Trends in Communications

By Dr. Alison Slade  |  09/01/2026

Although the basics of communication have not changed, there are many ways for organizations, employees, and consumers to converse with each other. Today’s communications field involves various areas, such as:

• Artificial intelligence
• Social media marketing
• Customer experiences
• Workplace interactions and corporate communications
• Employee engagement
• Cybersecurity

Artificial Intelligence

Artificial intelligence (AI) is arguably the top current trend in communications. It is quickly becoming a standard in communication, influencing how organizations interact with customers and manage internal communications.

For instance, AI tools like ChatGPT® from OpenAI® and Gemini® from Google® are being integrated into various platforms, enhancing customer service and automating employees’ work. AI’s main uses revolve around automation, data analysis, decision-making, and personalization.

Social Media

Communication strategies in marketing have always reached out to specific target audiences. Influencers and digital channels have opened doors beyond what radio advertisers could have imagined.

According to Sprout Social®, over 86% of brands used influencer marketing in 2025. That number is only expected to rise in 2026 and beyond.

Brand consistency built on the foundation of a celebrity is not a new concept. However, younger generations place greater emphasis on the impact of not only creating good content but also creating relatable content for potential customers.

Consumers quickly reject messages that feel insincere or AI-generated. According to Salesforce®, 73% of consumers expect better personalization from brands.

Social media posts are the most common method for influencers to reach the maximum number of internet users as well as a maximum number of audience members on mobile devices. Key trends in social media marketing include short-form video content creation. EMarketer® notes that 75% of viewers watch short-form videos on mobile devices.

It is also important to note that there are different types of content creators. Micro-influencers – social media influencers with 10,000 to 100,000 highly engaged followers – have engagement rates 2-3x higher than macro-influencers. To affect consumer behavior, influencers must generate regular content and be perceived as authentic human communicators.

Customer Experiences and Effective Communications

In our ever-increasing digital world, brands and communications professionals must compete with a large number of channels to successfully engage in audience targeting. A modern communications trend in the customer experience is to understand the modern consumer is not only concerned with the product, but also what ideas and values the brand represents.

Authenticity is crucial for engaging Gen Z and Gen Alpha consumers. Although digital communication channels somewhat lack the element of the human touch, brands can still utilize being in touch with social issues and demonstrating their humanity to engage with consumers.

In fact, 51% of Gen Z and Millennials agree that brands should take a public stand on political and social issues. As a result, brands must align their values with their specific audience’s expectations.

This authenticity is especially valuable for crisis communications. When problems occur, customers expect prompt action and genuine behavior from company leaders, rather than a cursory message filled with meaningless business jargon.

However, don’t rush to create an AI image outlining your brand’s point of view. Although AI could potentially be useful to capture public attention, consumers quickly reject communications that feel insincere or AI-generated.

Modern consumers want to feel a connection with brands on a personal level. It is important for brands to remember that AI-generated content requires strong human oversight for quality and consumers have a high expectation of high-quality mixed media messages. For example, 89% of consumers want more video content from brands.

Despite our digital-heavy world, successful campaigns can still be conducted in person. In fact, 80% of event organizers find in-person events to be impactful, and these events are their most effective marketing channel.

Further, customers expect two-way interactions and seamless service across multiple communication channels. Face-to-face communication strategies can still play an important role in creating content and satisfying customer experiences.

Lastly, AI tools can analyze consumer behavior patterns for effective campaigns, and important messages are delivered via a variety of different channels. Streaming platforms like Netflix® and Spotify® rely on AI to recommend content based on viewing or listening history, user preferences, and behavior patterns.

Workplace Interactions and Corporate Communications

COVID-19 changed the landscape of the modern workplace. The hybrid work model, a flexible blend of in-office and remote work, has solidified its position as a standard practice for organizations. 

So how do companies work within the new hybrid workspace to develop a strong corporate communications strategy?

