Reimagining Tomorrow: Time for Communication Professionals to Step Up on AI 

20 May 2025 Reading Time: 5 minutes

By Adrian Cropley, OAM, FRSA, FCSCE, SCMP
Co-founder, Centre for Strategic Communication Excellence: 

We’re living through a once-in-a-generation shift. Not just in how we communicate, but in how we define our role as communication professionals in an AI-enabled world. The release of the Reimagining Tomorrow: AI in PR and Communication Management survey, conducted by the Global Alliance for PR and Communication Management by the Centre for Strategic Communication Excellence and our partners at Reputation Lighthouse, has given us more than just numbers — it’s given us a call to action. 

With nearly 500 communication professionals from around the world weighing in, the message is clear: we’re embracing AI, but we haven’t quite got our hands around what that really means. There’s excitement — yes. But there’s also unease, inconsistency, and a gap between our aspirations and what we’re actually doing. 

The Promise and the Paradox: Where We Stand 

Let’s start with what’s encouraging. 

• 91% of organisations now allow the use of AI in communication functions — a strong signal that AI is not just a trend but is becoming core to how we work. 

• 65.2% are offering access across their teams, not just reserving it for senior leaders. 

• Use cases are growing, including content creation (71.4%), improving quality (39.9%), automating tasks such as reporting (35.9%), and supporting creativity and audience insights. 

That’s a promising start — but it’s only the beginning. 

Here’s the paradox: while adoption is widespread, strategic leadership and governance are still in short supply. 

• Only 39.4% of organisations have responsible AI policies. 

• Over 38% are operating with no constraints on AI use. 

• Just 8.2% of communication professionals are in a leadership role when it comes to AI strategy and governance — despite saying that’s where they want to be. 

We’re embracing the tools. But we’re not yet embracing the responsibility. 

Our Core Function – And Our Critical Miss 

We often talk about being the conscience of the organisation — about trust, ethics, reputation, and engagement. But here’s the kicker: fewer than half of the respondents in the survey are communicating with their stakeholders about AI. 

• Only 49.8% are talking about responsible AI approaches. 

• 46.9% mention AI ethics. 

• And just 35.6% are communicating about governance structures at all. 

Let that sink in. In a profession built on transparency and dialogue, we’re largely silent on the most significant technological transformation of our time. 

This is what I refer to as the communication paradox. We’re good at helping others communicate change — but we’re falling short in owning and articulating it ourselves. 

Why This Matters More Than Ever 

As communication professionals, we have a seat at the table — or we should. But it’s not enough to be in the room. We need to use our voice to influence decision-making, build governance frameworks, and make sure the ethical use of AI aligns with our values and those of our organisations. 

This is not a ‘nice-to-have’. This is a must-have and fast. 

Because what’s at risk isn’t just relevance — it’s trust. Reputations can be made or broken by how AI is used. If communication professionals aren’t involved, those decisions may be made without the necessary consideration of impact, ethics or stakeholder expectations. 

What Do We Need to Do Now? 

We’ve established where we are. Now let’s get real about where we need to go. 

Here are six critical areas where we need to step up — now. 

1. Lead the Governance Conversation 

AI governance is not just a tech or compliance issue — it’s a communication issue. 

We must take the lead in shaping responsible AI use within our organisations. That means being part of formal governance groups, advising on ethical frameworks, and helping shape policy — not just execute tools. 

Only 33.3% of professionals currently say this is their top priority. Even fewer are actively involved in governance structures. 

Let’s fix that. If we’re not at the table when these conversations happen, we’ll end up having to clean up the mess afterwards. 

2. Build AI Literacy — Across Our Profession 

We can’t lead if we don’t understand what we’re leading. 

Right now, only 26.2% of communication professionals say they feel very confident evaluating the ethical implications of AI. 

That’s not enough. 

We need to lift our capability — and fast. That includes: 

• Understanding the basics of how AI models work 

• Learning to write better prompts 

• Knowing the risks: bias, deepfakes, data privacy 

• Understanding use cases and where human oversight is essential 

We don’t all need to be technologists, but we do need to be informed, fluent and able to hold our own in the conversations that matter. 

