The Future Belongs to AI-Enabled Communicators: Key Takeaways from UK Networking Event with Microsoft’s Frank X. Shaw

“AI is not the future; it is the present.” David Mounde, Page UK Country Chair, Managing Director at Deverill Executive Search

Frank X. Shaw, Microsoft’s Chief Communications Officer, joined other industry leaders at a recent Regional Networking Event hosted by Kelly North at Mubadala’s London office. 

During his presentation, Shaw shared an inside look at how AI is transforming the communications function (you can check out his full presentation - login required). With a mix of strategic insights and hands-on examples, his discussion painted a clear picture of where the industry is headed. As communicators, we must embrace these changes—not just as passive observers, but as active participants shaping the future. Below are three major takeaways from his conversation.

1. AI is a Powerful Ally in Content Creation—But Judgment is Key

• AI should be integrated as a collaborator, not a substitute. Communicators who learn to leverage AI for efficiency while maintaining editorial control will gain a competitive edge.

One of Shaw’s most compelling points was how AI can assist in content creation, making communicators more efficient without replacing their creative instincts. Microsoft has embedded AI tools like Copilot directly into its workflow, allowing teams to generate headlines, synthesize key messages, draft blog posts, and even create synthetic audiences for message testing. In the presentation, Shaw shared the graphic below, which walks through how AI can augment the development cycle of a blog.

However, Shaw was quick to caution against blind reliance on AI. He pointed out that while these tools can save time, they still require human oversight. AI might be able to generate a blog post in seconds, but it takes a communicator’s expertise to refine the message, ensure alignment with brand voice, and adapt content for different audiences. He likened AI’s role to that of an assistant: it can brainstorm, edit, and optimize, but it can’t replace the strategic decision-making that defines great communicators.

2. Measurement is Shifting from Retrospective to Real-Time

• CCOs must embrace AI-powered measurement tools to move from static reporting to dynamic, data-driven decision-making. The ability to monitor messaging in real time will become a key differentiator in communications success.

For years, communicators have struggled with measurement—often relying on backward-looking metrics to justify their work. Shaw shared how Microsoft has partnered with Meltwater to revolutionize this process, bringing real-time AI-driven insights into their communications strategy. Instead of waiting weeks for reports on media coverage, sentiment, or message resonance, communicators can now track these indicators as they unfold.

This shift is crucial because it enables communicators to adapt their strategies on the fly. For example, during a major Microsoft quantum computing announcement, the team used real-time AI dashboards to assess media coverage, identify gaps in their messaging, and adjust their outreach in the moment. In a landscape where the media cycle moves at breakneck speed, this kind of agility is indispensable.

3. The Future Belongs to AI-Enabled Communicators

• The challenge is not whether to adopt AI, but how quickly communicators can develop the habits, skills, and mindset needed to wield it effectively. 

AI is not a passing trend—it is the new reality of communications. The role of communicators is not disappearing, but it is evolving at an unprecedented pace. For example, we had Shaw as a presenter at the 2024 Annual Conference, and even in the past 6 months, the environment has evolved dramatically.

Those who experiment with AI, integrate it into their workflows, and use it to amplify their strategic thinking will thrive. Those who hesitate risk being left behind.