Every efficiency gain in the Create phase lands as a workload increase in Govern. More content, produced faster, still has to be checked, approved, and stood behind. This article is about the phase where AI created the problem before it offers any of the solution.

Most AI adoption in communications starts with content creation. The real test is not whether agents can produce more, faster. It is whether agent-assisted work still meets the standard senior communicators would trust in public.

Most AI conversations in communications start with the draft. That framing misses where quality is actually set – in the research, positioning, stakeholder mapping, and message architecture that happens before a single sentence gets written.

I needed a Comms with AI template library that didn't exist, so I built one. Here's the workflow – and where each AI tool hit its limits.

Build an ICP “target reader” as an AI agent to stress-test headlines, CTAs and template copy in hours – and fix clarity, proof and governance gaps fast.