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: 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. Promote active engagement - Encourage critical prompting, diverse sources, and the interrogation of AI-generated outputs. Treat AI as a collaborator, not a final authority. Establish oversight protocols - Introduce review processes that assess not just content accuracy but alignment with brand values, tone, and strategic intent. 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. 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.

I recently revisited Seth Godin’s 2009 TED Talk on tribes (“ The tribes we lead ”), a presentation that predates the explosion of and then backlash on social media and the advent of generative AI, yet somehow feels even more relevant today. Godin’s core premise is simple, but profound: People want change. And they want to connect with others who share the same vision. These like-minded individuals form what Godin calls tribes, groups of people united by shared ideas, values, or goals. And what every tribe needs is a leader. Not just a manager or spokesperson, but a heretic - someone bold enough to challenge the status quo and paint a compelling picture of what a better tomorrow could look like. In today’s fractured world that is polarised, distracted, uncertain, this kind of leadership is desperately needed. Why Tribes Matter More Than Ever We are living in an era defined by disconnection. Trust in institutions is eroding, attention is splintered, and people are looking for more than transactional relationships—they want meaning. Tribes offer that meaning. They offer connection, direction, and a sense of belonging. And with the right leadership, they become a powerful engine for change. What Makes a Tribal Leader? Godin argues that true leadership comes from those willing to speak up for something they believe in. These leaders: Tell a compelling story about the future they want to create Unite people around a shared purpose Provide direction and a sense of momentum Build cultures of curiosity, creativity, and courage You don’t need mass charisma to be a tribal leader (that will come as you lead). You need clarity, conviction, and connection. Over time, these traits help build influence and trust—two of the most valuable currencies in our age of attention. The Opportunity for Heretical Leadership Heretical leaders aren’t reckless—they’re visionary. They understand that standing still is the real risk. They challenge outdated systems, ask uncomfortable questions, and gather people who are ready to build something better. This is the opportunity today’s business and community leaders have in front of them: To bring people together To speak not just about what is, but what could be To shape the future by leading tribes, not just teams And here’s where marketing and communications leaders can make a meaningful impact: by identifying and supporting those courageous voices within their organisations who are ready to lead with purpose. It might feel uncomfortable—particularly in today’s environment and there may be stiff resistance to overcome, but doing so builds lasting trust, strengthens brand integrity, and positions leaders as expert voices of influence in their own right. #TribalLeadership #SethGodin #VisionaryLeadership #PurposeDriven #StrategicComms #Storytelling #indigomurphy