Working with AI as a communications professional

Artificial intelligence is increasingly becoming part of the communications toolkit. Rather than replacing communications practitioners, AI is changing how the role is performed. The opportunity for communicators is to develop the skills needed to work alongside AI in a thoughtful and strategic way.

One of the most valuable skills is learning how to use AI as a starting point rather than a finished product. AI can help draft announcements, summarise reports, generate FAQs, or propose message structures in seconds. Skilled communicators use these outputs as a first draft, refining the language, adjusting tone, and ensuring the message reflects the organisation’s voice and context.

Another important capability is writing effective prompts. The quality of AI output depends heavily on the instructions provided. Communicators who clearly specify the audience, purpose, tone and key messages tend to receive much stronger results.

For example, asking AI to “draft a short update for frontline staff explaining why a system change matters to them” will produce far more useful content than a vague request.

Critical thinking is also essential. AI can occasionally produce inaccuracies or overly generic messaging. Communications professionals must review content carefully, check facts, and apply their understanding of organisational culture and stakeholder sensitivities.

Human judgement remains crucial, particularly when dealing with complex or sensitive topics.

AI can also support insight and planning. Some tools can help analyse feedback, summarise large volumes of information, or identify emerging themes in stakeholder responses. Communicators who learn how to interpret and apply these insights can strengthen the impact of their work.

Ultimately, the most effective communicators will not see AI as a threat but as a collaborative tool. By combining technology with human creativity, empathy and strategic thinking, communications practitioners can work faster, generate new ideas and deliver clearer, more targeted messages.

Try experimenting with AI in your next communications task. Used thoughtfully and within approved company policies, it can become a valuable partner in your work.

Please remember to always use AI tools that are approved by your organisation and follow your company’s policies regarding data security, confidentiality, and responsible technology use.

About Victoria Hall

Victoria believes that great communication has the power to change the world. She's passionate about helping organisations to lift their profiles, inspire action and achieve remarkable results by crafting and delivering their stories and messages in a clear, compelling and persuasive way. If you've got a question about communications, you can contact Victoria here or connect with her on LinkedIn.