Future of AI in Strategic Communication Dr. Karen Sutherlands
Dr. Karen Sutherland · May 14, 2025
ai in marketingpublic relationsstrategic communication
0:08 – Host:
Welcome back to another edition of AI Insiders by Marketers Guild. We have a special guest I’ve been learning from for a while. I was excited to see her latest work, which has been a great source of material.
0:35 – Host:
This will be a treat to share with an audience that has learned from her, as I distilled insights from our community. So, Dr. Karen Sutherland, please introduce yourself. A warm welcome—we’re excited to have you here.
1:01 – Dr. Karen Sutherland:
Thank you for having me. I’m joining from Queensland, Australia. It’s just after 2 a.m. here, so thank goodness for coffee. If I ever looked presentable at 2 a.m., it would be a miracle. I do this often, so I’m getting better at sleeping briefly and then getting back to work. Thank you, and I’ll bring my slides up.
1:29 – Dr. Karen Sutherland:
I’ll share why I’m here and what I’ve been up to. This session is about looking to the future. As a caveat, no one really knows—there’s much speculation—but I’ll share what my research has revealed.
1:54 – Dr. Karen Sutherland:
Over the past year, I’ve been an academic teaching PR, social media, and strategic communication for 13 years, and in marketing and communication for nearly 30 years. I remain an academic and also serve as director of a digital marketing agency alongside my other projects.
2:23 – Dr. Karen Sutherland:
I’m used to little sleep because of my busy schedule. In terms of AI expertise, I’ve completed multiple certifications and studied at the University of Sydney. I’m also co-director of an AI hub in Queensland—I live on the Sunshine Coast.
2:48 – Dr. Karen Sutherland:
I’ve written a book called AI for Strategic Communication—in it, I interviewed David as part of my research. I pursued this because there’s widespread confusion in our field, with many experimenting and claiming expertise.
3:15 – Dr. Karen Sutherland:
While that was fine, I wanted to talk to more people and research what’s happening. This presentation focuses on chapter 12, which looks to the future based on literature analysis, interviews, and my survey. I’ll begin by…
3:42 – Dr. Karen Sutherland:
I interviewed 41 people from various countries—scholars in AI and strategic communication, practitioners, and AI tool developers—to gain insight into how these tools are set up and how they function in our field. Then I…
4:10 – Dr. Karen Sutherland:
Surveyed 400 practitioners across Australia, the UK, and the US, conducted an extensive literature review, and wrote the book. While I hoped it would help others, the adventure of getting up in the middle of the night to speak with people about AI was a real treat.
4:37 – Dr. Karen Sutherland:
In strategic communication, AI is becoming increasingly important. Although adoption rates aren’t very high yet, its use is growing. The best application is as a co-pilot—a collaborator—not to do the entire job, since as communicators we represent organizations.
5:08 – Dr. Karen Sutherland:
Representing a client or organization means we must always maintain our ethics and creativity. Let’s review the predicted stages of AI evolution from the literature.
5:32 – Dr. Karen Sutherland:
There’s much speculation about if or when these stages occur. Some are starting to come to fruition. First, we have the present stage of AI agents. Then AGI is predicted to arrive soon, although estimates vary.
5:58 – Dr. Karen Sutherland:
The literature suggests AGI could arrive any time within the next 50 years, though voices on Twitter (now X) from OpenAI suggest it might be just a few years away.
6:21 – Dr. Karen Sutherland:
Everyone’s vying to be first, and there’s debate about whether they’ve reached that milestone and how to measure it. That stage will unlock further developments that could significantly change our lives—leading to technological singularity, which I’ll explain.
6:47 – Dr. Karen Sutherland:
Following AGI will be Artificial Super Intelligence. We’ll discuss each stage and its potential effects on strategic communication. Right now, we are in the phase of Artificial Narrow Intelligence (ANI), which is task-specific.
7:15 – Dr. Karen Sutherland:
ANI can perform only one task at a time, so it’s very specific about its capabilities. Still, it saves us significant time by generating efficiencies. Anecdotally, I’ve been working with communication agencies integrating AI, and they’re amazed.
7:43 – Dr. Karen Sutherland:
For example, after using a script and then Opus Clip, the video content manager at one agency said it would save days in production. Though quality still requires oversight, the time efficiency is clear.
8:09 – Dr. Karen Sutherland:
Beyond production, AI assists in data analysis by identifying trending hashtags and engagement, providing deeper audience insights—which is crucial for connecting with target audiences.
8:35 – Dr. Karen Sutherland:
These efficiencies have been extremely helpful now. Next is the emergence of AI agents, expected between 2025 and 2030. Even though further development is needed, experiments with tools like Manis show great potential.
9:04 – Dr. Karen Sutherland:
PR professionals see these agents as a way to further personalize communications—a key benefit of AI in marketing. Personalization drives the actions required from a campaign by tailoring messages to an audience’s preferences.
9:32 – Dr. Karen Sutherland:
In a crisis scenario, an AI agent might efficiently gather critical information, allowing the human to focus on setting the right brand tone and securing necessary approvals. It also handles tasks you might not want to do.
10:04 – Dr. Karen Sutherland:
For instance, with a research cluster at my university, I manage our website. I used Manis to analyze our site against various research websites. I simply asked it to identify comparable sites and return recommendations—including a mocked-up webpage with layout suggestions. This task took about 10 minutes, versus several hours if done manually.
10:51 – Dr. Karen Sutherland:
That efficiency means agents can handle many of the tedious tasks, though at the moment they can be hit or miss—sometimes stopping before the job is complete. I’d be interested to hear about others’ experiments with agents.
