The internet is a prime example – it once seemed futuristic, and now forms the backbone of operations for nearly every organisation. The simplicity of life before the internet had its charms, but the digital age has fundamentally changed how we work, communicate and innovate. Today, artificial intelligence (AI) presents a similarly transformative opportunity and embracing it isn’t just about staying competitive—it's about securing the future of your business in an uncertain future.
Lessons from the beginning of the digital era
Having spent over three decades in the communications industry, I’ve witnessed many technological shifts, each one reshaping our sector. When I started in PR as a Junior Account Executive, distributing a press release was a labour-intensive, week-long process involving photocopiers, faxes and mailrooms. (Quite frankly it was the stuff of nightmares. Don’t get me started on that ‘last minute’ client call to change a paragraph, just as you’d finished photocopying 200 press releases!).
The internet changed everything and made my job easier, quicker, much more efficient and far less boring. I was able to use a media database to compile a media list and send out a release to 200 journalists at the click of a button. What once took days became a task we could complete in hours. This shift freed us to focus on strategic decision-making rather than operational tedium. Suddenly, information was at our fingertips as communication and information became instant and global. Email replaced snail mail, and social media has come out top as a powerful tool for connection.
The internet did more than just help us with processes though. It democratised information (and misinformation!), enabled remote work and expanded market reach globally for many. Businesses that recognised this potential early on were able to scale rapidly and ride the wave. Scepticism existed at the time—who can forget early doubts about e-commerce or digital branding? I still laugh at one of my first encounters with a now well-known web agency, but at the time they were a maverick start-up. My client and I sat in their office, captivated as they shared their vision of creating an online ‘brand world’ alongside their newly developed e-commerce platform. We doubted it would take off – and laughed at the thought. But, oh, how we underestimated them! Within months, our brand was thriving online, sales skyrocketed, and we became global, all because we were (eventually) willing to take the plunge on the latest innovation.
The benefits of the internet ultimately outweighed the ‘perceived’ drawbacks, leading to widespread adoption and integration into our daily lives. Within just a few years we had fully embraced the new tech, and it became the norm. That internet agency became our saviours, enabling us to become so much more adventurous and try out new things at a speed and scale we simply couldn’t conceive of before. For those who take calculated risks, the rewards really can be exponential.
Adopting AI in the same way
Today, we find ourselves at a similar crossroads with AI. Just as the internet once did, AI promises to revolutionise how we live and work. From automation and predictive analytics to personalised experiences and advanced problem-solving, AI has the potential to enhance our capabilities in so many ways. The question isn’t if AI will redefine your sector, but how and when.
While concerns about AI's impact on jobs and ethical considerations are valid, we really shouldn’t let these challenges overshadow the opportunities we’re presented with. Forward-thinking businesses are already leveraging AI to optimise operations, innovate product development and enhance customer experiences so at this point, hesitation and fear are the real enemies to success.
Cynicism be gone
I learnt my lesson with my cynicism over the internet. This time round I’m being open minded, balancing caution with opportunity – the internet transformed the communications industry and AI can already help by automating routine tasks and empowering us to focus on strategy, creativity and leadership. And of course, education and adaptation are essential. Just as we learned to navigate the digital world, we must now become proficient in understanding and leveraging AI. Personally, I'm not afraid and I don’t see it as a threat, in fact, I welcome it and have lots of training lined up to ensure I’m ahead of the curve. I’m embracing it with more curiosity and openness than I did with the internet. Let’s face it, those who hesitate risk being left behind, while those who embrace AI will find themselves at the forefront of their industries.
