Artificial intelligence, big data and all change

Much of modern life is not only enabled by on-line technology, but transacted through it. Artificial Intelligence (AI) and big data are inherent characteristics of the platforms that are in common use and indeed 'data' rather than products or services are at the heart of their operations. This chapter explores the impacts of AI and big data on society, organisations and communication practice, looking specifically at some of the 'big picture' issues and opportunities that it offers to those who work in strategic communication. In particular, an informed society, leadership, governance, supporting organisational transformation and ensuring AI infused communities and organisations remain focused on the human are proposed as responsibilities and opportunities for strategic communication. It concludes by challenging the practice to re-orient and upskill to capitalise on the enhanced societal and organisational role that AI presents.