11:14 – Dr. Karen Sutherland:
Looking ahead, using agents focused on communication tasks—even event coordination with its many small jobs—will make our work much easier. One potential concern is when AI is given access to credit card details to make purchases; this too may be hit or miss at first, but it will streamline over time.
12:06 – Dr. Karen Sutherland:
Next is AGI, widely discussed in both literature and industry. It’s expected around 2030 to 2050, though some predict an earlier arrival. There have been moments when organizations claimed it reached AGI levels, but the results remain inconsistent.
12:34 – Dr. Karen Sutherland:
AGI should perform consistently across all tasks. Yet, while it might pass complex tests, it can fail at simple ones. For AGI to be considered human-level intelligence, it must think critically and deliver consistent performance.
12:58 – Dr. Karen Sutherland:
An interesting aspect of AGI is its ability to self-improve—it learns and self-corrects without our intervention. This is both exciting and somewhat terrifying.
13:22 – Dr. Karen Sutherland:
Imagine AGI translating not just language but entire cultural contexts. Often, translations lose nuance and cultural sensitivity. AGI operating at that level would be transformative.
13:48 – Dr. Karen Sutherland:
This is only one potential use for AGI. Once we achieve AGI, it will unlock further stages—technological singularity—which is expected after 2050. However, if AGI arrives sooner, singularity will follow even sooner.
14:17 – Dr. Karen Sutherland:
At singularity, AI will surpass human intelligence completely, growing exponentially and solving problems we cannot. The challenge then will be maintaining control and ensuring human oversight, especially in crisis communications.
14:46 – Dr. Karen Sutherland:
For example, in an emergency, AI might independently draft evacuation instructions. We would still need human oversight to ensure these actions align with community values.
15:16 – Dr. Karen Sutherland:
This could enable much faster responses in emergencies. Following AGI, we reach ASI—Artificial Super Intelligence—where AI outperforms humans in every domain, including creativity and research.
16:11 – Dr. Karen Sutherland:
Scientists predict ASI will solve problems like climate change and cure diseases—challenges we haven’t yet overcome. We’re still determining what ASI might achieve in strategic communication.
16:40 – Dr. Karen Sutherland:
ASI might even anticipate crises before they occur and respond proactively. How amazing would that be? I’m discussing what the literature envisions for the future.
17:05 – Dr. Karen Sutherland:
The risk, however, is loss of human oversight when AI becomes superintelligent and may outsmart us. We must consider how to maintain control and not become overly dependent on AI for decision-making.
17:34 – Dr. Karen Sutherland:
Now I’ll share some findings from my research and offer considerations for strategic communicators throughout these AI stages. According to my survey, about half of respondents were excited about AI’s future.
17:59 – Dr. Karen Sutherland:
Nearly 44% were optimistic and intrigued, but the main concerns were job losses and overreliance on AI. As an educator, I see students bypassing essential learning by having AI complete tasks for them.
18:24 – Dr. Karen Sutherland:
Many students now skip learning the task and let AI handle it, often with poor results. This trend is even evident among junior staff in strategic communication firms.
18:48 – D:
Are there differences between senior and junior members? I hear senior professionals worry about hiring—if AI writes press releases, how does someone gain field training?
19:15 – D:
Absolutely. This is a real issue. Overreliance on AI could impede career advancement, as organizations might choose it over hiring an actual staff member.
19:38 – D:
Recently, some companies declared themselves “AI first,” which isn’t ideal from a PR perspective. If AI can replace human staff, it may soon become common practice.
20:00 – D:
It’s becoming a reality. Many companies I work with lack clear policies or regular training for AI use. Some say “just don’t use it,” which is unrealistic given the prevalence of shadow AI—staff covertly using it.
20:29 – D:
For example, I knew a junior sales executive working closely with a marketing team on a SaaS product. They were happy with the efficiency—until she noticed LinkedIn posts generated by AI that falsely claimed product features. Clearly, neither the employee nor the AI understood the product.
20:53 – D:
This underscores the need for proper rules about AI use in companies, ensuring there’s always a human in the loop. Misinformation becomes a major risk when AI “hallucinates.”
21:18 – D:
One of the scariest findings from my study was that 40% of respondents rated fact-checking AI outputs as only moderately important, and nearly 50% felt the same about reviewing/editing AI content. Even when I provide a strong prompt, I always need to tweak the result—I never copy and paste without checking.
22:04 – D:
This is an area we must address. For instance, I recently saw an AI-powered news roundup on LinkedIn where a top headline showed the current president signing an order—but then later stated “Biden bans US funding.” The headline incorrectly tagged Biden, even though original sources identified the current president. It’s a clear disconnect.
23:01 – D:
As I’ve said before, it’s “consistently inconsistent.” Sometimes the output is amazing, yet you must always verify that it’s correct.
23:25 – Dr. Karen Sutherland:
I use a RAG chatbot with my own content, which is one of the best ways to understand both the potential and limitations of AI. Because I’m familiar with the input, I can see when it goes beyond my prompt—for example, when I ask for specific references, it may generate two or three responses before interpreting them.
24:00 – Dr. Karen Sutherland:
Since all the content is mine, I know its context well. This allows me to spot when it creates responses that exceed my original prompt. Sometimes, even slight changes in the question cause it to falter despite the information being available. Using AI with your own content gives tremendous insight into its true capabilities compared to using general internet sources.
24:25 – Dr. Karen Sutherland:
Applying AI to proprietary content helps you understand what it does best. I also love Claude—which can be set up to mirror your style since you can train it with your own content. I use Claude frequently for writing, and I totally agree with the benefits.
