As AI advances, marketing and communications professionals face unprecedented changes. The technology enables brands to analyse vast datasets, automate customer interactions, create targeted messages and predict future consumer behaviour. Yet, with all its potential, AI raises concerns about job security, role evolution and the potential loss of the ‘human touch.’ AI is undoubtedly an asset in streamlining processes; however, there are several marketing and communications qualities that only human intelligence can fulfil.

Here is why human intelligence remains essential, even in an AI-driven world.

Corporate communications – internally with employees and externally with stakeholders – depends on trust, relationship-building and cultural understanding. AI can help identify communication patterns and automate updates, but it cannot replace the nuanced conversations and strategic empathy required for effective communication. Whether leading change, inspiring teams, or representing brand values, human leaders bring insight into their audience’s mindset, addressing needs and emotions that AI cannot fully grasp. Similarly, thought leadership, an essential aspect of corporate communications, demands genuine insights drawn from experience, knowledge, and intuition. While AI can analyse industry trends and generate data-driven articles, it cannot replicate the authority, credibility, or human perspective real leaders provide. To resonate, thought leadership must reflect personal experience and vision – inherently human qualities.

AI has a limited role in crisis communications where rapid and thoughtful human responses are paramount. A crisis may involve public relations issues, sensitive corporate matters, or emergency management. In these situations, trust and empathy are non-negotiable, and the communication must be underpinned by understanding and emotional intelligence. AI lacks the nuances required for crisis responses that are tactful, compassionate and aligned with human ethics and cultural considerations. Then there are the ethical dilemmas that arise, especially regarding customer data and privacy. AI processes data without a moral framework, which means that sensitive decisions – such as navigating privacy issues or responding to negative feedback – require human oversight. Professionals weigh the moral impact of decisions in terms of upholding ethical standards necessary to protect the brand’s integrity and foster positive public perception. This ethical judgement, ingrained in corporate values, is a fundamental aspect of marketing and communications.

Emotional intelligence is crucial to understanding consumer behaviour and influencing decision-making. AI can analyse behavioural data and identify trends, but it cannot grasp complex emotions, adapt to shifting moods, or respond with empathy. Marketing and communications rely on tapping into human emotions, understanding the why behind consumer actions and then crafting messages that resonate. A marketing team with strong emotional intelligence can recognise when a campaign is tone-deaf or when customer feedback demands a sincere, personalised response. For instance, messages that celebrate diversity or respond sensitively to global events are often nuanced. They require professionals who can gauge public sentiment and pivot the message towards authenticity and relevance. AI can predict general trends, but it cannot feel or empathise – qualities that set human marketers apart.

One of the most valuable human contributions to marketing and communications is creativity. AI can generate content, suggest optimised formats, and offer insight into what has performed well in the past. However, original storytelling, humour, and innovative thinking come from human experience, curiosity, and an understanding of societal values and cultural trends. Compelling marketing campaigns are memorable because they touch on universal truths, shared values, and human experiences. AI’s role in creativity can best be described as supportive. It can generate ideas based on previous data patterns, but it cannot originate concepts that push boundaries or reflect personal perspectives. Creative vision remains firmly in human hands.

Strategic thinkers draw from personal experience and knowledge of industry dynamics to base their decisions. This foresight allows for proactive planning that can adapt to unpredictable market shifts, regulatory changes, and technological advancements. Human intelligence enables the consideration of factors beyond data, such as intuition, ethical judgement and personal experiences that ultimately shape resilient and adaptable strategies.

AI serves best as a complement to human intelligence rather than a replacement. Automation allows marketing and communications professionals to streamline processes (data analysis, customer service queries and content personalisation), freeing up time to focus on tasks that require human insight and judgment. AI can assist in evaluating metrics, identifying trends, and automating repetitive tasks, enabling professionals to concentrate on creative, strategic and relationship-building aspects of their roles.

AI offers new opportunities for professionals. As it takes over the more technical aspects, marketing and communications functions are evolving with new positions emerging: AI strategists, digital ethicists and data-driven marketers. Marketing and communications professionals who hone skills in data interpretation, empathy and creativity will find themselves invaluable in a world increasingly influenced by AI. As automation takes on operational tasks, roles in leadership, strategic direction and thought leadership will grow in significance, emphasising the need for human judgement and vision.

Intelligence, paired with AI’s capabilities, will drive the future of marketing and communications, but at the end of it all, it is humans – not machines – who understand how to connect and communicate with other humans.

Farhia Jabbar is Head of Communications, Chairman’s Office, Engro Corporation.