Communicators need to stop writing with AI and start directing with it

During Ragan’s Writing and Content Strategy Virtual Conference last year, Erin Hulliberger, group director of U.S. Communications at Walmart, told the audience that communicators need to reframe their roles as content writers with AI factored into their workflows.

“I think given all AI can do for us, it’s important to understand that you’re taking on a new level of responsibility within your role that’s higher than maybe what you’ve done in the past,” Hulliberger said. “You’re shifting from being the actual writer to becoming more of an editor or director.”

She added that communicators need to realize that AI is flexible in how much or how little it can help comms pros with a given task.

“Do you want it to help actually edit your work?” she said. “Do you want it to be your intern? Do you want it to co-create with you? Do you want it to act as your manager and give you that feedback? The possibilities are endless.”

But with all these roles AI can play in the writing process, Hulliberger said that communicators need to ensure their voice breaks through in the copy.