25:22 – Dr. Karen Sutherland:
In my interview findings, only 22% predicted increased adoption—interesting, given how rapidly adoption is rising. Automation is seen as key for strategic communication, and while personalization percentages were lower, it remains an important theme.
25:46 – Dr. Karen Sutherland:
The interviews revealed many themes about the future; the key takeaway is that PR professionals are optimistic but must proceed with caution.
Lisa, do you have a question?
26:09 – Lisa:
I’m concerned about warnings for agencies—especially with young hires who now rely on AI without critically examining its output. A friend’s daughter was penalized in college for submitting an essay thought to be AI-generated, even though it wasn’t. For her, the professor forced a re-test without technology. Could such measures become part of hiring practices in the future?
26:57 – Dr. Karen Sutherland:
Possibly. When I was a junior, I had to complete tasks within tight deadlines—usually online. In some European universities, online exams have been scrapped for in-person assessments to confirm genuine understanding. Perhaps agencies will adopt similar protocols.
27:23 – Dr. Karen Sutherland:
Training is often seen as “nice to have” rather than essential, but proper mentoring is critical. Juniors need to understand the task fully before outsourcing it to AI—that’s where the real problem lies.
27:51 – Dr. Karen Sutherland:
One interviewee said, “With AI there’s darkness and light; it can do amazing things, but like any technology, it’s a double-edged sword.” He noted that while adoption in strategic communications is slow, the darker side may pose risks. On the positive, AI’s speed in content production and strategy allows people to focus more on the human element.
29:09 – Dr. Karen Sutherland:
Consider this a to-do list for each AI stage. At the current stage with ANI and agents, focus on prompt engineering, seamless integration, automation, ethical guidelines, and training. For AGI, work on high-level strategy—humans determine strategy, and AI executes mundane tasks—and develop protocols for emergencies.
30:06 – Dr. Karen Sutherland:
If AGI fails, we must have frameworks in place to preserve human creativity and oversight. At a recent tech festival on the Sunshine Coast, I hosted an AI panel discussing whether AI endangers or empowers creativity. The consensus was that although AI can enhance creativity, it can’t replicate the unique human spark from personal experience.
30:58 – Dr. Karen Sutherland:
It was fascinating to develop these points—I even interacted with AI about how to advise strategic communicators for each AI stage. On technological singularity, AI might jump in and take complete control if no human oversees an organization. We must constantly assert our human relevance in decision-making.
32:10 – Dr. Karen Sutherland:
When decisions directly affect people, a human’s emotional intelligence must be involved. Next steps: as AI enthusiasts, you’ll explore a range of tools and practices. I’m sure you’re keen on developing an AI policy and integration strategy. In my experience with agencies, there’s too much focus on “show me this tool” (Gamma, Opus Clip, etc.) without a broader strategic approach and ongoing evaluation of output quality.
33:26 – Dr. Karen Sutherland:
Rather than simply adopting AI, continuously evaluate its output, improve processes, provide regular training, and update your ethics policy as conditions evolve. That’s all from me. Feel free to connect with me on LinkedIn—I offer training and help with policy development.
34:17 – Dr. Karen Sutherland:
If you know anyone needing assistance with AI policy or strategy, please point them in my direction. I’ve also started a Facebook group where I host weekly live sessions and monthly webinars, creating a community of communicators who share their experiences.
34:45 – Dr. Karen Sutherland:
Now, one question: Are you seeing different enthusiasm and adoption rates geographically? For instance, one survey shows Australians trust AI the least compared to other countries.
35:15 – Dr. Karen Sutherland:
In the diffusion of innovation model, you have enthusiasts and early adopters as well as laggards. Some are very keen, while many are cautious. I’ve been in this space for two or three years, and training opportunities are just beginning to grow.
35:38 – Dr. Karen Sutherland:
People are starting to realize they need to act—after years of messaging about AI’s benefits, many are waiting for it to slow down, only to find it won’t. In the States, I have clients who are more open; in Europe, it’s hit or miss; in India, the enthusiasm is high. There’s a wide range.
36:27 – Dr. Karen Sutherland:
The Institute for Public Relations offers excellent resources for strategic communicators—the link is available, and I’m happy to share my slides with all the links. On the PR side, firms like Edelman were pioneers in digital practices, building credibility.
37:22 – Dr. Karen Sutherland:
Now, with accessible AI tools, anyone with a modest budget can access three or four high-quality options—tools that might rival the work of multi-thousand‐person PR firms. Are you seeing leadership in AI adoption coming from top-down or ground-up approaches?
38:19 – Panelist:
It’s really mixed. Some agencies embraced AI from the start, while others avoid it because they feel it undermines their work. Some believe using AI while billing clients is unethical.
38:42 – Panelist:
Another issue is billing—for example, how do you justify hours if AI does the work so quickly? The research shows these concerns are very real. Do you have any data on how much clients demand transparency regarding AI use?
39:10 – Dr. Karen Sutherland:
I don’t have concrete data, but anecdotally, some clients are unhappy if they know AI is being used. Still, quality matters most; if the work achieves its goals, many clients overlook the method.
40:06 – Dr. Karen Sutherland:
I sometimes can’t tell if text was AI-generated or simply written in an “AI style”—we’re all adapting, much like the uniformity of LinkedIn posts over the years. It’s as if I no longer want to see another overused M-dash or rocket ship emoji or repetitive phrases like “unleash” or “unlock.”
41:01 – Dr. Karen Sutherland:
I’m tired of those clichés. Does anyone have any questions? I’ve seen many comments in the chat that I haven’t yet addressed. I do have one comment that relates to the validity of information from some AI providers—especially when preparing for media interviews. For instance, using AI to generate potential questions for an upcoming interview: has anyone seen it used effectively as an internal prep tool? I heard a PR firm mention, “We use it for talking points, but we also need a reality check to truly understand the journalist we’re preparing for.”
42:24 – Dr. Karen Sutherland:
I haven’t seen it used exactly that way. I know it’s used to create talking points and even quick profiles before meetings—deep research can be a great asset in that regard. It’s a useful way to prepare a spokesperson.
43:01 – Dr. Karen Sutherland:
Thank you, Ivy. Any other questions or comments?
43:24 – Audience:
Hi. My son is graduating from college this weekend. There’s a lot in the media about how recent graduates struggle to find jobs—with some blaming AI. Does anyone have a perspective on this?
43:52 – Dr. Karen Sutherland:
It depends on the company and its willingness to train emerging professionals. Some organizations are very committed to nurturing new talent, while others are purely focused on cutting costs. AI might not make it easier overall, but companies that truly invest in training will continue to value hands-on experience. What field is your son pursuing?
44:16 – Audience:
Political science.
44:40 – Dr. Karen Sutherland:
Many organizations still offer graduate programs, but they’re highly competitive. We encourage our students to gain practical experience while still in university so they have a body of work to show. It’s not easy, but practical, hands-on skills remain critical.
45:05 – Dr. Karen Sutherland:
I recently spoke with a graduate who assembled an impressive website showcasing their work. I even suggested sharing it in Serial Marketers for broader inspiration—not just for new graduates. He’s very interested in the intersection of advertising and marketing. My advice: lean into your communities. Platforms like Hive Index help generate referrals, and on Serial Marketers, people are now discussing tools like ChatPerplexity. Organic, community-driven growth matters.
46:22 – Dr. Karen Sutherland:
I mentioned a concept that might be unfamiliar: “on the internet, no one knows you’re a dog”—like a one-panel New Yorker cartoon. It illustrates that if you actively participate in communities (for example, engaging with frequent commenters on LinkedIn), you build a reputation that lasts.
47:10 – Dr. Karen Sutherland:
Consider recent guests on the corporate side—people like Adam Kleinberg or Matt Britain who openly share their emails. If you network and mention you were on the call, it can lead to opportunities. Experience isn’t solely measured by years; community engagement counts.
47:57 – Dr. Karen Sutherland:
I encourage everyone to join communities and interact with people you respect on LinkedIn. I notice frequent commenters and will remember those who engage consistently—even years down the line.
48:24 – David Cutler:
Welcome back, David Cutler here. A friend of mine, a professor at Boston University, taught an advanced marketing course. To determine if students truly understood the material (versus just using AI to write assignments), he organized live debates and discussions. Undergraduates today are comfortable relying on AI to write, but they often struggle to express their own understanding. That’s why real-time debate is invaluable.
49:18 – David Cutler:
He brought me in because I’m known for coaching—even introverts can learn to communicate effectively without relying on a screen. The ability to express and debate live is crucial. It builds confidence and genuine understanding.
50:03 – David Cutler:
I believe that debate classes will make a comeback because there’s no substitute for live, public discussion. Even at the graduate level—where tuition can run as high as $80,000 a semester—demonstrating live comprehension is essential.
50:26 – David Cutler:
I once had a class where I distributed brown paper bags for a fun exercise. One student opted out, and although it was awkward, it led to an effective presentation and discussion. We owe it to ourselves to stay ahead of these technologies rather than simply blaming them.
51:06 – Moderator:
Thank you for that insight. Jim—did we miss your question or comment? (Pause) Sorry, I was muted earlier. Thank you, everyone.
51:34 – Jim (Moderator):
Dr. Sutherland, something you mentioned earlier surprised me. Two years ago, I met Heather Brown—she focuses on using AI in universities. Through her, I was introduced to Carlo Yakano. Do you know him?
52:08 – Dr. Karen Sutherland:
No, I don’t know him personally. He introduced me to a group of about 13 individuals. While Australia is cautious, it’s become a wellspring for ethical, strategic AI use in education—which I believe is one of the most important issues today.
52:38 – Dr. Karen Sutherland:
Australia produces very thoughtful work. Carlo introduced me to many brilliant minds whose papers are extraordinary. I believe I’ve even heard him speak at a higher education conference—he’s quite animated. Also, Heather works on debunking the effectiveness of AI detectors, which often yield false positives. Interestingly, much of that leadership comes from women.
53:30 – Dr. Karen Sutherland:
Heather brought me into one group and Carlo into another. You are in a critical part of this conversation. For example, Danny Lou of the University of Sydney creates excellent content on YouTube every two weeks, and Phil Dawson in Melbourne is one of the most authentic voices in AI. Yet, the broader business community remains cautious. It’s great that we have enthusiastic innovators, even if they sometimes clash with caution.
54:20 – Dr. Karen Sutherland:
That collision of enthusiasm and caution is valuable—it forces unorthodox, honest dialogue. Australians are refreshingly blunt, and that openness is exactly what we need.
54:42 – Jim (Moderator):
We need to continue having these meetings to honestly discuss our challenges as the deluge of information increases. This conversation is important—thank you, Australia, for your fearless candor. We’re slightly over time, so we won’t keep Dr. Sutherland any longer.
55:05 – Jim (Moderator):
Thank you, Dr. Sutherland, for your tremendous research and insights. I look forward to sharing them with our community. Thanks to everyone for participating today. We have an exciting town hall next week—hope to see you then.
55:26 – Jim (Moderator) / Dr. Karen Sutherland:
Thanks again, Doctor. I’ll be coming to the States in October. I hope we can meet up in New York as part of your tour. I’ll be finishing my tour by then. Thank you, everyone—have a great day. Bye bye.
