When artificial intelligence emerged center stage in 2022 with the release of several powerful, user-friendly generative AI applications, many communication professionals eyed it with both curiosity and caution. Could this technology really handle the kind of nuanced work we do?
Three years later, it seems that question has been answered. According to a WE Communications and USC Annenberg Center survey, 66% of communications professionals now use AI frequently, with an overwhelming 95% reporting a positive outlook on the technology. A recent ROI Partner Group pulse survey revealed that 80% of respondents are using one or more AI platforms companywide. These data points reflect a clear trend that transcends both industries and professions, with McKinsey reporting that enterprise AI adoption jumped from 55% in 2023 to 72% in 2024 (and is still rising).
Across our clients, AI is no longer “experimental” or simply a curiosity for communicators and their teams. Clear patterns have emerged in how they are using AI tools and applications — not as a complete replacement of the professionals who were doing the heavy lifting, but as a tool embedded into what they are already doing. Here are five ways our clients have integrated AI into their day-to-day operations.
1. Generating personalized content
The most widespread use of generative AI we see is to help write, summarize, personalize and adapt materials. Many comms teams work with tools like ChatGPT and Claude to generate first-pass drafts for campaigns, FAQs, talking points and intranet copy — kickstarting the process with language that can then be adjusted and shaped by a human writer.
One clever way we’ve seen this employed is by a client in the life sciences/ biopharmaceuticals industry who turns to the AI platform Jasper to produce content in the distinct voices of their organization’s senior leaders. Using past messages as examples, the team trained the tool to mimic each leader’s tone, style and cadence; they can now use Jasper to help draft everything from press quotes to talking points in just minutes.
Other internal comms teams we work with are using various AI tools to write newsletter blurbs that hit specific character counts, transform dense transcripts into clean summaries or write attention-grabbing headlines. In one case, a multinational cyber-security company uses Google Gemini to transform materials into a full set of internal communications. After all hands meetings, they load transcripts and slide decks into Google Notebooks to generate recap emails with the key takeaways already pulled and follow-up surveys already formatted in Google Forms. They even use the same inputs to create audio briefings that gives leaders a quick way to catch up on the go.
2. Retiring the stock Image
Stock images don’t scale well, and photoshoots can be expensive and difficult to manage, especially when you need to track usage rights for employees who may no longer even be at the company.
The talent marketing team at a client in the computer software space is using AI-generated images via Adobe Firefly to produce role- or region-specific visuals for job postings. This allows them to showcase variety and personality without relying on a static banner or having to manually scan for and remove outdated headshots. The result is images that are consistent, customizable and available on demand.
Another team at the same company leverages AI to create sets of themed “nature photos” (like wildflowers or tidepools) for use in benefits decks and wellness materials. Instead of spending hours sourcing and formatting stock visuals, they can build entire presentations in minutes, all while easily staying on brand.
3. Delivering answers, faster
Teams are also turning to AI to make information more accessible and to save time on manually answering questions in dozens of different formats.
Our client at a global e-commerce company integrated the AI-powered search tool Glean into their central intranet to make it faster and more intuitive for employees to get the information they need. Their knowledge team uploaded a curated library of FAQs, support articles, and internal documentation, giving the AI a trusted source to pull from. Employees can now ask plain-language questions — “What qualifies for relocation reimbursement?” for example—and receive answers in seconds without digging through support pages or contacting support.
Following this same idea, several of our clients use purpose-built AI chatbots to field queries around expenses, payroll and procurement. And because they have deployed these tools within secure environments like Glean or Microsoft Copilot that limit access to authenticated users, sensitive data stays protected.
4. Uncovering trends in minutes, not days
Large-scale feedback — from surveys, employee emails, town halls and the like — is extremely valuable, but it can also be a major headache to sift through. To streamline this process, communicators are turning to AI to distill raw data into something actionable.
After a major engineering conference that drew thousands of in-person and virtual attendees, the communications team in the semiconductor industry used AI to process the feedback they collected. Rather than manually review and sort responses, their AI tool grouped similar comments, flagged common themes and surfaced both praise and pain points. This enabled the team to quickly generate key takeaways and insights that informed immediate improvements and longer-term goals.
5. Optimizing how they work
Some of our clients are applying AI even earlier in the process for planning, managing requests and prioritizing work.
A client team in public education is using AI tools to organize their content calendars. Instead of manually building spreadsheets or cross-referencing multiple plans, editorial teams are leaning on AI to flag conflicts in timing or audience, spot topics or campaigns that currently lack communication and suggest where existing material can be repurposed across initiatives or channels.
AI is also assisting with intake. When client teams receive an avalanche of campaign or content requests, they use AI to help them sort and organize inputs — grouping them by topic or urgency and determining when multiple requests can be addressed through a single communication or channel. This triage process, which was previously manual, now happens faster and gives better visibility into upcoming work.
Enhancing, not replacing
While AI is rapidly shifting how many teams operate, it isn’t reinventing corporate communications altogether. The most effective approaches treat AI as a shift in mindset: not a replacement or a shortcut, but as a tool that can enhance how we already work.
AI gives communicators more space to focus on the nuances that still require a live person: judgment, empathy and connection. Used smartly, it strengthens the human element, freeing up time and attention for the parts of the communicator’s job that algorithms can’t replicate.
Regardless of where you currently are on your AI journey, our interactive ROI workshop Using AI in Communications, which can be facilitated online or in person, can help you find the right ways for your team to embrace AI and incorporate the right tools into your internal communication processes.
Contributors
Scott Kaul
Senior Consultant
With years of experience as a journalist and financial consultant, Scott has a talent for capturing the interest of readers. He helps companies communicate effectively with their employees, bringing clarity to complex information and making it accessible for all.
Liz Hutchison Taff
Vice President, Account Manager
With over a decade of experience managing communications within the hospitality and media industries, Liz is an expert at helping clients design communications that engage and inspire employees. She serves as the strategy and development lead for ROI’s Digital Employee Experience team.
