Expert Insights on Shaping Internal Comms Influence in the Age of AI

We've just wrapped a terrific Pop Summit, where leading voices in employee communications explored how AI is transforming internal communications—and how comms professionals can embrace AI to enhance their careers.

In her keynote address, Poppulo CEO Ruth Fornell described AI's emergence as a defining moment that will transform organizational communication, collaboration, and connection. This presents a historic opportunity for organizations and their internal communication teams to drive deeper meaning and purpose.

Fornell urged communicators to leverage AI to amplify their expertise and impact, transforming their roles from message managers to strategic leaders. By embracing AI, communicators can lead the AI revolution in internal communications and shape the future of their profession.

She stressed that AI will enhance, not replace, human expertise, enabling communicators to inspire, advise, and create deeper connections.

The Poppulo CEO also revealed an industry first: the launch of Poppulo Agentic AI, a suite of AI agents designed to totally reimagine the future of internal communications.

Following Ruth Fornell’s opening address, Lisa Colella, the managing director of CRA Admired Leadership, delivered an inspiring presentation on the transformative potential of AI in communications.

She emphasized that while AI brings exciting opportunities, it also introduces relational and reputational risks. She urged the audience to approach this technological evolution with a balance of excitement and thoughtful consideration. Her talk focused on guiding communication professionals through the challenges and opportunities presented by AI, helping them to better position themselves in this rapidly changing landscape.

The Importance of Asking the Right Questions

One of Lisa's key points was the importance of asking the right questions when integrating AI into communications. Rather than focusing on how AI can perform specific tasks, she encouraged a shift towards understanding how AI can fundamentally reposition the value of the communications function.

This strategic approach, she argued, would help teams become indispensable partners to organizational leaders, influencing decision-making rather than just producing outputs.

Lisa highlighted the unprecedented pace of AI adoption, noting that technologies like ChatGPT have shattered traditional adoption curves. She pointed out that while AI excels in areas such as content generation and data analysis, it struggles with more nuanced tasks like leadership communications and crisis management. This "jagged frontier" of AI capabilities requires continuous learning and adaptation.

To help communication teams navigate this landscape, Lisa outlined a five-step process for AI integration: grounding in technical understanding, assessing roles and tasks, designing principles and use cases, implementing and training, and continuously reviewing and refining. She also discussed two integration approaches: the Centaur approach, which divides labor between humans and AI, and the Cyborg approach, which involves more integrated collaboration.

AI Enhancing Human Expertise, Not Replacing It

Lisa concluded by stressing the importance of maintaining core skills and judgment, using AI as a copilot rather than an autopilot. She drew parallels to the aviation industry, where overreliance on automation led to increased incidents until a balance was found. Her message was clear: AI should enhance human expertise, not replace it.

Her advice to communication professionals was to embrace AI thoughtfully and strategically, ensuring that they remain valuable and influential in their organizations.

Panel Discussion

An expert panel moderated by Caroline Daly, Poppulo’s GM, Employee Communications, explored AI's transformative impact on internal communications. The panel featured Dodi Axelson, Head of Communications at Cytiva; Tom Brookes, Digital Transformation Leader, and former Unilever executive; and Alistair Smith, Global Director of Communications and Corporate Affairs, formerly of Linklaters, EY, and Barclays.

AI's Role in Internal Communications

Tom Brookes highlighted AI's potential to revolutionize internal communications through enhanced personalization, data-driven decision-making, and increased productivity.

He emphasized that while AI can automate routine tasks, the core responsibilities of communicators—such as aiding leaders in crafting and disseminating strategies—remain vital.

Brooks advocated for leveraging AI to work more efficiently and effectively, positioning communicators as strategic advisors within their organizations.

Dodi Axelson shared this optimism, noting that AI encourages communicators to adopt a more human-centric approach. In an environment saturated with information, she stressed the importance of distinguishing messages and engaging audiences meaningfully.

Axelson provided examples from Cytiva, where AI tools have streamlined compliance and marketing efforts, demonstrating AI's capacity to enhance both efficiency and effectiveness. She underscored the significance of using AI to listen to peer-to-peer conversations, deriving actionable insights while maintaining the essential human touch in communications.

Reimagining the Communications Function

Alistair Smith emphasized the necessity of reimagining the internal communications function in the AI era. He pointed out that by automating mundane tasks, AI allows communicators to focus on strategic activities that align with organizational objectives.

Smith highlighted the potential risks of over-communication and advocated for prioritization and strategic alignment to ensure that communications add value and do not contribute to information overload.

Enhancing Employee Experience through AI

The conversation shifted to AI's role in enhancing employee experience. Tom Brooks discussed how AI can create personalized and timely content, significantly improving employee engagement. He also noted AI's ability to facilitate better listening and understanding of employee sentiment, enabling more responsive and effective communication strategies.

Dodi Axelson shared examples of how AI supports multilingual teams at Cytiva, ensuring inclusive communications across different languages. Axelson highlighted the role of AI in transforming communicators into better editors, focusing on content refinement and strategic messaging.

Demonstrating Value in an AI-Driven Workplace

Alistair Smith addressed the challenge of demonstrating value in an AI-driven workplace. He argued that while data is important, the true value lies in the relationships built and the strategic insights provided to leadership. Smith stressed the importance of staying informed about AI developments to effectively support organizations and maintain a strategic role within the leadership team.

Governance and Transparency in AI Integration

Caroline Daly highlighted the necessity of governance and transparency when integrating AI into communication workflows. She emphasized the importance of clear communication plans to address employee concerns about AI's impact on their roles. Daly advocated for proactive management to harness AI's benefits while minimizing potential downsides, ensuring that AI integration aligns with organizational values and promotes trust among employees.

There was agreement across the board among the panelists that AI offers significant opportunities for internal communications but must be implemented thoughtfully. They emphasized balancing technological advancements with human elements to drive engagement, enhance employee experience, and achieve organizational success.