AI’s Impact on Inhouse Communications, Marketing & Public Affairs – Talent, Leadership and Industry Insights from Priscila Quaini Jacobitz at CropLife Europe

AI is transforming the way communications, marketing, and public affairs teams work. But what does it mean for digital talent, consulting, and the future of strategy? In our latest series, we speak with senior communications leaders to explore the opportunities and challenges. In this interview Barbara Ozanon, Associate Partner and Head of Europe at Hanson Search, spoke with Priscila Quaini Jacobitz, Senior Government Affairs Manager at CropLife Europe, about how AI is being used within the organisation. Priscila shares how it has evolved from simple efficiency gains to more strategic applications, the competitive shake-up it has caused among service providers and why training and critical thinking are essential.

  How are you using AI in your team? 

 AI adoption in our association began with a focus on efficiency, automating time-consuming tasks such as note-taking, drafting initial briefings and basic research. Over time, we’ve begun exploring more strategic applications, including media monitoring, sentiment analysis, stakeholder mapping and AI-driven legislative tracking, in collaboration with Brussels-based providers. These tools can be customised to our needs, helping refine the information we gather, save time and enable AI to support us more strategically. That said, these advanced uses are still a work in progress. Some perform well in certain contexts, while others fall short. It remains a process of testing, learning and refining. 

Has AI changed the profiles or skills you look for when hiring? 

Not significantly. We still recruit based on core competencies, but we expect candidates to be aware of market trends and the tools they may be asked to use. Most people are open to exploring AI if they aren’t already using it. Strong AI skills aren’t a formal requirement, but if a candidate demonstrates a capability or approach we haven’t considered, it stands out. 

Has AI influenced your team structure or use of contractors?  

Yes, many labour-intensive tasks once handled by junior colleagues or outsourced to consultancies are now automated, although AI outputs still require thorough checking. This shift allows junior staff to focus on more analytical, content-driven work and develop skills that add greater value. At the same time, it’s important not to rely too heavily on AI; entry-level professionals still need to build policy knowledge and context by engaging in debates, taking notes and observing stakeholders directly. 

Do you see AI as the biggest driver of change in public affairs? 

Yes. After years of relatively little change in the services offered to PA professionals in Brussels, the last two years have brought unprecedented competition and innovation. Established players are incorporating AI into their offerings, while new companies emerge every week. Some may not last and the market will likely consolidate, but the shake-up is undeniable. Public affairs consultants will need to reassess their value proposition. Clients are less willing to pay for briefings or basic monitoring when AI tools can deliver similar outputs. The differentiator now lies in intelligence, critical thinking and understanding business impact, areas where humans still have the advantage. 

Has AI changed how you measure the impact of public affairs? 

In communications, AI improves the ability to track the impact of messaging, engagement and refine language. For public affairs, however, it remains complex. There’s no straightforward KPI for measuring influence on policymaking or legislative outcomes and AI hasn’t solved that challenge. 

Where could AI bring real change but hasn’t yet? 

Two areas stand out. First, business impact analysis, where tools still struggle to assess legislative proposals in depth, project risks and opportunities, or make relevant connections from indirect policy developments. Second, projections such as voting outcomes are not yet reliable, as current tools are prone to errors, overconfidence and rely on substantial input. Both will improve over time, and once they do, they could significantly enhance decision-making. 

What advice would you give to leaders introducing AI into their teams? 

Invest in training. Staff need to understand compliance issues, especially around confidentiality and the safe use of sensitive data. They should also be aware of AI’s limitations and risks, such as over-reliance and hallucinations. Knowing how to craft prompts to minimise errors is key, as is applying critical thinking to outputs. Poorly reviewed AI work, such as a briefing containing inaccuracies or an obvious copy-paste email, undermines credibility. AI will inevitably be part of daily workflows, so it’s essential to equip teams to use it effectively and responsibly. 

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

Barbara Ozanon is European Head of Public Affairs and Communications, combining multilingual expertise and deep local market knowledge to deliver exceptional talent solutions.

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.