AI has a PR problem.
As companies bet big on AI’s development—from Google saying it will double its capital expenditure to Meta’s bet on an AI acceleration in 2026—Americans have soured on the technology. While most say they’ve used AI, more have grown wary: 50% say they’re more concerned than excited about the technology, according to recent Pew research. That’s up from 37% in 2021. And just 10% say they are more excited than wary about the technology. Now, some tech companies are leveraging the art of storytelling to turn the tide on public opinion.
Silicon Valley is seeking top comms experts and is willing to pay big money for them, as originally reported by Business Insider. Anthropic has tripled the size of its communications team over the past several years, bringing the total to about 80 people. The company is still hiring, paying as much as $400,000 a year for a head of product communications. Adobe is hiring an AI evangelist for over $270,000, looking for someone who can demonstrate “how AI drives smarter marketing, better customer experiences, and stronger business results.” OpenAI and Perplexity are also hiring for communications positions, paying six-figure salaries, with some postings offering up to $400,000.
Big Tech’s talent war has moved beyond the quest for top AI researchers, who have attracted lucrative job offers of more than $100 million from tech firms. While the salaries firms offer comms experts are markedly lower than what they’re willing to pay AI specialists, the listings offer salaries significantly higher than the U.S. average of $107,000 for a communications director, according to Indeed. The hefty pay packages signal a hunger among tech firms to take the reins of their company’s narrative as public opinion on AI sours.
AI’s PR problem stems from a growing fear that the technology is causing mass layoffs. A staggering 1.2 million jobs were slashed last year, up 58% from 2024. Even though most job cuts don’t appear to be tied to AI automation, companies are using the technology as an excuse to make routine headcount reductions, according to management experts.
AI companies have also stoked skepticism among investors as Big Tech firms have yet to demonstrate a significant payoff from the technology despite massive capital expenditure on data center buildouts. Markets are reflecting that uncertainty, wiping billions off the market cap of software companies in just a day. On top of that, the exorbitant energy required to power data centers and AI surveillance systems has raised questions about the technology’s sustainability and its role in society. Having someone control the narrative around these issues could help to quell that brewing skepticism.
Professional storytelling as the solution
The ability of a company to tell its own story has become a top priority for firms across the U.S., as originally reported by The Wall Street Journal, with tech giants, AI startups, and financial services companies all hunting for talent to best narrate a company’s path. “As storytellers, we play an integral role in driving customer acquisition and long-term growth,” Google wrote in a job posting last year. Adobe’s AI evangelist is meant to lead the company’s “artificial intelligence storytelling across the Americas region,” according to the job posting. OpenAI communications lead postings also call for individuals with storytelling expertise.
Adobe and OpenAI didn’t immediately respond to Fortune’s request for comment.
But as comms salaries balloon across Silicon Valley, so too do expectations for specialists. The responsibilities of the comms director today extend beyond traditional duties and now require integration with HR, marketing, social impact, investor relations, and other company segments, according to a report from the Observatory on Corporate Reputation. The report notes that more companies today are seeking a “chief communications officer-plus” role than a traditional CCO role.
Part of the storytelling will take place on America’s main stage this weekend, as tech companies—including Anthropic, Meta, and OpenAI—have reportedly spent more than $10 million on Super Bowl ad slots. Meta has purchased a Super Bowl ad slot to promote its Oakley Meta glasses, a combination of Oakley’s athletic sunglasses frames and Meta’s AI technology, in a pitch to bring AI to in-person purchases.
Anthropic debuted its first Super Bowl commercial on Wednesday. The ad positions Claude as the ad-free alternative to ChatGPT, a jab at OpenAI’s recent decision to monetize its chatbot via paid ads. It also speaks to common frustrations associated with chatbots, including delayed pauses and robotic language.
