Future-Proofing the CCO Role: Lessons from AI and Strategic Communication Research

Artificial intelligence (AI) is no longer a distant trend for communication leaders. It is here-shaping how organizations engage employees, respond to crises, communicate values, and even participate in public life. For Chief Communication Officers (CCOs), AI is both an opportunity and a test of leadership. Recent book project in AI and Strategic Communication (Cheng & Vercic, forthcoming 2025, October) shows that AI’s influence spans the individual, organizational, and societal levels, raising new challenges in trust, authenticity, and governance.

The question is not whether AI will affect the CCO role, but how CCOs can prepare their functions, and their organizations, for the next chapter of enterprise leadership. Three strategic shifts are essential.

1. Lead with AI Literacy-In Teams and at the Board Level

CCOs are uniquely positioned to help organizations understand not just the technical applications of AI, but also the reputational, ethical, and cultural implications. This requires more than outsourcing expertise to IT or legal. Instead, communication leaders must cultivate AI literacy within their own teams, so staff understand how AI tools shape messaging, audience targeting, and data interpretation, and within the C-suite, where decisions about AI strategy increasingly carry brand and stakeholder consequences.

Practical step: Start small. Introduce regular “AI briefings” in your communication team and at board meetings. These can spotlight emerging issues (e.g., algorithmic bias, generative content risks) and connect them to business outcomes and trust.

2. Navigate AI-Driven Crises and Disinformation

AI accelerates the speed, scale, and sophistication of crises. Deepfakes, algorithm-amplified rumors, or AI-generated misinformation can erode reputation in hours. While monitoring tools and predictive analytics provide early warnings, they are not a substitute for preparation. CCOs must design AI-era crisis playbooks, anticipating not only traditional risks but also AI-enabled disinformation and manipulation.

Practical step: Pair human oversight with AI tools. For example, use sentiment analysis platforms to flag potential issues, but rely on experienced communicators to assess nuance and decide responses. Regularly stress-test your crisis plans against scenarios like a viral deepfake or bot-driven campaign.

3. Redefine Human–AI Collaboration While Maintaining Authenticity

Perhaps the most profound challenge for CCOs is balancing efficiency with authenticity. 

Generative AI can draft content at scale, but publics remain sensitive to what feels “real.” Research shows that while AI can enhance rational appeals, emotional resonance and authenticity are still best delivered by humans. CCOs must guide their organizations toward human–AI collaboration that supports communicators without replacing them.

Practical step: Establish clear policies on when AI may be used for drafting, personalizing, or simulating communication, and when human voices must lead. Transparency matters: disclose when AI has been used, and frame it as a tool that augments, not replaces, human creativity and judgment.

The CCO as AI Navigator

The rise of AI is reshaping what it means to be a Chief Communication Officer. Beyond messaging and media, CCOs are becoming navigators of technology, ethics, and trust. By building AI literacy, preparing for AI-driven crises, and redefining human–AI collaboration, CCOs can future-proof their role, and help their organizations harness AI responsibly and strategically.

How are you preparing your communication function for these challenges? What strategies have you found effective in balancing AI innovation with authenticity and trust? Share your experiences, we’re all navigating this transformation together!