{"id":150919,"date":"2025-10-02T10:14:06","date_gmt":"2025-10-02T09:14:06","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=150919"},"modified":"2026-03-23T14:45:08","modified_gmt":"2026-03-23T13:45:08","slug":"communicating-in-a-world-redefined-by-ai","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/communicating-in-a-world-redefined-by-ai\/","title":{"rendered":"Communicating in a world redefined by AI"},"content":{"rendered":"

Artificial intelligence has quickly moved from futuristic promise to present-day reality, reshaping how we work, connect and communicate. That shift was at the centre of Vuelio\u2019s recent event, <\/span>Communicating in a world redefined by AI<\/span><\/i>, which brought together comms leaders to explore the opportunities and risks of this new era.<\/span><\/p>\n

The discussion highlighted the dual narratives currently shaping AI: on one side, optimism about its role as the driver of a new industrial revolution, fuelling productivity and growth; on the other, scepticism about its potential to erode trust, creativity and even democracy.<\/span><\/p>\n

We interviewed Andr\u00e9 Labadie Exec Chair, Business & Technology for Brands2Life and Vuelio\u2019s Head of Insights Amy Chappell after the event to unpack their perspectives further.<\/span><\/p>\n

\"Andre<\/a><\/p>\n

The narratives defining AI today<\/strong><\/h2>\n

The event began by asking a simple but pressing question: how is AI being framed in our conversations right now?\u00a0<\/span><\/p>\n

According to Andr\u00e9, two narratives dominate. On one side, there is enormous enthusiasm: AI as the driver of the next industrial revolution, promising growth, productivity and creativity at scale. <\/span>\u201cIt\u2019s the idea that AI is going to power the next industrial revolution, a major engine of productivity, creativity and economic growth. Technology firms, consultancies, governments all want to push that message, and there\u2019s real substance behind it.\u201d<\/span><\/i><\/p>\n

On the other, there is caution that recognises that these technologies also come with risks to trust, creativity, and even democratic processes. <\/span>\u201cWe\u2019ve moved on from the Robocop-style stories of killer robots,\u201d<\/span><\/i> Andr\u00e9 explained, <\/span>\u201cbut there are still concerns. Whether around misinformation, ethical use, or how reliant on automation we should allow ourselves to become.\u201d<\/span><\/i><\/p>\n

This tension of optimism versus scepticism is playing out across media coverage, political debate, and popular culture. Communicators now face the challenge of addressing both sides with honesty and balance.<\/span><\/p>\n

\"Chart<\/a><\/p>\n

Where media and public diverge<\/strong><\/h2>\n

The event also explored where media and public opinion align on AI, and where they diverge.<\/span><\/p>\n

At a macro level, both groups are aligned on jobs and ethics: whether roles will be displaced or reshaped by AI, and whether its applications are ethical. But beyond that, priorities differ.<\/span><\/p>\n

\u201cFrom a media lens, there\u2019s a preoccupation with big-picture risks,\u201d<\/span><\/i> Andr\u00e9 says. <\/span>\u201cBut the public, as employees or consumers, are more concerned with pragmatic and personal issues \u2014 can my child use AI safely for homework? Can I trust the reviews I\u2019m reading online?\u201d<\/span><\/i><\/p>\n

This divergence matters for communicators. Messaging that plays well in the press may not resonate with employees or customers. Equally, public anxieties that appear small-scale can quickly become reputational flashpoints.<\/span><\/p>\n

 <\/p>\n

AI as solution as well as risk<\/strong><\/h2>\n

Amy added an important counterpoint: AI may cause problems, but it can also be part of the solution. <\/span>\u201cIt\u2019s almost ironic, isn\u2019t it \u2014 using AI to fix AI problems,\u201d<\/span><\/i> she reflected. <\/span>\u201cBut AI can help detect misinformation, catch fake quotes, and verify sources. We\u2019ve seen misquotes in the media around medical advice, and being able to use AI to spot and correct those quickly is vital.\u201d<\/span><\/i><\/p>\n

She also pointed to AI\u2019s ability to process vast volumes of data: <\/span>\u201cFrom an analyst perspective, it can help us act quicker. If there\u2019s a narrative playing out in the media, AI can help us understand what\u2019s going on and deal with issues before they escalate.\u201d<\/span><\/i><\/p>\n

This dual role \u2014 both a risk factor and a potential safeguard \u2014 is central to how communicators should frame AI internally and externally.<\/span><\/p>\n

 <\/p>\n

Key challenges for communicators<\/strong><\/h2>\n

For communicators trying to find their footing, Andr\u00e9 outlined three key challenges:<\/span><\/p>\n

    \n
  1. Avoiding sensationalism.<\/b> The hype cycle means every brand feels pressure to make statements on AI. <\/span>\u201cThere are a lot of so-called thought leaders with strong opinions,\u201d<\/span><\/i> Andr\u00e9 noted. <\/span>\u201cThe challenge is cutting through with something grounded and valuable.\u201d<\/span><\/i><\/li>\n
  2. Adding substance.<\/b> Research shows most major companies now reference AI in their annual reports, but few explain how it has genuinely improved their operations. That gap between rhetoric and reality risks hollowing out trust.<\/span><\/li>\n
  3. Maintaining credibility.<\/b> Brands that present themselves as human-first but secretly rely on automation risk being caught out. Transparency, he argued, is the safest strategy.<\/span><\/li>\n<\/ol>\n

