AI is no longer a future consideration for communicators; it’s part of the job from day one.

After studying Strategic Communications at UTS and entering the workforce during AI’s rapid rise, Emily Becker brings a timely perspective on starting a communications career today.

Since joining IMPACT in May this year as an Account Coordinator, Emily has worked across media relations, influencer engagement, content creation, research, social media, and client communications. She has also learned how AI can support tasks from trends analysis to content planning and testing.

So, what does the communications industry look like through the eyes of someone who has studied, graduated, and entered the workforce during the increasing influence of AI? We spoke with Emily about her journey so far and the lessons she has learned in her first months in agency life. 

Why did you choose a career in communications?
I was drawn to this field because I’ve always been interested in how public perception is built and maintained. I wanted to help shape how people, influencers, and brands are seen and understood.

How present was AI during your studies?
AI was already gaining traction when I started university; however, I didn’t really understand what it was until a few weeks into my first semester.

Throughout my time at UTS, I primarily used AI to help summarise readings and organise notes. As a student balancing a full-time study load alongside part-time work, it helped me process information more efficiently. I also found it helpful for simplifying concepts when readings felt daunting or complicated.

What were your expectations before joining an agency?
I always expected communications to be a fast-paced industry. What I didn’t anticipate was how quickly AI would become part of everyday work.

While AI was discussed throughout my degree, we received little guidance on how to apply those tools in a professional setting.

At IMPACT, we use AI to help explore ideas and conduct initial research. The most important part to remember is that human oversight is always incorporated into the work.

Has working in the industry changed your view of AI?
University taught me how AI could help with productivity, but working in an agency showed me how it can contribute to a project. While we always start with team collaboration and strategic thinking, AI can be used to streamline tasks and refine ideas.

Do you think graduates entering the workforce today have an advantage because of AI?
In some ways, yes. We have access to tools that can help us learn faster, research new topics more quickly, and approach problems from different angles. But it also means there’s more responsibility to think critically and make sure information is accurate. AI can help you get started, but it can’t do the thinking for you.

What has surprised you most about agency life?
It has to be the variety. In a single week, I might be researching a new industry, drafting media materials, supporting influencer campaigns, creating content, and engaging with journalists. The pace and diversity of work mean you’re constantly learning.

What skills do you think matter most entering the industry today?
I think adaptability and flexibility are essential, particularly as AI continues to transform the communications industry.

Even though AI can improve efficiency, the ability to embrace change and think critically helps you keep pace with a rapidly evolving industry. It also allows you to develop your creativity and problem-solving skills.

What advice would you give other emerging communications professionals starting their careers in the age of AI?
Don’t become reliant on AI; see it as a tool that can help you learn faster and work more efficiently. The most valuable thing you can do is continue developing your own thinking, creativity, and communication skills.

These are the attributes that will allow you to build strong relationships and stand out in ways that AI can’t.

***

Emily’s experience reflects a broader shift taking place across the communications industry.

For emerging professionals, success isn’t about competing with AI. It’s about learning when to use it, when to challenge it, and how to bring the creativity, judgment, and human perspective that technology can’t replicate.