As AI continues to transform workplace communication, business leaders are facing a critical question: how do we use AI in a way that maintains trust and authenticity? A recent study in the International Journal of Business Communication reveals how perceptions of AI-generated writing vary dramatically based on leadership roles. The findings highlight a growing tension between efficiency and human connection—especially in executive communication. In this post, we explore the emerging rules of AI for business communication and why now is the time for leaders to get intentional about how they use this powerful tool.
What are the new rules of AI for business communication?
Short answer: None…yet. We are writing those rules as we speak, and everyone is doing it differently.
In the meantime, it doesn’t stop us from judging others who use AI.
A recent study published in the International Journal of Business Communication examined perceptions of low, medium, and high AI use in workplace writing – and the results are a wake-up call for leaders.
Sentiment: I don’t trust you.
When supervisors heavily used AI for routine communication tasks, respondents began to question the sender’s authorship, confidence, caring, sincerity, and ability. AI increased efficiency, but it reduced perceived humanity.
Sentiment: I can use it, but you can’t.
Subordinates judged supervisors more harshly for using AI than they judged themselves for doing the same thing. In other words: the higher your leadership role, the less tolerance for AI use.
AI is a trust test — and a leadership opportunity
This creates both a challenge and an opportunity.
The challenge:
If leaders believe they’re being judged for using AI, they’re more likely to hide it. That prevents open conversations about best practices and slows our collective learning.
The opportunity:
AI doesn’t have to erode trust. When used intentionally, it can amplify your authentic voice rather than replace it. The key is knowing when to use AI for efficiency, and when to use AI to bring out your humanity.
The study suggests that the more personal a message, the less you should use AI. While I understand that based on the research, I actually would like to see more research on this topic.
I wrote AI for the Authentic Leader so that leaders could tap into the power of AI even for personal messages – in order to help leaders ensure their best self comes out. Because authenticity isn’t always a good thing: you can be authentically long-winded, or authentically hurtful. Authenticity is most effective when you speak and act in alignment with your values.
My book introduces a new methodology that helps leaders use AI in a way that maintains trust, strengthens relationships, and keeps their humanity intact.
The rules aren’t written yet, but how you use AI today is already shaping how people experience your leadership.
As you plan to roll out AI initiatives across your organization, focus on trust as much as you focus on efficiency.
I’m booking keynotes and 1:1 engagements for 2026: use this form to get in touch about bringing me in for your leadership offsite or sales kickoff, or ordering bulk copies of my book for your team. We’ll follow up personally with options.
Leaders aren’t being judged just for using AI. They’re being judged for sounding less human.
In this clip from my conversation with Lori Adams-Brown on the A World of Difference podcast, I share the most common fear I hear from executives—and how to use AI in a way that strengthens trust instead of eroding it.
Watch the clip here →