AI’s Impact on In-house Communications, Marketing & Public Affairs – Talent, Leadership and Industry Insights from Matt Worrall

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, Amy Hayer, Partner at Hanson Search, sat down with Matt Worrall, Global Director of Corporate Communications at Ferring, to discuss how technology is reshaping content production, agency relationships and team structures in in-house communications teams.

How are you and your team using automation today?

We’ve started incorporating automation tools into our content processes, but in a practical way. Initially, the organisation underwent a period of open experimentation within guardrails to assure data security. In communications we trialed creating an antimicrobial resistance policy chatbot to interrogate big collections of policy reports and academic papers. As a need to standardise into established business has grown it has led to a more controlled approach. Like many organisations, our IT team have introduced Microsoft CoPilot to support research, drafting and general productivity tasks. However, that’s just the starting point. We’re now looking at areas where we can make a real difference, such as video production and translation. Video is a good example, as it has traditionally been costly and time-consuming to produce. With the right tools, we can create engaging video content more quickly and at a lower cost, particularly for internal communications.

Are you seeing a shift in the type of skills or profiles you look for in the team?

We haven’t hired recently, but when we do, we’ll be looking for people who are comfortable working with evolving technologies. It’s less about knowing specific platforms as the landscape changes too quickly for that, it’s more about understanding how to improve the way we work. The real value lies in people who can identify opportunities to simplify processes, know why it matters, and bring together the right solutions to make a difference. It’s about incorporating more innovative ways of combining the tools that are burgeoning. Rather than treating tools as one-off fixes and chasing the next most interesting tech – the most effective will first ask ‘why?’ and how does it make us more effective.

Do you think automation will impact team structures or how you work with freelancers and agencies?

In a small, flat-structured team like ours, the main change has been working more closely with our digital marketing colleagues. The lines between roles are becoming less rigid, as tasks that once required specialist skills are now easier to manage. This change has brought PR and marketing teams together with the focus shifting towards strategy, creativity and collaboration to achieve shared goals.

For agencies, this is leading to a rethink of where they add the most value. The most forward-thinking agencies are focusing on advising clients on how to improve processes, adapt ways of working and stay ahead of what’s coming next. Tasks that used to be outsourced are now being handled in-house. Still, there’s a real opportunity for agencies to support with strategic direction and fresh creative thinking.

Are you seeing a shift in how work is divided between in-house teams and external agencies?

Tasks that used to be resource-heavy and filled out a lot of timesheets can now being managed in-house, allowing us to redirect budgets into more effective creative and campaign ideas. I have seen agencies that understand this start moving towards providing more strategic thinking and innovative leadership. The core elements of good consultancy (insight, originality and strong relationships) are still crucial, but the way we deliver work is changing.

Has automation changed the balance between creativity and performance in communications work?

Data and insights are more readily available, which helps us make informed decisions, but creativity and strategic awareness remains at the heart of what we do. Having better information sharpens the creative process, it doesn’t replace it. With clearer audience understanding and behaviour insights, we can develop stronger, more targeted campaigns. In highly regulated industries such as pharma, PR must be approached differently from marketing, given the compliance requirements. Automation helps with efficiency and precision, but far too much of the important data doesn’t exist in the digital realm and beyond the reach of AI to learn only people can ‘read the room’ and still lead the creative thinking.

Do you see automation as the primary driver of change in the pharmaceutical communications sector?

It will undoubtedly play a role, but many of the significant changes in pharma will be driven by external factors, including regulatory developments, supply chain challenges and wider economic pressures. In communications and marketing, automation will help us be more efficient; however, the potential for real transformation in pharma will occur in R&D and manufacturing. That’s where the opportunities for significant cost reductions and process improvements are and where regulation will adapt in coming years. In communications, we’ll adopt new practices, more following broader industry trends, particularly given the regulatory constraints we work within.

What’s your key advice for leaders integrating automation into their teams?

Don’t get distracted by the tools themselves. Focus on which business processes can be streamlined and what outcomes you want to achieve. Encourage your team to experiment, but ensure there’s a clear strategic purpose behind it. Automation should be embedded in a way that supports your workflow, not used as a gimmick. The fundamentals of good communication, insight, creativity and relationships remain as important as ever.  Comms professionals always ask ‘what if’ and in unstable times where cyberthreats are growing all the time – ‘could we still do our job

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

Amy Hayer is global Head of Healthcare and Communications. She has a proven track record in advising and counselling professionals on critical career choices across both the UK and MENA region.

Hanson Search is a globally recognised, award-winning talent advisory and headhunting consultancy. We excel in helping businesses recruit world-class, transformative talent for business-critical roles that drives revenue and manages reputation and risk.