The National Digital Roundtable recently gathered at the Atlantic Council in Washington, DC for a roundtable on "The Future of Comms: Where Artificial Intelligence Meets Authentic Influence,” bringing together together leaders from think tanks, foundations, associations, health and science organizations, philanthropy, media, and global policy for a candid, off-the-record discussion.

Trust Is Like a Balloon

National Digital Roundtable Chairman and Social Driver Co-Founder Anthony Shop opened the conversation with a frame that stuck: trust is like a balloon. It takes a lot of effort to blow it up, but one little thing and... POP.

That metaphor set the tone. AI has the power to help us build trust, or to quickly deflate what we've spent a long time building. The roundtable focused on what AI means for the most human thing communicators do: build and sustain trust.

What the Room Said

Here are a few things we took away from the discussion:

• Communicators' jobs are evolving. As AI gives more people the ability to create content, communications professionals are increasingly becoming trainers, consultants, strategists, and sense-makers across their organizations. They help their entire institutions navigate what to say, to whom, and why. The work is shifting upstream.
• Measurement is getting harder. There may never be a true "Google Analytics for AI." As more of the information landscape moves through AI-mediated channels, traditional metrics like clicks and impressions tell an increasingly incomplete story. Teams need new ways to read the signals, shadows, and patterns of influence.
• Strategy matters even more. Easier content production can actually dilute impact. When everyone can publish anything instantly, the organizations that stand out are the ones still asking the right questions: What are we trying to achieve? Who are we trying to reach? What action or belief are we trying to influence?
• Distribution must stay human. AI can help behind the scenes, but authentic influence - the "other AI" - still depends on relationships, credibility, judgment, and human connection.

What Comes Next

We will keep exploring these themes at upcoming gatherings across the country. If your organization is interested in hosting or sponsoring a future roundtable, let us know.

Huge thanks to Deputy Director Fadi Seikaly and the Atlantic Council for hosting us, and to everyone who joined the conversation.

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