{"id":27435,"date":"2025-06-02T13:25:07","date_gmt":"2025-06-02T11:25:07","guid":{"rendered":"https:\/\/fdaydkdstg.wpenginepowered.com\/robust-communication-starts-with-taking-responsibility-not-ai\/"},"modified":"2026-03-18T10:33:32","modified_gmt":"2026-03-18T09:33:32","slug":"robust-communication-starts-with-taking-responsibility-not-ai","status":"publish","type":"post","link":"https:\/\/fday.dk\/en\/robust-communication-starts-with-taking-responsibility-not-ai\/","title":{"rendered":"Robust communication starts with taking responsibility \u2014 not AI"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"27435\" class=\"elementor elementor-27435 elementor-25473\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-503253f e-con-full e-flex e-con e-parent\" data-id=\"503253f\" data-element_type=\"container\" data-e-type=\"container\" 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data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-33fbf34 elementor-widget-mobile__width-inherit elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"33fbf34\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"207\" height=\"300\" src=\"https:\/\/fday.dk\/wp-content\/uploads\/2024\/10\/MediumNy-medarbejder-0043-207x300.jpg\" class=\"attachment-medium size-medium wp-image-26641\" alt=\"\" srcset=\"https:\/\/fday.dk\/wp-content\/uploads\/2024\/10\/MediumNy-medarbejder-0043-207x300.jpg 207w, https:\/\/fday.dk\/wp-content\/uploads\/2024\/10\/MediumNy-medarbejder-0043-706x1024.jpg 706w, https:\/\/fday.dk\/wp-content\/uploads\/2024\/10\/MediumNy-medarbejder-0043-768x1114.jpg 768w, https:\/\/fday.dk\/wp-content\/uploads\/2024\/10\/MediumNy-medarbejder-0043.jpg 1000w\" sizes=\"(max-width: 207px) 100vw, 207px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8ed5a83 e-con-full e-flex e-con e-child\" data-id=\"8ed5a83\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-50c25f4 elementor-widget elementor-widget-heading\" data-id=\"50c25f4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Sune Bj\u00f8rnvig<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ec644a6 elementor-widget elementor-widget-heading\" data-id=\"ec644a6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\"><span>Partner<\/span><\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a589503 elementor-widget elementor-widget-heading\" data-id=\"a589503\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">sune@fday.dk<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9c247fa elementor-widget elementor-widget-heading\" data-id=\"9c247fa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\"><a href=\"tel:+4526247428\">+45 2624 7428<\/a><\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-bc5ce6a e-con-full profil-text e-flex e-con e-child\" data-id=\"bc5ce6a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-02aee80 elementor-widget elementor-widget-text-editor\" data-id=\"02aee80\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tSune advises senior executives in some of the country\u2019s largest companies on leadership, crisis management, positioning and personal communication. Over the years, he has delivered media training to more than a thousand spokespersons from over fifty countries. Sune has a background as a director and holds an MSc in Political Science from the University of Copenhagen.  \t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1c24f827 e-con-full e-flex e-con e-parent\" data-id=\"1c24f827\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-118d0953 e-flex e-con-boxed e-con e-child\" data-id=\"118d0953\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f9ff310 elementor-widget__width-inherit elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"f9ff310\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4394aff8 elementor-widget elementor-widget-heading\" data-id=\"4394aff8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Sune Bj\u00f8rnvig<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1b0bd3c5 elementor-widget elementor-widget-text-editor\" data-id=\"1b0bd3c5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In a world where geopolitical frameworks\u2014and thus everyday life, norms, and expectations\u2014change from one moment to the next, it is becoming increasingly complex to be a company or organisation.<\/p><p>You must succeed in navigating the maelstrom of conflicting expectations. At the same time, more than ever before, you must be held accountable not only for your own actions, but also for those of your suppliers. <\/p><p>Companies and organisations have therefore acquired what I like to call an unlimited moral chain of responsibility. You can no longer blame others when something goes wrong. If the product is yours, so is the responsibility.  <\/p><p>This means it is becoming harder and harder to decide what to communicate and why. Who do we, as a company, want to be? What do we take responsibility for, and how? What should we take a stand on\u2014something we also stand by when the storm hits? And how should it be expressed so that it fits who we are?    <\/p><p>Regardless of how a company wishes to be, it is crucial to be razor-sharp about how this looks in writing, in speech, and in action\u2014both in everyday life and when everything is in turmoil and no one is taking a deep breath. You must know how you want to take responsibility. You must be able to speak and write so that you are understood as intended and earn the reputation you deserve.  <\/p><p>ChatGPT and other AI systems can offer an average take on that communications task. ChatGPT performs a probability calculation\u2014what is the next word in this context? It therefore excludes the unusual\u2014including both the unusually good and the specifically tailored.  <\/p><p>AI can be used for many things in our field. The technology can read, understand, and structure a text. AI is actually quite good at that, and it can provide some sensible standard suggestions for communication in many situations.  <\/p><p>But AI cannot answer what the right thing to say and do is when you are exactly who you are. It cannot shoulder the task of ensuring responsible, coherent, and credible communication that is exceptionally good. That requires human intelligence. All of us who love working with communication can take comfort in that, as we wait for the first crisis triggered by AI-generated communication\u2014untouched by human hands, average, efficient, FTE-saving, but also inadequate.   <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4f7f75da elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"4f7f75da\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Photo: ChatGPT In a world where geopolitical frameworks\u2014and thus everyday life, norms, and expectations\u2014change from one moment to the next, it is becoming increasingly complex to be a company or organisation. You must succeed in navigating the maelstrom of conflicting expectations. At the same time, more than ever before, you must be held accountable not [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":27436,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1175],"tags":[],"class_list":["post-27435","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-commentary"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Robust communication starts with taking responsibility \u2014 not AI - FRIDAY P\/S<\/title>\n<meta name=\"description\" content=\"Responsible communication requires more than AI. 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