A new rocket fuel: how communications can lead on AI.

These discerning eyes and ears are being put through their paces as the use of generative AI slips into the mainstream.

For communications professionals, the challenge is not just keeping up, but making sense of what this transformation means for our work. 

In October 2025, Camargue brought together a roomful of communicators across different disciplines for a roundtable discussion to explore how we best to navigate the change, balancing the risks with the opportunities it brings and what we can learn from each other along the way. 

We debated what AI can unlock for our profession, going beyond simple efficiencies or simplifying admin tasks. 

The consensus? Use AI to give you new superpowers, not to replace what you do. 

We discussed how AI is reshaping the way content is created, shared, and consumed, and how our campaigns will adapt to make sure that messages cut-through. 

We also raised a clear call for communications teams to get match-fit themselves and then lead the way by coaching colleagues, setting policy and ensuring AI is used responsibly as well as imaginatively. It’s an organisation’s reputation on the line if tools are misused. 

AI is and will continue to change the way we do things, but the fundamentals of good communication will stay the same. By using AI wisely and well we can free up time for strategy and higher-value advice: communicators’ judgement, curiosity and creativity are now more in demand than ever. 

Anyone interested in the intersection of AI and communications, can find our summary report with our four key takeaways, below.