Artificial intelligence (AI) is transforming how companies communicate, both internally and externally. AI-enabled solutions are allowing corporations to create more personalised, relevant, and impactful messages across their channels. As AI capabilities continue to advance, these technologies will become an integral part of corporate communications strategies.

According to a recent Deloitte study, over 60% of communicators say AI is changing the way their teams work and the skills required (Smith, 2022). Integrating AI can optimise workflows, uncover insights, and allow teams to focus on more strategic initiatives. Internally, AI can help create customised employee communications at scale through data analysis and natural language generation (NLG). Externally, AI enables hyper-personalised customer communications and predictive analytics to refine messaging.

Personalised Communications at Scale

One major benefit of AI is the ability to personalise communications for each audience member automatically. With massive amounts of employee or customer data, manually customizing individual messages is impossible. AI tools can segment audiences and generate relevant content dynamically using NLG.

For example, HR teams can leverage AI to create tailored benefits explanations based on each employee's usage and preferences. Marketing can generate customised product recommendations for each customer's purchase history. AI takes the grunt work out of personalisation, allowing more one-on-one conversations (Haque, 2021).

Uncovering Impactful Insights

AI excels at finding patterns and insights in vast datasets. For communications professionals, this can surface key themes and trends to inform strategy. AI can track reactions and engagement metrics on past campaigns. Sentiment analysis tools can identify how audiences feel about brands, products, or internal initiatives (Lua, 2022).

Communicators can use these insights to craft more resonant messaging. A recent MIT study found AI sentiment analysis to be up to 87% accurate, outperforming humans (Gupta et al., 2022). Applying AI provides data-driven guidance on positioning, framing, imagery, and content.

Optimising Workflows

According to a McKinsey survey, communicators spend over 60% of their time on repetitive tasks like editing and proofing (Dishman, 2022). AI writing assistants and revision tools boost team productivity by automating rote work.

For example, Anthropic's Claude can generate drafts, emails, or social posts on command. Tone and vocabulary are customized for each brand's voice. Programs like Grammarly speed up the editing process through instant grammar, style, and tone recommendations based on sentence context. This allows teams to reallocate time towards big picture planning and relationship building.

Predictive Analytics

Looking ahead, AI analytics tools can help assess message resonance and refine strategies pre-launch. For example, marketers can A/B test email subjects and social headlines against past campaign data to predict performance. NLP models can suggest wording tweaks to optimise engagement.

On the public relations side, machine learning algorithms can forecast potential reputational risks associated with launching a new product or campaign tagline based on reception history (Lua, 2022). AI provides guidance to mitigate issues and protect brand reputation.

Overcoming Objections

Despite these benefits, some communicators object to incorporating AI due to concerns over data privacy, job loss, or reduced creativity. However, with responsible implementation, AI presents minimal risk across these vectors.

Strict data governance protocols can be implemented to maintain consumer and employee confidentiality (Smith, 2022). Studies show AI is more likely to augment jobs by handling rote work rather than replace human roles. In fact, demand for creative strategists and project managers is growing alongside AI adoption (Rotman, 2022).

Rather than reducing creativity, AI can spark inspiration through unexpected connections in data and content. The speed advantages allow teams to iteratively develop messages vs. relying on first drafts. Overall, AI stands to unlock human creativity by automating drudgery (Dishman, 2022).

The Way Forward

As AI capabilities expand, early adopters in corporate communications will gain competitive advantage through optimised workflows, insight discovery, and hyper-personalization. To assimilate AI smoothly, communicators should audit processes to identify application areas, secure buy-in across teams, and develop guidelines for ethical implementation.

With proper execution, AI-enabled communications can cut costs while driving greater engagement. According to recent surveys, majority of corporations plan to invest heavily in AI within the next 1-2 years (Smith, 2022). The time is now for communicators to embrace the intelligence revolution.

References:

Dishman, L. (2022). How AI can make corporate communication professionals better at their jobs. Fast Company. https://www.fastcompany.com/90779637/corporate-communication-ai-tools-business-leaders

Gupta, A. et al. (2022). Recent automatic text summarization techniques: a survey. Artificial Intelligence Review. https://link.springer.com/article/10.1007/s10462-022-10139-9

Haque, A.N. (2021). The future is hyper personalised: AI and one-to-one communication. Forbes. https://www.forbes.com/sites/forbestechcouncil/2021/06/25/the-future-is-hyperpersonalized-ai-and-one-to-one-communication/

Lua, A. (2022). How AI can improve PR efforts. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2022/09/06/how-ai-can-improve-pr-efforts/

Rotman, D. (2022). AI will make communicators better at their jobs. MIT Sloan Management Review. https://sloanreview.mit.edu/article/ai-will-make-communicators-better-at-their-jobs/

Smith, K. (2022). 2022 AI and machine learning survey. Deloitte Insights. https://www2.deloitte.com/xa/en/insights/industry/technology/technology-media-and-telecom-predictions/2022/ai-and-machine-learning-adoption.html

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