What Four Years of AI Communications Research Reveals with Mark Dollins
How is AI changing the role of communications professionals, and what capabilities will they need to remain relevant as the technology becomes embedded in organizational work?
In this episode of the Change Management Review™ Podcast, Theresa Moulton speaks with Mark Dollins, President of North Star Communications Consulting, about what four years of research into AI and employee communications reveals about how communicators are using AI, where capability gaps remain, and why change management is becoming increasingly important to the profession.
Drawing on findings from his annual AI and Employee Communication Survey, Mark explores how communicators are moving beyond basic AI experimentation, where organizations are still falling short in preparing communications professionals for AI-enabled work, and why AI adoption should be approached as an organizational change challenge rather than simply a technology rollout.
In this episode, you’ll discover:
- What four years of research reveals about how communications professionals are adopting and working with AI.
- How AI can help communicators move beyond productivity gains toward more strategic, data-informed decision-making.
- Why a growing majority of communicators see change management as an important professional competency, while a significant certification gap remains.
- Why communications professionals may need to take greater ownership of developing their own AI capabilities rather than waiting for their organizations to provide role-specific training.
- Why AI adoption creates an opportunity for communicators to move from explaining change to helping lead it.
Guest Bio
Mark Dollins is President of North Star Communications Consulting and co-author of Engaging Employees Through Strategic Communication with John Stemmel of the University of Missouri.
Mark has more than 30 years of communications experience, including leading global employee communications at DuPont through its $130 billion merger with Dow and serving in CCO-level roles at PepsiCo.
He leads the annual AI and Employee Communication Survey, now in its fourth year, examining how communications professionals are adopting AI and how their attitudes, capabilities, and organizational roles are evolving.
Mark is also an adjunct professor at the University of Missouri, a member of the Communications Executive Council at the Darden School of Business at the University of Virginia, and a member of the Forbes Communication Council. The second edition of Engaging Employees Through Strategic Communication includes a new chapter focused on AI and communicators and was recently recognized by the International Impact Book Awards.
