AI & Strategic Communications: A Global Perspective at GWU

Post-session selfie with the University of Navarra students at GWU—great discussions on AI, trust, and the future of strategic communications.

Preparing Future Communicators for AI’s Role in Trust, Reputation, and Strategy

This week at George Washington University’s Graduate School of Political Management, I had the opportunity to lead a session with students from the University of Navarra’s Master’s in Political & Corporate Communications program, who traveled from Madrid, Spain, as part of their multi-week residency. Our focus? How AI is transforming the way we influence, engage, and build trust.

AI in Communications: Opportunity or Risk?

We started with a fundamental question: Is AI in communications more of an opportunity or a risk? The students brought a range of perspectives, with some seeing AI as a game-changer while others raised concerns about trust and ethics. Some saw AI as a game-changer for efficiency, personalization, and strategic decision-making, while others raised concerns about trust, misinformation, and the erosion of human creativity.

Rather than just debating AI in theory, we put it to work. The students engaged in two case studies, applying my PR AI Risk Scorecard to assess AI’s impact on brand reputation, messaging, and crisis response.

What We Uncovered

AI is already reshaping communications. With 72% of professionals using AI weekly, communicators must not only understand these tools but actively shape how they are integrated. AI isn’t coming—it’s here.
Trust is the defining metric of the AI era. AI-driven sentiment analysis is changing how brands, policymakers, and organizations measure and maintain credibility in real time. The challenge? Ensuring transparency and responsible AI use.
AI won’t replace communicators—it will redefine how we lead. The best strategists will be those who know how to use AI ethically, strategically, and with human oversight.

Bridging the Gap Between AI and Strategy

One of the most compelling moments of the session was watching students analyze AI-driven brand crises and develop strategic solutions using real-world frameworks. It reinforced a key point: Communicators who master AI’s ethical and strategic applications will shape the future of this industry.

At GWU, we’re preparing students not just to adapt to AI but to lead its responsible use in communications. As AI continues to evolve, the role of strategic communicators will be more critical than ever in guiding trust, credibility, and ethical engagement.

What’s Next?

The conversation around AI and strategic communications is just beginning. How are you integrating AI into your communication strategies? What challenges or opportunities do you see ahead? Let’s continue the discussion.

📩 Want more insights? Explore AI’s role in PR and reputation management at BStrategies.co/insights