One trend is utilizing video communications, as video is now central to internal communications in hybrid settings and is useful for conveying complex messages in a faster, more efficient manner. Unified communications platforms integrate voice, video, and messaging and make it easy for employees to effectively communicate, regardless of their location. Organizations are also embracing asynchronous communication to reduce meeting fatigue.

Additionally, the use of AI in the workplace is a growing trend. According to McKinsey®, 88% of organizations use AI in at least one business function.

AI has a variety of uses in workplace interactions. For example, generative AI is integrated into daily workflows for content generation and scheduling.

Businesses are using AI to summarize and organize past conversations, and AI can speed up business processes by 30% to 50%.

Furthermore, conversational AI powers 24/7 customer support and faster response times. This use of artificial intelligence can also help with maintaining good workflow in the workplace.

Business communications are driven by AI integration and two-way messaging. As organizations embrace technological developments in a constantly evolving digital landscape, a majority of organizations are offering AI tools and training. Omni-channel communication now emphasizes a single, continuous conversation across a variety of platforms.

Employee Engagement

To keep employees informed and motivated, companies are investing in digital platforms and interactive channels. This trend emphasizes the importance of transparent communication and the need for organizations to foster a culture of engagement.

Effective internal communication is crucial for employee engagement and organizational success. Organizations using personalized communication see higher engagement rates, and effective personalized communication can reduce irrelevant messaging. Teams rely upon video as well as other means of digital communication to increase engagement.

To further increase employee engagement, AI software can collect data on engagement metrics and provide valuable insights on how to provide more effective communications in the workplace.

Cybersecurity and Constantly Evolving Cyberthreats

Cybersecurity threats are becoming more advanced, more frequent, and much harder to contain. Consequently, cybersecurity should be a top priority for organizations. They should take proactive steps to maintain regulatory compliance and protect the safety of consumer information.

From AI-driven attacks and ransomware to cloud risks, identity theft, and third-party data breaches, organizations now face a constantly shifting threat landscape. Understanding the latest cybersecurity trends helps businesses strengthen defenses, reduce risk, and prepare for what comes next.

Policy changes increasingly shape communications industry trends. Organizations face a growing complexity in ensuring communications compliance.

Data privacy is of utmost importance to organizations; it can be expensive and also leads to a decline in customer trust. In fact, International Business Machines (IBM®) notes that the global average cost of a data breach reached $4.44 million in 2025.

Many organizations also do not have sufficient cybersecurity protection for their websites. About 75% of high-traffic websites in the U.S. and Europe fail to meet core privacy requirements.

The Future of Communication

Modern organizations and consumers rely upon a variety of communication methods in today’s media-saturated world. The communications landscape will continue to evolve, and it is increasingly important for both individuals and communication teams to adapt quickly to changing and emerging trends.

The Bachelor of Arts in Communication at APU

For interested adult learners who want to study communication and build useful skills, American Public University part of American Public University System (“APU”) provides an online Bachelor of Arts in Communication. In this degree program, students can enroll in various courses, including social media and society, ethics in communication, and communication theory. Other courses include public speaking, intercultural communication, and mass communication.

Students may choose from one of two concentrations, so that they can take courses that will aid them in reaching their professional goals. These concentrations are:

• Digital Communication and Media Design
• Strategic Communication

For more details, visit APU’s arts and humanities degree program page.

ChatGPT® is a registered trademark of OpenAI OpCo, LLC. 
OpenAI® is a registered trademark of Open Artificial Intelligence, Inc.
Gemini® and Google® are registered trademarks of Google, LLC
Sprout Social® is a registered trademark of Sprout Social, Inc.
Salesforce® is a registered trademark of Salesforce, Inc.
EMarketer® is a registered trademark of eMarketer, Inc.
Netflix® is a registered trademark of Netflix, Inc.
Spotify® is a registered trademark of Spotify AB.
McKinsey® is a registered trademark of McKinsey Holdings, Inc.
IBM® is a registered trademark of International Business Machines Corporation.