Is Your Communications Strategy Ready for the Age of Generative AI?

Back in the early 2000s, when search engines were just beginning to reshape how we found and shared information, many brands dismissed Search Engine Optimisation (SEO) as a passing fad. But those who paid attention - those who learned to speak Google’s language - reaped a first-mover advantage that transformed their visibility and their business. Fast forward two decades, and communications teams are facing a similar inflection point. This time, it’s not search engines - it’s generative AI.

Across the world, the communications playbook is being rewritten by the likes of ChatGPT, Gemini and Claude. From media teams in Lagos drafting investor updates to public affairs professionals in London preparing regulatory briefings, generative AI is rapidly becoming the co-pilot in boardrooms and newsrooms alike.

But here’s the catch: using AI isn’t the same as optimising for it. And just like early SEO, the brands that figure this out early stand to gain the most.

AI Has Changed the Content Game - But the Basics Still Matter

Let’s start with the obvious: content creation is faster than ever. Whatever content you need, there are generative AI tools that can generate it in seconds. But speed alone isn’t a differentiator anymore. What matters is whether your message still cuts through - whether it carries your brand’s unique voice, clarity and point of view.

At Talking Drum, we have been experimenting with using generative AI to draft content. What we have found is that while language is usually polished, the messaging can often be generic. The nuance and emotional stakes rarely come through. As a result, human editing becomes less about grammar and more about restoring identity.

The takeaway? AI can help you write faster - but only you can ensure you’re saying something worth reading.

Earned media still drives visibility

This is where journalism and earned media comes in. A recent report by Muck Rack which analyzed more than 1 million links from AI responses revealed that more than 95 percent of links cited by AI are non-paid coverage. Of those, over 27% of links are journalistic content. More than 89% of links cited by AI are earned media.

Recency also matters, especially for event-driven or opinion-based topics, with fresh content often ranked higher. For brands, consistent, high-quality media visibility isn’t just about reputation - it directly influences what AI systems say about you and how people discover you through them.

Visibility Is Being Redefined - Again

Back in the early days of SEO, communicators learned to write for algorithms as well as audiences. Keywords, meta descriptions, and structured content became standard. Today, the rise of generative AI is quietly creating a new set of rules.

People are no longer just searching Google for answers - they’re asking ChatGPT. This changes how your content needs to be structured and phrased. A few years ago, optimising a blog post to rank on Google was top priority. Today, the main consideration is about how an AI assistant might summarise that post in response to a voice query from a policymaker or journalist.

If your content doesn’t answer questions clearly, contextually and conversationally, it may never reach the people who need it most - even if it’s beautifully written.

Don’t Let AI Dilute Your Brand’s Voice

One of the biggest risks in the age of AI-generated content is brand dilution. Generative AI tools, while powerful, often default to clarity and neutrality - smoothing out personality and flattening voice in the process. Over time, this can erode the distinct tone that sets your brand apart.

If you’re serious about optimising your communications for AI, start by treating tone as a strategic asset. Develop a living tone-of-voice guide that both your team and your AI tools can draw from. Consider training custom AI models or prompt libraries using your brand’s best work - content that truly captures your voice and values. And don’t stop there: run regular audits to ensure anything AI-assisted still feels unmistakably like you.

Being “AI-optimised” doesn’t mean using AI for everything. It means understanding the strengths and limits of these tools - and knowing when to lean in and when to lead.

Just like SEO transformed digital marketing in the early 2000s, generative AI is reshaping the comms profession today. The winners won’t be the brands that publish the most—but those who publish with purpose, with clarity, and with systems smart enough to guide consistent, compelling storytelling.

So, don’t just experiment with AI. Integrate it. Shape it. And most importantly, make it work for your message - not the other way around.

If you’d like to talk about how Talking Drum Communications can support you to optimise your communications strategy, do get in touch - hello@talkingdrumcomms.com