That’s the question Dan Sodergren posed in a recent conversation with Wayne Aspland, author of #Comms2030: Why AI Might Be Communication’s Golden Opportunity.
Wayne’s been studying how AI is changing the communications landscape since 2017 — not from the sidelines, but from inside major organizations where GenAI is already in use.
Their discussion unpacked a powerful message: AI isn’t just reshaping communication—it’s repositioning communications leaders as strategic partners to the C-suite.
Let’s break down what that means for you and your business.
You can see the entire interview here.
From Tactical Support to Strategic Driver
Traditionally, internal communications has been seen as a delivery function — an operational tool. That’s changing. AI is enabling comms teams to shift from reactive content creators to proactive business advisors.
Wayne points out that this change isn’t optional. As AI continues to embed itself in workflows, the organizations that fail to elevate their comms strategy will fall behind — not just in messaging, but in culture, alignment, and trust.
Senior leaders must now ask: Are our internal communications teams equipped to lead, not just execute?
The 4 C’s: Building a Resilient, AI-Ready Culture
Wayne introduced a framework that’s gaining traction among forward-thinking executives: The 4 C’s.
Confidence – Belief in the value of AI tools and the ability to use them effectively.
Curiosity – A willingness to experiment, learn, and adapt.
Collaboration – Not just within teams, but across departments — and with AI itself.
Caring – A commitment to people-first communication, even in a tech-enabled environment.
Each of these traits is essential. But collaboration is where most large organizations hit friction. Aligning people, processes, and platforms is hard enough. Adding AI into the mix exposes the gaps.
Closing those gaps is now a leadership issue, not just a comms one.
The New Role of Comms: Becoming the Conscience of the C-Suite
One of the most compelling parts of the discussion was this idea: internal communications leaders are becoming the moral compass of the executive team.
In a world where AI can generate anything — from policy documents to morale-boosting emails — someone needs to ask: Is this in line with our values? Will our people trust it?
This isn’t a soft skill. It’s a strategic imperative.
More leaders are recognizing this, and new roles are emerging: advisors who understand both the risks and the rewards of AI-driven communication, and who ensure that ethical standards aren’t lost in the pursuit of efficiency.
Preparing for 2030: What Senior Leaders Should Do Next
Wayne’s research takes a clear stance — we’re heading toward a model where human and machine collaboration is the norm. But most comms professionals aren’t being given the time, budget, or support to prepare for this shift.
That’s a problem.
Executives must start treating internal communication not as a cost center, but as a high-impact function critical to AI integration, change management, and employee trust.
Here are a few practical steps to consider:
Audit your current internal communications approach — including how AI is (or isn’t) being used.
Invest in AI training for your leadership and comms teams (Dan Sodergren can help)
Encourage cross-functional collaboration between IT, HR, and comms.
Define ethical boundaries for AI-generated messaging.
Appoint a strategic comms advisor to your leadership team — someone who can flag risks before they become headlines.
Democratization or Dilution?
One of the more nuanced parts of the conversation was around the future of professional communications itself.
Will AI democratize internal comms, giving more people a voice? Or will it dilute quality and consistency?
The answer is: both.
On one hand, tools that allow employees to generate content easily can enhance inclusion and engagement. On the other, without guidance, this can lead to message fragmentation and credibility issues.
Leaders must strike the right balance — enabling access while maintaining standards.
Final Thought: Leadership in the Age of AI
AI may be reshaping roles — but it doesn’t replace judgment, empathy, or accountability.
Executives who understand this will be better prepared to lead their organizations through the next decade. That means embracing technology, yes — but also developing a deeper awareness of how communication shapes culture, trust, and performance.
If you’re not already thinking about the future of internal communications, it’s time to start.
Because AI is not coming. It’s already here.
Recommended Reading And Sites To Visit
Dan Sodergren's site
Dan Sodergren on Linkedin
Wayne Aspland on Linkedin
https://www.linkedin.com/in/wayneiac/
The piece by Dan Sodergren in Strategic
Wayne’s great research
The blog in CSCE
The entire interview on Youtube
The Linkedin Live Replay
Exploring our increasingly digital work futures with Dan Sodergren
https://www.ioic.org.uk/resource/exploring-our-increasingly-digital-work-futures-with-dan-sodergren.html
A great point by Ethan Mollick
Dan Sodergren’s book on Leadership in the Times of AI.