Welcome back to another edition of AI Insiders by Marketers Guild. We have a special guest I’ve been learning from for a while. I was excited to see her latest work, which has been a great source of material.
0:35 – Host:
This will be a treat to share with an audience that has learned from her, as I distilled insights from our community. So, Dr. Karen Sutherland, please introduce yourself. A warm welcome—we’re excited to have you here.
1:01 – Dr. Karen Sutherland:
Thank you for having me. I’m joining from Queensland, Australia. It’s just after 2 a.m. here, so thank goodness for coffee. If I ever looked presentable at 2 a.m., it would be a miracle. I do this often, so I’m getting better at sleeping briefly and then getting back to work. Thank you, and I’ll bring my slides up.
1:29 – Dr. Karen Sutherland:
I’ll share why I’m here and what I’ve been up to. This session is about looking to the future. As a caveat, no one really knows—there’s much speculation—but I’ll share what my research has revealed.
1:54 – Dr. Karen Sutherland:
Over the past year, I’ve been an academic teaching PR, social media, and strategic communication for 13 years, and in marketing and communication for nearly 30 years. I remain an academic and also serve as director of a digital marketing agency alongside my other projects.
2:23 – Dr. Karen Sutherland:
I’m used to little sleep because of my busy schedule. In terms of AI expertise, I’ve completed multiple certifications and studied at the University of Sydney. I’m also co-director of an AI hub in Queensland—I live on the Sunshine Coast.
2:48 – Dr. Karen Sutherland:
I’ve written a book called AI for Strategic Communication—in it, I interviewed David as part of my research. I pursued this because there’s widespread confusion in our field, with many experimenting and claiming expertise.
3:15 – Dr. Karen Sutherland:
While that was fine, I wanted to talk to more people and research what’s happening. This presentation focuses on chapter 12, which looks to the future based on literature analysis, interviews, and my survey. I’ll begin by…
3:42 – Dr. Karen Sutherland:
I interviewed 41 people from various countries—scholars in AI and strategic communication, practitioners, and AI tool developers—to gain insight into how these tools are set up and how they function in our field. Then I…
4:10 – Dr. Karen Sutherland:
Surveyed 400 practitioners across Australia, the UK, and the US, conducted an extensive literature review, and wrote the book. While I hoped it would help others, the adventure of getting up in the middle of the night to speak with people about AI was a real treat.
4:37 – Dr. Karen Sutherland:
In strategic communication, AI is becoming increasingly important. Although adoption rates aren’t very high yet, its use is growing. The best application is as a co-pilot—a collaborator—not to do the entire job, since as communicators we represent organizations.
5:08 – Dr. Karen Sutherland:
Representing a client or organization means we must always maintain our ethics and creativity. Let’s review the predicted stages of AI evolution from the literature.
5:32 – Dr. Karen Sutherland:
There’s much speculation about if or when these stages occur. Some are starting to come to fruition. First, we have the present stage of AI agents. Then AGI is predicted to arrive soon, although estimates vary.
5:58 – Dr. Karen Sutherland:
The literature suggests AGI could arrive any time within the next 50 years, though voices on Twitter (now X) from OpenAI suggest it might be just a few years away.
6:21 – Dr. Karen Sutherland:
Everyone’s vying to be first, and there’s debate about whether they’ve reached that milestone and how to measure it. That stage will unlock further developments that could significantly change our lives—leading to technological singularity, which I’ll explain.
6:47 – Dr. Karen Sutherland:
Following AGI will be Artificial Super Intelligence. We’ll discuss each stage and its potential effects on strategic communication. Right now, we are in the phase of Artificial Narrow Intelligence (ANI), which is task-specific.
7:15 – Dr. Karen Sutherland:
ANI can perform only one task at a time, so it’s very specific about its capabilities. Still, it saves us significant time by generating efficiencies. Anecdotally, I’ve been working with communication agencies integrating AI, and they’re amazed.
7:43 – Dr. Karen Sutherland:
For example, after using a script and then Opus Clip, the video content manager at one agency said it would save days in production. Though quality still requires oversight, the time efficiency is clear.
8:09 – Dr. Karen Sutherland:
Beyond production, AI assists in data analysis by identifying trending hashtags and engagement, providing deeper audience insights—which is crucial for connecting with target audiences.
8:35 – Dr. Karen Sutherland:
These efficiencies have been extremely helpful now. Next is the emergence of AI agents, expected between 2025 and 2030. Even though further development is needed, experiments with tools like Manis show great potential.
9:04 – Dr. Karen Sutherland:
PR professionals see these agents as a way to further personalize communications—a key benefit of AI in marketing. Personalization drives the actions required from a campaign by tailoring messages to an audience’s preferences.
9:32 – Dr. Karen Sutherland:
In a crisis scenario, an AI agent might efficiently gather critical information, allowing the human to focus on setting the right brand tone and securing necessary approvals. It also handles tasks you might not want to do.
10:04 – Dr. Karen Sutherland:
For instance, with a research cluster at my university, I manage our website. I used Manis to analyze our site against various research websites. I simply asked it to identify comparable sites and return recommendations—including a mocked-up webpage with layout suggestions. This task took about 10 minutes, versus several hours if done manually.
10:51 – Dr. Karen Sutherland:
That efficiency means agents can handle many of the tedious tasks, though at the moment they can be hit or miss—sometimes stopping before the job is complete. I’d be interested to hear about others’ experiments with agents.
