How do you see AI transforming marketing and communications roles in the next
few years?
Drastically. Already today AI can help in most, if not all, of marketing and comms’ tasks – whether that’s 10% or 90%. With the speed at which generative AI is getting better, more integrated in all our tools, and more automated, it will take not more than a few years until big parts of the marcomms role can be handed over, no matter the company size or budget.
The clichéd answer is that we’ll be doing less repetitive/basic/boring tasks and spending more time on strategic work and relationship building. While that’s true, the beauty of AI however is that it offers an opportunity to completely rethink how things are done, the work we do, and to challenge the status quo.
I always say there are two jobs for the future: Those who adapt to new tools to do their work, and those who can do work that new tools cannot. For both, however, continuous learning and a growth mindset will be essential to success.
Free Snapshot Report
Want to know how your brand is seen on a specific fast-moving issue? Drop your email here and we’ll set up a quick call to walk you through a free, custom Snapshot.
For communications leaders who are just starting to explore AI, what’s the first step they should take – and what tools or strategies should they prioritize?
Get your hands dirty! You can read all the theory, tips, best practices, and get wowed by the amazing Veo3 or ‘AI agent’ videos, but it won’t help you if you don’t apply it yourself. So whether that’s for your personal life or work, start playing around with tools such as ChatGPT or Gemini (e.g., via AI Studio) and see how the output changes based on your prompts.
For quick upskilling take a course to learn about AI’s impact on our industry and the latest tools and best practices for prompting (feel free to reach out for this…). But active experimentation and daily practice is the only way for you to learn and take advantage.
For team- and company-wide integration, the typical first step is to do an AI maturity assessment to get a clear view on capability gaps and opportunities. Based on the as-is state you can then define a future state and roadmap to getting there. Active leadership support here is a crucial success factor.
Latest MAPS Interviews
- Hear why Fabrice Houdart thinks silence from corporations is the same as complicity when LGBTQ+ equality is at stake.
- Learn why Lisa Hyman believes some corporate missions resonate, and others just disappear into the noise.
- Discover what Matt Skallerud thinks of the corporate response to the current political climate.
Do you see a distinction between how communications teams are using AI for internal comms vs. externally?
Yes, and not just for communications teams.
Across industries and functions, most AI use cases today are still for internal use, which makes sense as customer-facing AI can quickly lead to reputational issues. There’s also less strict rules for approving and rolling out internal comms which makes AI use for internal comms so much easier.
However, the majority of my clients are actively using AI for anything from stakeholder mapping to market research and content drafting (social media, press releases, thought leadership, etc.).
The MAPS Newsletter
Sign up today for exclusive MAPS insights and interviews like this in your inbox as soon as they’re published.
What’s the biggest challenge communications teams face when integrating AI tools into their day-to-day operations?
I’m a firm believer that 80% of the work is about people and processes, it’s not about technology.
You can have the latest and best AI tools, but if your management is not leading the change, if your staff is not properly trained, if you don’t have policies and processes to guide ethical and responsible AI usage, and if there’s no active knowledge sharing or collaboration between team members and BUs, you won’t reap the benefits.
What has been the defining moment of your career, and why?
In 2013 I decided to move out of Belgium (my home country) and was initially looking to relocate to London, but shortly after got an opportunity to lead a team at my agency’s offices in Dubai. I didn’t know anyone there, had never visited, and didn’t really know the UAE but just three weeks later I was on the ground. Let’s say it was quite a surprise to my family 🙂
For me this was a defining moment as it led me to meeting my wife and since then moving to Singapore and Vietnam. Once you take the leap to step out of your comfort zone, the next time it becomes so much easier.
Top Insights
- DEI Backlash: Why Some Brands Survive and Others Get Burned
- Why AI Privacy Should Be Every Communications Leader’s Top Priority
- How DEI Communications Can Make or Break a Company’s Reputation
What one piece of advice would you share with those starting their career in marketing and communications?
Be passionately curious. It’s been my mantra since I started work and a reason why I was early into social media, crypto, NFTs, and generative AI. Have a broad view but deep dive into key areas of interest.
Don’t just learn, but share. A key differentiator for anyone – especially those early in their career – is to build a brand by actively sharing your own viewpoints and work. ‘Building in public’ has become much easier and cheaper for anyone with a good idea.
Where to find Rob: