In a new expert opinion piece for Forbes, Drofa Comms CEO Valentina Drofa shares a candid reflection on the rise of AI in business — and why it’s not the enemy of creative industries, but a tool that must be integrated with care.
Initially skeptical about the real value of AI in communications — a field defined by nuance, empathy, and human insight — Valentina now sees the technology as an accelerator, not a replacement. Her agency has embraced AI not to reduce headcount, but to boost team efficiency, free up time for strategic thinking, and enhance the creative process.
But tech adoption isn’t just about the tools — it’s about leadership. As Valentina puts it, “You can’t just give your team access to ChatGPT and expect magic. You need to embed AI into your culture in a way that inspires, not intimidates.”
The key? Balanced integration. AI can draft content, analyse competitors, and speed up research, but it still can’t replicate judgment, brand voice, or emotional intelligence. That’s where people come in.
“The danger isn’t AI taking over — it’s people forgetting how to think critically,” Valentina warns. “The future belongs to teams who combine automation with insight.”
Want to know how to implement AI in communications without losing your edge? Read the full piece: https://www.forbes.com/councils/forbesbusinesscouncil/2025/07/08/ai-ally-or-adversary-what-smart-leaders-need-to-know-about-harnessing-innovation/