11:14 – Dr. Karen Sutherland:
Looking ahead, using agents focused on communication tasks—even event coordination with its many small jobs—will make our work much easier. One potential concern is when AI is given access to credit card details to make purchases; this too may be hit or miss at first, but it will streamline over time.
12:06 – Dr. Karen Sutherland:
Next is AGI, widely discussed in both literature and industry. It’s expected around 2030 to 2050, though some predict an earlier arrival. There have been moments when organizations claimed it reached AGI levels, but the results remain inconsistent.
12:34 – Dr. Karen Sutherland:
AGI should perform consistently across all tasks. Yet, while it might pass complex tests, it can fail at simple ones. For AGI to be considered human-level intelligence, it must think critically and deliver consistent performance.
12:58 – Dr. Karen Sutherland:
An interesting aspect of AGI is its ability to self-improve—it learns and self-corrects without our intervention. This is both exciting and somewhat terrifying.
13:22 – Dr. Karen Sutherland:
Imagine AGI translating not just language but entire cultural contexts. Often, translations lose nuance and cultural sensitivity. AGI operating at that level would be transformative.
13:48 – Dr. Karen Sutherland:
This is only one potential use for AGI. Once we achieve AGI, it will unlock further stages—technological singularity—which is expected after 2050. However, if AGI arrives sooner, singularity will follow even sooner.
14:17 – Dr. Karen Sutherland:
At singularity, AI will surpass human intelligence completely, growing exponentially and solving problems we cannot. The challenge then will be maintaining control and ensuring human oversight, especially in crisis communications.
14:46 – Dr. Karen Sutherland:
For example, in an emergency, AI might independently draft evacuation instructions. We would still need human oversight to ensure these actions align with community values.
15:16 – Dr. Karen Sutherland:
This could enable much faster responses in emergencies. Following AGI, we reach ASI—Artificial Super Intelligence—where AI outperforms humans in every domain, including creativity and research.
16:11 – Dr. Karen Sutherland:
Scientists predict ASI will solve problems like climate change and cure diseases—challenges we haven’t yet overcome. We’re still determining what ASI might achieve in strategic communication.
16:40 – Dr. Karen Sutherland:
ASI might even anticipate crises before they occur and respond proactively. How amazing would that be? I’m discussing what the literature envisions for the future.
17:05 – Dr. Karen Sutherland:
The risk, however, is loss of human oversight when AI becomes superintelligent and may outsmart us. We must consider how to maintain control and not become overly dependent on AI for decision-making.
17:34 – Dr. Karen Sutherland:
Now I’ll share some findings from my research and offer considerations for strategic communicators throughout these AI stages. According to my survey, about half of respondents were excited about AI’s future.
17:59 – Dr. Karen Sutherland:
Nearly 44% were optimistic and intrigued, but the main concerns were job losses and overreliance on AI. As an educator, I see students bypassing essential learning by having AI complete tasks for them.
18:24 – Dr. Karen Sutherland:
Many students now skip learning the task and let AI handle it, often with poor results. This trend is even evident among junior staff in strategic communication firms.
18:48 – D:
Are there differences between senior and junior members? I hear senior professionals worry about hiring—if AI writes press releases, how does someone gain field training?
19:15 – D:
Absolutely. This is a real issue. Overreliance on AI could impede career advancement, as organizations might choose it over hiring an actual staff member.
19:38 – D:
Recently, some companies declared themselves “AI first,” which isn’t ideal from a PR perspective. If AI can replace human staff, it may soon become common practice.
20:00 – D:
It’s becoming a reality. Many companies I work with lack clear policies or regular training for AI use. Some say “just don’t use it,” which is unrealistic given the prevalence of shadow AI—staff covertly using it.
20:29 – D:
For example, I knew a junior sales executive working closely with a marketing team on a SaaS product. They were happy with the efficiency—until she noticed LinkedIn posts generated by AI that falsely claimed product features. Clearly, neither the employee nor the AI understood the product.
20:53 – D:
This underscores the need for proper rules about AI use in companies, ensuring there’s always a human in the loop. Misinformation becomes a major risk when AI “hallucinates.”
21:18 – D:
One of the scariest findings from my study was that 40% of respondents rated fact-checking AI outputs as only moderately important, and nearly 50% felt the same about reviewing/editing AI content. Even when I provide a strong prompt, I always need to tweak the result—I never copy and paste without checking.
22:04 – D:
This is an area we must address. For instance, I recently saw an AI-powered news roundup on LinkedIn where a top headline showed the current president signing an order—but then later stated “Biden bans US funding.” The headline incorrectly tagged Biden, even though original sources identified the current president. It’s a clear disconnect.
23:01 – D:
As I’ve said before, it’s “consistently inconsistent.” Sometimes the output is amazing, yet you must always verify that it’s correct.
23:25 – Dr. Karen Sutherland:
I use a RAG chatbot with my own content, which is one of the best ways to understand both the potential and limitations of AI. Because I’m familiar with the input, I can see when it goes beyond my prompt—for example, when I ask for specific references, it may generate two or three responses before interpreting them.
24:00 – Dr. Karen Sutherland:
Since all the content is mine, I know its context well. This allows me to spot when it creates responses that exceed my original prompt. Sometimes, even slight changes in the question cause it to falter despite the information being available. Using AI with your own content gives tremendous insight into its true capabilities compared to using general internet sources.
24:25 – Dr. Karen Sutherland:
Applying AI to proprietary content helps you understand what it does best. I also love Claude—which can be set up to mirror your style since you can train it with your own content. I use Claude frequently for writing, and I totally agree with the benefits.
25:22 – Dr. Karen Sutherland:
In my interview findings, only 22% predicted increased adoption—interesting, given how rapidly adoption is rising. Automation is seen as key for strategic communication, and while personalization percentages were lower, it remains an important theme.
