Chris Gee is the founder of Chris Gee Consulting and an advisor to Ragan's AI Strategy Center.
Communicators love to talk about how AI saves time. But in many ways, it's the least interesting opportunity.
Used strategically, AI is more than just an efficiency tool. A thinking partner. This helps you see patterns faster, make smarter decisions, and connect ideas in ways never before possible.
The real opportunity is to use the deep research agency available in all LLMs. This agent can be accessed with a simple prompt to perform “deep research.” These AI systems are built to enhance the way we think about business and communications strategies by collecting, analyzing, and synthesizing information at a scale that human teams cannot match.
Deep research agents are separate tools from chatbots. Technically, it is a combination of an agent AI and a reasoning agent. I consistently find that most people don't think about using deep research agents or don't use them in an impactful way.
To explain a little further, unlike basic chat tools and search engines, detailed research doesn't end with a single query. It will be investigated. Follow clues, cross-check facts, and draw context from multiple sources before coming up with an answer you think is close to what a senior strategist would come up with.
This means that the heavy lifting, such as scanning, summarizing, and categorizing, will be handled by AI. And communicators can focus on what they do best: interpretation, insight, and storytelling.
AI as a strategic research partner
Across industries, organizations are using deep research agents to make smarter, faster, and more informed decisions.
In finance and consulting, companies using AI-driven research report access to insights up to 70% faster and improved accuracy in identifying growth opportunities.
The same capabilities provide a competitive advantage in communications. Imagine being able to aggregate thousands of news articles, posts, and filings and instantly identify the stories that are shaping your industry. These agents can process trends across media, investor reports, and sentiment data, allowing communicators to predict stories before they surface.
One industry peer says it best: AI has given PR professionals the gift of foresight.
Rethinking market research
Traditional research takes time. Thorough research can dramatically accelerate that process.
Instead of waiting days or even weeks for a report, communicators can now:
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Benchmark your competitors across markets and publications
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Detect reputational risk early through real-time sentiment analysis
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Identify the blank spaces where others aren't telling the story
According to McKinsey's 2024 State of AI Report, 61% of organizations already using AI say it is leading to better insights and faster strategic decision-making.
Train AI based on strategy
The greatest strategic benefits occur when companies train AI based on the organization's strategy, goals, and priorities.
Built with a focus on your company's internal data and communications, a custom GPT acts as your digital strategist in training. Scan reports, news, and market data to surface opportunities and risks before they become obvious.
Ask questions like:
Based on the coverage of the past six months, where do you see new opportunities in our industry?
The resulting output is not generic. This results in a set of context-aware, business-aligned insights that help communicators develop strategies that support broader organizational goals.
Companies that combine AI research with human strategy teams are already seeing a difference. AlphaSense says it can get to market up to 30% faster and make more accurate predictions.
Why is this important for communicators?
Communicators are uniquely suited to make sense of this new situation.
Sometimes data surfaces through thorough investigation, and we find meaning in it. We know what our viewers are interested in, what our stakeholders expect, and how the story must evolve.
The most advanced communicators use AI research to:
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Spot emerging themes and issues before they escalate
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Make creative, strategic decisions faster, backed by data you can trust
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Align communications with business intelligence and measurable outcomes
AI cannot replace strategists. It amplifies them. It turns curiosity, context, and creativity into a real competitive advantage.
conclusion
AI research is not just about speed. It's about strategy.
Thorough research helps communicators understand what's coming, move faster, and lead with insight rather than instinct.
In an environment where information moves faster than ever, communicators trained in AI research can do more than just shape campaigns.
They will shape corporate strategy itself.
