International media report that communication and storytelling have become one of the most value-creating skills in the technology sector. For example, Business Insider published an article in February 2026, saying: “In the generative AI boom, vibe coding and AI expertise have become in-demand résumé skills. But tech companies are also looking to pay a premium for expertise in people who have a skill that predates AI: the art of communication.”

The rapid development of artificial intelligence is transforming working life. Also within the communications industry, there has been speculation about whether artificial intelligence could replace communication professionals. However, developments appear to be moving in the opposite direction: the easier technology makes content production, the more valuable high-quality and strategic communication becomes.

Strong communication is an increasingly powerful competitive edge for our client companies.

Generic content can also weaken search engine visibility

Artificial intelligence has made producing B2B texts and other content fast and effortless. At the same time, the volume of corporate communications has grown enormously. This has led to vast amounts of messages, news and marketing content being published every day.

When there is too much information, attention becomes increasingly limited. In such an environment, the key challenge for companies is no longer producing large quantities of content – but ensuring that their message stands out. Automated content production alone is not enough to build a strong brand, and generic mass content can easily weaken a company’s distinctiveness as well as its search engine visibility.

This is why strategic communication and storytelling have become more important than ever.

An international trend: companies need storytellers

International media have recently written extensively about the growing corporate interest in storytelling. In global business, storytellers are increasingly coming to the forefront – professionals whose role is not to produce more content, but to clarify complex ideas and build credible, compelling narratives for organizations.

For example, The Times has reported on the phenomenon, noting that companies are looking for storytellers who can “cut through the AI slop” and help organizations stand out from generic content.

Business Insider has also highlighted the growing importance of storytelling in corporate communications and building brand awareness. Organizations increasingly need professionals who can craft meaningful narratives about a company’s strategy, products and purpose. According to the article, in the era of generative AI one of the most important jobs in the technology sector – even at major tech giants such as Netflix, OpenAI, Microsoft and Anthropic – is not related to coding, but to communication and writing.

AI drafts – a professional makes the texts shine

AI is a powerful tool for producing drafts, brainstorming ideas and supporting background research. It can help communications projects get started quickly and save time in routine tasks.

At the same time, AI-generated texts often contain repetitive phrasing, translation-like structures and factual errors. The tone of voice, the target audience awareness and strategic perspective may also remain insufficient.

For this reason, an increasing number of companies are adopting a model in which AI is used to produce drafts – but communications professionals refine the outcome.

Vetter Communications offers post-editing of AI-generated texts: proofreading, editing, language revision and quality assurance. Texts written or translated by AI are reviewed by an expert, corrected for terminology and style, and, if necessary, partly or even completely rewritten. The AI-generated draft is refined into good text.

Vetter Communications in the AI Landscape

As a communications agency, we closely follow developments in artificial intelligence and actively contribute to the field through international communications and PR assignments. We serve as communications and PR partners for several AI-related events and initiatives.

For example, we have acted as the PR partner of the global AIAEC expert conference for three consecutive years. The event brings leading experts to Finland from more than 33 countries. AIAEC stands for Artificial Intelligence in Architecture, Engineering and Construction. The conference gathers some of the world’s leading voices in AI within the architecture, engineering and construction sectors. The event is organized by the Finnish Association of Civil Engineers (RIL). This year the event is supported by the Association of Finnish Architects’ Offices ATL, the International Council for Research and Innovation in Building and Construction (CIB), the Confederation of Finnish Construction Industries RT, and the Finnish Association of Architects SAFA. Event partners include A-Insinöörit, HNTB and Sweco. The content partner is AEC Business, and Vetter Communications serves as the PR partner.

In addition, we help manage the communicationsof OT Cyber Security Finland OTSEC, Finland’s leading event focused on operational technology cybersecurity, held at Tampere Hall.

Vetter Communications also provides high-quality and expert strategic storytelling communications services for companies of all sizes. We act as an outsourced communications partner for smaller businesses and support the in-house communications and marketing teams of large organizations. Learn more about our services.

How can we help you? Get in touch with us!