Will AI transform internal comms?

We know internal communication is central to organisational success. It’s the pulse of culture, the thread connecting leadership and employees and the bridge that sustains trust through uncertainty. But this year, the forces shaping the workplace are making this critical role more complex than ever. 

Geo-political tensions, economic instability and lack of social cohesion have created new challenges for all practitioners. The pressures are immense but they’re not insurmountable. Like gravity, these forces may weigh heavily but they can also provide the momentum needed to move forward. 

And then there’s AI. 

Some organisations remain aloof - they won’t go near it, considering it too risky or too complex. 

Others have embraced it wholeheartedly, replacing roles with technology while paying little heed to the long-term risks. Wherever your organisation sits on the spectrum, one thing is clear. 

AI is here to stay. And as internal communication professionals we need to understand it – not just what it can do but how it changes our experience of work and the way we engage. 

Challenges ahead 

Workplace relations got off to a rocky start in January when, in the United States, government rollbacks on DEI initiatives along with mandates to end remote work rattled the employment landscape - and not in ways that inspire trust. The rollbacks are likely to influence employers worldwide and watching the corporate elite nodding their way through Donald Trump’s Davos appearance was enough to send a chill down the spine of anyone involved in employee experience or engagement. 

In the UK, economic challenges are stretching resources and making engagement harder to maintain. Across the globe, employees are questioning leadership, organisational priorities and the very fabric of workplace culture. 

In the middle of all this, internal communication must hold the centre. Provide clarity, stabilise trust and create a sense of alignment even in environments where stability feels like a distant goal. 

AI – collaboration or risk? 

Artificial intelligence has transformed all forms of communication and engagement at a pace few could have predicted and internal communication is no exception.  

Releases like DeepSeek’s R1 and Gemini’s multimodal capabilities allow for greater insight into employee sentiment, hyper-personalised communication and improved experience. 

But again, as we know, it is a two edge sword. Mishandling AI – whether through lack of transparency, over-reliance or poor ethical practices – erodes trust and deepens fractures in workplace relationships. Employees may see AI as invasive or impersonal, undermining the very engagement it’s meant to support. 

AI is not a magic solution nor is it a threat we can ignore. It’s a collaborator with tools that can amplify your work if used with care and intention. The challenge for internal communicators is to determine how to harness its potential without losing sight of what matters most - connection, trust and purpose. 

Do we onboard AI or give it the frozen stare? 

The question is not whether AI will influence our work because it already has. The question is how we respond to it. 

AI offers an incredible opportunity to improve our practice. It can help us anticipate challenges and engage employees in meaningful ways but it also demands vigilance.  

We must ask hard questions about when, where and how to use AI and ensure its application is ethical, transparent and aligned with organisational values - particularly important as our role moves into human-AI relations, digital dependence and AI assistants. 

The scale of AI’s impact is only growing. The US Stargate Project – a proposed $500bn investment in AI infrastructure – may never come to fruition but its eager announcement indicates the momentum driving AI globally. As practitioners, we must meet that momentum with equal energy, ensuring we remain the gravity that centres and grounds our organisations. 

IC futures 

Internal communication is about relationships – understanding trust, aligning culture and creating connection. Helping our organisations maintain its licence to operate within the workforce.  

AI doesn’t change that - if anything, it makes our role even more vital. An organisation must be healthy on the inside if it is to succeed elsewhere. 

As practitioners, we set the standard for how AI can be used ethically and effectively.  

The benchmarks you establish in your organisations will serve as examples for colleagues working in external relations and who face equally pressing challenges. In leading the way, you can show how practice grounded in good ethical intent can succeed in our pressured world. 

That’s where the Mastering AI in Internal Communications course comes in. It’s a starting point designed to help you understand AI’s potential, navigate its challenges and evolve your practice. 

The future of internal communication is in your hands. Grasp the tech. Rethink our role. Lead the way – and be great from the inside out. 

Catherine Arrow is the executive director of PR Knowledge Hub which offers tailored training programmes and continuing professional development. Catherine is a founding chartered public relations practitioner and a fellow of both the CIPR and the Public Relations Institute of New Zealand.

CIPR training course: Mastering AI in internal communications

Explore how AI can enhance internal communication strategies, streamline workflows, and drive meaningful engagement with the CIPR's new Mastering AI in Internal Communications on-demand training course, produced by Catherine Arrow. Find out more and start the course today.