News and Insights
AMEC’s AI Day: how AI redefines communications intelligence
November 11, 2025
In this blog, you will learn:
- Why culture comes first in determining AI success in communications
- How human insight remains the differentiator in an automated world
- Why the future lies in building AI teammates, not just tools.
As the pace of change in communications accelerates, leaders are grappling with a central question: how can we harness AI without losing the human intelligence that makes insight meaningful?
At FINN Partners’ Global Intelligence, we’ve been exploring that balance daily and it was front of mind as I joined the international Association for Measurement and Evaluation of Communication (AMEC) Measurement and Evaluation AI Day virtually. The event brought together global experts from Meltwater, Muck Rack, LexisNexis and others, and the conversations made one thing clear: AI is no longer an emerging trend; it’s an evolving partner.
Key takeaways from AMEC’s AI Day
The event shared insights and use cases of AI tools for measurement, storytelling, reputation and results. These were my key takeaways:
1. Culture first, tech second
Adopting AI is easy. Embedding it into how teams think is harder.
The most future-ready agencies and brands are the ones creating space to experiment safely, encouraging curiosity, and treating AI as an ongoing capability, not a one-off installation.
Culture, not code, determines whether AI becomes a competitive advantage or another dashboard collecting dust.
2. Human context is the differentiator
No algorithm understands tone, trust or timing quite like a human does.
AI can accelerate discovery, but only people can connect insights to reputation, empathy and ethics. The future of our discipline depends on using AI to elevate analysts and strategists, especially by freeing them to interpret, challenge and advise with clarity and confidence.
This aligns strongly with our approach at FINN Partners Global Intelligence: blending automation where it adds value and human interpretation where it matters most.
3. From agents to teammates: the rise of Agentic AI
One of the most compelling insights came from a session focused on building teammates, not just agents.
AI should not be an isolated utility; it should collaborate. Agentic AI (systems that act with initiative, learn through feedback and adapt to team needs) will define the next phase of communications intelligence.
When designed thoughtfully, these “AI teammates” can help:
- Solve real workflow challenges
- Anticipate information needs
- Support decision-making in real time
- Learn from feedback and grow with the team.
The human-AI relationship, in this sense, becomes less about control and more about collaboration.
What AI means for communicators
For communicators, the opportunity (and in turn responsibility) is clear:
- Invest as much in mindset as in machine learning
- Equip teams with the confidence to challenge AI outputs
- Redefine measurement as a collaborative process that anticipates rather than reacts.
AI is not replacing human intelligence. Instead, it’s redefining what intelligence means for our field.
At FINN Partners, we’re helping clients harness AI ethically and intelligently; transforming analytics into actionable foresight.
To discuss how AI can elevate your measurement strategy, get in touch with Joy at joy.livera@finnpartners.com.
FAQs
1. What does “agentic AI” mean in communications?
Agentic AI refers to systems designed to act as proactive collaborators; helping teams anticipate needs, solve problems and enhance workflow efficiency through ongoing learning.
2. Why is culture important for AI adoption?
Even the most advanced systems fail without trust, experimentation and leadership buy-in. AI adoption succeeds when people feel empowered, not replaced.
3. How is FINN Partners using AI in measurement?
FINN Partners’ Global Intelligence team combines AMEC-accredited frameworks with AI-driven tools to create ethical, actionable intelligence which helps clients move from reporting to foresight.
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