AI is transforming the way communications, marketing and public affairs teams work. But what does it mean for talent and the industry? In our latest series, we speak with senior leaders to explore the opportunities and challenges. In this interview, Ivana Stevanovska, Community and Marketing Executive at The Work Crowd, spoke with Sarah Rosslien, Director of Commercial Operations at Ground Truth Intelligence, about how AI is reshaping commercial operations, due diligence and go-to-market strategy. Sarah shares her perspective on how AI is changing hiring needs, team structures, creativity and the balance between human judgment and automation.
We’re using AI to drive performance and efficiency across the entire commercial function at Ground Truth Intelligence (GTI). The focus is on enabling smarter and immediate execution. By automating repetitive admin and surfacing insights faster, we free up our team to focus on the strategic, creative and relationship-driven work that moves the business forward.
We look for people who align with GTI’s “AI Native” mindset, individuals who are either fluent in the tools we use or quick to adopt new AI solutions as we evolve. Curiosity, adaptability and a willingness to experiment are just as important as technical know-how.
AI has allowed us to stay intentionally lean without compromising speed or creativity. We prioritise strategic and creative talent who can focus on higher value work, while AI handles the operational heavy lifting. It also means we can scale projects quickly without having to bring in extra support for executional tasks that are now automated.
AI is a major driver of change in due diligence, along with evolving regulations, digital transformation efforts, and increasing expectations around accountability and transparency. While AI helps meet those demands, the broader shift in customer behavior and regulation is setting the pace.
AI takes care of the time-consuming groundwork, which gives us more space to be creative and intentional in how we show up. It’s not about replacing creative thinking, it’s about giving us the time back to actually do more of it.
What excites me about AI is how it sharpens execution and speeds up insight across the entire go-to-market engine. That includes everything from marketing and brand to sales and customer engagement. In marketing specifically, it helps us scale personalisation, create content faster and respond in real time to what’s actually resonating. But what really matters is how it connects all those pieces. It gives us a clearer view of what’s working and where we need to adjust. What worries me is the temptation to lean on AI-generated content or analysis without questioning it. In marketing and comms, nuance, tone and timing still matter. AI doesn’t always read the room (for now). As we bring these tools into our workflows, we have to stay observant, especially when it comes to brand trust and human connection.
I think AI will free us up to focus on the parts of the job that actually need human input. Things like judgment, creativity, and understanding context. The day-to-day will get lighter. Fewer decks, fewer reports, less back and forth. That creates space for better ideas and faster momentum. The teams that lean into that shift will be able to focus on work that actually drives impact.
Whether you need interim, fractional or freelance expertise for a project, to plug a gap or upskill your team, or you are exploring new opportunities as an independent consultant, The Work Crowd can help you connect.
Ivana Stevanovska is Community and Marketing Executive at The Work Crowd, working with businesses to find flexible solutions and helping consultants build rewarding portfolio careers.
The Work Crowd is an award-winning platform connecting organisations with vetted freelance and interim experts in Marketing, Communications, Digital, Events & Public Affairs. With a global network and local industry expertise, we make finding the very best freelance, fractional and interim talent fast, simple and effective.