In this thought‑provoking episode of ClarityMatters, host Louise Everett is joined by strategic communications expert Ben Verinder to explore one of the most pressing questions facing communicators today: is AI reshaping not just our work, but how we’re perceived?

AI promises speed, efficiency, and innovation. Yet for many communicators, its rise brings something more complicated: uncertainty. Externally, audiences are increasingly cautious of machine‑generated messages. Internally, professionals face a new kind of dual pressure: adopt AI to stay relevant, but avoid appearing overly dependent on it. For a field built on judgment, creativity, credibility, and trust, that tension is real.

This episodes examines the shifting expectations placed on communicators, the emotional and professional implications of AI adoption, and what organisations must do to introduce these tools responsibly.

You’ll hear Louise and Ben discuss:

• How AI is reshaping the communicator identity, and why many professionals feel conflicted about using it
• Cultural attitudes toward AI and how they influence adoption, credibility, and team dynamics
• Why stigma still surrounds AI use, even in organisations encouraging innovation
• Where most organisations are falling short - from unclear policies to inconsistent expectations
• The risks of “shadow AI”, and what it means for transparency, ethics, and communication integrity
• Why transparency matters, legally and reputationally, when using AI‑generated content
• Practical steps for responsible AI adoption, including governance, policy, and team culture

Resources:

University of Cambridge Generative AI Policy: https://www.communications.cam.ac.uk/generative-ai-tool-guidelines

Book: “AI for Public Relations – A How-To Guide for Implementation and Management” by Stephen Waddington, Ben Verinder: https://www.koganpage.com/marketing-communications/ai-for-public-relations-9781398625037

Communicate AI for PR Conference 2026: https://www.communicatemagazine.com/conference/ai-for-pr-conference-2026/

Claritas Managing Director Louise Everett is the host of ClarityMatters, a limited-edition podcast series bringing together carefully selected industry leaders for short, focused conversations on the issues shaping B2B communications today.

Claritas is a corporate communications agency that helps organisations communicate with clarity, confidence and impact. From a strategic approach, we craft, design and deliver B2B communications that are rooted in clarity, designed for impact and focused on outcomes. Whether it’s employee engagement, change, external communications, reputation, or the ambition to build and evolve a brand, we help organisations say the right thing — clearly, consistently and credibly.

Get in touch:

[email protected]

https://claritascomms.com