Artificial intelligence (AI) is a tool for enhancement, fast wins and growing brilliance, many insist. Others rebuff that it is incapable of original thought and true creativity. For all, it maximises the challenge to rise above the tsunami of content – and spotlight thought leadership.
But let’s shift the focus to human intelligence (HI) and the capital of our brains. With the market logic of supply and demand, human capital should gain in value. Human relations, skills, senses, perceptions and judgement are set to become prized possessions.
Think tanks that provide research-based, trusted human intelligence have the potential to thrive in tomorrow's public policy debates. Disinformation, deepfakes and increasingly blunted voices (and visuals) need to be countered with facts and critical thinking. Human analysis, personal persuasion and communication will remain the keys to influence a European Commissioner or build a coalition around a policy proposal. Real exclusivity will win over artificial reach.
The art of policy communication and storytelling has always been more than maximising clicks. It is a sad thought for communication professionals to lose the power of personal storytelling. As bodies with brains powered by neurotransmitters, we remain touched by lived stories of love and trauma, of joy and sadness.
Beyond boxes of text, visuals and videos, tomorrow's communication professionals could explore the senses of smell, taste and touch. Already today, AI-enhanced content is being complemented with more analogue or "vintage" communication (and fundraising) products. Are handwritten, possibly perfumed postcards becoming more treasured communication tools? Will tasty food and beautiful physical spaces become central to more personal, experiential and sensory communication?
AI is helping think tanks – and all types of digitally driven organisations – automate many admin, monitoring, reporting, mapping, management and other processes. But in the process of AI enhancement, let us remember to continue investing in brain capital, human storytelling and mental exercise.
Bianca Baumler is Associate Director for Strategic Communication at the EPC.
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