"Can't AI just do this for me?"

I was recently asked this question by a leader after we discussed internal communications strategy: “Can't AI just do this for me?”

It’s a fair question. And the short answer? AI can support great internal communication—it can’t replace it.

Tools like ChatGPT and Gemini can absolutely help teams move faster. I use them every day.

But AI is just that—a tool. And tools only work if you know what you’re building.

That’s where internal comms expertise comes in.

You still need someone who understands your company’s culture, business goals, and employee experience to set the strategy and shape the message.

Otherwise, you risk putting out generic content that doesn’t clarify priorities, rally your people, or move them to action. And in internal comms, taking that kind of risk is expensive. A recent study found that disengaged employees cost U.S. companies $1.9 trillion in lost productivity each year. That’s not a typo—trillion.

AI is a tool—not a strategist.

Sure, AI can brainstorm messages, summarize content, or generate outlines in seconds. That’s a huge productivity win.

But it won’t magically produce communications that resonate.

To do that, you still need someone who:

✔ Understands the organization's goal

✔ Crafts messages that align with those goals

✔ Adapts tone, format, and delivery for the moment

✔ Iterates based on feedback and business outcomes

Without that layer of intent and insight, you’re not communicating—you’re just broadcasting.

And speaking of iterating... one-and-done doesn’t work.

AI might help you draft an announcement—but in internal comms, announcements are just the beginning.

Communication is a sequence: a thoughtful mix of channels, messengers, and moments that build clarity and trust over time.

Knowing how to layer those touchpoints across teams, leaders, and formats? That takes strategic planning. And that’s where a seasoned comms partner brings lasting value.

Guesswork is expensive.

This point is worth reiterating.

According to a 2023 study by Grammarly and The Harris Poll, ineffective communication costs U.S. businesses up to $1.2 trillion in lost productivity each year.

That’s a steep price for unclear direction, missed context, and messages that fall flat.

Here’s the bottom line: AI is a powerful assistant—but it still needs a smart strategy and knowledgable human engagement to be effective.

The best internal comms are never one-size-fits-all. They’re crafted with intent, tailored to the audience, and aligned to the moment.

That’s what I do for my clients: use tools like AI to go faster, but never at the expense of connection, clarity, or results.

Want to level up your internal communications strategy—AI tools and all? Let’s talk.

Book a free 30-minute consult to see how we can improve engagement, alignment, and clarity across your org.

SUBSCRIBE