by Lauren Parker

Last week, I had the privilege of attending Ragan’s Future of Communication Conference in Austin, Texas—a city buzzing with creativity and innovation (unfortunately no Matthew McConaughey sighting). As a first-timer to both the conference and the city, I was left thoroughly energized by the thought-provoking keynotes, breakout sessions and lively cocktail-hour conversations. The experience offered a fresh lens on where communication is headed. Here are the highlights and key takeaways still resonating with me.

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All Things AI
If there was one common thread woven through every keynote and breakout session, it was AI. In just a few short years, it has dramatically reshaped what’s possible in terms of data analysis, content creation and more. While the degree of adoption varied—some attendees diving in headfirst, others cautiously exploring — there was clear consensus: AI is here to stay. The communicators who will thrive are those who embrace it as a tool, learning to wield it with precision and creativity.

Across the main stage and in casual hallway chats, one theme emerged; AI is a tool best used as a “thought partner.” Speakers emphasized the growing importance of mastering prompt creation to get the most out of these tools, while also refining outputs through skilled copyediting. Importantly, AI is seen not as a replacement for a communicator’s craft but as a complement to it—a tool that amplifies, not substitutes, human expertise.

One compelling statistic underscored the urgency of thoughtful AI adoption: only 21% of companies surveyed currently have an AI policy in place, while 22% are working on one, 50% have none, and 7% remain unsure (I’ll track down the source!). As teams continue to experiment and innovate, erring on the side of transparency—clearly communicating when and how AI is used—will be critical. For many communication departments, formalizing an AI strategy will undoubtedly land high on the agenda for 2025.

Audience Segmentation and Hyper-Personalization
Today’s communicators have unprecedented access to audience data. With it, we have the ability to move beyond broad messaging to hyper-targeted, personalized experiences. By analyzing this data, we can identify distinct audience segments, uncover nuances in their experiences, and craft messages tailored to inform, educate or entertain through the right channels at the right time.

Leah Johns, founder of Bain & Company's Global Consumer Lab, introduced us to emerging “Future Economies” that integrate both “insight and foresight” into what drives audience behavior and perception. A few highlights:

• The Redefined Family Economy: Acknowledges the diverse realities of modern families, including single-parent, LGBTQ+, multi-generational, chosen, and single-by-choice households.
• The Superhuman Economy: Expands the concept of health to encompass physical, mental, social, spiritual, and financial well-being. Sleep is a top priority, alongside interest in functional foods and longevity solutions.
• The Autonomous Agent Economy: Reflects the growing desire to reduce mental load and save time by embracing tools and technologies that anticipate needs and solve problems before they arise (think Cher Horowitz’s iconic digital closet).

As the possibilities for dissecting and understanding mass audiences expand, so do the opportunities to connect with them authentically. The communicators who stand out will be those who transform these insights into hyper-personalized content and experiences—delivering messages that resonate deeply and meaningfully.

Mental Health and Wellbeing in Communications
Second only to AI, one of the most talked-about topics at the conference was mental health—a reflection of the increasing pressures faced by communicators, PR professionals, and social media managers. The reasons are obvious: we’re perpetually online, often tasked with solving high-stakes organizational challenges and navigating relentless deadlines. It’s a recipe for burnout if left unchecked.

As we navigate a post-COVID world, the workplace continues to evolve. Many professionals now have the flexibility to work remotely, but this freedom also brings challenges, such as a decline in shared “third spaces” where people can connect without commercial pressures. Meanwhile, algorithms increasingly funnel us into digital echo chambers, making meaningful human connection all the more critical—both personally and professionally.

Many of the speakers offered advice on how to navigate these challenges. Kyra Seay, Chief of Staff for Third Wave Systems, shared a deeply personal account of how she has cultivated career growth while prioritizing boundaries for herself and her teams. Her mantra, “Do more of what matters. Do less of what doesn’t,” struck a chord with me (I think I have my ‘25 new year’s resolution). Linda Thomas Brooks, CEO of Public Relations Society of America (PRSA), added another layer to the conversation in a panel discussion on professional development. She emphasized the importance of cultivating a Curiosity Quotient (CQ) alongside functional (IQ) and relationship-building skills (EQ). Staying curious, she argued, is essential for maintaining passion and interest in our work.

As communicators, we’re not just problem solvers—we’re connection makers. Balancing these demands with personal well-being will remain a vital skill as our industry continues to evolve.