Communicators risk being left behind by rapid AI changes – IABC president

Communications professionals face being sidelined by rapid advances in artificial intelligence, unless they step up professional standards and strengthen their collective voice, the head of the island’s industry body warned on Tuesday.

Dr Pamala Proverbs, president of the International Association of Business Communicators (IABC) Barbados Chapter, also said the organisation risks losing its chapter status amid declining membership.

Despite the importance of communication to organisational success, too many practitioners in Barbados entered the field without proper training or ongoing development, she said in an IABC-hosted workshop, Human-Driven AI: Powering Communication Excellence.

“The truth is, for us communicators, our foundation is really fractured. In Barbados, the barrier to entry in communications is dangerously low. Too many of us go into managerial jobs with no formal certification, no consistent professional development, and a lazy cultural expectation that our employers should pay for every single ounce of our growth.”

The rapid evolution of AI technology is exposing gaps in the communications industry that must be addressed as a priority, she suggested.

“AI, for example, is passing us at a rapid and terrifying pace,” she cautioned. “If we don’t come together, if we don’t professionalise, we will be left behind. We will soon find ourselves overlooked for imported talent. It’s a trend we are already seeing, and the result is that our profession is not taken seriously.”

Too many communication professionals are still being confined to reactive roles, rather than being seen as strategic partners within organisations, Dr Proverbs declared.

“Most of us operate not as strategic counsel, but like in-house journalists… reactive, tactical. We’re typically not at the table when critical business strategies are being planned. Instead, we’re brought in when a crisis hits or when the organisation’s reputation is on fire. It’s a profound paradox.”

The IABC president also revealed that the Barbados chapter is at a crucial juncture in its own development, as it faces the possibility of losing its official chapter status, unless membership grows to at least 40 people.

“We need 40 members to keep our official chapter status,” Dr Proverbs said. “IABC has changed its rules, and if you don’t have 40 members, you lose your chapter. Otherwise, we’ll have to dissolve and go back to being scatterings of individuals with no collective voice.”

Despite the challenges, Dr Proverbs expressed optimism about the future of the profession in Barbados.

“I see a better future for us. One where our competence is validated not by a job title given to us by chance, but by global certification earned through rigorous study and commitment,” she said.

“I see a future where Barbados communicators are no longer an afterthought, but a powerful force standing shoulder to shoulder with other professions like law, finance, and engineering.” (SB)