by Iskren Lilov, Head of Marketing and Comms, Ruepoint
The power to create exists independently from the responsibility to manage. In an era where AI accelerates content creation and predictive insights, this phrase captures today’s challenge for communications professionals. AI’s ability to create, analyse, and distribute information at unprecedented speed has become integral to our industry with marketing and communications professionals being on the frontline of harnessing this power to improve the speed and efficiency of their job.
AI is inevitable and it reshapes our roles by enabling us to produce and manage information with new efficiency. However, this power should come with the duty of establishing ethical standards aimed at upholding transparency and trust in an AI-saturated information stream. The genie is out of the bottle and it will not come back, let’s focus on how we can coexist.
From Reactive to Predictive: AI Reshaping Daily Operations
Traditionally, the communications function has mainly been reactive — responding to crises, crafting narratives in hindsight, and analysing performance after campaigns end. AI shifts this approach to real-time, predictive action as communications teams today leverage AI-driven predictive analytics to forecast trends and audience sentiment before they crystallise. Large-scale tools looking into social media activity, online discussions, and real-time news alert teams to potential crises, allowing preemptive responses rather than scrambling for solutions in the aftermath.
Content creation has also evolved from a time-consuming task to an agile process. GenAI tools are now believed to generate 60% of the total volume of content online and we are only in the beginning stages of this technology. Tools like ChatGPT, Jasper and Claude now support social media managers, content marketers, and PR professionals in crafting posts, articles, and advertising quickly. But this time-saving technology also challenges us to maintain the human touch — our ethical compass must guide every output to avoid sacrificing credibility for speed.
The Duty to Counter Disinformation
GenAI’s potential to amplify malicious disinformation activities places communications professionals on the frontlines of an ethical battle. AI never sleeps so the threat of fake news, deepfakes, and misleading content is persistent and brands are more aware than ever of the need to prepare and mitigate the risks. It’s up to us, at every level, to detect, counter, and prevent the spread of such content.
While AI is perceived as a threat, it can also be the solution with teams adopting AI tools to monitor and prevent misinformation. Automated fact-checking platforms, image recognition software, and AI-driven content verification help identify disinformation trends across news sites and social media. Many companies now establish internal checks, collaborating with legal and risk assessment teams to strengthen the ethical grounding of communications. Junior team members play a crucial role in vetting sources and tracking narratives that can impact brand trust.
Media measurement companies now move beyond reporting on what was said to assessing what people feel, predicting trends, and identifying real-time narratives. This comprehensive view of public perception informs more precise and strategic brand messaging. That is why measurement companies are now an integrated part of brands’ communication teams, becoming active consultants rather than passive reporters.
Collaboration Between Human and AI Skillsets
AI’s integration requires an updated skillset, reshaping team structures and internal dynamics. Increasingly, communications teams blend creative talent with tech-savvy professionals, including data analysts, machine learning specialists, and tech consultants. These roles complement traditional copywriters, strategists, and brand guardians, working together to unlock AI’s potential.
Upskilling is essential as every team member across the organisation should learn to leverage AI. Those skilled in narrative work must learn to interpret AI data, while tech-focused professionals develop an understanding of crafting messaging. Cross-functional collaboration is crucial, combining storytelling skills with data expertise to enhance campaign strategy.
While AI’s ethical implications affect the entire team, the Chief Communications Officer (CCO) often sets the example. This function is the only one on the board uniquely positioned to manage the risks and opportunities related to AI and that is why we see an exponential increase in communication professionals on company boards in the last two years. As a senior leader, the CCO ensures AI-driven campaigns align with company values, uphold ethical standards, and preserve public trust. The CCO advocates for responsible AI use across the organisation, setting transparency protocols and an ethical tone. However, their role also reminds us that responsibility doesn’t stop at the top — ethical AI use requires buy-in at every level.
Three Tips for AI-Driven Communications
For marketing and communications teams, responsible AI use starts with balancing creativity and transparency. In my view, there are the three essential practices every team should adopt:
- Set AI-use standards: Define when and how AI tools will be used, creating transparency for both internal teams and audiences.
- Develop ethical review protocols: Ensure that AI-generated content is reviewed for accuracy, brand alignment, and adherence to ethical guidelines.
- Encourage adaptability: As AI evolves, so should our approach. Embrace ongoing learning, experimentation, and flexibility to stay ahead of trends and safeguard integrity.
Conclusion: Adapting for a Sustainable AI Future
AI is a transformative tool, but its true potential depends on how we wield it. Marketing and communications professionals who blend AI’s analytical power with human insight are best positioned to lead the industry into an ethically grounded future. This means more than just reacting to AI’s impact — it means reshaping our profession’s values and practices to give power to truth in a world increasingly influenced by misinformation. The future belongs to those who adapt, balancing creation and responsibility in an era of endless possibility.