How do we work with AI in a way that keeps the human part intact? Because while AI can handle the process, it’s still on us to bring the perspective, the empathy, and the meaning that make communication matter.

In this episode of The Trending Communicator, host Dan Nestle reconnects with seasoned media analyst, communications strategist, digital innovator, and social media OG, Steve Rubel. Steve – now EVP of Media Insights & Measurement at Burson, a role he began after recording this episode – shares his journey from the early days of social media to his current focus on AI’s impact on communications, discussing the dual nature of AI as both a creator and a disruptor of value in the industry.

Steve and Dan discuss the challenges and opportunities AI presents, from its role in media analysis to its potential to redefine job functions. They highlight the importance of continuous learning and the need for professionals to become “companies of one,” investing in their skills to stay ahead.

Listen in and hear about…

• How AI is transforming the communications industry at unprecedented speed
• Strategies for professionals to stay relevant in an AI-driven landscape
• Leveraging AI to enhance media analysis and strategic insights
• Challenges in adapting billing models for AI-assisted work
• Importance of curiosity and continuous learning in the AI era
• Optimism for communications professionals who embrace AI’s potential

Notable Quotes

On AI’s Impact on Communications: “AI could be a value creator, but it also has equal power, if not more power, to be a value destructor.” – Steve Rubel [22:57]

On Disrupting Yourself: “It’s disrupting yourself before somebody else disrupts you.” – Steve Rubel [45:26]

On the Future of Communications: “I’m just very bullish about the communications industry and its prospects going forward, especially given what I talked about at the top about this tremendous societal, geopolitical and environmental changes that are in front of us right now and the need for good, solid counsel all around to advise how to navigate all that.” – Steve Rubel [1:17:20]

On Adapting to AI: “Don’t be afraid if it’s destroying aspects of your work. There’s nothing you can do about that other than figuring out how to also turn it and mirror it into a Net plus for you.” – Steve Rubel [1:19:25]

On Learning with AI: “But what I love about the experience of sitting down with it is it just indulges my curiosity and my, like, my kind of fantastical ideas.” – Dan Nestle [1:08:44]

Resources and Links

Dan Nestle

• Inquisitive Communications | Website
• The Trending Communicator | Website
• Communications Trends from Trending Communicators | Dan Nestle’s Substack
• Dan Nestle | LinkedIn
• Dan Nestle | Twitter/X

Steve Rubel

• Steve Rubel | LinkedIn

Timestamps

0:00 Intro

4:12 Discussion on “Seven Habits” and personal reflections

8:13 Steve Rubel discusses career evolution and blogging’s impact

12:12 Dan Nestle discusses humility and change

16:19 Discussion on AI’s Transformational Impact

19:07 Technological Change and Communications

24:44 Discussion on AI’s impact on junior roles

27:23 Communications and Social Media Impact

29:51 AI and Workforce Adaptation

34:20 Leadership and AI’s Role

37:13 Discussion on ANA AI Conference

41:01 Steve Rubel discusses AI experience

46:01 Steve Rubel discusses his role in qualitative research and adapting during the pandemic

49:04 Excel and Media Strategy

53:48 Experience and Evolution

57:08 Media Analysis and Strategy

1:01:20 Media and Client Expectations

1:05:40 Technological Revolution and Displacement

1:08:44 Curiosity and Learning with AI

1:12:03 Safe Use of AI Tools

1:17:20 Steve Rubel expresses optimism about the communications industry’s future

1:19:25 Discussion on AI’s impact on jobs

1:22:17 Outro

(Notes co-created by Human Dan and Flowsend.ai)