The human skill sets that AI can never replace

Instead of viewing AI as a threat, communicators can look at the shift to automation as an opportunity to showcase their skills and humanity.

During the keynote address of Ragan’s Employee Communications and Culture Conference earlier this year, Marta Ravin, Emmy-nominated showrunner and founder of Marta Ravin Productions, said that while AI can write and produce imagery, it can’t capture the magic of human creativity or build trust and culture on the job.

“In my industry, I’m an expert at storytelling, creating authentic, engaging content, working with talent and keeping morale high when budgets are shrinking and AI is looming overhead,” Ravin told the audience. “Our stories may be different, but the core skills align — and they just happen to be the skills AI can’t replace.”

Ravin said that one major differentiator between AI and human communicators is the ability to create experiences employees remember instead of simply delivering information.