At PRSA’s corporate communications IMPACT25 conference, speaker Pete Pachal gave a great crash course on using and customizing AI tools for communicators. One phrase he mentioned in passing really stuck with me: “cognitive offloading.”
It’s a fancy term for something most of us do—making mental tasks easier with actions like writing things down, recording voice notes, or using AI to help us work faster. (Anyone who knows me knows I never go anywhere without an old-school notebook and pen!)
Going into the session, I viewed AI as a helpful tool for communicators, but I hadn’t really thought about how AI use might physically impact our brains, or the ways we learn and process information.
I dug into the research and found this study from the MIT Media Lab. It suggests that while AI tools like large language models (LLMs) are super convenient, they may come with a downside: making us a little too reliant on them, which could affect not only the quality of our work, but also the ways we learn, grow and orient ourselves. (Much like the way I’m now so reliant on Google Maps navigation that if my phone dies on road trips, I immediately go into panic mode.)
Why this matters for comms leaders
There’s lots of talk about AI replacing entry-level comms roles. At the same time, I’m hearing from younger communicators who are frustrated by the lack of training and development opportunities. They want to learn, and most learn by doing, receiving feedback, and revising accordingly. AI can shortcut this process, and in turn, change our brains.
My take
Yes, AI is here to stay—and it’s a great tool for speed and efficiency. But if we rely on it too heavily, we risk losing the core skills that make great communicators: strategic thinking, emotional intelligence, discernment, and the ability to craft strong messages from scratch.
As leaders, it’s on us to make sure the next generation of communicators doesn’t just know how to use AI. They need to understand the thinking behind the work and prompts, the nuances of voice and tone, and the way our leaders think and process information. That’s how we’ll keep our teams sharp, engaged and ready for their next roles.
With more than two decades of communications experience spanning agencies, Fortune-100 organizations, non-profits and academia, Kristi Hinck Mills brings her passion for communications to CommsLede Consulting, where she delivers strategic communication solutions and executive coaching for her clients. Visit the CommsLede blog for more tips.
