Digital corporate communication and extended intelligence

Artificial Intelligence (AI) is much discussed; the concept of Extended Intelligence (EI) less so, but, as this chapter argues, while both deserve digital corporate communicators’ attention, it is the notion (and application) of EI that warrants particular focus. Multiple applications show that AI can automate routine communication tasks effectively, taking over some entirely. However, EI is a broader perspective that envisages recruiting AI capabilities to serve humans in their more nuanced communication responsibilities, rather than the other way around. This does not mean communicators need to develop technical subject matter expertise. Rather, it calls for them to have conversations about what is happening and what is possible, while building a foundational understanding that enables them to offer sound counsel to employers and clients. This activity may occur alongside both the new and the well-trodden corporate communication paths as the familiar gives way, over time, to the new. However, it is vital for both the present and the future practice of digital corporate communication that the engagement occurs and that the profession learns to upskill itself.