How AI is reshaping in-house communications

We spoke to 30+ senior in-house communications leaders to explore how AI is already being used in the industry, where it’s adding value, and the challenges still ahead. Curious, cautious, but already experimenting – the insights make for a fascinating read

What is AI doing for in-house communications and marketing teams? - we asked 30 senior leaders and this is what they told us......

AI is transforming in-house comms, marketing & public affairs. Our 2025 report in collaboration with Hanson Search reveals: - 20–30% efficiency gains when AI is used effectively - Smaller teams scaling their impact with AI tools - Leadership, culture, and training are more important than technical barriers - Human judgment and creativity remain irreplaceable What does this mean for your organisation? AI alone isn’t enough. Success requires the right skills, flexible support, and fresh perspectives. Freelancers and interim consultants bring agility, hands-on expertise, and can plug into teams quickly to help you experiment with AI, develop strategies, and maintain momentum. Download the full report: https://lnkd.in/dbQ6h__d

Today at the PRWeek Corporate Comms Summit, I found myself thinking a lot about how our profession is being reimagined in a world driven by technology and AI. A few key takeaways stood out — especially around how AI is reshaping corporate communications and how we demonstrate our impact in an increasingly complex environment. From strategy to technology, the discussions reinforced the idea that our role is not just about creating content, but about driving trust, insight, and meaningful engagement across stakeholders. 🤖 The reality of AI in comms AI came up in almost every session - not as a future concept, but as an immediate, complex reality. What struck me most was how AI is redefining visibility and credibility. From Generative Engine Optimisation (GEO) - the idea that AI systems increasingly determine which sources get surfaced - to the challenge of balancing automation with authenticity, the message was clear: communicators need to understand how AI systems shape reputation just as much as how journalists or search algorithms do. The opportunity is huge - from efficiency to insight - but so is the responsibility. AI should enhance trust, not erode it, and that means keeping ethics, empathy and transparency at the core. 💬 Proving the value of communications Several sessions also reinforced how our work is evolving from support to strategy. To earn a true seat at the table, comms teams need to speak the language of the business - using data to measure impact, not just reach, and demonstrating how strong storytelling directly influences outcomes like trust, engagement and risk management. It’s not about chasing headlines; it’s about aligning communications with business intent and societal expectation. 🤝 The value of in-person connection Beyond the content itself, what stood out most was the power of being in the room. In an increasingly AI-driven world, these moments of genuine, face-to-face connection feel more important than ever. They remind us that while technology can analyse and amplify, human relationships are what bring depth, context and credibility to our work. The day’s discussions reinforced that the future of corporate communications belongs to those who can combine human intelligence with machine insight - using technology to enhance, not replace, the trust and judgement that define great storytelling. If you were at the summit, I’d love to hear what resonated most for you. #CorporateComms

How Communications is Evolving and What Experts Must Do to Keep Up The way we communicate has changed more in the last two decades than in the previous hundred years. Technology has blurred the line between personal and professional communication, giving rise to an audience that is constantly connected, highly selective, and quick to engage or disengage. From print to broadcast to digital, and now to AI-driven platforms, communication is no longer a one-way stream. People expect conversations, not announcements. They expect brands and organizations to not just speak, but to listen, respond, and adapt in real time. For communications experts, this shift means constant reinvention. Mastery of traditional skills like writing, media relations, and storytelling remains important, but it is no longer enough. To stay relevant, professionals must embrace data-driven insights, understand platform dynamics, and apply new technologies such as AI, automation, and analytics. Equally, they must balance speed with authenticity, because while tools may change, credibility and trust remain the currency of effective communication. The expert of today is a strategist, a listener, a digital native, and above all, a lifelong learner. Those who keep an open mind, adapt to emerging trends, and never lose sight of the human element will continue to thrive in this fast-moving landscape. #CommunicationsStrategist #CorporateCommunications #LearningAlways

