The strategies comms pros need to help AI writing become more human

AI outputs can flatten a communicator’s voice and create bland and uninteresting content, something comms pros most definitely don’t need.

During Ragan’s Writing Certificate Course earlier this month, attendees heard comms experts repeatedly affirm that without human input, AI-generated messaging won’t do much good. Karen Freberg, professor in strategic communications at The University of Louisville, said that comms pros are well past the point of asking themselves whether or not to use automation in their workflows.

“Now the real question is: how do we use it well?” Freberg asked. “The danger is that if everyone relies on AI the same way, we all start sounding identical. The goal isn’t to replace your voice. It’s to amplify it.”

But Freberg cautioned that comms pros can’t just focus on speed when adopting AI — they need to place emphasis on standards and guardrails as well.

“A lot of organizations rush to use AI because it’s fast and exciting, but they skip over the important questions around ethics, professionalism and brand alignment,” she said. “Just because AI can generate content quickly doesn’t mean it’s ready to publish.”