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April 13, 2026

How is Isentia responding to AI reshaping communications leadership?

The role of communications professionals is evolving rapidly. AI is now actively shaping how organisations build trust, manage reputation, and engage key audiences, moving beyond theoretical discussions.

Gartner’s latest forecasts for Chief Communications Officers (CCOs) highlight a growing profession under increased scrutiny. Traditional methods such as press releases and media relationships are no longer sufficient. Communication is now central to business, and supporting tools must evolve accordingly.

Isentia’s platform combines AI-driven media intelligence, real-time narrative tracking, and expert human analysis. These capabilities address several urgent needs identified by Gartner. Below, we outline key predictions and how Isentia’s tools help meet these challenges.

AI is transforming how brands are discovered and evaluated

Gartner predicts that, as large language models replace traditional search, PR, and earned media, PR and earned media budgets will double by 2027. Stakeholders will increasingly view organisations through AI-generated summaries. The quality, authority, and timeliness of earned media will directly influence how AI systems represent your organisation.

Gartner emphasises that this is a communications challenge, not a marketing or SEO issue. Search engine optimisation requires PR and communications expertise to build trust, secure media coverage, and maintain consistent messaging across stakeholders.

Isentia’s Lumina AI suite and Narratives AI tools address these needs. Narratives AI identifies, summarises, and ranks stories from billions of news articles and social media posts in real time and historically. It reveals how stories develop and spread, enabling communications teams to understand both the content and its influence on AI-generated perceptions.

Isentia’s upcoming Lumina AI View feature enables organisations to see how their brand appears across AI platforms and understand the information shaping those results. Intelligence is no longer a luxury.

Gartner’s second forecast was that by 2029, 45% of CCOs will use narrative intelligence technologies to monitor reputation amid rising disinformation. Traditional monitoring tools often miss early signs of harmful stories because they focus on keywords rather than story development and spread.

Isentia has addressed this challenge. Our crisis monitoring teams provide 24/7 coverage and real-time alerts via email, mobile app, and WhatsApp, delivering the intelligence-driven support Gartner recommends. 

Our Media Impact Score (MIS) supports this approach. It evaluates not only the volume of coverage but also its reception, combining tone, importance, and audience reach into a single human-coded score that reflects true reputational impact.



The growth of AI-powered internal communications

Gartner predicts that by 2028, 75% of employees will use chatbots for internal information instead of intranets, newsletters, or manager updates. This shift from push-based to pull-based, conversational access raises important governance considerations.

Isentia’s GenAI-powered Insights Chatbot addresses this need. It allows users to query past reports and data, providing clear, evidence-based answers from the organisation’s media intelligence archive. Teams can interact with their data, compare trends, identify patterns, and access insights efficiently.

As Dr Nici Sweaney, Founder and Director at Ai Her Way, observed at Isentia’s recent webinar on AI as a new stakeholder: “What will set people apart — and what AI cannot replicate — is the human lens. The judgment, the relationships, the institutional knowledge, the strategic read of a room. The organisations that lean into supporting their people to harness these tools, rather than just deploying the tools, will be the ones best placed.”

This principle guides Isentia’s approach. Our platform combines AI with over 100 local analysts across Southeast Asia (SEA) who review AI-generated data for cultural context, slang, and sarcasm. This model achieves up to 95% sentiment accuracy, ensuring reliable results through human expertise.

Analytics must move from retrospective to predictive

Gartner’s last key prediction is that analytics must shift from retrospective to predictive, much on data, and Gartner’s final key prediction is that by 2029, communications teams will double their spending on data and analytics to 6% of budgets. This reflects increased pressure to demonstrate business impact. Nearly half of CCOs struggle to prove their value, and a third report their teams are viewed as cost centres. 

RepID and interactive dashboards go far beyond simple metrics. For example, RepID measures an organisation’s reputation by analysing stories and posts across areas such as leadership, ethics, and quality. This gives a clear, evidence-based view of how reputation is really changing, not just how much coverage there is.

Our interactive insights reports enable clients to track share of voice, narrative sentiment, and influencer impact in one platform. This real-time, results-focused measurement aligns with Gartner’s recommendations for credibility in communications.

Implications for communications leaders

Communications teams must achieve more, operate with greater precision, move faster, and deliver measurable business results. AI is both the driver and enabler of this change, but success depends on investing in the right intelligence systems.

