Why Change Comms Fall Flat, and How Communication Can Turn It Around

Note: I enjoyed this recent piece in IABC Catalyst, the official publication of the International Association of Business Communicators (IABC).

​I serve on the IABC DC Metro chapter board, and I often post content espousing best practices in the communications field. The purpose of IABC is: “Use the power of communication to deepen understanding, inspire action, and transform our worlds.”

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When AI Speaks for You: Navigating Brand Voice in the Age of Synthetic Messaging
By Soumik Roy

Artificial intelligence (AI) is no longer just a tool in the communicator’s kit, it’s increasingly a co-author, a voice actor, and, in some cases, the face of the brand. From automated blog posts to AI-generated videos and synthetic voices on podcasts, we are witnessing a quiet revolution in how brands express themselves. The shift is efficient, scalable, and fraught with reputational risk.

While generative AI promises speed and content scale, it also invites new questions about trust, authorship, and the thin line between automation and authenticity. Brands that once prided themselves on human connection are now flirting with tools that generate thousands of words or images without a single person involved in the creative process.
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For communication professionals, especially those responsible for brand reputation, the rise of AI-generated messaging poses a fundamental challenge: How do we ensure our brand voice remains credible, consistent, and human, even when AI is doing much of the talking?

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