3. Refocus on Strategic, Not Tactical Use 

The survey shows we’re using AI largely for content production. That’s useful — but it’s not where we deliver our greatest value. 

Instead, we need to focus on the areas where our insight, judgment and stakeholder understanding make a real difference. That includes: 

• Crisis and risk monitoring 

• Audience segmentation and behavioural insights 

• Strategy development and scenario planning 

• Governance, ethics and policy design 

Let’s stop being the ‘content people’ and start being the ‘conversation shapers.’ 

4. Communicate More Transparently 

The irony is stark. We know how to communicate. We’re trusted to do it every day. But when it comes to AI, we’re going quiet. 

We need to start owning this conversation — internally and externally. 

Talk to your teams. Talk to your leaders. Talk to your stakeholders. 

• Explain what AI is and isn’t. 

• Be clear about how your organisation is using it. 

• Share your principles — and invite feedback. 

• Don’t wait for something to go wrong before you speak up. 

Silence creates space for mistrust. Communication builds confidence. 

5. Guide Leaders Through the Change 

Many leaders are nervous about AI — and rightly so. They’re unsure about job impacts, unsure how to talk about it, and unclear on how to lead their people through it. 

This is our moment to step in as coaches as much as advisors. 

Give them: 

• Insight — what’s happening out there, and what it means for your organisation. 

• Training — not just on tech, but on communicating with empathy and clarity. 

• Tools — templates, conversation guides, Q&A documents. 

• Feedback — regular insights on how communication is landing. 

As communication professionals, we know how to build engagement and trust. Let’s help our leaders do the same, especially when the ground is shifting under everyone’s feet. 

6. Champion Responsible Use 

At the heart of all this is a bigger question: what do we stand for? 

AI presents risks — but also incredible opportunities to reach more people, personalise communication, and remove barriers to understanding. That’s powerful. But only if it’s done responsibly. 

So, let’s lead with purpose. Let’s: 

• Design inclusive and accessible communication with AI 

• Understand our context, local, national and cultural 

• Prioritise transparency and attribution 

• Advocate for human oversight 

• Uphold ethical standards that protect our audiences and our profession 

A Shift from Tactical to Transformational 

The insights from Reimagining Tomorrow confirm what many of us have felt: that our role is evolving. Fast. 

AI is accelerating the shift from tactical execution to strategic leadership. It’s demanding that we develop new skills, challenge outdated perceptions, and redefine what it means to lead communication in a digital age. 

The most successful professionals — and organisations — will be those who align AI activity with strategic priorities, invest in governance and ethics, and engage openly with stakeholders about the road ahead. 

Those who don’t? They risk irrelevance. 

Final Thought: Our Time is Now 

This research is more than a report. It’s a mirror — and a map. It shows us where we are and what’s possible. 

We can’t sit on the sidelines and watch the AI revolution unfold. We need to be in it. Shaping it. Guiding it. Leading it. 

Because if communication professionals don’t step into this space, who will? 

Let’s reimagine tomorrow — and then get to work creating it. 

This article is based on the 2025 “Reimagining Tomorrow: AI in PR and Communication Management” survey conducted by the Global Alliance for Public Relations and Communication Management in partnership with the Centre for Strategic Communication Excellence and Reputation Lighthouse. 

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Adrian Cropley is Co-founder of the Centre for Strategic Communication Excellence and Board member of the Global Alliance for PR and Communication Management. A certified strategic communication management professional and past global chair of the International Association of Business Communicators (IABC), Adrian is widely recognised as one of the world’s foremost experts and consultants in strategic communication. With a career spanning over 35 years, Adrian has worked with clients worldwide, including Fortune 500 companies, on major change communication initiatives, internal communication reviews and strategies, professional development programs, executive leadership, and coaching. He is now advocating for responsible AI within the communication profession. 

Written by: Editor