The communication profession is at a crossroads, as are the organisations we support. The next few years will bring rapid, transformative change, and we need to be ready.
Organisations and employees will increasingly operate in an environment shaped by:
- AI and emerging technologies redefining how work gets done.
- An even faster pace of change... yes, faster than today.
- Evolving customer and stakeholder expectations, including regulatory shifts.
- Ongoing economic, geopolitical, and social uncertainty.
For communication professionals, this presents both a challenge and an opportunity:
- The challenge: Our more tactical work, such as content creation, may be augmented and democratised across the organisation.
- A golden opportunity: Organisations will need communication professionals to play a stronger role in guiding culture and advising the Executive.
#Comms2030: A resource for the future
To spark a much-needed conversation about where our profession is heading, Wayne Aspland has updated his 2017 paper, The Robots Are Coming. This new resource, supported by the Centre for Strategic Communication Excellence and global communication leaders, includes:
Let’s start the conversation
We’d love to hear your thoughts about the future of our profession. Please take five minutes to share your views on the future of comms by filling out this short, anonymous survey.
A snapshot of #Comms2030: Why AI might be communication’s golden opportunity
In a complex world of accelerating change and uncertainty, organisations will need to leverage AI and other technologies to become:
- Dynamic: Equipped to operate faster and more confidently than ever.
- Collaborative: Hybrid human/AI teams able to collaborate, brainstorm and plan in real time across organisational and geographic boundaries.
- Human-Centric: The organisations that best equip and support their people are most likely to succeed in an AI-enabled future.
- Risk-Ready: Strong frameworks and enhanced planning to minimise risks and respond early when needed.
This is where communication professionals have an opportunity to step up as leaders. We will have a potentially critical role in:
Building an AI-enabled culture focused on Confidence, Curiosity, Collaboration, and Caring. We will do this by leading initiatives in:
- AI skills and training.
- AI prioritisation.
- Responsible AI.
- Change management.
- Culture and support.
- Communication skills development.
Providing trusted Executive counsel in six key areas:
- Culture and alignment.
- Communication strategy.
- Risk and crisis management.
- Stakeholder engagement.
- Change leadership.
- Trust in AI.
Communication’s three-phase journey
Preparing for this role requires a three-phase journey:
1
Master AI
Understand and use AI effectively.
2
Leverage AI
to transform the communication function.
3
Prepare for the C-suite adviser role
The Bottom Line
The future of our profession depends on how we respond right now. AI and emerging technologies aren’t just reshaping comms, they’re giving us the chance to lead.
Let’s start a conversation now and shape the future of our profession.