    Andr\u00e9 highlights Puma, the sportswear brand, faced criticism for releasing an AI-generated campaign despite its identity being rooted in human performance. Outsourcing to automation felt discordant and undermined credibility. By contrast, LinkedIn rolled out AI-generated job descriptions and career advice with clear labelling and careful positioning. <\/span>\u201cThey presented it as a co-pilot rather than a replacement,\u201d<\/span><\/i> Andr\u00e9 says. <\/span>\u201cConsumers knew it was AI-driven, they understood its limitations, and they were more forgiving when mistakes occurred.\u201d<\/span><\/i><\/p>\n

     <\/p>\n

    The rise of new comms channels<\/strong><\/h2>\n

    As AI changes not just messaging but also the information ecosystem, the question of channels is increasingly pressing.<\/span><\/p>\n

    For Andr\u00e9, executive communications remain key for signalling authenticity. Employees, too, are crucial \u2014 often the first to amplify or critique how AI is used internally.<\/span><\/p>\n

    And interactive forums matter more than ever. <\/span>\u201cReddit AMAs, Q&As \u2014 those have a double benefit,\u201d<\/span><\/i> he explained. <\/span>\u201cNot only do they engage audiences directly, but AI-powered search engines and large language models are increasingly over-indexing on content from those spaces.\u201d<\/span><\/i><\/p>\n

    This led to wider discussion on phenomena like \u201cGoogle Zero\u201d, where AI-driven summaries reduce traffic to news websites. As Andr\u00e9 pointed out, this is a business model crisis for publishers \u2014 but also a challenge for communicators, who must ensure brand content surfaces in the discursive spaces where AI is now sourcing information.<\/span><\/p>\n

     <\/p>\n

    Keeping humans in the loop<\/strong><\/h2>\n

    Both panellists stressed the importance of human oversight.<\/span><\/p>\n

    Amy highlighted the need for governance and scepticism when working with vendors: <\/span>\u201cDon\u2019t use AI outputs as the finished article. Keep humans involved in verification, and don\u2019t overtrust vendors who overpromise.\u201d<\/span><\/i><\/p>\n

    She also emphasised the role of human spokespeople: <\/span>\u201cIf you have a person quoted in an article or broadcast, you maintain a level of trust that an AI output alone can\u2019t offer.\u201d<\/span><\/i><\/p>\n

    Andr\u00e9 echoed this, pointing to the risk of \u201cslop\u201d \u2014 AI-generated work that looks polished but lacks depth. <\/span>\u201cThe differentiator is still judgment,\u201d<\/span><\/i> he argued. <\/span>\u201cWhat makes communication stand out is originality, cultural awareness and human connection.\u201d<\/span><\/i><\/p>\n

     <\/p>\n

    The future of junior comms roles<\/strong><\/h2>\n

    The conversation turned to how AI will reshape entry-level and mid-level roles. Andr\u00e9 was clear: junior communicators must still be trained in the fundamentals. <\/span>\u201cGraduates are tomorrow\u2019s middle managers. If we don\u2019t train them properly now, we\u2019ll face a crisis later,\u201d<\/span><\/i> he warned.<\/span><\/p>\n

    He also predicted new skillsets: <\/span>\u201cWe\u2019ll all become orchestrators of agents. Rather than going to a colleague for help, you\u2019ll go to AI agents. So junior staff will need to understand how to stitch technologies together and manage processes as well as people.\u201d<\/span><\/i><\/p>\n

    Amy agreed, emphasising the need for critical thinking: <\/span>\u201cIf we don\u2019t train graduates, they won\u2019t know how to interrogate AI outputs. Critical thinking and strategic oversight are going to be essential skills.\u201d<\/span><\/i><\/p>\n

     <\/p>\n

    Pitfalls to avoid<\/strong><\/h2>\n

    Over-reliance was a recurring theme. Amy warned against being dazzled by tools that overpromise: <\/span>\u201cIf it seems too good to be true, it probably is. No tool can do everything \u2014 so don\u2019t integrate anything you can\u2019t fully trust.\u201d<\/span><\/i><\/p>\n

    Andr\u00e9 added that organisations often try to move too fast: <\/span>\u201cDon\u2019t boil the ocean. Start with a subset of workflows, experiment, and build from there.\u201d<\/span><\/i><\/p>\n

    Both panellists agreed that while AI can streamline workflows, it cannot replace human creativity, judgment and accountability.<\/span><\/p>\n

     <\/p>\n

    Experiment boldly, communicate authentically<\/strong><\/h2>\n

    The overarching takeaway from the event is that AI is here to stay \u2014 but its impact will be defined by how organisations choose to use it.<\/span><\/p>\n

    Experimentation is important, but so are transparency and authenticity. As Amy noted, combining AI-driven monitoring with human oversight is key to managing fast-moving narratives. As Andr\u00e9 stressed, an \u201cokay\u201d AI-generated pitch won\u2019t win new business \u2014 originality and distinctiveness still matter most.<\/span><\/p>\n

    Artificial intelligence may be redefining the landscape, but it is human judgment that will continue to shape the stories worth telling.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

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