As AI Hype Levels-Off in 2026, Comms Leaders Revisit the Foundations of Strategic Messaging

Generative AI has transformed the communications industry, making it possible for anyone to produce polished, structured content in minutes. Well-researched writing is no longer a differentiator. In 2026, AI will push communicators to rethink how they engage audiences, with the real edge going to human judgment, authenticity, and the ability to guide leaders on what to say, why to say it, and whether it should be said at all.

Laura Hoy, Founder of Hoy Media & Messaging, specifically echoes this view, noting that communicators have shifted from message-makers to strategic advisors. Hoy, who has spent more than a decade advising senior leaders at complex organizations including Haleon and Hargreaves Lansdown, now focuses on helping founders and executives clarify their thinking. As AI becomes embedded in everyday workflows, Hoy argues that a leader’s unique perspective is what creates the edge.

"Not long ago, being well-researched and well-written set you apart. Today, AI can do that in minutes. What really matters now is the substance of your message, whether it should be said at all, and why your perspective matters over anyone else’s," she explains. This shift exposes a long-standing issue in corporate communications: risk minimization at any cost. Years of neutral, consensus-driven messaging have left many brands sounding interchangeable and eroded credibility. In trying to appeal to everyone, companies often strip out any clear lens. AI can intensify that skepticism when audiences begin to question whether the message feels authentic.

• Adding value, not noise: Discernment means choosing conversations carefully. “You have to be thoughtful about which conversations you join,” she shares. “Adding to the conversation versus just adding noise changes how people see you and how your contribution lands.” The conversations that resonate are guided by clarity and conviction. “Some founders might not seem relatable at first, but they draw you in because they are clear on what matters to them and what their brand stands for."

• Growth over perfection: Many leaders hesitate to speak out of fear they might change their opinions over time. “One of your values can simply be learning and staying adaptable. It doesn’t have to be a flag-in-the-sand moment.”

Leaders need to know their values before speaking up. Even if they feel strongly about an issue, weighing whether the company has a public stance is important because what they say can reflect on both themselves and the organization. “You’re never going to completely separate the two,” Hoy notes. “High-profile leaders rarely achieve a perfect divide between personal and corporate identity.”

Hoy also observes that trust today depends less on production quality and more on human proximity. Some brands invest in in-house media studios and polished branded series to drive engagement, but she questions whether those efforts resonate beyond traditional advertising. “We all know it's a branded production, so it can feel distant,” she says. “One thing AI has done is make people more discerning about authenticity.”

• Talk of the town: Human voices help brands spark conversation and cultural traction in ways AI cannot replicate. “You can have a hit TV show that few people actually watched, but everyone is talking about a specific moment from it,” Hoy observes. “That discourse becomes the real cultural moment.”

• The coworker advantage: Empowering staff to create their own content builds open communication and credibility in ways corporate productions can’t. “Content from an employee carries an extra layer of trust because it doesn’t feel like advertising,” Hoy explains. “A positive message from a CEO is expected, but hearing from a peer has a completely different impact.”

Hoy advises brands to involve audiences in experimentation and clearly explain the rationale behind AI adoption. “The more you can experiment with AI alongside your customers or audience, the more trust you build. Taking people along on that journey and explaining the business reason changes the whole story,” she says. AI is a powerful tool that can enhance what already exists, but it works best when paired with purpose and conviction. For leaders and brands seeking trust, the priority is being fully clear about your voice and values. “AI or not, a huge part of branding is knowing who you are and who you are not," Hoy concludes.