Hiring for AI: How to build future proof comms teams

Fact: AI is already transforming how companies operate, serve customers and make decisions. But as tools become more embedded, the spotlight turns to something just as critical: how businesses communicate their AI policy. A strong AI communication strategy is essential for building trust, managing risk and engaging stakeholders. And delivering that strategy depends on hiring the right people: AI-fluent, adaptable, and confident comms professionals who can bridge the gap between technology and narrative. In other words, it’s not just about whether you communicate about your AI use or not, it’s how you do it, and more specifically, who you have in place. For comms teams, hiring for AI isn’t just a good idea, it’s business critical.

Why transparency is non-negotiable

Across all industries, consumers alike want the same thing. Clarity. According to an IPA study, 74% of UK consumers believe companies should disclose when content is AI-generated. A further 75% want to be informed when they’re interacting with AI rather than a human. This is especially relevant for consumer facing organisations who make use of virtual agents or chatbots, but the expectation of transparency actually extends beyond just consumers, too. Regulators are setting new guidelines. Clients want confidence in your governance. Employees need to know how tools will impact their roles. A strategic, multi-layered AI communication approach isn’t just about managing your reputation among your consumers, it’s about staying regulatorily compliant, keeping your stakeholders happy and retaining top-tier employees.

The cost of silence

Failing to communicate AI use — or doing so vaguely — creates a trust gap. A joint report from MIT Sloan and BCG found 84% of AI experts believe disclosure is essential to maintain customer trust. What’s more, a KPMG survey reveals only 48% of consumers feel confident that companies will use AI responsibly, despite 78% believing they should. In other words: the public wants transparency, but isn’t seeing enough of it. If your business is using AI, saying nothing at all risks more than confusion — it undermines your credibility. A strong AI communication strategy can turn that gap into an opportunity to lead.

The rise of the AI comms manager

To navigate this shift, some organisations are building a new capability altogether: the AI comms manager. This emerging role sits at the intersection of communications, innovation and governance. It demands more than messaging skills, it requires an understanding of technical implementation, regulatory nuance and stakeholder priorities. As firms like Goldman Sachs, Unilever and PwC all embed generative AI across departments, comms leaders are being tasked with explaining the impact: what’s changing, why it matters and what safeguards are in place. This is no longer just PR — it’s risk management, change management and ethics in action.

Hiring AI-savvy communications teams: Best practices

Prioritise AI fluency over legacy titles

The best candidates won’t necessarily have “AI” in their job title — but they will demonstrate a working understanding of AI tools, ethical frameworks, and how to communicate technical topics clearly and responsibly. Look for adaptable communicators who show curiosity and strategic thinking around emerging tech.

Upskill your existing team

You don’t always need to hire from scratch. Offering training in generative AI tools, data ethics, or stakeholder-specific messaging can turn strong generalists into AI-savvy specialists. According to the World Economic Forum, 77% of employers are prioritising AI-related reskilling by 2030—comms should be part of that plan.

Ask smarter interview questions

Don’t just ask “Have you used AI?” Ask:

• How would you explain our AI policy to a non-technical client?
• What risks do you think we need to communicate around AI use?
• Can you give an example of translating complex innovation into a clear message?

Hire for cross-functional confidence

AI comms sits at the intersection of tech, ethics, legal and leadership. Your ideal hire can navigate competing priorities, collaborate with data and engineering teams, and bring clarity to high-stakes conversations.

Think beyond PR

This isn’t about media statements alone. A future-fit AI comms expert will shape internal messaging, influence policy, manage change and protect reputation. You’re hiring someone who can do more than tell a story—they help define your organisation’s AI identity.

Internal comms matters more than ever

AI adoption isn’t just a tech shift — it’s a culture shift. That means internal communications play a critical role in shaping how AI is perceived and embraced inside your organisation. This is where the AI comms manager becomes a force multiplier, bridging the gap between leadership, operations and workforce sentiment.

Hiring for AI: The comms teams of the future

AI adoption is accelerating, and your communication strategy needs to keep pace. The businesses that will win trust in this new era are those who lead with clarity, not hype. Whether you’re integrating AI into your services, exploring new tools, or navigating emerging regulation, how you communicate about AI will shape your reputation for years to come.

If you’d like to talk about building AI capability within your comms team, please get in touch.