Fifty percent of Americans now express more concern than excitement regarding artificial intelligence, a significant jump from 37% just three years prior in 2021. This shifting public sentiment arrives as companies like Google and Meta commit substantial capital to AI development, with Meta specifically planning increased investment in AI acceleration through 2026. Despite these ambitious corporate strategies, only a tenth of the population reports feeling more excited than wary about the technology. This growing apprehension has prompted Silicon Valley’s leading firms to re-evaluate their communication strategies, recognizing a clear need to actively shape the narrative surrounding AI’s role and future impact.
The industry’s response involves a substantial investment in communications expertise, with tech companies now offering six-figure salaries to attract top talent capable of navigating this complex public relations landscape. Anthropic, for instance, has dramatically expanded its communications division, now boasting approximately 80 employees, and continues to recruit, offering up to $400,000 annually for a head of product communications. Similarly, Adobe is seeking an AI evangelist, a role compensated over $270,000, tasked with illustrating AI’s benefits in areas such as marketing efficiency and customer experience. OpenAI and Perplexity are also actively hiring for high-paying communications positions, some reaching the $400,000 mark. These compensation packages far exceed the national average for a communications director, which stands at around $107,000, according to data from Indeed, signaling a strategic pivot beyond the intense competition for AI researchers, who have commanded even more astronomical offers.
This renewed focus on public perception is not without cause. A prevalent fear that AI is contributing to widespread job displacement has taken root, intensified by reports of 1.2 million job cuts last year, an increase of 58% from 2024 projections. While management experts suggest that many of these reductions are routine and not directly attributable to AI automation, the technology frequently serves as a convenient explanation. Beyond employment concerns, the financial viability of AI has also drawn investor scrutiny. Despite massive expenditures on data center infrastructure, many major tech firms have yet to demonstrate significant returns from their AI endeavors, leading to market uncertainty and billions wiped from software company valuations. Environmental concerns also factor into the public’s growing unease, with questions arising about the substantial energy consumption required by AI data centers and surveillance systems, prompting debates about the technology’s long-term sustainability and societal implications.
In an effort to address these multifaceted challenges, companies are increasingly prioritizing their storytelling capabilities. Google, in a previous job posting, highlighted the integral role of storytellers in driving customer acquisition and growth. Adobe’s AI evangelist is specifically tasked with leading AI storytelling across the Americas, while OpenAI’s communications roles frequently emphasize the need for expertise in crafting compelling narratives. This expanded scope for communications professionals now extends beyond traditional media relations, integrating with human resources, marketing, social impact initiatives, and investor relations, according to a report from the Observatory on Corporate Reputation. The report notes a preference for a “chief communications officer-plus” profile, indicating a demand for broader strategic influence.
The push to redefine AI’s public image is also manifesting on major national platforms. Tech companies, including Anthropic, Meta, and OpenAI, reportedly allocated over $10 million for Super Bowl advertising slots. Meta utilized its ad to promote Oakley Meta glasses, a fusion of eyewear and AI technology, aiming to integrate AI into everyday consumer interactions. Anthropic’s Super Bowl debut, airing on Wednesday, positioned its Claude chatbot as an ad-free alternative to ChatGPT, subtly highlighting common user frustrations like delayed responses and robotic language, while also taking a direct jab at OpenAI’s recent monetization strategy for its own chatbot. These high-profile campaigns underscore the industry’s concentrated effort to counteract skepticism and cultivate a more favorable public perception of artificial intelligence.
