If #AI didn’t generate content, what would #internalcomms pros use it for?

25 March 2025 Reading Time: 4 minutes

by Dan Sodergren:

Talking with some extremely clever people in the internal comms world, I think that I have a feeling. That right now, a LOT of internal comms people are NOT using AI for the right thing. 

Yes , for the right reasons. But sadly, not for the right things… 

Yes… AI is transforming internal communications—but let’s get one thing straight:

AI isn’t just a content generator.

In fact, the biggest impact AI will have on internal comms isn’t in writing emails, drafting announcements, or creating social posts.

 It’s in something far more valuable—helping comms professionals do what they do best: cut through the noise, drive engagement, and build trust.

🔹 As I often say:  “AI’s a tool, not a rule.” (Dan Sodergren)

So, if AI wasn’t used to generate content, what would comms teams use it for? Let’s explore how AI can be an amplifier, not an author—and why the real power of AI in internal comms is in insight, strategy, and impact.

📘 The AI Leader’s Guide dives deeper into this, showing how AI can enhance leadership and communication—without replacing the human touch.

1. AI as a Strategic Insights Engine

One of the biggest frustrations for comms professionals? Proving the value of their work.

Leadership often sees internal comms as a “nice-to-have” rather than a business-critical function—until something goes wrong. AI changes that by providing real-time data on message reach, engagement, and effectiveness.

How AI Can Help Without Generating Content:

✅ Measuring what works (and what doesn’t)—AI can analyze open rates, sentiment, and response patterns to show which messages actually drive action.

✅ Identifying communication bottlenecks—AI can track where information is getting stuck in an organization and pinpoint where messaging needs reinforcement.

✅ Optimizing the best time and channels for messaging—AI can predict when employees are most likely to engage based on previous behaviors.

🔹 “If AI takes the task, take the strategy.” (Dan Sodergren)

With AI handling the data-crunching and analytics, comms teams can spend less time guessing and more time crafting strategies that truly resonate.

📘 The AI Leader’s Guide explores how AI can help communication professionals make data-driven decisions that improve engagement and influence leadership.

2. AI as a Noise Filter: Cutting Through Content Overload

One of the biggest problems in internal comms today? Too. Much. Information.

Employees are overwhelmed with emails, Slack messages, notifications, and meeting invites. They don’t need more content—they need the right content at the right time.

How AI Can Help Without Generating Content:

✅ Curating messages intelligently—AI can filter through endless corporate updates and prioritize what’s most relevant for each employee.

✅ Automating routine updates—AI can send personalized reminders and summaries without overwhelming employees.

✅ Delivering just-in-time communication—AI can identify when an employee needs specific information and provide it exactly when it’s relevant.

🔹 “More mindful – less grindful.” (Dan Sodergren)

With AI filtering what’s important versus what’s just noise, comms teams can focus on engagement and storytelling—not on endless content creation.

📘 Hybrid & Happy breaks down how AI can support hybrid teams by ensuring the right messages reach the right people—without adding to the content overload.

3. AI as a Communication Coach for Leaders

The Communication Leaders Survey Mike Klein conducted in 2022/23 highlighted a major challenge: leaders who don’t see the value of internal comms.

But let’s be honest—most leaders don’t struggle with communication because they don’t care. They struggle because they aren’t trained in it.

How AI Can Help Without Generating Content:

✅ Providing real-time feedback on leadership communication—AI can analyze tone, clarity, and engagement levels to suggest improvements.

✅ Helping middle managers become better communicators—AI can offer coaching on how to deliver complex messages with empathy and clarity.

✅ Ensuring consistency in leadership messaging—AI can track what different leaders are saying across the organization and help align messaging.

🔹 “Machines may learn, but trust we earn.” (Dan Sodergren)

With AI acting as a behind-the-scenes coach, leaders can develop stronger communication habits—making internal comms more impactful across the entire organization.

📘 The AI Leader’s Guide explores how AI can support leadership development, helping leaders communicate with more clarity, empathy, and confidence.

4. AI as an Engagement Predictor: Understanding Employee Sentiment

How do employees really feel about leadership messages, company culture, or workplace changes? Traditional pulse surveys and annual feedback forms don’t cut it anymore.

AI changes the game by analyzing real-time sentiment across multiple channels.

How AI Can Help Without Generating Content:

✅ Tracking employee sentiment in real time—AI can analyze emails, chat interactions, and survey responses to detect changes in morale.

✅ Predicting potential disengagement risks—AI can flag teams or departments where communication isn’t landing well.

✅ Helping comms teams adjust their approach—Instead of waiting for a crisis, AI can proactively suggest ways to improve engagement.

🔹 “Own the AI, don’t let AI own you.” (Dan Sodergren)

With AI providing constant feedback on employee sentiment, comms professionals can respond quickly and strategically—before issues escalate.

5. AI as an Internal Comms Strategist

AI isn’t just a content tool—it’s a strategy tool. It can help comms teams work smarter, prove their impact, and focus on long-term engagement, rather than reactive messaging.

What This Means for the Future of Internal Comms:

✅ AI won’t replace comms teams—but it will change their roles.

✅ Comms professionals will spend less time writing and more time analyzing, curating, and strategizing.

✅ The value of internal comms will finally be measurable in real-time, giving teams more influence at the leadership table.

🔹 “AI won’t replace you—someone using AI will.” (Dan Sodergren)

📘 The AI Leader’s Guide is essential reading for comms professionals who want to master AI as a strategy tool—not just a content generator.

Final Thoughts: AI’s Role in Internal Comms Is Bigger Than Content

If AI wasn’t generating content, what would internal comms professionals use it for?

✅ Understanding what works—with real-time data and sentiment analysis.

✅ Cutting through the noise—helping employees get the right messages at the right time.

✅ Coaching leaders—so they communicate more effectively and authentically.

✅ Predicting engagement trends—so comms teams can be proactive, not reactive.

✅ Elevating internal comms strategy—so it becomes a business-critical function.

🔹 “Shift the role, keep the goal.” (Dan Sodergren)

I covered this and more in my keynote at IoIC 2022, and I’ve spoken about the future of AI and work on many podcasts, including Exploring our increasingly digital work futures.

For more insights, visit www.dansodergren.com, or follow me on LinkedIn and sign up for my newsletter about the future of work – The Fifth Industrial Revolution and You.  

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About the Author. 

Keynote speaker, corporate trainer, TedxTalker, and author. Ex marketing agency owner and serial tech startup co-founder, Dan Sodergren is a digital marketing and technology expert who specialises in the future of work and AI.He works on the BBC Breakfast, BBC new channels, BBC Watchdog, the One Show, RipOffBritain and on countless radio shows. 

He is a tech futurist and optimist. Who trains companies in AI / digital transformation and how the future of work, technology and AI will change the world for the better during this #FifthIndustrialRevolution.  He is a Strategic Columnist and a #WeLeadComms honoree.

Written by: Editor