Isentia’s platform already provides the essential tools Gartner recommends, including Narratives AI, real-time risk alerts, AI-powered chatbots, human-verified insights, and advanced measurement systems. For PR & Comms leaders in Asia-Pacific and beyond, the key question is how quickly they can implement this intelligence.

Join the conversation

We invite you to attend our upcoming webinar, Inside the AI Shift: How Communications Leaders Are Adapting, on Tuesday, 5 May 2026 at 11:30am SGT / 1:30pm AEST / 3:30pm NZST via Zoom. 

The conversation has shifted from what AI could do to what it’s already doing in the workplace. Comms leaders are now responsible for shaping how their organisations navigate this landscape

That means managing executive expectations, rethinking strategies and workflows, and staying ahead of emerging reputational risks as they unfold. The session will include top comms leaders like Catherine Arrow (Executive Director, PR Knowledge Hub), Ben Rice (Head of Government Relations and Media, Low Emission Technology Australia), Russ Horell (Isentia APAC’s Chief Revenue Officer) and Ngaire Crawford (Director of Insights, Isentia ANZ) as they explore how this new reality should be addressed and what it would take comms leaders to reset and adapt within this AI shift.

Please fill up the form below to register:

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A weekly tracker tracing the stories, figures and policies driving media and social coverage in the 2026 New Zealand General Election across Online News, TV, Radio, Newspaper, Magazine, X, Facebook, Instagram, TikTok, Threads and Forums. This edition covers conversations and coverage from 8th - 15th October, highlighting what’s shaping the election conversation.

1. Election Conversation

18,417
total mentions this week
4,479 media13,938 social

Media = news coverage. Social = all public posts across X, Facebook, Instagram, TikTok, Threads and Forums - everyone posting, not just media outlets.

2. Media Issue of the Week

Green and Te Pāti Māori MPs Draw Criticism Over Meeting With Mongrel Mob Members

Greens / Te Pāti Māori112 media items · 116 social posts

Candidates and sitting MPs from the Green Party and Te Pāti Māori attended a meeting with Mongrel Mob members at a gang address. When photographs from the meeting were shared on social media, the response from commentators and rival parties was swift and largely critical.

This was not the week's highest-volume story, accounting for only 112 of 4,479 media items (2.5%, after filtering out unrelated international content) and 116 of 13,938 unique social posts (0.8%, after collapsing retweet/repost duplicates down to one count per message), well below the volume generated by ongoing leaders' debate coverage, which totalled 1,125 media items. Two independent methods nonetheless support treating it as a genuine, separable story: an exact keyword count aligns closely with an unsupervised clustering analysis of the entire media population, which identified it as a distinct 47-item cluster - smaller than general campaign coverage and several specific policy announcements, but clearly distinguishable from them. What sets the story apart is the intensity of the reaction rather than its scale: 72% of social commentary on the topic was negative, the most one-sided sentiment recorded for any subject this week, and the average post attracted roughly 5.7 times the typical level of engagement. Taken together, these figures point to a genuine public reaction concentrated on social platforms, and the episode provides National and ACT with a law-and-order narrative that may continue into coming weeks. It has not been linked to a tracked party policy below, as it reflects a matter of conduct rather than a policy position.

3. What's happening across media and social?

4,479 media items · 13,938 social items · share of each channel's own conversation, so the two bars are directly comparable

"Social" is all public posts across X, Facebook, Instagram, TikTok, Threads and Forums - not just media organisations' own accounts.

MediaSocial
Issues
Cost of Living
Media
15.8%
Social
22.7%
Economy & Jobs
Media
19.4%
Social
17.5%
Health
Media
11.7%
Social
9.9%
Infrastructure & Transport
Media
11.4%
Social
5.2%
Law & Order
Media
5.3%
Social
10.6%
Parties
National
Media
30.9%
Social
27.5%
Labour
Media
25.3%
Social
21.6%
NZ First
Media
14.7%
Social
21.5%
Greens
Media
14.1%
Social
20.4%
ACT
Media
6.8%
Social
6.4%

The most active commentary this week came from Sean Plunket, the Chris Chang and Tova O'Brien pairing, and John MacDonald.

By follower reach, the most prominent social accounts posting about the election this week were major outlets' own accounts - the New Zealand Herald, 1News, RNZ, Stuff and Radio Tarana - alongside the official Labour Party account. Individual leaders' personal accounts posted actively but with smaller followings than these outlet and party accounts.

