[This article was originally posted on the CPRS Vancouver blog on January 14, 2025]
It's hard to believe that just two years ago, ChatGPT 3.5 made its debut and captured the world's attention. CEOs from leading tech companies were quick to highlight the revolutionary nature of Generative AI. Sundar Pichai, CEO of Google, remarked that AI is "more profound than fire or electricity." Satya Nadella, CEO of Microsoft, described this era as a "golden age of AI," emphasizing its potential to redefine work and enhance human capabilities.
Among all the pronouncements, the most apt came from Sam Altman, CEO of OpenAI, who likened Generative AI to the invention of the transistor. This analogy is particularly fitting when considering the societal transformation the transistor unleashed. Before its invention, electronics relied on vacuum tubes—effective for their time but bulky, fragile, and power-hungry, making further scaling nearly impossible. The transistor revolutionized electronics, enabling the miniaturization and mass production of devices and laying the foundation for modern computing, the internet, and smartphones.
The transistor’s full impact took time to unfold. Personal computers, for example, only achieved widespread adoption in the 1980s with the introduction of user-friendly models like the IBM PC and the Apple Macintosh. Similarly, while mobile phones debuted in the 1970s, it wasn’t until the early 2000s that they became truly ubiquitous.
Today, most of us take the use of computers and mobile phones for granted. When first introduced to the workplace, organizations needed time to understand their potential, adapt processes, and train employees before fully realizing the benefits of these new tools.
However, the pace of adopting transformative technologies has accelerated dramatically. Social media, for example, reached mass adoption far more quickly than personal computers or smartphones. Generative AI, though, has surpassed even those benchmarks. According to a recent Federal Reserve study, 40% of U.S. adults have already used Generative AI, with 28.1% incorporating it into their work—an astonishing rate compared to the 15 years it took personal computers and the 8 years it took social media to achieve similar milestones.
Given its rapid adoption, Generative AI is already reshaping industries and professions, but not all functions are keeping pace. Communications, in particular, lags behind other fields in integrating AI effectively. According to the Global CommTech Report, while 82% of PR professionals recognize AI skills as essential, only 18% see AI as a strategic tool, and 83% limit its use to basic tasks like content creation.
The gap in Generative AI knowledge and proficiency is also concerning—especially as 2025 is poised to see an acceleration of the technology’s deployment across organizations. This is particularly significant for the communications profession, a field that historically has been an early adopter of transformative technologies.
Take social media as an example. In the late 2000s, communications leaders were among the first to recognize the revolutionary potential of platforms like Twitter and Facebook for stakeholder engagement, brand storytelling, and audience interaction. By diving in early, they didn’t just adapt to social media—they shaped its use cases, leading the charge on how brands and organizations could leverage it effectively.
Generative AI offers a similar opportunity, especially as communications is expected to be one of the first functions impacted by its scaling next year. It is poised to redefine how organizations communicate, engage, and build relationships. Communications professionals have the chance to turn generative AI into a cornerstone of their work—streamlining workflows, enhancing creativity, and driving data-driven insights at scale.
This moment calls for the profession to take the lead. By embracing Generative AI early and setting the standard for its strategic application, they can define its role within the profession—rather than risk having its use dictated by others.
To close this gap, we must tackle the skills deficit directly. With only 43% of PR professionals having received formal AI training and just 9% considered proficient in applying Generative AI tools, building expertise is an urgent priority. Reimagining the practice of communications begins with a deep understanding of AI—its capabilities, applications, and the value it can bring to our work.
As we continue to prepare for the year ahead, there’s no better time for communications professionals to commit to mastering Generative AI. By investing in training, experimenting with new tools, and embracing innovation, we can define its role in the future of communications—ensuring that our profession remains as innovative, impactful, and essential as ever in this AI-powered era.
