Embracing AI: The Key to Success for Corporate Communicators

This guest piece is written by Bully Pulpit Interactive (BPI) Partners Robert Gibbs and Jeff Nussbaum. The authors express their own opinions.

Artificial intelligence (AI) has already begun to make a noticeable impact on our daily lives, sparking numerous discussions. However, AI itself is evolving and undergoing updates that hold specific importance for communication professionals in the corporate world today.

Why is this relevant to you as a communicator?

AI's narration is limited to one story, which is often not ideal. In a world where only one story can be told, it is crucial to ensure that the story is conveyed accurately. For instance, when we queried leading AIs regarding a major CEO's performance, the predominant result highlighted their escalating compensation despite the company's significant decline. Similarly, inquiring about the advantages and disadvantages of working at a prominent technology company resulted in the emphasis being placed on the "cutthroat culture, long hours, and high stress." Lastly, seeking a reason to favor one rideshare service over another led to receiving feedback indicating that one service treats and compensates its drivers less favorably.

These responses from AI differ significantly from standard search for several important reasons.

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AI emphasizes synthesis rather than discovery: Previously, individuals would seek out information and form their own opinions based on the credibility and relevance of various sources. However, AI models now provide pre-synthesized responses presented as facts, leaving little room for exploring opposing viewpoints. As a result, information presented in this manner is more likely to be accepted without question.

AI prioritizes summarization over recentness: Currently, AI models tend to prioritize consistent, long-term narratives over recent news stories. This can have implications for communicators, as there are fewer quick solutions available. Even a well-researched and positive profile article may not guarantee prominent placement or sufficient visibility under the new AI system.

AI draws information from unexpected sources, including lesser-known websites. It can generate reliable statements not only from mainstream news sources like Wikipedia but also from other sources. For instance, when searching for information about GM CEO Mary Barra, Bing is just as likely to extract information from the blog gmauthority.com as it is from Forbes. With the increasing demand for real-time responses, we can expect this trend to continue.

For corporate communicators, the concern is not just about the spread of misinformation, but also about the fact that in the era of AI, someone else's narrative can circulate worldwide before you even have a chance to share your own.

The Federal Trade Commission is currently investigating whether AIs are breaching consumer protection laws and jeopardizing reputations. Previously, the risk was managed by having separate reputations for different stakeholders such as employees, investors, regulators, and the media. However, this is no longer the case as all these audiences have now converged. Therefore, adapting to change requires reaching and engaging with all of them.

What does this mean for corporate communicators?

You’ll have to tell your story more clearly, more definitively and in more places than you ever have previously.

Leaders we have collaborated with prefer to have no news and limited reputation, with the exception of a select group of stakeholders. However, this approach is not viable in today's AI-driven era, where no individual can afford to be a blank slate. If you fail to provide relevant information, someone or something, such as AI, will step in to fill the void.

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This strategy is not focused on self-importance, but rather on establishing authority. For a long time, both companies and individuals have invested time and money to ensure that their company's website appears at the top of search results. The strong correlation between SEO and Google allowed you to prioritize your desired content, giving you more control over your reputation.

However, this is no longer the case. Currently, there are countless AI tools generating content related to you, your brand, or your concerns. If you fail to provide information, AI will shape the narrative and tell the story for you.

As a communicator, what should be done?

Ensure that your owned content is comprehensive and regularly updated. Google's privacy policy explicitly states their intention to develop their AI models using all the available information online.

Participate in both prominent and often overlooked locations. Complete the blog post that you've been avoiding writing on behalf of your CEO. Reserve your spot at the conference you were contemplating attending, and share the news on social media platforms.

Underestimating the significance of Wikipedia is a mistake. With reputable news sources and other content platforms facing closure and copyright disputes, the importance of Wikipedia has grown exponentially. Therefore, it is crucial to address any inaccuracies in Wikipedia articles that you had hoped would go unnoticed.

As AI rapidly gains popularity, we are often inclined to relate to it in human terms. However, it might be more productive to perceive AI less as a human and more as an animal. By engaging AI in sharing its narrative, the risk of it turning against its benefactors decreases significantly.