This week I read “The Rise of Vibe Communications” by Valerie Di Maria. She explores an emerging approach that blends artificial intelligence with emotional storytelling to create faster and more meaningful communication. Vibe communications is not just about generating content. It is about creating messages that connect with audiences on a human level. The concept combines AI tools with strategic thinking to personalize messaging, scale thought leadership and maintain authenticity. It encourages communicators to move past generic messaging and focus on emotional clarity and audience intent. Reading this made me reflect on the direction of public relations as a profession. Technology may shape how we work, but strategy and authenticity will always define strong communication. AI can support production and help us work efficiently, but human judgment and purpose remain essential. Read the article here:

In the time that I have been working in communications, I have seen many shifts in media and the way the role of comms has changed. When I first started, it was about crafting a message that conveyed the key product features (I remember waxing lyrical about the increase in pages per minute printed). Today it is about building genuine two-way conversations across platforms and in as real time as possible. If there was a time machine and the Account Executive Janne from 2006 was brought to today, he would not recognise today's landscape. We have evolved from press releases and media lists to digital ecosystems, social listening, stakeholder mapping and reputation management - all driven by data. Communication's role has shifted from messenger to a strategist. We have gone from just telling stories to shaping the very fabric of how organisations are perceived and trusted. Yet, we are again at a precipice of another ground breaking shift in the industry with AI. It is not just another tool, it goes beyond that. It is a creative partner, an insight engine and a disruptor of old models. But also it is a new 'audience' - or the new frontier of what we once knew as SEO - we have to come to terms with. AI is not only redefining how we communicate, but why. Amid these changes, there is one thing that remains the same and that is the power of human connection. Empathy, authenticity and purpose will always sit at the heart of great communications. Technology can amplify those values, but it will never replace them. The future of corporate comms will not be written by machines, but rather it will be written with them - and by the people that are bold to embrace what comes next. Thank you for coming to my TEDtalk. Disclaimer: Image created by AI #Communications #PublicRelations #CorporateComms #Leadership #FutureOfWork

Driving the next wave of communications innovation. Signal AI and Propel AI have formed a strategic partnership to reshape how organizations understand and engage with the media. Together, two AI-native pioneers are creating the first end-to-end, self-managed communications platform - replacing clunky legacy tools and fragmented workflows with a unified, AI-driven experience. With Signal’s AIQ engine analyzing over 5.5 million pieces of content daily across 226 markets and 75 languages, and Propel AI - the first LLM built specifically for PR and communications - trained on 25 million real pitches, 500,000 journalist profiles, and 2 billion articles, this collaboration brings unprecedented intelligence and efficiency to communications teams. Now, professionals can monitor global narratives in real time, anticipate reputation risks, discover and engage the right journalists, craft AI-personalized outreach, and measure real impact - all in one seamless workflow. This partnership marks a new era for the communications industry: smarter, faster, and truly AI-native. Read more about the partnership here: https://lnkd.in/dCYaH_3d

How communications proves its worth will define 2026. 👇 The shift ahead isn’t about justifying value - it’s about defining it in commercial terms. For senior Communications and Marketing leaders that means navigating tighter budgets, strained media relations and the rise of generative AI - all while demonstrating measurable ROI and strategic influence. It’s a complex brief, and no one should be solving it in isolation. That’s why we spoke with hundreds of your peers across agencies and in-house teams to understand where their focus truly lies for the year ahead. The 2026 PR, Comms & Marketing Outlook report distils those findings into a peer-validated roadmap for leading through uncertainty with confidence. Inside, you’ll find where the industry is aligning - and what it means for your strategy: 🔹 Moving beyond vanity metrics to connect reputation directly with revenue, turning Comms from a cost centre into a growth driver. 🔹 Why Brand Building has become the unifying priority across both Communications and Marketing. 🔹 Preparing for Generative Engine Optimisation (GEO) - ensuring your brand is cited and legitimised by AI systems, not just ranked by search. Use the insights to benchmark your strategy, strengthen investment cases and position your team as a strategic partner to the business. 👉 Download the Onclusive Outlook 2026 Report: https://hubs.li/Q03MqGDG0

Sitting on a goldmine of untapped thought leadership? The problem isn’t a lack of ideas, but the right strategy and time for execution. Enter vibe communications – using the power of AI to turn insights into polished, relevant pieces quickly. I shared with Public Relations Society of America (PRSA) how communications leaders can use these techniques to create content that's authentic and lands with emotional precision: https://lnkd.in/e7_4BR8S