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, Madeleine Weightman, Co-Founder and COO of The Work Crowd, spoke with Dr Dele Kehn-Alafun, Founder and CEO of Peace Lily Gifts, a gifting company that partners with UK artisans to create beautifully crafted, sustainable gifts and hampers for every occasion. Dr Dele shares how AI is being integrated into business operations and marketing, the importance of balancing technology with creativity and why human connection remains at the heart of her company’s ethos.
In our operations, we’re exploring how AI can enhance our core search tools and improve the customer experience, all while maintaining a personal touch. With our focus on artisanal gifts, we’re committed to balancing innovation with authenticity, fostering a space where handcrafted, nature-inspired creativity can thrive alongside technology.
Although we haven’t directly subscribed to platforms like OpenAI, we use a variety of applications that incorporate AI for marketing and research. These tools help us better understand our market, analyse performance and manage specific marketing activities.
AI tools support us in identifying market trends, gaining insights into our target audience and streamlining daily tasks such as crafting emails, improving grammar and refining copy. It also helps with our marketing, from generating illustrations for social media to producing hashtags quickly and effectively.
When I recently reviewed job descriptions for a couple of positions, I noticed that my focus had shifted, not so much in what we hire for, but in how we assess talent.
Rather than focus on the “mechanics” of the roles, I find that I am more interested in the ability to adapt to new tools, attention to detail to identify inaccuracies or misinformation (aka “hallucinations”), efficient time management, problem-solving and critical thinking (making sensible connections between the data and the business experience). Equally important is self-review and quality assurance, alongside the ability to apply our ethos and values in daily work. These qualities ensure that, even as AI evolves, our work remains consistent with who we are as a brand.
For example, in sales and marketing, we previously relied on freelancers for copywriting, photography, editing, and SEO. Now, with AI features embedded in platforms like Canva and other marketing tools, much of this can be done in-house, improving efficiency and reducing costs.
That said, our business is seasonal, which means demand fluctuates throughout the year. During busy periods, we still rely on skilled freelancers and contractors for additional capacity and specialist expertise. AI has simply helped us use their time more strategically.
Yes, AI has impacted this balance. Familiarity with AI tools can enhance performance and efficiency, particularly on repetitive or administrative tasks. However, there’s often an initial investment of time and learning needed to use these tools effectively. While AI has impressive capabilities and can assist with brainstorming and idea generation, I find that my most creative and original ideas still emerge during quiet moments away from technology.
As a business owner, I expect AI to change strategy, operations and human connection.
AI presents the chance to automate routine tasks and enhance process efficiency. This could free up valuable time and resources for strategic efforts. However, it may come at the cost of the personal human touch, job security and meaningful connections with each other and our work.
AI-powered analytics will provide even deeper insights into consumer behaviour, allowing for customised products and services to better meet customer needs. Nonetheless, we must carefully balance this with privacy and security concerns.
AI will likely affect how new entrants to the workforce approach their jobs and well-being. While many might excel with AI tools, they could struggle to truly connect with their work. This underscores the need for experienced leaders to ensure quality, perform sense-checking and provide the essential “care” that fosters human connection.
I firmly believe that while a focus on AI is important, we should also make room for what might be seen as traditional creativity, the preservation of our heritage crafts and skills, and nurturing our connection to the natural environment. These could be the antidote we all need after relentless exposure to AI!
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.
Madeleine Weightman is Co-Founder and COO 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.