AI Era Demands Communication Strategists Maintain Human Touch
In the rapidly evolving world of technology, one question continues to surface: Can AI replace human communication? JoAnn Yamani, a member of the Forbes Communications Council and Senior Fellow of Future 500, offers a resounding no.
Yamani, who has managed communications for NIO across four continents, has navigated various crises, from product recalls to geopolitical pressures. Her work extends beyond traditional communications, as she partners with physicians using AI to improve breast cancer detection and inventors building predictive algorithms for public safety.
AI, she explains, excels in automating routine tasks, improving efficiency, and enabling large-scale interactions like AI-powered calls, virtual assistants, and chatbots. However, it falls short when it comes to genuine emotional intelligence, empathy, and the nuanced judgment that human communication entails.
Human communication, on the other hand, is uniquely capable of fostering emotional connection, trust, and ethical discernment. As AI takes over more mechanical or data-driven tasks, humans become ever more valuable for skills like empathy, creativity, critical thinking, and leadership — qualities that require understanding context, emotion, and morality.
Yamani emphasizes the importance of truth, transparency, and relationship-building in communications, stating that these fundamentals matter now more than ever. She advises that we are currently in the hype cycle of AI and that there will be a period of overreliance, followed by a period of correcting mistakes.
In the digital age, human connection is more essential than ever, as people seek authenticity and realness in communications. Yamani believes that the core principles of strategic communication, such as understanding the audience, being authentic, and building relationships, remain constant despite technological changes.
Yamani's career in crisis communications underscores the importance of nuance and tone in message delivery. In dealing with crises, she emphasizes the importance of considering the context and tone of the message, not just the content.
Looking back at the early days of the internet, there was resistance to using it as a research tool in some companies. However, the internet created new jobs, industries, and problem-solving methods. Similarly, Yamani predicts a period of overreliance on AI, followed by a period of addressing mistakes and correcting issues that arise from this overreliance.
There is a concern in Silicon Valley about the increasing reliance on full automation, including the elimination of entire communications departments in favor of AI-generated content. However, Yamani's work with AI in preventing the spread of HIV among at-risk youth and predicting poaching in Cambodia demonstrates the potential for AI to complement, rather than replace, human efforts.
In conclusion, while AI-generated content drives efficiency and scale by simulating aspects of human communication, human communication remains pivotal for providing empathy, nuanced understanding, ethical decision-making, and meaningful interpersonal engagement — dimensions AI cannot authentically replicate.
Joann Yamani, despite her work with AI in various fields, stresses that AI falls short when it comes to emotional intelligence, empathy, and the nuanced judgment in human communication. However, her work also demonstrates the potential for AI to complement, rather than replace, human efforts in important areas like preventing the spread of HIV and predicting poaching.
