通信 — — 内部、外部以及现在与人工智能 — — 变得更加复杂，速度也更快。我们每个人都需要抢先一步，跟上正在发生的变化。
Communications — internally, externally and now with AI — is getting much more complicated, much faster. All of us need to jump ahead of the unfolding change.
这对首席执行官为什么重要：我们中的大多数人终于适应了这样一个世界，在这个世界里，我们的员工和客户通过数十个截然不同的信息茧房了解我们并购买我们的产品 — — 从Instagram到MAGA播客。现在，我们需要学习如何与代理和大语言模型进行沟通。在我看来，沟通在长期内比我们的技术栈或金融专家更重要。
Why this matters to CEOs: Most of us have finally adapted to a world where our staff and customers learn about us and buy our products across literally dozens of disparate info-bubbles — from Instagram to MAGA podcasts. Now, we need to learn how to communicate with agents and LLMs as well. To me, communications is MORE important long-term than our tech stack or finance wizards.
原因在于：我们引导员工应对快速且有时令人恐惧的变化，同时在人工智能世界中定位自己的能力，取决于我们是否能够智慧地做到这一点。
The reason: Our ability to guide staff through fast and sometimes scary change while positioning ourselves in the AI world hinges on doing this smartly.
如今，沟通由三部分组成：内部（我们如何让员工保持一致/激励员工）、面向人类的外部（我们如何与人互动）以及面向人工智能的外部（我们如何与人工智能互动）。
There are three pieces to comms now: internal (how we align/motivate staff), external to humans (how we engage people) and external to AI (how we engage AI).
这需要非常专业的沟通领导者。我上个月在亚特兰大参加了Page年度会议，顶尖公司的顶级沟通专家们对这一转变着迷。
This demands very sophisticated comms leaders. I spoke at the Page Annual Conference in Atlanta last month, and top communicators at the top companies are obsessed with this shift.
好消息是：我认为有一种方法可以同时兼顾这三方面。在Axios，我们通过“智慧简洁”实现这一点，采用一种共同的语言结构 — — 有什么新内容，为什么重要，以及按重要性顺序列出的最重要支持要点以项目符号形式呈现。
The good news: I think there's a way to align to all three. At Axios, we do it with Smart Brevity, using a common language structure — what's new, why it matters and the most important supporting points listed in order of importance in bullets.
这种结构对员工、读者和大语言模型都很有效。所有公司都可以采用类似我们的风格，或者找到属于自己的方式来实现这一点。
This structure resonates well with staff, readers and LLMs. All companies can do this with a style like ours or by finding your own.
在任何情况下，人们和机器都需要对最重要的要点保持清晰认识，同时还需要非常明确的信号和数据点来表明什么才是重要的。人们和机器记住的内容往往少于我们冗长叙述时所记得的。我们可以采取的一些具体步骤：要求拥有专业的沟通领导者。你们的顶级沟通专家是否意识到这三个传播宇宙，并正在制定计划来掌握它们？
In every case, people and machines need clarity on the most important points alongside very clear signals and data points on what matters. People and machines remember less than more we ramble on. Some concrete steps we can take: Demand sophisticated comms leaders. Are your top communicators aware of the three distribution universes and working on plans to master them?
建立共同的内部格式和语言。一致性和重复在各处都至关重要。这对大多数企业来说并不是自然形成的。
Form a common internal format and language. Consistency and repetition are vital everywhere. This does not come naturally to most businesses.
研究代理和 GEO。我们可以安全地假设，代理之间的交易在未来几年将变得司空见惯。生成式引擎优化（GEO）将取代搜索引擎优化（SEO），成为我们在大型语言模型（LLMs）中展示自我的方式，而这些模型有一天很快就会主导注意力经济。
Study up on agents and GEO. We can safely assume agent-to-agent transactions will be commonplace over the coming years. Generative engine optimization (GEO) will replace search engine optimization (SEO) for how we show up inside of LLMs, which one day soon will dominate the attention economy.
如果你是首席执行官或首席执行官团队的成员：请申请加入吉姆的新《Axios 首席执行官》周报。
If you're a CEO or on a CEO's team: Ask to join Jim's new weekly Axios C-Suite newsletter.