AI Adoption in Communications Is Gaining Momentum and Clarity Is the Catalyst
When technological shifts happen, companies face a critical choice: hesitate and risk irrelevance, or lead with clarity and urgency. Duolingo, the language-learning powerhouse founded in 2011, is proving that internal communication can be the engine of transformation. In a bold internal memo published in CoCreations earlier this year, CEO Luis von Ahn declared, “Duolingo is going to be AI-first.”
This isn’t just about adopting a new tool—it’s about embedding a new mindset. Drawing a parallel to their early bet on mobile in 2012, which helped them win Apple’s iPhone App of the Year and unlock organic growth, von Ahn framed AI not as an efficiency play, but as mission-critical to scaling education globally. The memo laid out specific changes in team structure, hiring practices, and workflows—all powered by automation—with one clear message: AI is the future, and we’re moving now.
That same sense of urgency is beginning to define the communications industry, where the question has shifted from if to how fast teams can adapt.
Momentum with Maturity
Based on responses to CommPRO’s recent editorial inquiry, the overall sentiment among communications leaders is this: AI is being adopted, cautiously in some corners and aggressively in others, with more momentum than skepticism since the start of the year.
“Honestly, it’s all over the spectrum,” said J. Mark Riggs, Founder, Pemberton. “Our clients fall into three categories—fully embracing, approaching cautiously, and still resistant. The pace of evolution and the difference in adoption is stunning.”
Leaning In
“Fully embracing it,” reported Michael Lasky, Partner and Chair of the Public Relations Law Practice at Davis+Gilbert LLP, who sees growing momentum especially for tactical functions like media targeting and content generation.
Peter Himler, Founding Principal of Flatiron Communications, echoed that trajectory: “I’m seeing generative AI gaining momentum on both the strategic and tactical levels. Clients are appreciating the speed it brings, even if they haven’t fully committed to strategic integration yet.”
Careful and Calculated
Others noted a more selective adoption pattern. “Clients are selectively using AI to assist in areas like research and writing,” said David Wolf, Founder of The Financial Media Network. “They’re not pulling back, just leaning in carefully.”
Christopher Nial, Senior Partner at FINN Partners, emphasized efficiency: “With the advances in AI, we are much more open and exploratory. Clients appreciate that we can do more work for them at a lower cost, with better turnaround.”
The Road Ahead
These responses make it clear: while every agency and client is charting their own course, AI is rapidly becoming a foundational element in communications strategy. Legal and creative concerns persist. So do questions around quality, bias, and accountability.
Yet there’s no mistaking the direction of travel.
Just as Duolingo demonstrated how visionary leadership and clear internal communication can galvanize change, the communications industry has a chance to lead by example.
CommPRO will continue this conversation in our next article, where we’ll dive deeper into how agencies are preparing for what’s next: strategic frameworks, ethical guidelines, and new performance benchmarks—all shaped by the growing presence of AI.
Because surviving disruption isn’t the goal. Leading it is.
