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Successfully implementing transformation communication

Corporate communication is facing a paradigm shift in connection with artificial intelligence (AI)

Integrating AI into corporate communications is not just a necessity but a gateway to a future of enhanced efficiency and competitive advantage. It will help increase communications efficiency, improve customer loyalty, and achieve competitive advantages.

Business communication in organisations will change. PR will also play a key role in the digital transformation process. This also includes the humanisation of AI-generated communication from an ethical and regulatory perspective.

Our PR and communications consultancy in an AI-driven environment include:

  • Development of AI-based corporate communications strategies
  • Communications advisory and support in all phases of an organization’s transmission
  • Prompt engineering for Corporate communications.
  • Humanization of AI-generated texts. Humanisation of AI-generated texts. AI-generated texts should always be reviewed and revised by a human to ensure that they achieve the desired effect. A combination of human creativity and artificial intelligence leads to the best results.
  • Development of guidelines and ethical strategies for usage of generative AI in Corporate Communications and Investor Relations.
  • AI-generated internal communications
  • AI-generated external communications. The successful implementation of AI-based external communication. The success of AI-generated external communication depends on a variety of factors. Comprehensive measurement of success requires a combination of different metrics and continuous adjustment of the communication strategy. It is important to keep an eye on both short-term and long-term goals and to regularly analyse the results in order to optimise the effectiveness of communication.
  • Public Relations: AI-generated multi-channel communications in media relations. A well thought-out and implemented multichannel strategy enables companies to better address, retain and satisfy their customers.

Facts about AI in communications

AI is reshaping the business communication landscape and empowering leaders to connect more effectively with their audiences. By harnessing the power of AI-driven data insights, automation and personalization, businesses can benefit, foster stronger relationships, drive engagement, and, as a result, achieve more lavish, extraordinary

While the role of AI in communications is set to expand, the importance of human skills and judgment remains paramount. The human employee, or the Communications advisor, provides essential checks and balances to mitigate potential pitfalls.

AI has entered a stage in corporate communications that allows for next-level efficiency enhancements in content creation and idea generation.

What does ‘humanise’ mean? Human skills that cannot be replaced by AI, such as empathy, emotions and judgement, are used when processing AI-generated texts. They will be decisive for the communication success of a company. This can be defined as the extent to which it elicits the desired reactions and behaviours from the respective target groups. This means that the messages conveyed are understood, trigger the desired emotions and ultimately lead to the desired actions.

Communications Challenges of AI

AI has its weaknesses!

  1. AI still lacks the human perspective to develop innovative PR strategies.
  2. Using AI-based content means you can’t rely on the accuracy of the information.
  3. Legal issues relating to plagiarism, authorship, correctness, etc., remain unresolved. This is why using generative AI tools in communications must be accompanied by strict quality management. Read more about AI and ethics here.
  4. Understanding different traditions, cultures, and languages is crucial from a global communications perspective. AI can deliver analyses and translations but cannot always capture or respond appropriately to subtle cultural nuances.
  5. Transformation communications and crisis communications: AI cannot yet provide the ability to reliably interpret non-verbal signals, respond to individual needs or build relationships. Both crisis and transformation situations require sensitivity, empathy and human interaction.
  6. Finding qualified employees with the necessary expertise to use AI in corporate communications can be challenging.
  7. Ambiguity of language: Human language is often ambiguous and context-dependent. AI systems have difficulty understanding irony, sarcasm or metaphors and responding appropriately.
  8. Dialects and accents: Regional differences in language can pose a challenge for AI systems.
  9. Semantic understanding: AI systems need to understand the meaning of words and sentences in order to have meaningful conversations.
  10. Contextualisation: The ability to interpret information in the right context is a major challenge.

Status: October 2024

AI and communication in transition

The disruptive nature of digital transformation impacts companies’ structure, strategy, and culture, requiring appropriate corporate communications. 

The impact of technology in the short term but underestimate it in the long term” (Gartner)

This applies to generative AI, too. Do not underestimate or fear the power of generative AI – join the ride!

AI is an asset for corporate communications teams. It offers streamlined processes, automation, data-driven insights and time savings.

Corporate communications teams can increase their focus on high-level strategic planning, build relationships with key stakeholders and help them deliver value to your organization and stakeholders.

Creating an AI-enabled culture instead of an AI culture.

Corporate communications, especially internal communications, must play a leading role in the cultural transformation of an organization. Their task is:

  1. Creating acceptance for the digital transformation
  2. Shaping and accompanying the digital transformation

AI Communications and ethics

The ethical use of AI is critical.

Particularly in maintaining transparency with stakeholders, such as labelling and ensuring corporate compliance with industry regulations.

Organizations must have formal ethical guidelines and policies in place for their use. Communications professionals, legal counsel and senior management, will have to identify understandable and practicable rules for engagement to ensure the privacy of confidential information. Regarding data security, client and institutional knowledge must be appropriately incorporated.

With the AI Act, the EU has created a basis for regulating the development and use of AI technologies in Europe, such as facial recognition or automated decision-making in critical areas. Companies need to understand the implications of this directive and ensure that their practices comply with the new regulations. This can affect how organizations collect data, use AI and interact with customers.

This is because organizations’ AI systems must be developed and deployed in a transparent, responsible, privacy-compliant way that is understandable to the public. Companies’ AI-supported communication practices must comply with these regulations and be transparent, ethical and lawful. This is the only way to strengthen the trust of the target group and minimize potential AI risks. More details about the European AI Act can be found here.

AI and brand communications

Brands will seek a universal, emotional connection.

Community communications, engagement, and interaction go beyond enabling an AI response. At the same time, AI will support improving customer engagement deeper in the buying funnel.

Thoughtful brands will use their people and authentic communications as their differentiators.

A strong brand enhances trust, authority and credibility.

Your company’s brand is a magnet for like-minded professionals, talent and potential partners. By clearly articulating your values, goals and what you stand for, you’re more likely to attract individuals and organizations that share your vision and are willing to invest in it.

 

AI and multi channel communications

The emotional experience on different communication channels

Telling the company’s authentic story on different platforms, including video, social media channels, events, podcasts, blogs, etc., will make reaching an organization’s target groups easier.  If your story is not authentic and does not have consistent messaging, a company risks losing credibility and, as a result, the loyalty of the target audience.

Humanization of AI -generated texts

Humanizing AI-based texts: bridging the gap between technology and empathy.

In the dynamic landscape of digital communication, the lines between machine and human communication blur. At the same time, one of the most pressing challenges concerns empathy, authenticity and ethics. Humanization of communications is the heartbeat of meaningful conversations and one of the most pressing challenges. With the efficiency of algorithm-backed AI, texts are often impersonal and robotic in their output.

Raw AI-generated texts often need to capture the nuances of human communication. AI can perform specific sentiment and language analysis aspects but cannot always fully understand or respond appropriately to human emotions.

Since AI models learn from vast datasets, they may inadvertently generate societal biases in the training data, leading to discriminatory or insensitive responses.

The humanization of AI-generated texts, which means incorporating a human touch, plays a significant role for communications professionals. By reviewing and adjusting AI-generated texts with authenticity, empathy and ethical awareness, humans will bridge the gap between technology and humanity. This will avoid marginalizing or excluding certain demographic groups. Technology companies in particular face the challenge of making their corporate stories easy to understand for their audience – customers, investors and future employees. They usually communicate this in jargon or in very complex language that is not conducive to brand building, finding investors and customers or attracting talent.