AI Trends
As disruptive as AI has been, an even bigger shift is happening in how people discover, evaluate, and act online.
Introducing AI agents, a tool that can take action on your behalf. Think: finding information, making recommendations, and initiating (and even completing) tasks without your prompting.
Why It Matters
Instead of browsing websites, comparing options, or clicking through emails, people are beginning to rely on AI to guide decisions.
In more direct terms, your audience may not be following the communications journey you carefully planned for them. They may be engaging with you through an AI filter of their own design.
This means AI could shape what gets seen or heard, what information is trusted, and what actions are taken as a result.
For example, someone may ask AI which ministries are making the greatest impact and then read summaries about them without visiting a single website.
Or they may ask for recent sermons on a particular subject and receive a compilation of clips instead of experiencing the message the way you designed.
Next Steps
Ministries have always worked to reach people where they are. Now, “where they are” may increasingly be shaped by AI, whether it’s an inbox, on a broadcast, or in a social media post.
While this could be seen as a threat, we like to think of it as an opportunity to continually find real, human ways to interact with your audience.
Here are a few prompts to consider:
- Be clear and consistent with your message so there is no confusion over what your mission is or where you stand on important issues
- Invest in ongoing content creation rather than one-off appeals or trusting others to get the word out
- Focus on building trust over time, knowing people may be interacting with your message long before they engage with you directly
A final thought to consider: Where might AI already be shaping how people encounter your ministry?
If AI summarized your ministry today, what would it say?
Robyn Roste
Media Manager | robyn@eaglecom.ca