AI and the Reinvention of White-Collar Jobs: A Perspective

Artificial Intelligence (AI) is making significant strides in various fields, including communication. Renowned communication advisor Gaspard Gantzer, who once served under President François Hollande, acknowledges the imminent transformation of his profession due to AI. AI’s ability to generate speeches, press releases, images, videos, and even entire books is a testament to its potential.

Perception of AI in the Workplace: A Disparity

According to the BCG Barometer, AI at Work: What People Are Saying, there’s a disparity in the perception of AI between leaders and employees. While 62% of leaders are optimistic about AI, only 42% of employees share this sentiment. This discrepancy could be due to a lack of understanding of AI’s role in non-technical jobs, particularly those requiring creativity and intuition.

AI and Communication Professionals: A Creative Destruction

Gantzer, like many other communication professionals, is witnessing the ‘creative destruction’ from within. AI’s rapid data processing and real-time response capabilities are challenging the relevance of traditional communication roles. However, this doesn’t necessarily spell doom for communication professionals. Instead, it presents an opportunity for reinvention.

AI and Creativity: An Unlikely Partnership

Contrary to popular belief, AI can enhance creativity. Several advertising agencies have already partnered with AI companies, demonstrating the potential of AI in creative fields. Embracing AI doesn’t mean succumbing to a Terminator-like fantasy; instead, it’s about harnessing the power of human-made tools to push the boundaries of creativity.

The Future of Communication: An AI-Driven Evolution

The communication profession is not disappearing; it’s evolving. The future ‘spin doctor’ will be someone who can elevate their role, put human connection at the heart of their work, and push the boundaries of creativity. This transformation will allow communication to serve ideas, values, and convictions more effectively.

Source: Le Figaro