Value Over Volume: How communicators can drive greater outcomes in an AI-led world (www.businessinsider.com)

In a recent discussion, Moira Gilchrist, chief communications officer at Philip Morris International (PMI), emphasized the importance of prioritizing meaningful communication outcomes over sheer volume in an era dominated by artificial intelligence. While AI allows communication teams to produce a vast array of messages quickly, Gilchrist warns that the focus should shift towards the resonance and clarity of these messages. She argues that AI should enhance understanding and foster trust rather than simply accelerate content output. With public skepticism toward institutions rising—72% of consumers report diminished trust—it’s crucial for companies to cultivate credibility through thoughtful messaging. Gilchrist highlights AI's potential to improve strategic decision-making by helping communicators understand audience viewpoints more deeply. Instead of churning out content, teams should leverage AI to analyze feedback and identify effective messages, tailoring their approaches based on insights. She underscores that successful communications require human qualities such as creativity and empathy, which cannot be replaced by AI. In this new landscape, organizations that effectively combine AI capabilities with a keen understanding of their audiences will ultimately stand out and lead in building impactful, trust-based dialogues.