AI Finds a Lane – So You Can Excel in Yours
July 17, 2025
By: Scott Westcott
As AI evolves, its role within professional communications is, thankfully, starting to crystalize.
AI is finding its lane as a super-efficient aggregator of information and a somewhat reliable partner in creating routine fact- and data-based content.
But while its efficiency is impressive, it’s clear AI still needs a LOT of human oversight.
That oversight starts with the basics of effective and responsible communications: truth and accuracy.
I’m not sure if AI is just sloppy or conspires to be downright sneaky. Either way, misinformation and errors often find their way into even the most basic AI-generated content.
And when the messaging becomes more complex — and the emotional stakes are high — AI continues to demonstrate that it still cannot compete with its human counterparts.
The beat reporter approach
For now, at least, we’re a long way from AI adopting the “beat reporter” approach that is essential for good storytellers.
Beat reporters spend plenty of time talking to sources, contacts, and colleagues. They get out in the field to see, hear, and feel what’s happening.
They have a knack for identifying compelling story angles from routine conversations, making connections that can evolve into trend pieces, and jumping on newsjacking opportunities from daily headlines.
They conduct interviews that capture unique insights and subtle details that can make a story sing.
And they have good instincts for when to veer off from routine or prepared questions to allow a conversation to ramble down unexpected and intriguing paths.
Once they gather information, they know how to craft a story that delivers maximum impact without fudging facts or exaggerating details.
You know, the kind of stuff you actually want to read or watch.
More time for the stories that matter
Maybe the day will arrive when AI is capable of mastering some of these skills, but it’s hard to imagine it anytime soon.
While it’s clear AI will continue to improve at the basics, I’m still willing to wager that humans will remain superior when the assignment calls for stories that capture truly meaningful human interactions.
So, by all means assign AI to save time and spark new ideas. That will free up more of your time and energy to tell the stories that truly make a difference.
