AI might be changing the game, but it’s still our game to play.
Maintaining brand identity and authenticity in the face of emerging technology.
AI is changing the way we do business. It already has. I'll be honest—embracing AI didn’t come naturally to me at first. Wawner Strategies was built on authenticity, on relationships, on the kind of work that doesn’t fit neatly into an algorithm. But as the landscape evolved, I realized that resisting AI wasn’t the answer. The answer was using it to make our work sharper, more strategic, and ultimately, more human.
At a recent luncheon with peers from other national firms and esteemed practicioners at the College of Charleston, we talked about the future of our industry. As communications professionals, so much of what we do is white glove—bespoke, personal, and deeply human. But while AI and automation have their place, they can only take us so far.
Think about it: AI can analyze data and predict trends, but it can’t capture the electric buzz in a restaurant during its first week of service—the nervous energy of the staff, the pride in the owner’s eyes, the warmth of guests toasting to something new. It can’t recreate the goosebumps we get from a perfect ad campaign, the kind that makes us feel something deep in our bones (or for me, call my sisters crying). And it definitely can’t replace the magic of meeting someone and instantly clicking, that unspoken familiarity of a kindred spirit.
This is why, no matter how advanced AI becomes, human connection will always be our competitive edge. The ability to read a room, to feel a moment, to understand nuance—these are things no machine can replicate. AI can assist, but it can’t replace intuition, storytelling, or the kind of creativity that makes people stop scrolling, pay attention, and actually care.
And in an industry like ours, well, that’s everything.
So instead of resisting AI, we have begun to harness it. Here’s what I learned:
AI should make our work better, but by no means replace it.
It should free up time for high-touch, strategic opportunities that only humans can execute well.
It should alleviate burnout for junior employees who historically get stuck with tedious tasks.
It should enhance pitches by seamlessly combining angles from multiple sources.
It should keep messaging consistent across platforms with custom avatars tailored to distinct writing styles and tones of voice.
It should allow us to brainstorm with... ourselves. (Seriously, try it.)
And let’s be transparent while we’re at it—we shouldn’t hide from our clients that we use AI. We use it to their advantage. The reality is, the industry is evolving, and if we don’t evolve with it, we become irrelevant.
One undeniable shift? AI has taught us to rethink what we charge for and I, for one, do not want to get priced out by machines. Press releases, for example, used to be billable, but now? If you're still paying someone to write yours, call me. AI has also proven that social media can be "good enough" without a human touch—but never as good, and you get what you pay for there.
But while AI can streamline, optimize, and even enhance certain aspects of our work, but it can’t replicate the moments that truly matter.
At Wawner Strategies, we’re already advising clients on how they should be leveraging AI. It makes us better at what we do, and it reminds our clients that they’re working with a team of lifelong learners, early adopters, and strategists eager to utilize emerging platforms when it makes sense—not just for the sake of innovation, but for the sake of creating better, faster, and more impactful work.
AI is changing the game, but it’s still our game to play. And I, for one, am excited to see how we continue to raise the bar.
How are you using AI in your work? Let’s talk in the comments.