AI has gone from being a buzzword to major business tool for communicators. For marketers AI has been a part of our world, we use it to brainstorm, build, analyze and optimize almost everything. From predictive analytics in ad campaigns to AI assisted writing tools like Jasper or ChatGPT we have been working with AI not around it. And while that’s opened up some exciting creative possibilities it also raises an important question: What skills do we need to use AI well?
For marketers AI is already streamlining communication through automation. Tools like HubSpot let us build smart workflows that personalize messages based on behavior, persona or timing (HubSpot, 2002). I’ve used these workflows myself to nurture leads and engage segmented audiences, without having to write every email myself. These tools are powerful but they don’t work unless the user understands both the technology and the audience. That’s where training comes in. HubSpot Academy for example offers free and advanced courses on AI in marketing, automation, content strategy and personalization (HubSpot, 2002).
But AI isn’t just about convenience – it’s also an ethical consideration. Communicators today need to know when to use AI and how to use it responsibly. Should an AI write your CEO’s speech? Probably not. Should it help you analyze patterns in customer feedback to improve communication? Absolutely. Ethical use of AI means understanding the limits of automation especially when content impacts public trust or sensitive issues (Convergent Journalism, 2024). Also note that communicators must possess both technical and ethical literacy to ensure digital tools serve the public interest not just productivity (Defanti & Arvidsson, 2019).
The good news is we’re not expected to become AI developers, yet. But we do need to become AI literate, understanding the language, possibilities and pitfalls of using AI for strategic communication. Whether through HubSpot courses, online classes or just hands on experimentation the key is to stay curious and proactive. Because in the end it’s not about replacing communicators, it’s about empowering them to do their best work faster, smarter and with intention.
References
DC_Studio. (2025). Specialist maintenancing AI systems [Stock photo]. Envato Elements. https://elements.envato.com/specialist-maintenancing-ai-systems-Q88AD5U
Defanti, A., & Arvidsson, A. (2019). Introduction to digital media. Wiley.
HubSpot. (2002). About us. LinkedIn Corporation. https://about.linkedin.com/
(Also available: https://www.hubspot.com/)
(2024). Convergent journalism: An introduction (4th ed.). Taylor & Francis. https://mbsdirect.vitalsource.com/books/9781003850991
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