The New Job for Comms From AI User to Super App Orchestrator

Most companies have already rolled out AI for employees — a chatbot here, a smarter search there. But rolling something out isn't the same as using its full potential, and that gap is exactly where comms comes in. In this talk, Carsten Rossi and Frank Wolf make the case that AI is reshaping what comms actually does: not just writing updates, but deciding what employees see, when, and through which channel — in other words, becoming orchestrators. Carsten brings data from a survey of roughly 6,000 employees at a German industrial company: those who use AI at least weekly rate the relevance of company information 18 to 23 percentage points higher than those who don't. Frank walks through a real case from Brussels Airlines, where a chatbot now handles employees' annual leave questions directly, taking the load off HR and middle management. Together, they argue that neither AI nor comms can pull this off alone — it takes a super app to bring both together. And nobody needs to overhaul everything on day one: by the end, you'll have a starting point for your own first use case.