I recently had the pleasure of joining Philip Weiss on the ZNL podcast for a deep dive into AI, communications, and the future of work. Our conversation lasted over three-quarters of an hour, and I was in the hot seat answering Philip’s brilliant questions—questions that made me think about things I hadn’t considered before.
As someone who’s worked across journalism, broadcast, public sector communications, and more recently, AI, I relished the opportunity to share my thoughts. Here’s a snapshot of that conversation and the insights I shared.
The Moment AI Changed Everything
I’ll never forget November 2022. I was sitting in my office in the West of Ireland when ChatGPT was released. That moment felt like a lightning bolt. My industry, my work, and the very way we communicate had been disrupted overnight.
Having started my career in journalism, where shorthand and touch typing were key skills, and then moved into digital marketing and communications, I’ve seen disruption before. But AI was different. It wasn’t just another tool. It was a game-changer.
I spent months reflecting: what value could I bring in an AI-driven world? That reflection led me to write The AI Playbook: The Strategic Guide to AI for Marketing and Communications. It wasn’t just about producing a book for others—it was about immersing myself in the technology, understanding it deeply, and then teaching others what I’d learned.
AI is Communications, Not Coding
One of the key messages I emphasize is that AI is fundamentally about communication. We’re not just coding—we’re engaging with technology, clients, and audiences.
Whether it’s explaining why a department should adopt AI internally or communicating to audiences about AI-driven products or services, literacy is critical. My goal is to make sure communicators are fully AI-literate.
Balancing Domain Expertise with AI
I’ve been building AI systems tailored to my work—like AIJ, an AI assistant trained on my knowledge, podcasts, books, and client work. It’s a domain-specific model that reflects my expertise in communications.
Here’s the thing: AI can process huge amounts of information and automate repetitive tasks, but domain expertise still matters. Communicators like me know the nuances of our industry, the biases of clients, and the subtleties of messaging. AI amplifies our expertise—it doesn’t replace it.
Practical AI in the Workplace
In my work with clients, I’ve seen the most success when AI tackles highly repetitive, time-consuming tasks. Some examples:
- Text, copy, and formatting: AI can generate drafts and ensure brand consistency across multiple teams.
- Data analysis: AI can quickly review complex datasets, helping teams identify gaps and insights that would take days to compile manually.
- Video editing and content repurposing: Tools like Opus Clip turn long-form content into engaging short clips efficiently.
The key is starting small. Define clear tasks for your AI tools, set boundaries, and integrate them into standard operating procedures. Overloading AI or expecting it to do everything leads to frustration.
The Hype vs. Reality
There’s a lot of hype around AI, especially in marketing. Some promise “instant results” or “a million leads with a few prompts.” In reality, AI is powerful, but it’s not magic.
Organizations and teams need to focus on use cases: specific, measurable applications of AI that demonstrate value. Training plus practice is essential. Literacy alone isn’t enough—you need to understand how AI works, what it can and can’t do, and the ethical and governance frameworks that guide its use.
Addressing Fear and Ethical Concerns
Fear around AI is real, whether it’s about misinformation, deepfakes, or even AI-driven cyber attacks. I’ve seen firsthand how convincing deepfakes can be and the potential for misuse.
That’s why education, governance, and ethical standards are crucial. The more people we train to use AI responsibly, the better we can safeguard our organizations, democracy, and society at large.
The Future of Work
AI will certainly affect jobs that are repetitive, manual, or highly procedural—think entry-level knowledge workers, middle management, and certain administrative roles.
But for domain specialists who combine deep expertise with AI literacy, there’s an enormous opportunity. In fact, I believe the combination of “AI plus me” is stronger than either alone. My experience, judgment, and critical thinking allow me to leverage AI effectively while maintaining accountability.
About the Podcast Host
Joanne Sweeney is a specialist in public-sector marketing and digital communications. She’s the author of Public Sector Marketing Pro and the creator of the Professional Diploma in AI for Public Sector Marketing. With years of experience in training, consulting, and advocating for digital transformation, Joanne provides insight and guidance for government agencies navigating the digital landscape. She is also the host of the award-winning Public Sector Marketing Show podcast.
