I've learned the hard way to stay away from making predictions, especially when it comes to the largely unpredictable media business, but I admire Pierre Goad's optimism and confidence here.
While facts should win over falsehoods, there's plenty of evidence to suggest this is not always, or even often, the case.
And while the ability to deliver credible information authentically should help corporate or brand communications justify investment, it's not clear this will always win out over "creative" storytelling channels, like advertising.
So I might amend his shrewd insights slightly to foresee a scenario in which changes to how the sourcing and distribution of news content is regulated can confer big opportunities for the communications / PR function to work in ever closer, more collaborative ways with marketing and management.
Fiction, when offered constructively and in good faith, helps create context and meaning for organisations and products. Ads can help audiences connect with fictional characters in ways simple facts cannot.
And facts, when offered in novel, interesting ways as "news," can create a sense of immediacy and relevance in ways that fictional stories might fail.
So, it might be less about facts winning over fiction, or communications winning over marketing, but how all can be combined more effectively.
"Partly because fake news and big tech will be fixed, communications is going to beat marketing," said Goad.