25:46 – Dr. Karen Sutherland:
The interviews revealed many themes about the future; the key takeaway is that PR professionals are optimistic but must proceed with caution.
Lisa, do you have a question?
26:09 – Lisa:
I’m concerned about warnings for agencies—especially with young hires who now rely on AI without critically examining its output. A friend’s daughter was penalized in college for submitting an essay thought to be AI-generated, even though it wasn’t. For her, the professor forced a re-test without technology. Could such measures become part of hiring practices in the future?
26:57 – Dr. Karen Sutherland:
Possibly. When I was a junior, I had to complete tasks within tight deadlines—usually online. In some European universities, online exams have been scrapped for in-person assessments to confirm genuine understanding. Perhaps agencies will adopt similar protocols.
27:23 – Dr. Karen Sutherland:
Training is often seen as “nice to have” rather than essential, but proper mentoring is critical. Juniors need to understand the task fully before outsourcing it to AI—that’s where the real problem lies.
27:51 – Dr. Karen Sutherland:
One interviewee said, “With AI there’s darkness and light; it can do amazing things, but like any technology, it’s a double-edged sword.” He noted that while adoption in strategic communications is slow, the darker side may pose risks. On the positive, AI’s speed in content production and strategy allows people to focus more on the human element.
29:09 – Dr. Karen Sutherland:
Consider this a to-do list for each AI stage. At the current stage with ANI and agents, focus on prompt engineering, seamless integration, automation, ethical guidelines, and training. For AGI, work on high-level strategy—humans determine strategy, and AI executes mundane tasks—and develop protocols for emergencies.
30:06 – Dr. Karen Sutherland:
If AGI fails, we must have frameworks in place to preserve human creativity and oversight. At a recent tech festival on the Sunshine Coast, I hosted an AI panel discussing whether AI endangers or empowers creativity. The consensus was that although AI can enhance creativity, it can’t replicate the unique human spark from personal experience.
30:58 – Dr. Karen Sutherland:
It was fascinating to develop these points—I even interacted with AI about how to advise strategic communicators for each AI stage. On technological singularity, AI might jump in and take complete control if no human oversees an organization. We must constantly assert our human relevance in decision-making.
32:10 – Dr. Karen Sutherland:
When decisions directly affect people, a human’s emotional intelligence must be involved. Next steps: as AI enthusiasts, you’ll explore a range of tools and practices. I’m sure you’re keen on developing an AI policy and integration strategy. In my experience with agencies, there’s too much focus on “show me this tool” (Gamma, Opus Clip, etc.) without a broader strategic approach and ongoing evaluation of output quality.
33:26 – Dr. Karen Sutherland:
Rather than simply adopting AI, continuously evaluate its output, improve processes, provide regular training, and update your ethics policy as conditions evolve. That’s all from me. Feel free to connect with me on LinkedIn—I offer training and help with policy development.
34:17 – Dr. Karen Sutherland:
If you know anyone needing assistance with AI policy or strategy, please point them in my direction. I’ve also started a Facebook group where I host weekly live sessions and monthly webinars, creating a community of communicators who share their experiences.
34:45 – Dr. Karen Sutherland:
Now, one question: Are you seeing different enthusiasm and adoption rates geographically? For instance, one survey shows Australians trust AI the least compared to other countries.
35:15 – Dr. Karen Sutherland:
In the diffusion of innovation model, you have enthusiasts and early adopters as well as laggards. Some are very keen, while many are cautious. I’ve been in this space for two or three years, and training opportunities are just beginning to grow.
35:38 – Dr. Karen Sutherland:
People are starting to realize they need to act—after years of messaging about AI’s benefits, many are waiting for it to slow down, only to find it won’t. In the States, I have clients who are more open; in Europe, it’s hit or miss; in India, the enthusiasm is high. There’s a wide range.
36:27 – Dr. Karen Sutherland:
The Institute for Public Relations offers excellent resources for strategic communicators—the link is available, and I’m happy to share my slides with all the links. On the PR side, firms like Edelman were pioneers in digital practices, building credibility.
37:22 – Dr. Karen Sutherland:
Now, with accessible AI tools, anyone with a modest budget can access three or four high-quality options—tools that might rival the work of multi-thousand‐person PR firms. Are you seeing leadership in AI adoption coming from top-down or ground-up approaches?
38:19 – Panelist:
It’s really mixed. Some agencies embraced AI from the start, while others avoid it because they feel it undermines their work. Some believe using AI while billing clients is unethical.
38:42 – Panelist:
Another issue is billing—for example, how do you justify hours if AI does the work so quickly? The research shows these concerns are very real. Do you have any data on how much clients demand transparency regarding AI use?
39:10 – Dr. Karen Sutherland:
I don’t have concrete data, but anecdotally, some clients are unhappy if they know AI is being used. Still, quality matters most; if the work achieves its goals, many clients overlook the method.
40:06 – Dr. Karen Sutherland:
I sometimes can’t tell if text was AI-generated or simply written in an “AI style”—we’re all adapting, much like the uniformity of LinkedIn posts over the years. It’s as if I no longer want to see another overused M-dash or rocket ship emoji or repetitive phrases like “unleash” or “unlock.”
41:01 – Dr. Karen Sutherland:
I’m tired of those clichés. Does anyone have any questions? I’ve seen many comments in the chat that I haven’t yet addressed. I do have one comment that relates to the validity of information from some AI providers—especially when preparing for media interviews. For instance, using AI to generate potential questions for an upcoming interview: has anyone seen it used effectively as an internal prep tool? I heard a PR firm mention, “We use it for talking points, but we also need a reality check to truly understand the journalist we’re preparing for.”
