– Kaitlyn Baker — Unsplash
I recall the conversations from the pre‑pandemic world — an era when corporate office perks and workplace playgrounds were the currency of the moment and every CEO’s favorite phrase was “attraction and retention.”
Human resources professionals were finally getting their recognition. Some even called them the second‑most important person in the C‑suite. When the pandemic hit, many felt they moved into the top spot.
I say this as we enter a Brave New World of the workplace, a 1984‑style environment in which those who control the words control everything. A time when so many are convinced that AI is all any company needs.
I disagree.
Communication, marketing, branding, messaging, public relations — no matter what you call it — is more important than ever.
Getting your story told accurately and across countless platforms is a skill. Those who believe they can hand that responsibility over to a large language model algorithm may be in for a rude awakening.
To be clear, this is not the last stand of a man who has his head in the sand. Artificial intelligence can be enormously helpful, just as Google and other search engines have been helpful for a generation.
But asking AI to do the entire job — assuming it will grasp all the nuance and history — is no different from asking, “What would a top CEO do?” and then acting on the answer without any independent thought.
Am I the only one who feels this way? Apparently not. More and more, companies are actively seeking “storytellers.” They realize the need and value of the human touch.
So do we.
The first BINJE’s Best: Top Women in Business list is filled with professionals who excel in communication, marketing, branding, messaging and public relations. They are at the top of their game.
I know. I work with them. And I didn’t need AI to tell me just how talented they are.
