'Hi' before AI

Why AI cannot replace long-term human understanding, relationships and communications

As a seasoned industrial and corporate communicator, I often pose the following question: what came before artificial intelligence or ‘AI’ as it is now ubiquitously referred to? To my frequently stumped audience I always say ‘HI’ – human intelligence – upon which they look equally baffled!

Human communications

Following what can only be described as exponential progress in artificial intelligence (AI) in the last few years, it is tempting to assume that it can seamlessly take over creative functions once considered inherently human, including verbal and written communication: client liaison, writing, editing and brand profiling. However, this assumption disregards the critical importance of layered institutional knowledge, contextual sensitivity and long-term client and media relationships, insight and brand immersion – all capabilities which remain uniquely human and essential to high-quality communication strategy.

Effective communications and content creation does not begin with a blank page or a data prompt. It begins with a deep, enduring understanding of a client’s voice, ethos, organisational culture, industry and aspirations. These are not simply surface-level details to be digitally mirrored or mimicked: rather, they are subtle, evolving dynamics which shape how a company’s message is framed, delivered and received.

At Kendal Hunt Communications, many of our client relationships have spanned decades. This longevity matters. It provides us with the depth of understanding required to anticipate communications concerns before they arise, to align messages with our clients’ ethos and strategy before being asked, and to evolve tone and positioning in tandem with organisational goals and growth. AI – however capable – cannot replicate this finely nuanced approach. It can synthesise what exists, but it cannot intuit what is emerging.

Human understanding

I also believe that really impactful, distinctive communications content is not created in a vacuum. It sits at the intersection of market dynamics, stakeholder perception, regulatory and technical language and even internal and external politics. A press release, for example, must speak to investors, clients, technical audiences, and target sector media – all at once! This is not merely about choosing and positioning words like chessboard pieces: it is about navigating varied and sometimes competing interests with clarity and diplomacy. AI can suggest options, but it cannot negotiate nor comprehensively portray this complexity from the position of strength which long-term human understanding can.

Human trust

There is also the essential matter of trust. When a company knows their communications partner understands their brand at a cellular level, they communicate more openly, delegate more freely and collaborate more confidently. This allows for a very high level strategic understanding of their challenges and value propositions – and also enables communications agility, especially in high-pressure situations such as crisis communications or responding to fast-moving industry developments. That level of confidence cannot be outsourced to AI.

Human contribution

The conversation should not be whether AI can write – or, to a certain degree, communicate. It clearly can. The real question is how deeply, how accurately and how meaningfully AI can contribute to a company’s client/customer and media relationships, profiling, strategic positioning and brand communications over time. In this regard, the answer is clear: not without – and certainly not better than – communications enhanced by human understanding, relationship-building, guidance, experience and empathy.

Artificial intelligence may be able to produce grammatically correct information and communications extremely fast – synthesising and integrating a wide variety of information.

All the best,

Kendal