AI’s Impact on In-house Communications, Marketing & Public Affairs – Talent, Leadership and Industry Insights from Addy Frederick at Admiral Group

AI is transforming the way communications, marketing and public affairs teams work. But what does it mean for organisations, leaders and the future of work? In our latest series, we speak with senior communications leaders to explore the opportunities and challenges. In this interview, Rachel L’Estrange, Senior Consultant at Hanson Search, speaks with Addy Frederick, Group Head of Corporate Affairs at Admiral Group, about how her team is adopting technology to enhance efficiency, strengthen communication strategy, and maintain the human judgement at the heart of effective corporate reputation management.

How is your communications team using AI to improve efficiency?

We have a small Corporate Affairs team and AI helps us with time-intensive tasks such as drafting bios for briefing papers and conducting desk research . One area where it’s made a real difference is in the drafting of case studies for our annual report. Gathering stories from multiple regions including Italy, France, Spain and the US, and turning them into coherent case studies is a big task. These tools help streamline parts of the process so we can concentrate on quality and insight.

However we still remain cautious. Across the year, a good chunk of the team’s time is spent working on materials which include insider information so we’re really strict about not  putting any of those documents into external systems to avoid any accidents. We treat everything produced with digital assistance as if it were being publicly disclosed — with full accountability and editorial oversight staying firmly with the team.

Has AI changed the skills your team needs?

AI hasn’t fundamentally changed the core skills we require, but it has reshaped how we apply them. On certain tasks, team members are now more like editors, refining and validating AI-generated material rather than writing everything from scratch. Deep subject knowledge remains essential because AI can produce convincing but inaccurate outputs. A recentexample was an AI-generated briefing on an MP  contained several factual errors which were identified and corrected because we continue to ensure that we remain close to who our key stakeholders are . We operate in a regulated sector and in the same way that our business cannot outsource responsibility for good customer outcomes to AI,  Responsibility for accuracy can’t be delegated, our team need to identify and fix any errors, ensuring outputs meet the same high standards as before. AI helps with phrasing and preliminary research, but human judgement, contextual awareness and quality control remain irreplaceable.

How has AI influenced hiring and team structure?

Our team structure has remained the same — a balance of junior, mid-level and senior professionals. What has evolved is the expectation that candidates understand how technology shapes stakeholder behaviour. For example, ESG rating agencies now scan corporate websites for specific keywords, requiring teams to tailor language to align with automated evaluations. Similarly, investors increasingly rely on analytics tools to assess executive statements, influencing market perceptions in real time.

At an operational level, junior colleagues use technology for background research and routine tasks such as drafting bios, while advisory work, from executive coaching to media training, remains firmly human. We’re careful not to let automation replace foundational learning. Writing, research and analysis are the building blocks of strong communicators, and over-reliance on digital tools at entry level can stunt the development of these critical skills.

Could AI ever replace senior advisory roles?

It’s highly unlikely in its current form. Senior advisory work is rooted in trust, relationships and emotional intelligence, qualities that AI simply cannot replicate yet. In the same way that our customers are happy to self-serve to update their policy details but prefer to speak to a human when they’ve been in a car accident or their home has been flooded, Executives expect counsel that blends strategic judgement with organisational context and interpersonal understanding. AI can assist in preparation — analysing sentiment, surfacing data and generating background materials — but the final decisions, reassurance and relational aspects of leadership communication depend entirely on human experience. At senior levels, credibility comes from trust and judgement, not algorithms.

How is AI changing communications strategy and reputation management?

AI is already reshaping how organisations communicate externally. Automated tools used by investors and rating agencies now scan websites and reports for specific language. This means communications teams must make deliberate lexical choices — for instance, using “mental health” rather than “well-being” when raters are specifically tracking that term

Similarly, AI analysis of CEO or CFO transcripts can influence investor sentiment based on tone or hesitation. This elevates the importance of earned media and strengthens the case for more advanced media and presentation training for executives. In a world where every statement can be repeatedly analysed by machines, authenticity and precision have never mattered more.

Is AI the biggest driver of change in financial services communications?

AI is undoubtedly a major force, transforming operational efficiency, customer experience and data management. Yet in highly regulated environments such as financial services, its use remains constrained. Sensitive outputs, from press releases to regulatory statements, still require human oversight due to the risk of inaccuracies or unintended disclosures.

Another change is how audiences find information. As AI-driven search tools replace traditional browsing, companies must optimise content for AI discovery and integration into transactional platforms. We’ve worked hard to optimise our corporate website to make sure that it is an authoritative voice on what the Group is and how it delivers for all stakeholders and this information can easily pull through. Ultimately, this shift is redefining digital strategy, content  architecture and how reputation is built online.

Whether you’re hiring top Corporate Affairs talent or considering your next career move, our team would be delighted to support you.

Rachel L’Estrange is Senior Consultant who leads the Global Corporate and Financial Practice at Hanson Search, overseeing mandates across the USA, London and the UAE.

Hanson Search is a globally recognised, award-winning talent advisory and headhunting consultancy. Our expertise lies in building successful ventures worldwide through our recruitment, interim and executive search in communications, sustainability, public affairs and policy, digital marketing, and sales.