Christina Rettig

In many communications departments, one phrase is heard more often than before: “That’s much faster now.” They’re referring to generative AI: It creates texts, translations, and visuals at the push of a button in a matter of minutes. Operational workflows are being accelerated—massively.

This acceleration is taking place in an environment that is already becoming increasingly difficult to manage: faster, more dense, more complex, and more confusing. As a result, it is not only expectations for efficiency that are growing. Another sentiment is also on the rise, currently discussed under the acronym FOLA: Fear of Losing Agency—that is, the concern about losing human control and decision-making capacity to automated systems.

While CommTech opens up new opportunities to reach stakeholders and relieve them of volume tasks, its introduction presents organizations with considerable challenges. Many communications departments are traditionally structured as line organizations. Adapting processes and collaboration quickly and flexibly to new technologies is not easy in such established structures. How to approach it?