem with information overload, more than half of internet content is now AI generated. Cinematic-quality cat videos swamp our social feeds in an endless stream of brain rot and content slop.
Before we reap the benefits of AI, we need to address a fundamental problem — almost all companies invest in AI but capability has not kept up with adoption and very few are seeing ROI. By 2027, up to half of all roles globally will be affected by a skills gap. In comms, 73% say we want more AI training and many are operating without proper guardrails or disclosure frameworks.
Comms roles are being re-designed, not erased
If you were counting on AI taking all the grind out of work so we can kick back on government universal basic income (UBI), I think you’ll be disappointed. Something unexpected is happening; despite time saved in content production, many comms people are saying their role has expanded, not shrunk.
In 2023, AI didn’t change our roles much. It helped us write a bit faster, but we did everything else. In 2025 the work itself is changing. A convergence of comms and adjacent roles like Change Management, PR and Marketing has begun, demanding us to broaden our skills.
Communicators are also getting involved in shaping AI policies and leading responsible use of AI in their organisations. Many are finding that managing risks associated with AI and content verification is increasing their workload (and value). Because so many organisations lack AI maturity, this strategic orchestration work is crucial – and a big opportunity for us lead.
New job titles are also appearing such as AI Communications Strategist, Ethical AI Advisor, Prompt Designer, Human-AI Interaction Specialist and Data-Storytelling Manager. For those who are AI literate and proactive, there are many rewarding career options ahead.
So, what’s next?
Now we need to turn AI exploration into real impact. Yes, the tools have changed but communicators who grow in influence won’t be the ones who just prompt well. Those who lead the people side of AI adoption will influence strategy far more than those who only focus on content.
The good news is we don’t need to wait to have AI done to us. We can take steps right now to define the future of our profession. Here are some questions to help prepare for the year ahead:
- How will we protect quality when content can be generated at scale?
- What does good communication look like in an AI-enabled world?
- What low value work can we get AI to do?
- How do we redesign workflows so AI speed doesn’t outrun human judgement?
- How and when will we be transparent about our AI use?
- How will we manage risks linked to AI errors, bias or poor brand alignment?
- How do we reskill teams so they don’t fall behind?
- How do we support our leaders to speak confidentially about AI and responsible use?
- How do we measure ROI in a way that proves value to the business?
Most importantly, don’t forget to unplug. Go for a walk, read a book, phone a friend. Let’s make AI work for people and purpose.
