""Since 2015, about 25% of essential skills have changed," Heath said. "By 2023, 78% of the skills in the same roles evolved. Even if you're sitting in the same team, in the same job, 70% of what you know today might not be relevant tomorrow." For comms pros, this means past playbooks no longer guarantee success. "Twenty years ago, we had comfort in knowing exactly what to do. Today, we're operating in a world of uncertainty," Heath said."
"Rather than seeing this as a threat, however, Heath said there's opportunity. "Skills have become currency," she said. "The value isn't just what you know. It's how you continue to learn, adapt and evolve." Professionals who invest in learning new skills and expanding their capabilities will be better prepared for the future, even in roles where AI is increasingly part of the workflow, she said. "AI can produce content, but humans decide what it means, how to apply it and what deserves attention," Heath said."
Since 2015, about 25% of essential skills have changed, and by 2023, 78% of skills in the same roles evolved. Even within the same team, up to 70% of current knowledge might become irrelevant. Past playbooks no longer guarantee success as professional work operates amid greater uncertainty. Skills now function as currency, with value tied to continuous learning, adaptation, and evolution. AI can produce content, but humans determine meaning, application, and prioritization. Repetitive or predictable tasks can be delegated to AI, freeing time for higher-value, complex projects that require human judgment. Regular skills audits guide upskilling priorities.
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