AI in Executive Communications: Handle with Care

Deep dive article (5-minute read) as part of Strategic Insights in the Lead Different newsletter

Imagine tuning in to hear a CEO share this quarter’s earnings, only to realise you’re watching a digital clone. This isn’t science fiction: Klarna’s CEO did exactly that, using an AI-generated version of himself to deliver company news.

Intriguing? Yes. Perfect? No.

However, AI stand-ins are catching on fast. Startups like Tavus and Delphi are now selling ‘personalised AI avatars’ to busy executives, promising lifelike stand-ins that can handle routine questions, deliver training, or even host webinars, no human leader needed.

According to Axios, more companies are experimenting with this tech every quarter. The future of leadership communication is arriving, one digital doppelgänger at a time.

This new type of ‘team member’ is quietly transforming how leaders communicate: From digital clones that can deliver an all-hands update while the real CEO flies overseas, to generative assistants like ChatGPT and Claude that help craft messages with a human tone, AI is giving executives a way to scale their presence like never before.

So, what does this mean for the modern leader? Huge potential for sure, but also new pitfalls that can erode trust if AI isn’t used wisely. You can’t just delegate your voice to a bot and hope for the best. What’s needed is smart frameworks, clear boundaries, and best practice guardrails to make sure these tools enhance, not erode your credibility and influence.

The Potential: Scaling the Leader’s Voice

Used thoughtfully, AI can solve some real problems if you’re a time-poor executive. Digital avatars allow you to deliver a consistent message across global teams in local languages, on demand - no more scheduling headaches for town halls across ten time zones.

Generative AI can help polish updates, break down complex strategy into plain language, or craft a version of tough news that feels more human than the usual corporate-y sounding fakery. If you’re a leader that struggles to write an empathetic email, you might find AI a helpful tool.

There’s also the data advantage. Some tools analyse employee sentiment or distil thousands of survey comments into trends and insights. This can flag problems early and help you adapt your tone or messaging to build trust.

In a connected, always-on world, this kind of scale and intelligence can give you a competitive edge, but only if you use AI tools thoughtfully and stay actively involved.

The Risk: Losing Trust and Credibility

Before you rush to create a digital version of yourself, it’s important to remember that technology can’t manufacture trust. And trust, the bedrock of true leadership, is never something to take for granted.

A digital clone delivering your annual address might save you time, but audiences can spot canned, lifeless delivery. If employees discover you’re outsourcing genuine praise or sensitive announcements to a machine, you might lose their trust and respect.

Then there’s the risk of hallucinations. Generative AI can invent facts or misrepresent information. For leaders, that means every AI-crafted message needs to be reviewed with care. Imagine announcing a product launch with the wrong specs? In seconds, you’ve lost trust that may have taken years to build.

There’s also a growing ethics debate. Should you disclose when it’s an AI speaking on your behalf to employees, clients or investors versus hearing from you? Some regulators say yes. The EU’s AI Act now requires clear disclosure for deepfakes and synthetic content. If your market values transparency, your governance needs to keep up. (Read this article if you’re interested in the Australian Government’s stance on AI regulation).

The Solution: Frameworks & Boundaries

What’s the best way for leaders to tap into AI’s upside without falling into its traps? It comes down to three essentials: governance, guardrails, and transparency.

1. Clear oversight. Some firms are creating an AI ethics council or appointing a Chief AI Officer to define how, when, and where AI is used. Just as finance teams have CFOs and compliance rules, it makes sense that AI has clear ownership.

2. Defined guardrails. Not every task should be delegated to a bot. Leaders should map which communications are best suited for AI, such as routine FAQs or onboarding videos, and which should come from a human, like layoffs, tactical shifts, or crisis updates. Also, keep in mind that AI evolves fast and this means your guardrails should also evolve. Build in regular check-ins to spot bias, inaccuracies, or tone mismatches. What works today may not be suitable for tomorrow’s audience.

3. Transparency: It’s important to disclose use of AI in many areas. If you use an avatar to greet new hires or handle FAQs, let people know. Some employees, investors, or media might appreciate the efficiency or novelty, but in any case, clear disclosure keeps expectations realistic and protects a leader’s reputation for being real.

Practical AI Tips for Modern Leaders

Adopting AI in leadership communication doesn’t have to be an all-or-nothing approach.

Here are some things you can do:

✔️ Start small. Pilot AI on low-risk use cases, like internal newsletter drafts or video scripts for training modules.

✔️ Keep a human in the loop. Use AI as an assistant, not a replacement. Let it suggest phrasing or structure, but humans should always approve final messages.

✔️ Upskill your team. Make AI literacy part of your leadership toolkit. Teach executives how to prompt effectively, review critically, and identify AI-generated errors.

✔️ Embed ethics. Take a leaf from companies like Unilever, which reviews AI use cases against an ethics checklist. If a tool impacts your people or your brand trust, vet it properly.

In Conclusion

AI tools are rewriting the playbook for modern leadership communication. They’re powerful, convenient, and, when used well, can free leaders to spend time where it counts most, in conversations only a human can handle.

However, this only works if leaders remain firmly in control. Frameworks, boundaries, and transparency aren’t nice-to-haves; they’re survival gear for trust. Think of AI not as your voice but as an amplifier: it will broadcast brilliance or nonsense with equal volume. Train it, test it, and never let it speak for you unchecked.

In the end, no one wants to hear from a polished corporate clone. They want a leader who shows up, flaws and all, and stands by their words. Use AI to work smarter, not to sacrifice presence for convenience. The leaders who get this balance right won’t just communicate better, they’ll lead better, where it matters most.

[Yes, this article was written with the help of AI] :-)

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