You’ve likely heard some variation of this sentiment over the past two years: “What do you think about all this AI stuff? Pretty scary, right?”
Depending on your personal views on AI, that conversation starter can lead you in a few directions. But whether you think it’s scary (or exciting), AI is no longer something people and organizations can observe from the sidelines—and those that are will be left behind.
AI is now the gateway through which an increasing number of people find information, connect with organizations and make informed decisions. Nearly nine out of 10 Google searches return an AI-powered overview, and by 2026, traditional organic search traffic is expected to decline sharply as more answers appear instantly in AI-driven conversations.
It’s no longer about how people get their information, but what type of content rises to the top, and this is great news for organizations that focus on trusted, timely, and credible sources – AI prioritizes those over keyword strategies or paid placements.
For mission-driven organizations, this moment carries profound implications. Nonprofits, advocacy groups and institutions exist to serve people, not chase algorithms. Their challenge becomes how to harness the power of AI to boost authentic voices and human connection. AI can simulate patterns, test language, and support open-source research, but it cannot replicate human empathy. It does not understand the nuance or uniqueness of a community’s need or the passion behind a cause. That responsibility rests with people and it’s why human-centered and human-first communication still matters.
There is no debate that AI can be a remarkable assistant and instrumental to drafting content like agendas, social media copy and blogs. Yet humans bring judgment, integrity, and heart. These are the qualities that must endure to avoid communication that drifts away from a mission and into the realm of “efficiency.” There is a happy medium between relying too heavily on machines and losing authentic connection. Because when organizations and communicators combine AI’s speed with human insight, they can create messages that are both timely and meaningful.
AI is also giving earned credibility a renewed premium over pay-to-play models. Research shows that most links cited by AI are unpaid, and that more than half of the articles it references are less than a year old. This means fresh, research-driven, and journalistic storytelling is more valuable than ever before. Organizations that invest in earned media, focusing on transparency and authenticity, will find their voices elevated. In short, they’ve earned trust.
This isn’t a successful strategy if wielded irresponsibly. Ethical use must begin with clear human oversight. At VOX Global, we believe AI should always be disclosed when used, and staff should be trained not only to use the tools but understand their benefits and pitfalls. Every draft, every recommendation, every output needs a human eye to ensure it aligns with organizational values and community expectations. AI may accelerate the work, but people safeguard its purpose.
The practical steps to using AI responsibly are within reach.
- Organizations can start by conducting an “AI audit” to understand how they are currently represented in AI-driven responses.
- They can use AI for brainstorming or testing language, but keep final decisions rooted in human judgment.
- Above all, they can focus on storytelling that reflects their mission with transparency and urgency, knowing that fresh, genuine voices will stand out in the AI era.
The days of being in denial about AI are long gone. It will continue to transform how we communicate. But it doesn’t redefine why we communicate. At the end of the day, this technology – like others before it – is a tool. The heart of every mission, and the trust we work to build, remains human.
