8 in 10 APAC communicators believe their roles will transform by 2030: Report

As artificial intelligence reshapes how people search, consume and trust information, communications leaders across Asia-Pacific are bracing for dramatic change.

Zeno Group launched Clarity 2030 report in association with Saltdiscovery Media in Delhi, Mumbai and Bengaluru, engaging communication leaders from companies across sectors.

The new report by Zeno Group revealed that  79% of communications professionals across APAC believe their jobs will look very different by 2030, yet only 33% say they feel fully prepared for that shift.

The study, conducted between September 21 and October 3, 2025, surveyed 262 communications professionals across five APAC markets including Australia, China, Malaysia, Singapore and India.

The report reveals that AI, data and digital capabilities are ranked as the top three skills communicators must strengthen by 2030. However, AI is also cited as a key reason some professionals might leave the field, highlighting a growing tension within the industry.

Despite AI’s importance, fewer than half of respondents say they have access to company-provided AI tools, and one in five admit to using unsanctioned “shadow tools” to fill the gap.

At the same time, the communications function is playing a central role in AI adoption. Nearly three in four respondents say communications is more influential than IT in driving internal AI adoption.

The report highlighted that AI-powered search and recommendation systems increasingly shape how people discover information, 84% of APAC communicators say earned media has become more important than before.

The report suggests that as audiences rely on AI tools to evaluate brands and information, credible third-party coverage is gaining renewed influence in shaping visibility and trust.

While AI and analytics top the list of technical skills required for the future, creativity is ranked as the single most important human skill for leadership success in 2030.

However, gaps remain in leadership readiness. The study finds that APAC communicators are least confident in guiding executives through volatile, high-pressure situations.

The report distills its findings into five strategic pillars communicators must invest in now: strengthening AI and data infrastructure, increasing influence in AI-led environments, leveraging insights, fostering diverse collaboration to fuel creativity and prioritising imagination as a competitive edge.