Companies today house a wealth of untapped thought leadership. Their executives and subject matter experts possess deep insights that could shape their industries and grow their businesses, yet time constraints often prevent them from turning that knowledge into impactful content—be it blogs, social media, articles, or client communications.
Enter vibe communications, an emerging technique that applies principles from vibe coding and vibe marketing to thought leadership. At its core, vibe communications leverages AI to craft content that resonates emotionally with audiences while maintaining authenticity and strategic intent. When used effectively, this approach can help communications practitioners and their executives rapidly develop standout content that is precise, nuanced, and tailored for maximum impact.
Inspired by Vibe Coding and Vibe Marketing
A software development philosophy, vibe coding prioritizes speed, iteration, and human intuition over rigid technical constraints. It treats AI as a co-creator, allowing developers to generate code instantly from prompts rather than manually writing it. The key principles of vibe coding—such as systems thinking, rapid iteration, and AI-driven acceleration—translate directly into vibe communications.
Add to that vibe marketing, a next-generation approach to branding and audience engagement. It leverages AI to create emotionally resonant campaigns at unprecedented speed. Collapsing timelines, vibe marketing enables a single strategist to test dozens of messaging angles in real time.
In the communications realm, vibe communications borrows from both approaches to shift from traditional, time-consuming content creation to dynamic, AI-assisted storytelling. Whether you are using Co-Pilot, ChatGPT, or another platform, instead of painstakingly crafting each message from scratch, communicators can use AI to generate multiple variations, refine them through iteration, and select the most impactful version—just as developers do with AI-generated code.
Five Best Practices to Using Vibe Communications Effectively
AI is already revolutionizing how communications professionals approach content creation, but simply asking AI to generate copy isn’t enough. The key lies in guiding AI strategically—directing it to produce thought leadership that reflects a brand’s voice, engages audiences at an emotional level, and drives influence. To integrate vibe communications seamlessly into their workflows, communicators should follow these five best practices:
1. One Message Does Not Fit All
Effective messaging needs to be tailored to the specific groups you want to activate. Different audiences respond differently depending on tone, language, and emotional resonance. AI can help tailor messages across multiple formats by applying vibe-based thinking, ensuring that a company’s thought leadership aligns with each audience’s expectations. When refining AI-generated content, communicators should use testing frameworks to assess how well each iteration fits its intended audience—adjusting language, structure, and delivery accordingly.
Be sure to supply as much specific information as you can for each audience, as well as stating your desired outcome—what is the emotional response you want to generate and what action do you want this group to take?
2. It’s All About the Prompt
AI responds directly to how it’s prompted, which means prompt engineering is a critical skill for communications professionals. The most effective AI interactions mimic a conversation—where messaging evolves through iterative refinement. Instead of accepting AI’s first response, communicators should adjust their prompts based on desired tone, structure, and emotional impact.
For example, an executive may want a byline that conveys urgency and leadership. Instead of simply asking AI to “write an article on industry trends,” the prompt should specify tone, audience, and style: “Draft a thought leadership piece on emerging trends in the property and casualty insurance industry, emphasizing forward-thinking leadership, innovation, and a call to action that would appeal to US-based insurance agents.” Provide your specific messaging and brand voice as well.
3. From One Can Come Many
Content creation shouldn’t be siloed. One well-researched white paper can be transformed into multiple assets—including social media posts, blogs, speeches, as well as employee and client communications. AI excels at repurposing content across different formats, allowing communicators to scale thought leadership efficiently.
By treating each major content asset as a foundation rather than a standalone piece, communicators can generate a steady stream of high-quality material without starting from scratch every time. AI-powered tools can quickly adapt tone and structure to suit different platforms and different executive voices, ensuring each version feels fresh while maintaining consistency in message and branding.
4. Personalize AI Agents
No two executives communicate alike, which is why personalization is key. AI can mimic distinctive voices when fed reference materials that align with a speaker’s style. By uploading your executive’s documents such as previous speeches, articles, or interviews—communicators can train AI agent tools to produce content that reflects a leader’s unique messaging and style. If you are not working with a proprietary AI platform, which usually has better protective firewalls, you will need to be careful to only upload public documents—in other words, don’t supply anything you don’t want everyone to see.
This personalization process ensures continuity in brand messaging while enabling faster content production for each executive, including your CEO.
5. Never Underestimate the Human Touch
AI is a game-changing productivity enhancer, but it is far from infallible. Communicators must ensure that AI-generated content undergoes human oversight and refinement before publication. AI may provide efficiency, but the final insights and knowledge—clarity, nuance, and strategic alignment—comes from your own expertise.
Editing for authenticity and emotional connection is crucial, especially in high-stakes corporate communications. Whether fine-tuning AI drafts or ensuring brand messaging, the human touch remains irreplaceable.
Vibe Communications Enables Productivity, Customization—and Impact
Vibe communications takes the agility of vibe coding and the emotional intelligence of vibe marketing and applies them to content creation. It enables communications teams and their executives to generate content rapidly using AI-powered prompts, refining outputs through iterative feedback; tailor messaging dynamically by testing different emotional tones and audience responses, and scaling thought leadership efficiently, repurposing a single asset into multiple formats. And by all means, don’t forget the human touch!
