Artificial intelligence (AI) is growing every day, both in popularity and in the services and tools it can provide. With the likes of ChatGPT, Jasper, and Anyword it’s clear to see how it can be a valuable support for internal communications. However, it is important not to solely rely on AI – AI should only be used as a tool to strengthen and contribute to a clear digital strategy and communications plan that has human oversight. Keep reading for some pros and cons of using AI, and why it should be used as a support for a professional communications team:  

Efficiency vs Human Touch 

A study by PWC shows that 72% of decision-makers agree that AI can enable a team to focus on more meaningful work. AI’s speed and automation capabilities can significantly reduce the time needed to create content – emails, newsletters and memos – while streamlining processes and workflows, and allowing more time for other tasks.  

However, this does mean there’s a risk of losing human touch in these internal communications. Automated content may lack the empathy and understanding that is greatly valued by employees. While AI can generate a first draft, quality and accuracy checks are vital to guarantee that any AI-generated content hits necessary emotional marks, flows naturally, and avoids copywriting infringement. Human communications professionals are more aware of what’s needed to help build relationships, provide personal support and show empathy than AI-generated content.  

Data Analysis vs Trust and Security 

AI’s analytical tools can help advise internal communication strategies by looking into data, employee communication patterns, and feedback. This will in turn provide information on where a communications plan needs to be improved and make informed decisions, as well as helping to simplify report generation. AI analytics can process large amounts of data without human input while becoming more precise and accurate over time.  

Software like Cision, Meltwater and Buzzsumo can enable teams to review large amounts of data at a time, whether it’s analysing the media landscape, or monitoring their coverage and sentiment. It can also improve and streamline the processes for many business applications, i.e., testing, campaign segmentation, SEO, CX monitoring, internal performance, and identifying problem areas.  

While this data can be a valuable tool for companies and communications teams, AI is only as good as the data it’s given. It’s important that any sensitive information is handled appropriately and in line with data protection laws – something that AI may not be able to do with the integrity and empathy required.  

Automation vs Misinterpretation 

Generative AI can assist companies in automating processes that can be repetitive and time-consuming. Using AI to create drafts of content can give teams more time to focus on their strategic and creative work, while AI-powered translation tools help overcome language barriers in a global workforce. AI can help to break writer’s block, streamline workflows, and provide real-time updates – all, in turn, giving communications professionals more time for other tasks.  

AI can also help build organic engagement by planning, scheduling, and tracking campaigns. Automated follow-up emails can increase employee engagement while collecting data that will further improve teams’ understanding of their employee’s needs and preferences.  

However, it’s important to flag that the lack of human oversight can result in misunderstandings, misinterpretations, or possible breakdowns in communication. As sophisticated as AI is, it may not always be able to understand the context. To avoid this, human oversight will always be a requirement.   

Overall, while AI can be a valuable asset for any communications team – whether it’s with automation, streamlining processes, or using available data to improve engagement – it’s important to ensure it’s used as a supporting tool that works with a communications team, rather than a replacement. The empathy, emotional intelligence and human connection that communications professionals possess will always be needed for successful internal communications.  

Interested in learning more about enhancing your internal communications? Reach out to our Client Director, Ciara Flaherty at ciara@springboardcommunications.ie 

Post by Ciara Flaherty

As Senior Account Manager, Ciara drives communication campaigns for clients in a variety of sectors including technology, law, financial services and healthcare. A law graduate, she also has an excellent sense of the media landscape, both traditional and new, having worked for the Irish Examiner and breakingnews.ie.