4 skills for guiding AI transformation

 Want to shape your org’s AI strategy? Here’s how to lead with both innovation and humanity.

The AI gold rush in on — but are organizations asking the right questions?

According to Brian Solis, head of global innovation at ServiceNow and author of “Mindshift,” the real threat isn’t the technology but how organizations implement it.

“The greatest challenge communicators face is losing humanity in the pursuit of efficiency,” he says. “AI can automate workflows and generate content — but it can’t replace empathy, creativity or relevance.”

For communicators, this is the moment to step up and help guide organizations through this transformation. Here’s how:

  1. Prioritize augmentation over automation. “AI should be a tool for enhancement, not a crutch,” says Solis. “Focus on how AI can bring you closer to your audience rather than automating parts of your job.”

He suggests pausing each time you open an AI chat window: “Ask yourself if what you’re doing will truly enhance connection. If the answer is no, you risk diluting meaning.”

AI is invaluable for handling repetitive tasks like data analysis or content repurposing. “But you should really invest your time in collaborating with trained models that can help shape and augment messages that spark emotion, inspire trust and foster deeper relationships,” says Solis.

  1. Develop soft skills alongside AI fluency. Technical AI know-how is crucial. “But soft skills like empathy, ethics and creativity require just as much intentional practice,” he says.

Here’s how to hone both:

  • Practice empathetic listening. Before responding, whether online, with AI or in person, ask yourself, “What truly matters here? What would I need to hear to be inspired to change?” This validates others’ perspectives while also forcing you to slow down and consider alternate views.
  • Sharpen self-awareness. Mindfulness and seeking feedback can help, but Solis urges communicators to dig deeper: “Do the hard work of understanding your own biases, questioning assumptions and aligning messages with values that truly resonate.”
  • Keep a “mindshift” journal. While a traditional journaling practice can help improve empathy and self-awareness, Solis advises keeping a “mindshift” journal.

“Document your communication wins and misses — focusing on emotional impact rather than just metrics,” he says. “Ask yourself what messages resonated, which fell flat — and why.”

By focusing on real reactions, and not just click or open rates, you can begin to see patterns in how people emotionally respond to your messages so you can build deeper connections. This helps refine your storytelling over time, ensuring your message align with audience needs.

  1. Make storytelling your superpower. “AI is a remarkable enabler, but when automation takes the lead over imagination, mediocrity follows,” Solis warns. “Human-centered innovation is about balancing AI’s capabilities with human ingenuity. It’s about using AI to spark creativity — not dictate it.”

The key is transforming information into inspiration through storytelling. “While AI can generate coherent narratives, it lacks lived experiences and the ability to tap into the nuances of human struggle and triumph,”  Solis says. “That’s where you come in.”

Here are two quick tips to harness both imagination and storytelling:

  • Use storyboarding as a thinking tool. Solis credits Nick Sung (Pixar, Netflix) for teaching him that storytelling isn’t just about words — it’s about designing anexperience.

Storyboarding is a great way to get started, he suggests. “Map out emotional highs and lows before writing. Ask yourself, ‘Where does the audience feel tension? Relief? Inspiration to act?’”

By breaking your message into visual and emotional beats, you can ensure every moment earns attention, builds curiosity and delivers impact, which are essential in a world flooded with AI-generated content that often feels formulaic and forgettable. “Think scenes, not slides,” advises Solis.

  • Frame every communication as a hero’s journey. “Instead of listing facts or promoting features, tell a story with a beginning (a problem your audience relates to), a middle (the transformation or insight) and an end (a resolution that inspires action),” says Solis.
  1. Lead the AI transformation responsibly. “Too often, AI adoption is treated as a top-down directive, leaving communicators in a reactive role,” says Solis. “But those who lean into AI early — experimenting with its potential and guiding its ethical implementation — will shape the future of corporate messaging.”

The opportunity is significant: AI enables hyper-personalized messaging at scale, but the risk is losing trust. “As AI deepfakes and content proliferate, audiences will become more skeptical,” he warns.

Here’s how to lead effectively while avoiding the pitfalls:

  • Adopt a trust-first approach. “Always disclose when AI is involved in content creation and ensure there’s human review in the process,” says Solis. “Focus on building relationships, not just delivering messages. In the AI era, trust will be the most valuable currency — so protect it fiercely.”
  • Position yourself as an AI translator.

A core element of this strategy is developing ethical AI guidelines to ensure transparency, authenticity and alignment with your organization’s values.

“Don’t let those conversations happen without you,” he warns. “When you take charge of the AI narrative, you move from being a messenger to being a strategist.”

  • Leverage AI as a catalyst, not a crutch.

“The future belongs to those who combine AI-driven intelligence with human-centered insight,  he concludes. “The question isn’t whether AI will shape communication. It’s whether we’ll use it to enhance our humanity or diminish it. Choose wisely.”

Join us at Ragan’s AI Horizons Conference in Miami (Feb. 24–26), where Brian Solis will go deeper into these ideas and more. He’ll also be signing copies of his new book, “Mindshift” after his keynote. Click here to register—we’ll see you there!

Brian Pittman is a Ragan event producer and dean of Ragan Training. A veteran journalist, storyteller, Hollywood screenwriter and surfer, he can be reached at brianp@ragan.com.

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