Keeping the bot at bay: the role of AI in corporate communications

However, as organisations increasingly rely on AI, they must navigate a critical challenge – how to balance automation with the human touch and build trust, engagement, and authenticity.  

In this edition of Comprend's LinkedIn newsletter Thoughts on Tap, Senior Consultant Rachael Stackhouse explores AI’s growing role in corporate communications and tells us how to harness its power while maintaining a genuine human connection.  

AI in corporate communication is here to stay  

AI-driven tools are now a mainstay of corporate communications; enabling organisations to streamline internal collaboration, customer engagement, and content creation. Insights from our 2024 Web Management survey, which gathers perspectives from senior communications professionals on emerging challenges and trends, highlight a rising adoption of AI. For example, AI powered platforms like Microsoft Copilot are improving internal communication, while AI tools for sentiment analysis provide insights on stakeholder feedback, social media conversations, and employee morale to inform decisions. In content creation, tools like ChatGPT streamline the drafting of corporate statements, articles, and speeches, boosting efficiency. By leveraging AI, businesses can ensure faster responses, data-driven decision making, and streamlined content generation. However, the challenge lies in ensuring that AI enhances rather than replaces meaningful human communication. So how can we do this? 

Enhance human interaction, don’t replace it  

AI’s efficiency and scalability make it attractive, but it must be carefully managed to avoid eroding genuine human connections. Organisations must differentiate between areas where AI improves communication and situations where human involvement is irreplaceable. Undoubtedly there are instances where the benefits can’t be ignored. However, there are times where maintaining authenticity and human interaction is crucial, for example managing a crisis, relationship building with stakeholders and delivering emotionally intelligent nuanced responses. Companies that strike the right balance will benefit from AI’s efficiency while preserving their brand’s human touch. 

AI in crisis communication 

One of the most critical areas where AI is making an impact is crisis communication. AI powered sentiment analysis tools can monitor brand mentions, detect emerging PR crises, and suggest responses. For example, during the COVID-19 pandemic, AI powered tools helped organisations track misinformation, analyse employee concerns, and automate crisis messaging. But while AI can provide real-time insights, human oversight of crisis response strategies is critical to ensure empathy and authenticity. Relying too heavily on AI-generated messaging during a crisis can feel impersonal or worse still, tone-deaf, potentially harming a company's reputation.  

The elephant in the room  

AI tools like ChatGPT are undeniably changing the way we create content. With just a click, you can generate a solid draft of an email, press release, or article in seconds. It would be unrealistic to think that communication teams wouldn’t-or shouldn’t-be leveraging this technology, especially given the significant benefits in efficiency and cost savings. 

I’ve heard ChatGPT described as an ‘enthusiastic intern’ – you can delegate tasks to it, but it’s up to you to review, refine, and add your own touch. There’s no shame in using AI for a helping hand, but the key is ensuring that human judgment and expertise shape the final output. That raises an interesting question-should companies be transparent about using AI? 

Transparency and trust 

As AI becomes more integrated into corporate communication, companies must address key ethical concerns around transparency in its usage. Being open about AI usage fosters credibility and helps manage expectations. However, full disclosure isn’t always necessary – what matters most is ensuring that AI generated content is reviewed, refined, and aligned with the company’s voice and values. Transparency should be balanced with practicality, ensuring AI remains a tool for enhancement rather than a substitute for human insight.  

Conclusion 

AI is revolutionising corporate communication, making it more efficient, scalable, and data-driven. However, while AI can enhance communication, over reliance can lead to lack of credibility, misunderstandings and reputational risks. Human empathy, creativity, and ethical judgment remain irreplaceable. Organisations need to take a hybrid approach, adopting AI thoughtfully, ensuring it complements rather than dominates corporate communication.