AI is no longer emerging tech, it’s embedded in the day-to-day operations of modern business. From streamlining workflows to generating content at scale, its benefits are undeniable.

But there’s a growing signal amidst the noise: as adoption accelerates, our critical thinking skills may be quietly atrophying, with recent research by Microsoft and Carnegie Mellon University reinforcing this concern.

A 2025 survey of 319 knowledge workers and 936 real-world use cases of generative AI (GenAI) revealed a pattern: the more people relied on tools like Copilot or ChatGPT, the more likely they were to report a reduction in the cognitive effort they applied to tasks, and confidence in AI was inversely correlated with critical engagement, i.e. we get lazy, and worst, complacent.

This should concern us all, but especially communications leaders. After all, critical thinking is the cornerstone of trusted communication. It’s what allows us to interrogate a claim, challenge an assumption, and elevate ideas with originality and insight. When teams become passive recipients of AI outputs, we risk trading originality for speed, and nuance for efficiency.

So, what can be done? Here are five strategic actions communications leaders should consider:

1. Enhance AI literacy - Equip teams with a clear understanding of AI’s capabilities and limitations. Knowing when to trust it, and when to dig deeper, is the new literacy.  
2. Promote active engagement - Encourage critical prompting, diverse sources, and the interrogation of AI-generated outputs. Treat AI as a collaborator, not a final authority.
3. Establish oversight protocols - Introduce review processes that assess not just content accuracy but alignment with brand values, tone, and strategic intent.
4. Foster a culture of critical thinking - Recognise and reward team members who challenge the status quo and improve upon AI-generated suggestions. Curiosity and challenge should be embedded in workflow.
5. Invest in continuous learning - Prioritise training that strengthens problem-solving, synthesis, and strategic judgment—skills AI can’t replicate, but which remain essential to brand trust.

Frank X. Shaw, Microsoft's Chief Communications Officer and a prolific champion of AI, regularly underscores the importance of integrating AI thoughtfully into our workflows. He advocates for breaking down processes into their atomic steps, identifying where AI can assist, and ensuring that human judgment remains central to our communications efforts.

Today’s communications leaders have a unique responsibility, and opportunity, to safeguard critical thinking as a core strategic function. Yes, AI removes friction. But it’s human at centre judgment that adds value. As communicators, we’re not just power users of AI. We’re stewards of critical thinking. And in this symphony of speed and substance, it's the human conductor who adds value and truly brings the orchestra to life.