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18 April 2024

AI in corporate communications: current uses and future roles

By Freja Nilsson

The corporate communications landscape is rapidly evolving, with new technological advancements and changing stakeholder expectations. Artificial Intelligence (AI) has emerged as a game-changer. This year's edition of our annual Web Management survey, which asks senior communications professionals about the challenges and trends they foresee, reveals a growing trend among companies. They are increasingly incorporating AI to streamline processes, enhance content creation, and provide personalised experiences to their audiences.

Freja NilssonProject manager, Webranking

The rise of AI in corporate communications

Our survey indicates an increased usage of AI tools among corporate communication teams, with 56% of respondents now using AI in their daily work, a considerable increase from the previous year. All of the respondents also stated that their own usage of AI tools has increased since last year. The most used tool is ChatGPT, with 53% of respondents using either the free or the paid version, or both. This increase highlights a growing recognition of AI’s value in everything from streamlining operations to helping content creation.

What AI is most commonly used for among communications professionals

According to our survey, companies leverage AI for various purposes, from generating text and summarising content to proofreading and providing ideas and feedback. The diverse application spectrum reflects AI's versatility in addressing multiple areas of corporate communications.

Let's explore the two most common purposes for why corporate companies leverage AI within their roles.

Enhancing content creation and strategy

Our survey shows that one of the most popular AI applications in corporate communication is for content creation and strategy formulation. With 85% of the AI-using respondents employing AI tools to generate text, it's clear that AI is becoming a valuable asset for creating engaging, relevant content at scale. AI's ability to process vast amounts of data and generate coherent, contextually appropriate content can significantly reduce the time and resources traditionally required for content development. This enables communicators to focus more on strategy and less on the mechanics of content production.

Streamlining operations and personalisation

Beyond content creation, AI is helping corporate communications through operational efficiency and personalised engagement. According to our survey, AI tools are being used to automate routine tasks, analyse audience data, and tailor content to individual preferences, fostering a more personalised communication experience. This level of personalisation was once a resource-intensive task but is now increasingly attainable with AI’s analytical and generative capabilities.

Navigating challenges and opportunities

Despite its advantages, integrating AI into corporate communications is not without challenges. Concerns around the authenticity and accuracy of AI-generated content, as well as ethical considerations, remain relevant for many companies.

Survey respondents are navigating these challenges by adopting a hybrid approach, where AI augments human creativity rather than replacing it. This approach ensures that content remains genuine and aligns with the company’s values and messaging.

The predicted effect of AI

The survey reveals a forward-looking perspective on AI's impact on corporate communication, with respondents predicting transformative effects. Many foresee AI streamlining content creation and offering unprecedented personalisation capabilities, thus enhancing efficiency and engagement.

AI will save us time in creating some types of text, supporting and simplifying tasks rather than replacing human efforts.

We will become more editors than content producers. However, the quality of AI-generated text needs improvement.

More texts/image content will be generated through AI, making content owners more efficient. AI will perhaps help in personalisation, creating user behaviour insights, profiling and automatic suggestions of content. I also believe if SGE (Search Generative Experience) launches it will affect the amount of traffic going to the websites. People will more likely stay on the search engine and read the information there. The content generated through AI will feel less humanised, people will have to add their personal touches to make content feel relevant and personal.

Preparing for the future

As AI continues to evolve, its role in corporate communications is set to expand further. Companies should have a proactive approach to adopting AI to enhance their competitiveness, efficiency, and relevance in a rapidly changing digital landscape.

Recognising this, Comprend offers expert guidance and support in implementing AI tools within your corporate communication framework. With our assistance, companies can navigate the complexities of AI integration, ensuring they adapt to the changing digital landscape.

About the Web Management survey 2024

Every year, we conduct a Web Management survey that provides insights into the current state of digital corporate communications, highlighting the critical challenges companies face today and anticipate facing over the next five years. This year's Web Management survey was conducted with 65 respondents from 48 listed European companies. The participants represent various industries and roles, mainly from large and medium-sized listed companies. Most respondents hold positions in corporate communications, digital strategy, and web management.

Get in touch today

Don't hesitate to contact us if you want to know more about how AI tools and processes could be integrated into your corporate communications strategy.

James HandslipManaging director, UK
Humla TördHead of Webranking
+46 70 971 12 75
Mark Shakhovskoy Head of insights driven communication