The Future of Communication Unveiled

The advancement of AI technology in society will bring forth both concepts and professions in directions we couldn't have predicted before. Even though we are still at the beginning of this milestone in human history, we already see that our way of communicating is facing not only entirely new conditions but also entirely new challenges. A revolution is underway, and we are all affected by it, whether we realize it or not. Here, Patrik Hambraeus, Learning Developer at Berghs, shares his perspective on what the communication teams of the future might look like.

Written by Max Maccarone
December 5, 2023

How will the communication teams of the future be structured?

The latest addition to the department is the AI assistant. We will all have our own assistant, fine-tuned to handle various aspects of our work, outputs, tone, brand, and the entire production chain. It will get better as we train it, listening in on meetings and providing us with summaries. There will also be a new role, a "wizard," someone who directs and connects all AI services within the company or organization. In summary, we call these tasks Content Engineering.

Who or what will be the big winners in the communication revolution?

The winners will be those who dedicate time now and in the future to test and learn the capabilities of AI tools, regardless of where they are in the production chain. Many simple tasks will become smoother, and we can all become more productive. Winners will also be those who can think beyond algorithms and predictability—the creative minds who think differently and understand people on a deeper level. Communication is about emotions, something an AI cannot experience or convey.

What pitfalls might we encounter?

Stopping after a few prompts and concluding that the output from Chat GPT is too simple and flat? Of course, the answer is mediocre if you haven't asked the right questions. AI won't solve everything or think smarter than your inquiries. Another pitfall is forgetting the ethical and sustainable perspective. AI computers consume electricity and cost money, and we haven't seen the effects yet. New AI applications will be more expensive to train, and tech companies may go bankrupt. So, trusting that services will last forever will be challenging.

In what ways has AI affected our way of communicating?

AI itself has not impacted our way of communicating. The significant change in how we communicate revolves around digital services slowly making us more dependent on validation, entertainment, and filter bubbles leading to isolation and fragmentation. Today's marketing relies on algorithms with personalized communication becoming increasingly complex and entirely data-driven. Take, for example, Spotify's playlist analysis that reinforces these behaviors—our data telling us who we are. AI will amplify the movement towards more efficient communication on the terms of various services.

How can we work with AI and not against it?

It's about having an open mindset, constantly experimenting and testing. Think of AI as your coach, helping you get better at your job. Be cautious about what you can share or not, keep your data as clean as possible. But dare to challenge how you organize your team, create shorter and more efficient meetings. Let everyone's AI assistants collectively summarize all meetings, write meeting minutes, and create action lists. The time saved can be used to deepen your understanding of your brand, service, customers, and yourself.

It has never been more crucial to learn how to ask the right questions than in our time. In the future, the ability to innovate and communicate will be directly related to our ability to ask the right questions to find the answers that can propel us forward in a positive and continued development of our society.