The Greens continue to receive disproportionately greater attention on social media relative to traditional news coverage, accounting for 20.4% of social party conversation compared with 14.1% in media coverage - roughly 1.4 times the media share.

Law and order shows a similarly pronounced gap between channels this week, accounting for 10.6% of social conversation compared with 5.3% in the news. This is consistent with the public reaction to the Mongrel Mob meeting, which appears to have generated considerably sharper engagement on social platforms than mainstream coverage volume alone would suggest.

4. Party Share of Conversation

1. National33.1%
2. Labour26.6%
3. NZ First20.6%
4. Greens19.7%

Shown for the four largest parliamentary parties (National, Labour, Greens, NZ First); ACT, Te Pāti Māori and TOP are tracked elsewhere in this report but not included in this chart, so these shares sum to 100% of the four shown, not of all tracked parties. Share of conversation measures attention and mentions only - it is not polling and should not be read as an indication of electoral success.

5. Top candidates this week

1. Winston Peters1,931
2. Christopher Luxon1,631
3. Chris Hipkins1,466
4. David Seymour916
5. Chloe Swarbrick561

Winston Peters leads the rankings this week, a shift driven primarily by a widely circulated moment in the minor-party leaders' debate in which he described diversity as "a weakness rather than a strength" while delivering a pointed critique of the left-leaning bloc. Christopher Luxon and Chris Hipkins follow closely behind as the campaign moves into its final weeks, while David Seymour and Chloe Swarbrick complete the top five, each drawing attention largely through their parties' own policy announcements this week.

6. Election Issues

Top 4 themes this week

Economy & Jobs3,014
Cost of Living2,901
Health1,789
Infrastructure & Transport1,508

What's driving conversation about each party?

Each major party's top-ranked issues this week, by real topic volume in their social conversation (after excluding other parties' names, individual people, and procedural or horse-race chatter), with how that conversation leaned

NegativeNeutralPositive
National
Cost of living · 86 items
Neg 46.5%Neu 31.4%Pos 22.1%
Tax reform · 34 items
Neg 44.1%Neu 52.9%Pos 2.9%
Fiscal plan · 42 items
Neg 38.1%Neu 57.1%Pos 4.8%
Labour
Cost of living · 88 items
Neg 30.7%Neu 36.4%Pos 33%
Fiscal plan · 47 items
Neg 55.3%Neu 34%Pos 10.6%
Economy · 70 items
Neg 34.3%Neu 48.6%Pos 17.1%
Greens
Wealth tax · 41 items
Neg 53.7%Neu 34.1%Pos 12.2%
Cost of living · 43 items
Neg 27.9%Neu 41.9%Pos 30.2%
Jobs · 112 items
Neg 34.8%Neu 33.9%Pos 31.2%
ACT
Fiscal plan · 24 items
Neg 50%Neu 37.5%Pos 12.5%

Volume and sentiment above are based on social media data only.

7. Issues to Watch

  • The meeting between Green and Te Pāti Māori representatives and Mongrel Mob members represents a reputational risk for both parties heading into the final weeks of the campaign. Whether National and ACT are able to sustain this as a law-and-order narrative through to the 7 November election is worth monitoring closely.
  • Labour's fiscal plan issue recorded the most negative social sentiment of any tracked policy this week, at 55.3% negative, followed by Greens' wealth tax at 53.7% and ACT's fiscal plan at 50.0%. All three touch on tax, spending or fiscal policy specifically, suggesting the fiscal debate is where social sentiment is running most negative across the board this week, rather than any one party facing an isolated problem.
  • Social media discussion of the Greens continues to centre on polling performance and tactical voting considerations rather than policy substance. Coalition and tactical-voting framing accounts for 12.7% of their social conversation this week, compared with just 2.2% focused specifically on their wealth tax proposal - a pattern that has now held for three consecutive weeks. Whether that balance shifts as the campaign enters its final stretch would be worth tracking.

If you want to find out more about how Isentia can help you understand the NZ media landscape, please reach out to us here.

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NZ Election 2026: Mongrel Mob Controversy, Fiscal Policy and Greens on social media

Explore New Zealand’s 2026 election conversation, from the Mongrel Mob meeting controversy and law and order to reactions to Labour’s capital gains tax.

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