AI is already driving efficiencies for communicators, and with further awareness, training and resources, we expect to see its use increase in the coming year. As the benefits of AI become more recognized and the working days of those using it are reshaped for the better, those who were once hesitant will likely begin to come on board.
2023 was the year that artificial intelligence (AI) stopped being a futuristic fantasy and became mainstream. So, it should come as no surprise that in the State of the Sector 2023/24 survey, we saw an increase in the number of respondents who believe AI would impact the internal communications arena. Survey results also show some industries have been quicker than others to adopt AI in their internal communications, namely technology and healthcare.
Communicators demonstrated mixed feelings about using AI, ranging from a fear of the technology to championing it for creating efficiencies in their roles. Generally, survey results indicated the prevalent positive for communicators was the time they could save on their day-to-day tasks, rather than necessarily enhancing the quality of their communications. Our key finding, however was that the more communicators used AI, the more positively they felt about it.
How prepared are organizations for AI in communications?
While sentiment around AI was evenly split between positive and negative outlooks, organizational preparedness was a much clearer picture.
Only one third of communicators said their organization had a person or team responsible for AI, and a similar proportion had tools and systems or usage guidance in place. Furthermore, only one fifth had any training or resources available for AI usage.
What does this mean for communicators?
With generative AI continuing to evolve at pace, communicators embracing it have much to gain. Already, we’re seeing signs of workload reduction in terms of the ‘grunt work’ involved in drafting internal communications and other written content. Using AI to take away some of that burden can help to free up time and energy, so IC professionals can focus on the more strategic side of their role.
Drew Munn, Strategy Partner: Future of Work said, “The key to successful experimentation is knowledge, so seek out training opportunities to learn more about how AI might work for you, and what you can do to get the most out of it.”
AI is already driving efficiencies for communicators, and with further awareness, training and resources, we expect to see its use increase in the coming year. As the benefits of the technology become more recognized and the working days of those using it are reshaped for the better, those who were once hesitant will likely begin to come on board.
Experimentation seems key to unlocking the benefits of AI, but communicators still tend to be unsure of how to make the most of the new technology. Combined with a lack of oversight and direction, this can make for a dangerous situation where new tools are implemented in ways that could negatively impact the safety, quality and accuracy of communications.
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