Topical Summary | Emerging Technology and the Future of Communications Context

This theme draws insights from multiple sessions at the 2025 Page Spring Seminar and peer interactionss

Across these discussions, one truth became clear: Technology is fundamentally changing communication—and what is expected of communicators. From AI-driven media consumption to automated misinformation, CCOs must stay ahead of emerging tech trends to manage reputation, strategy, and engagement.

Key Takeaways for Page & Page Up Members

• AI-driven summaries are shifting audience behavior. As AI-generated search results and social media recaps become the norm, fewer people read full articles or verify sources. Communicators must optimize content for visibility in AI-driven feeds while ensuring accuracy.
• Owned audiences are becoming essential. As search algorithms increasingly dictate media exposure, brands must build direct channels (newsletters, podcasts, LinkedIn engagement) to bypass algorithmic interference.
• Misinformation spreads faster than ever. AI-generated content can manipulate narratives, making proactive reputation management crucial. Communicators must flood the zone with accurate, relevant content to counteract distortions.
• Audio and AI-enhanced content boost engagement. Features like "listen to this article" have higher completion rates, showing that multi-format storytelling is key to reaching diverse audiences.
• AI is personalizing employee learning just as it is transforming audience engagement. Just as AI curates search results and content recommendations externally, companies are using AI-driven learning journeys internally to customize training based on individual needs, skills, and learning styles. Communicators should champion AI-powered learning tools to ensure employees are equipped to navigate technological disruption while reinforcing corporate values and strategic messaging.

Go Deeper: Thought Leadership & Research

• Page. (2024) From Efficiency to Impact: How GenAI is Transforming Communications Strategy. The New CCO Podcast.
• Deloitte. (2024) Corporate Affairs Study: Communicators as Trusted Navigators. Deloitte.
• Harvard Business Review. (2024) The New Rules of Marketing Across Channels. HBR.

What Members Are Saying

From Q&A Discussions:

• 🗣️ Question:
  "With AI-generated summaries taking over search and social feeds, most people don’t even click on articles anymore. They get a curated summary—sometimes outdated or misleading—without ever seeing the full context. How do we, as communicators, adapt to this shift?"
  
• 🗣️ Answer:
  "One concern is manipulation. AI-driven search results will be gamed, just like SEO, making it harder to control what surfaces first. The strategy must focus on creating enough high-quality, relevant content to dominate search results."
  
  "The rise of AI summaries also means we need owned audiences. Newsletters, podcasts, and direct communication channels are critical because they bypass AI filtering and ensure messages reach the right people."
  
• 🗣️ Question:
  "We ask managers to create learning plans for their teams, but many feel unequipped to do so. How can we use AI and emerging technologies to better support managers in guiding employee development?"
  
• 🗣️ Answer:
  "AI is already transforming corporate learning by curating personalized content instead of overwhelming employees with too many choices. But to make this effective, companies must do more than just offer a large selection of training resources—they need to help managers direct their teams toward the most relevant learning opportunities."
  
  "One solution is integrating talent review discussions into workforce training. These reviews provide insights into team strengths and skill gaps, giving managers a structured way to identify what training would be most beneficial for each individual. Instead of relying on broad, one-size-fits-all courses, AI-powered recommendations can tailor learning journeys for employees, ensuring that training is meaningful and aligned with business needs."
  
  "Another key factor is personalization. Just as companies use AI externally to deliver customized customer experiences, they should apply the same approach internally to accommodate different learning styles. Neurodiverse employees, for example, may require alternative formats. AI can match employees to the training methods that best suit their needs, ensuring workforce development is both inclusive and effective."
  
• 🗣️ Question:
  "We focus so much on the mechanics of digital platforms—LinkedIn, newsletters, podcasts—but many of these efforts fail because the author doesn’t have a sustainable point of view. It becomes an answer to a question nobody asked. How can communicators avoid content that feels inauthentic or uninspired?"
  
• 🗣️ Answer:
  "One of the biggest reasons digital content fails is because it’s copycat content—someone sees a format that worked for someone else and thinks they can just replicate it. But that’s not how engagement works. Inauthentic posts—especially on LinkedIn—make brands seem fake. If there’s no real perspective behind it, people can see right through it."
  
  "On LinkedIn, for example, you need a diverse mix of posts. If all you post are company updates or leadership selfies, you’re missing an opportunity to connect. The best posts don’t just show up—they say something. That means taking time to craft a message, highlight individual voices, and create content that resonates beyond your immediate network."
  
  "People resonate with what feels real. I’ve learned that audiences often care more about behind-the-scenes moments, personal insights, or small details than they do about major announcements. The best content comes from listening first, then crafting a message that reflects what people actually care about—not just what’s easy to post."

From LinkedIn (#PageSpring Highlights):

 (Stephanie Lerdall via LinkedIn)