Why AI Is No Longer Optional for Communications Teams
Over the past year, artificial intelligence has evolved from a curiosity into a core consideration for communications professionals. From strategy to execution, the once-hypothetical role of AI is now a practical imperative. Based on insights gathered through CommPRO’s findings, the industry has reached a new threshold—not just using AI tools, but actively reshaping practices around them.
As one contributor put it, the arrival of AI feels less like an upgrade and more like the introduction of the iPhone: “It’s going to alter the way we do everything.”
What’s Changed
From Tactical to Strategic: Agencies initially leaned on AI for tasks such as media monitoring and content generation. Today, its value is being realized in analytics, planning and performance modeling.
Contract Rewrites: Legal experts are urging firms to revisit client agreements, particularly regarding content ownership and liability as AI becomes more embedded in deliverables.
Creative Tension: There’s a rising caution against letting AI do “all the heavy lifting,” with pros warning that the best results still rely on human oversight and judgment.
Tension and Opportunity
Concerns around bias, legal exposure and creative degradation still weigh heavily. Michael Lasky, partner at Davis+Gilbert LLP, noted that his firm is actively helping clients revise contracts and policies to mitigate emerging risks. Meanwhile, Peter Himler, founding principal of Flatiron Communications, warned against the “temptation of speed” in deploying AI without critical thinking.
Others, like David Wolf, founder of The Financial Media Network, emphasized balance: “It can do some things quite well, but not everything well. It’s a tool, not a solution.”
The Next Frontier: Smarter Clients, Sharper Questions
One of the most notable shifts in sentiment is around client behavior. Communications leaders report that clients—particularly smaller or mid-sized ones—are becoming more informed and more demanding. They’re asking about AI capabilities and expecting accountability around its use.
“Clients want us to move faster, more efficiently and more affordably. AI is enabling that—but it’s also raising the stakes,” said J. Mark Riggs, founder of Pemberton.
The Strategic Playbook Is Being Rewritten
Best practices are emerging fast:
Use AI to amplify, not replace, human creativity.
Establish clear ethical and legal frameworks, especially around copyright and transparency.
Build in bias-checking protocols to avoid reputational missteps.
Invest in training and change management so internal teams are empowered, not sidelined.
Looking ahead, rapid adoption is expected to accelerate—especially in analytics, stakeholder mapping and adaptive messaging.
Leading Through the Noise
Communications professionals are no longer debating whether to use AI. They’re designing entire workflows and services around it. The challenge now is to lead with vision, ethical integrity and operational readiness.
Because the industry isn’t just adapting to a new toolset—it’s evolving into a new era of performance, accountability and intelligence.
And that’s where real communications leadership begins.
