AI’s Impact on In-house Communications, Marketing & Public Affairs – Talent, Leadership and Industry Insights from Stephen Lotinga at Sky

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 leaders to explore the opportunities and challenges. In this interview Janie Emmerson, Managing Partner at Hanson Search, sat down with Stephen Lotinga, Group Director of Corporate Affairs at Sky, to discuss how AI is being integrated into his corporate affairs team, how AI is influencing strategy and the evolving skill set required for future hires.

How are you using AI in your corporate affairs team today?

We’re using AI in practical ways to support research, horizon scanning, first drafts of reports, consultation responses and media materials. It’s also helping with issue tracking, sentiment analysis and summarising political or media developments. AI frees up time for the team to focus on strategy and judgement. It doesn’t replace human insight, but it does enable us to cover more ground, faster.

 Are the skills or profiles you hire for changing because of AI’s role?

Yes. We still need the fundamentals – political judgement, communications instinct and creativity – but we now also look for curiosity, adaptability and digital literacy. Increasingly, I value people who are comfortable experimenting with AI, can interrogate its outputs and perhaps most importantly, think critically about both risks and opportunities.

Is AI the Biggest Driver of Change in Corporate Affairs?

AI hasn’t changed our overall structure (yet), but it is shifting how we allocate resources. We’re relying less on external contractors for more basic tasks like monitoring or basic drafting, as AI can now handle much of that. Instead, we’re prioritising investment in strategic communications expertise, stakeholder engagement and creativity – the areas where human skills make the difference.

Many people see AI as the biggest driver of change in corporate affairs. Do you agree, or do you think something else will have a greater influence on this market?

AI is certainly one of the biggest drivers of change, probably the most significant since the rise of digital and social media. But it doesn’t exist in isolation. Political volatility, regulatory change and shifting stakeholder expectations are equally powerful forces. In reality, AI amplifies these trends by accelerating the speed of communications and raising expectations of insight.

Are Corporate Affairs Teams Now Expected to Provide Different Insights or Analysis Due to AI?

Definitely. Boards and executives now expect real-time insights, predictive analysis and clearer data to inform decisions. It’s no longer enough to describe what’s happening; we’re asked to anticipate what’s coming next. AI can help us meet those demands, but it also raises the bar on the clarity and foresight we’re expected to provide.

Has AI changed the balance between creativity and performance in your team’s work?

If anything, it’s enhanced both. By taking on repetitive tasks, AI gives us more space to invest in creativity and narrative. At the same time, it improves performance by helping us track the reach and impact of our work more precisely. The balance has shifted towards higher-value, more creative work supported by stronger data.

Has AI changed the way your team collaborates across other internal departments?

Yes, it has brought us closer to data and technology colleagues, and to legal teams where governance and risk are concerned. We’ve also had more cross-pollination with areas including customer service, where AI adoption is already advancing at pace. This has made Corporate Affairs more connected to the wider business in both practical and strategic ways.

What Are the Exciting and Worrying Aspects of AI in Corporate Affairs?

I’m excited about AI’s potential to expand our capacity, sharpen insights and give us more time to focus on judgement and strategy. My biggest concern is about how people enter the profession. Many of us learnt our trade on the more routine work – monitoring, drafting first versions, analysing coverage – the very areas AI is now taking on. Those roles were stepping stones where people developed judgement and resilience. We need to think carefully about how the next generation acquires those same skills if the traditional entry points are automated away.

 Where do you think AI could bring real change, but hasn’t yet?

Two areas stand out. predictive capability and measurement of reputation. The ability to reliably anticipate political, regulatory or media shifts is still developing, but could be transformative. Likewise, if AI can help us properly quantify reputation and trust, it will fundamentally change how we demonstrate the value of Corporate Affairs.

 What’s one piece of advice you’d give to leaders trying to use AI in their team?

Don’t just see AI as a tool to make today’s tasks more efficient, think about how it can fundamentally change the way your team works. Start small and experiment, but give people the freedom to test and learn, especially at the junior end where they’re often the quickest to embrace new approaches. Set clear principles for responsible use, then get out of their way and let them innovate. The leaders who will get the most from AI are those who use it to reimagine how work is done, not just to optimise what already exists.

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

Janie Emmerson is Managing Partner, UK & Europe and Global Public Affairs Lead.

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.