Four years ago, during a global pandemic and before ChatGPT became a household name, I took on the role of chief marketing officer at Optiv, a leading cybersecurity company. At that time, the world was experiencing a massive increase in cyberattacks, with rapidly rising degrees of sophistication, frequency and devastating financial impact. On top of that, the reliance on artificial intelligence (AI) and machine learning (ML) was growing. Cybersecurity experts were on the front lines (and still are), boosting their defenses. Meanwhile, marketing and communications professionals had to quickly adapt, learn, and embrace emerging technologies and find new ways of working in a risk-filled, AI-driven world.

Now, the roles of marketers and communicators have become more important than ever. AI is at everyone’s fingertips, offering both rewards and risks. My cyber colleagues like to say that while AI helps us do great things faster, it also helps bad actors do bad things faster. With just a few text prompts, anyone can write emails, prioritize tasks, generate code, proofread and build reports in seconds. But this "force multiplier" comes with a catch: without proper monitoring, governance and awareness, the reliance on AI can lead to serious legal, ethical and security risks. Safeguarding the organization has become a crucial responsibility for today’s marketing and communications teams.

How can a company maximize the productivity gains of AI while minimizing the risks of data leaks, theft, and privacy violations, among others? The answer lies in making sure that employees at all levels are AI-literate. This is not much different from the dilemma organizations faced in the ’90s — should employees have access to the World Wide Web? Now we can’t begin to imagine a world without the internet. AI is enjoying that same moment. And marketing and communications experts, in particular, are perfectly positioned to work alongside cybersecurity pros to lead the charge as we did when we helped usher organizations into the digital age.

To effectively embrace AI tools, marketing and communications teams need more than just a basic understanding of AI. They also need to recognize how it could be used maliciously, whether in cyberattacks, disinformation campaigns, or more. By staying ahead of these risks, they can help protect their organizations from brand and reputational damage and ensure their messages remain authentic and credible.

Industry experts say that while AI might not replace our jobs, those who know how to harness its power will. That’s why it’s no surprise that cybersecurity and AI-focused training are in such high demand. Some organizations, including Optiv, even offer free training resources, so there’s no excuse for not being educated on the topic. AI knowledge is quickly becoming table stakes. Here are a few key areas that are especially critical for our profession to focus on:

Ensure you have a firm grasp of the language — AI vs. ML, hallucination, grounding, over-reliance, data provenance, and more.

Know how to identify risks and threats specific to AI and best practices for using tools safely and securely.

Understand how AI systems use data so you can spot AI bias and know how to report and resolve it.

Looking ahead, as AI continues to evolve, the intensity of the challenges it brings with it will, too — such as more sophisticated deepfakes and misinformation, data manipulation, and corruption of AI-driven automations. At the same time, the incredible opportunity it represents is beyond what any of us can envision. This is a learning journey, and we will never declare mastery as technology is changing by the minute. AI literacy is the key to overcoming new challenges, building trust and helping organizations succeed in an AI-powered future.

Heather Rim is the chief marketing officer at Optiv, leading efforts to enhance brand visibility, generate demand, and engage stakeholders, while also serving as executive sponsor of the company’s ESG program and Optiv Women’s Network. She is a seasoned global marketing and communications executive with over 20 years of experience driving brand growth. Previously, Rim was CMO at AECOM and held senior roles in corporate communications, marketing, and investor relations at Avery Dennison, The Walt Disney Company, and WellPoint. She is a member of the USC Center for PR board of advisers.