Navigating the Impact of AI on Jobs in Communications

Adapting and Thriving in an AI-Enabled Future, Authored by Varghese M Thomas – Chief Communication Officer, Greaves Cotton Limited

The impact of AI on jobs in communications is a topic of debate and speculation.  While it is true that AI has the potential to automate specific tasks traditionally performed by humans, it is essential to consider the broader picture before concluding that it will adversely impact jobs in the field.

AI-powered technologies like chatbots and automated systems can handle repetitive and routine tasks more efficiently.  This includes answering frequently asked questions, managing customer inquiries, or generating automated responses.  As a result, there may be a shift in the types of roles available within communications.

However, it is essential to recognise that AI is not a substitute for human creativity, critical thinking, and emotional intelligence.  These skills remain crucial in many areas of communication, such as developing creative content, crafting strategic messaging, managing complex relationships, and handling crisis communications.  AI cannot replicate the nuanced understanding of human emotions, cultural contexts, and unique perspectives that human communicators bring to the table.

Moreover, the adoption of AI in communications can also create new opportunities.  As businesses increasingly rely on AI technologies, there is a growing need for professionals who can effectively leverage and manage these tools.  Communication experts who understand AI and can apply it strategically in areas like data analysis, content personalisation, and customer engagement will be in high demand.

Rather than displacing communication professionals, AI has the potential to augment their capabilities and enhance their productivity.  By automating routine tasks, AI frees time for communicators to focus on more strategic and value-added activities.  It enables them to delve deeper into data analysis, develop innovative campaigns, and build stronger connections with audiences.

Communication professionals must adapt and upskill themselves to stay relevant in a changing job market.  They can focus on developing skills that complement AI, such as strategic thinking, creative problem-solving, emotional intelligence, and cross-cultural communication.  By embracing AI as a tool and leveraging its capabilities, communication professionals can enhance their effectiveness and contribute to the success of their organisations.

In summary, while AI may automate specific tasks in communications, it is unlikely to replace human professionals completely.  The impact of AI on jobs in the field is more nuanced, with a shift towards more strategic and value-added roles.  By understanding the potential of AI, upskilling, and focusing on areas where human interaction and expertise are indispensable, communication professionals can continue to thrive in an AI-enabled future.