How IR & Communications should manage AI-generated narratives
The role of IR and Communications is not just publishing information — it is shaping how the company is understood externally. AI is now beginning to serve as part of that entry point
AI is already close to IR and Communications
The role of IR and Communications is not just publishing information — it is shaping how the company is understood externally. AI is now beginning to serve as part of that entry point. Muck Rack's 2025 survey found that 3 in 4 PR professionals use generative AI in their work, with over 80% using it for brainstorming, while 55% reported having no internal AI usage policy. AI is already close to communications practice, but frameworks for managing it have not caught up
How AI summarizes the company
What matters for IR and Communications is how AI summarizes the company in brief. Descriptions of what the company does, what its strengths are, and which business is central serve as the foundation of first understanding for investors, media, candidates, and partners. The question is not whether the summary is favorable, but whether it aligns with the narrative the company wants to convey now. Common misalignments include legacy business images persisting, core business priorities being misrepresented, and ESG or social value not being adequately reflected
An explanation layer that needs ongoing management
This is why IR and Communications should treat AI-generated narratives not as something to merely monitor, but as an explanation layer that requires ongoing management. The focus should be on what kind of company AI describes you as, which strengths it leads with, and which sources support that description. What the Muck Rack survey underscores is that since AI is already part of professional practice, narrative management needs an AI perspective too
Where to start
The natural starting point is to check how your company is described by AI. Does it align with the narrative you want to convey now? Which sources support that description? If there are gaps, what should be prioritized? For IR and Communications, this is a new management responsibility that extends naturally from traditional media relations
The Vaipm perspective
Vaipm brings this issue into the practical scope of IR and Communications. It captures the corporate narrative AI returns, identifies where gaps exist, traces which sources support each description, and helps prioritize what to address
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