2025 - About The Journey Ahead

When I started this newsletter last year, my aim was straightforward: to explore the critical issues emerging with AI's rise in the communications industry. I set myself some boundaries—no product promotion, no calling out the countless AI grandstanders, no overt criticism of industry missteps, and no unsolicited advice beyond my humble insights.

But in 2025 the stakes in the communications industry have never been higher, and so I might be excused a more direct approach. Here's why the coming year will be pivotal for communications:

• Shrinking Teams and Budgets: Communications departments are contracting, and resources are dwindling. Clearly, we're losing the battle to showcase our indispensable value.

• Resistance to Adoption: Ironically, instead of leveraging AI to bridge the gap, teams cite a lack of resources as an excuse to avoid change. "We're too busy to adopt AI" has become a common refrain.

• The AI Inflection Point: AI has arrived at a stage where it can't be ignored. Two years after ChatGPT, AI isn't just crafting "80% first drafts"—it's solving core challenges in communications. The Kodak moment is here; AI will soon separate the winners from the losers.

• Data Is Non-Negotiable: Too often, strategic and operational decisions rely on gut feelings rather than data. In today's competitive media landscape, being data-driven isn't optional—it's essential. Being merely data-aware or data-curious won't enable your message to break through.

• A Void of Practical Guidance: There's a lack of meaningful advice linking AI advancements to real business problems. Many voices with no operational or product-building experience tell us how "amazing" things are, while internal tech teams focus on limitations or offer half-measures.

• From Tactical to Strategic: AI is no longer just a topic of investigation. It's time to shift from bottom-up, best-effort projects to a top-down strategic focus. Implementation must be driven by leadership to truly transform our practices.

In response, I'm shifting this newsletter's focus to "What Leaders Need to Know," providing practical and direct insights. And yes, where appropriate, I'll unapologetically highlight our own product. As a career technologist who ventured into communications due to its vast technological potential—first with social media, then analytics, and now AI—my team's mission is simple: let's make things 10X better using technology.

Let's embrace the opportunities ahead and drive meaningful change together.

I'll dive deeper into these issues in upcoming posts. If there's a specific area you're passionate about, please let me know. Together, let's make 2025 the year we redefine the future of communications.

Best regards,

Mark