42:24 – Dr. Karen Sutherland:
I haven’t seen it used exactly that way. I know it’s used to create talking points and even quick profiles before meetings—deep research can be a great asset in that regard. It’s a useful way to prepare a spokesperson.
43:01 – Dr. Karen Sutherland:
Thank you, Ivy. Any other questions or comments?
43:24 – Audience:
Hi. My son is graduating from college this weekend. There’s a lot in the media about how recent graduates struggle to find jobs—with some blaming AI. Does anyone have a perspective on this?
43:52 – Dr. Karen Sutherland:
It depends on the company and its willingness to train emerging professionals. Some organizations are very committed to nurturing new talent, while others are purely focused on cutting costs. AI might not make it easier overall, but companies that truly invest in training will continue to value hands-on experience. What field is your son pursuing?
44:16 – Audience:
Political science.
44:40 – Dr. Karen Sutherland:
Many organizations still offer graduate programs, but they’re highly competitive. We encourage our students to gain practical experience while still in university so they have a body of work to show. It’s not easy, but practical, hands-on skills remain critical.
45:05 – Dr. Karen Sutherland:
I recently spoke with a graduate who assembled an impressive website showcasing their work. I even suggested sharing it in Serial Marketers for broader inspiration—not just for new graduates. He’s very interested in the intersection of advertising and marketing. My advice: lean into your communities. Platforms like Hive Index help generate referrals, and on Serial Marketers, people are now discussing tools like ChatPerplexity. Organic, community-driven growth matters.
46:22 – Dr. Karen Sutherland:
I mentioned a concept that might be unfamiliar: “on the internet, no one knows you’re a dog”—like a one-panel New Yorker cartoon. It illustrates that if you actively participate in communities (for example, engaging with frequent commenters on LinkedIn), you build a reputation that lasts.
47:10 – Dr. Karen Sutherland:
Consider recent guests on the corporate side—people like Adam Kleinberg or Matt Britain who openly share their emails. If you network and mention you were on the call, it can lead to opportunities. Experience isn’t solely measured by years; community engagement counts.
47:57 – Dr. Karen Sutherland:
I encourage everyone to join communities and interact with people you respect on LinkedIn. I notice frequent commenters and will remember those who engage consistently—even years down the line.
48:24 – David Cutler:
Welcome back, David Cutler here. A friend of mine, a professor at Boston University, taught an advanced marketing course. To determine if students truly understood the material (versus just using AI to write assignments), he organized live debates and discussions. Undergraduates today are comfortable relying on AI to write, but they often struggle to express their own understanding. That’s why real-time debate is invaluable.
49:18 – David Cutler:
He brought me in because I’m known for coaching—even introverts can learn to communicate effectively without relying on a screen. The ability to express and debate live is crucial. It builds confidence and genuine understanding.
50:03 – David Cutler:
I believe that debate classes will make a comeback because there’s no substitute for live, public discussion. Even at the graduate level—where tuition can run as high as $80,000 a semester—demonstrating live comprehension is essential.
50:26 – David Cutler:
I once had a class where I distributed brown paper bags for a fun exercise. One student opted out, and although it was awkward, it led to an effective presentation and discussion. We owe it to ourselves to stay ahead of these technologies rather than simply blaming them.
51:06 – Moderator:
Thank you for that insight. Jim—did we miss your question or comment? (Pause) Sorry, I was muted earlier. Thank you, everyone.
51:34 – Jim (Moderator):
Dr. Sutherland, something you mentioned earlier surprised me. Two years ago, I met Heather Brown—she focuses on using AI in universities. Through her, I was introduced to Carlo Yakano. Do you know him?
52:08 – Dr. Karen Sutherland:
No, I don’t know him personally. He introduced me to a group of about 13 individuals. While Australia is cautious, it’s become a wellspring for ethical, strategic AI use in education—which I believe is one of the most important issues today.
52:38 – Dr. Karen Sutherland:
Australia produces very thoughtful work. Carlo introduced me to many brilliant minds whose papers are extraordinary. I believe I’ve even heard him speak at a higher education conference—he’s quite animated. Also, Heather works on debunking the effectiveness of AI detectors, which often yield false positives. Interestingly, much of that leadership comes from women.
53:30 – Dr. Karen Sutherland:
Heather brought me into one group and Carlo into another. You are in a critical part of this conversation. For example, Danny Lou of the University of Sydney creates excellent content on YouTube every two weeks, and Phil Dawson in Melbourne is one of the most authentic voices in AI. Yet, the broader business community remains cautious. It’s great that we have enthusiastic innovators, even if they sometimes clash with caution.
54:20 – Dr. Karen Sutherland:
That collision of enthusiasm and caution is valuable—it forces unorthodox, honest dialogue. Australians are refreshingly blunt, and that openness is exactly what we need.
54:42 – Jim (Moderator):
We need to continue having these meetings to honestly discuss our challenges as the deluge of information increases. This conversation is important—thank you, Australia, for your fearless candor. We’re slightly over time, so we won’t keep Dr. Sutherland any longer.
55:05 – Jim (Moderator):
Thank you, Dr. Sutherland, for your tremendous research and insights. I look forward to sharing them with our community. Thanks to everyone for participating today. We have an exciting town hall next week—hope to see you then.
55:26 – Jim (Moderator) / Dr. Karen Sutherland:
Thanks again, Doctor. I’ll be coming to the States in October. I hope we can meet up in New York as part of your tour. I’ll be finishing my tour by then. Thank you, everyone—have a great day. Bye bye.