Artificial Intelligence in Professional Communication Roles


    AI is one of the hottest topics on the internet right now. From environmental risks to stealing art from artists, I understand why many people are not fans. However, there seems to be only an increase in its usage, especially within professional communications. Over the past decade, AI has become increasingly common in newsrooms, helping journalists streamline workflows, save time, and produce content more efficiently. But as with any powerful tool, it comes with challenges and drawbacks.
    Many communicators need hands-on training to leverage AI effectively without compromising ethics. Journalists are particularly concerned about freedom of speech, transparency, and accountability. Take news recommendation systems, for example: AI can unintentionally reinforce users’ existing beliefs by limiting exposure to diverse perspectives, raising questions about bias and misinformation (Noain-Sánchez, 2022). Ongoing oversight and ethical guidelines are essential to ensure AI enhances journalism rather than undermines it. Marketers and communicators are using AI to predict consumer behavior and tailor messages like never before. Algorithms analyze search histories, sales records, and interactions to spot patterns in shopping habits. E-commerce platforms use this data to recommend products your customers are most likely to buy, boosting engagement and loyalty (Nugroho, 2025). 
    AI also impacts communication on a broader scale. From social media to direct messaging, AI is shaping how messages travel across networks. It can automate routine tasks and gather insights quickly, but it creates risks like misinformation, plagiarism, and lack of content diversity. With this evolution comes a need for new training. Modern communicators must understand how AI works, its limitations, and ethical considerations. Training now emphasizes AI literacy, data management, and multimedia content creation. Professionals need hands-on experience with tools like automated reporting software, social media analytics dashboards, and recommendation engines to remain effective. As AI continues to influence communication practices, ongoing professional development is essential to ensure that technology enhances work without compromising ethical standards.
Here is a TedTalk from an AI researcher, Dr. Sasha Luccioni about the ethics of AI and data collection. From somebody who is not in computer science or knows much about data collection, this was really eye opening for me. 

References​
​Noain-Sánchez, A. (2022). Addressing the Impact of Artificial Intelligence on Journalism: the perception of experts, journalists and academics. Communication & Society, 35(3), 105–121. https://doi.org/10.15581/003.35.3.105-121
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Nugroho, D. A. (2025). The Role of AI in Predicting Consumer Behaviour and Effective Marketing Strategies. Return : Study of Management, Economic and Bussines, 4(3), 302–312. https://doi.org/10.57096/return.v4i3.355
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