Artificial intelligence is changing how we find information, prepare content and organise tasks. In communications and marketing, its most immediate value is easy to recognise: it can help us structure an idea, suggest approaches or adapt a text for different channels.
But there is a development I find particularly interesting: integrating AI into the entire workflow, with clear objectives and criteria for assessing the result.
Microsoft's Work Trend Index 2026 points towards greater collaboration between people and AI agents, highlighting the value of professional judgement, clear objectives and work design. This perspective invites us to consider how we want to incorporate these tools into our work.
From generating content to connecting tasks
Communicating an event involves much more than writing a post. We need to understand its audience, identify what may interest them, coordinate information, plan promotion and assess the results.
AI can support several of these stages: organising a brief, identifying questions we have not yet resolved, drafting initial messages or turning validated information into drafts for websites, email and social media.
My interpretation of this development is that the opportunity lies in connecting these tasks with a purpose. A campaign needs consistency between what it promises, the audience it addresses and the experience it offers.
AI agents open up new possibilities
Agents extend AI use towards systems capable of carrying out sequences of tasks with specified tools and permissions. Their level of autonomy depends on how they are configured.
In communications, one possible use would be to gather information from selected sources, organise it and prepare a summary for review. Another could be supporting a content workflow based on previously approved documentation.
Before introducing them, it is useful to define what information they can use, which actions they can take and when a person should intervene. This preparation is part of the work: it helps build a process we can understand and supervise.
Professional judgement remains essential
A text can be well written and still contain an incorrect fact. It can also sound convincing while being unsuitable for the brand or its audience.
Working with AI therefore requires reviewing sources, checking names and figures, protecting confidential information and paying attention to tone. It also means recognising when a suggestion is too generic and needs an individual perspective.
In my work communicating technology projects, coordinating events and creating content, there is one element I consider particularly valuable: understanding the context and translating it into clear, useful and approachable messages. AI can support that process, while editorial responsibility remains ours.
Start with a specific improvement
To introduce AI, I would suggest choosing a frequent, clearly defined task. For example, turning information about an activity into a proposal for promotion across multiple channels.
Then assess three things: how much time we spent, which corrections the result needed and whether the messages meet the communication objective.
This comparison allows us to decide what is worth keeping and what we need to adjust.
The trend I find most interesting is this: using AI to free up time and give more attention to strategy, coordination and the quality of what we communicate.
Marketing, communications and project coordination.