AI for Communicators: Technologies, Capabilities and Opportunities
Executive Summary:
As artificial intelligence (AI), including large language models (LLMs) and generative AI, continues to evolve, communications professionals are seeking ways to leverage these tools to meet increasing demands and work more efficiently. However, with over 14,000 technologies available and limited time and resources, communicators face significant challenges in identifying, testing and implementing the right solutions.
“At Kirkpatrick Group, our team believes that AI has significant potential to streamline workflows, enhance creativity and shift focus toward more strategic, high-value tasks. Businesses need trusted guidance and practical frameworks to adopt these tools effectively and responsibly.”
– Katie Regan
Key Opportunities:
Content Creation
Capabilities
Generative AI technologies are useful tools for outlining, refining and repurposing content. Output accuracy is improved when they are trained with existing, approved content. They can save time by quickly suggesting titles, drafting social media posts and developing summaries for various business communications.
AI-generated content always requires review and editing by a communicator to ensure adherence to brand guidelines and factual accuracy.
The use of AI tools must adhere with confidentiality and intellectual property requirements.
Uses
Outline: Develop an initial structure for new content
Rephrase: Clean up rough drafts or adjust tone of voice
Titles: Suggest multiple title and subtitle options for content
AI graphic design tools can help make professional-grade graphics with minimal design skills and experience. Brand alignment is streamlined with the ability to define colors, fonts and design standards. Some tools offer support for multiple languages, enabling fast creation of multi-language presentations. AI graphic design tools can also be used to generate images.
Slide segmentation and design capabilities are limited when uploading a full text document. These tools function best with an individual slide-by-slide workflow.
Some tools lack editing flexibility when using templates.
Uses
Create presentations: Convert communication materials to slide decks
Image generation: Use prompts to generate relevant images for presentations
Edit images: Create multiple variations of existing images with different colors, styles, etc.
AI research and analysis tools can streamline research by finding and summarizing relevant papers, journals and studies. These tools can also export references for proper citations. Access to these large databases can allow communicators to learn about various topics quickly and efficiently to inform creative thinking and develop content recommendations.
Detailed and accurate prompts are necessary for tailored research results and summaries.
All AI tools are at risk for unintentional biases and oversimplifying complexities. Results should be thoroughly reviewed by a communicator before publishing.
Uses
Initial research: Get familiar with new topics and research trends
Topic development: Use AI summaries to brainstorm content opportunities
Track: Keep track of how and where research is being used
AI tools for business strategy can be used across multiple areas, from true strategy development to research, content generation and enhancing productivity. These tools span a wide range of capabilities from recording meeting notes to analyzing competitor ads for messaging and sales tactics.
In most cases, communicators should draft some initial content using historical knowledge, professional expertise, key messaging, etc. Then, AI tools can be used to create briefs, presentations and content at scale by duplicating and customizing for various channels and audiences.
Uses
Strategize and plan: Turn background information and goals into a strategic plan with key milestones
Productivity: Transcribe meeting notes and assign action items
Expand content: Develop variations on pitches, articles and more for different channels
Analysis: Analyze competitor content, news coverage and interviews for key themes
Social media and media tracking AI tools simplify tracking and reporting for a wide variety of performance metrics. From competitive benchmarking to sentiment monitoring, these AI tools can monitor all types of media and online interactions and help teams quickly and effectively communicate this information in customized dashboards and reports.
The most comprehensive media analysis tools can be costly.
Setting up these tools can require significant technical knowledge.
Uses
Benchmark: Analyze media performance compared to competitors
Test: Track which messages or hashtags improve engagement over time
Identify influencers: Monitor who is talking about certain topics or brands
Report: Automatically create reports with detailed social media and media performance metrics
Many AI tools today integrate with multiple data sources including CRMs, SEO platforms, content management systems and more. These marketing technologies feature templates for different types of content that can be optimized for end uses including blog posts, ad copy, product descriptions and website copy. AI marketing tools can aid in the content development process by allowing communicators to develop application-specific tailored content more quickly.
For highly specialized or technical content, AI tools may lack adequate data sources and can require thorough fact-checking.
Overreliance on AI without proper oversight may result in content that lacks originality or contains inaccuracies.
Uses
SEO: Analyze real search engine data to identify top performing keywords and content suggestions
Draft: Use SEO insights and brand guidelines to draft copy variations quickly
Manage teams: Create templates and project management standards that are unified across teams
To maximize AI’s benefits, communicators must remain involved in the content and strategy process, ensuring tools are used ethically, aligned with brand voice and compliant with confidentiality and IP standards. Success with AI will depend not just on adoption, but on thoughtful integration, skilled oversight and continuous learning.
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