“If we have ChatGPT, why do we need internal communications professionals?”
It’s a provocative question and one that’s gaining traction. I posed this question in my previous post and received some fascinating responses. Thank you to all my readers for engaging with this topic and sharing your valuable opinions. Saurabh Turakhia Alexandra (Alix) Edmiston Sukhaja Satishchandra Gina Sanjinés
AI tools like ChatGPT are impressive, generating content quickly and with a polished tone. But communication isn’t just about assembling words; it’s about understanding people, culture, and context.
What AI Misses That Humans Don’t
AI can process data and replicate style, but it can’t replace the depth and nuance that internal communications professionals bring to the table:
- Understanding the Organizational Context: AI doesn’t know your company’s history, culture, or strategic goals. Communicators ensure that every message fits seamlessly into the broader narrative and resonates with employees.
- Coaching Leaders to Communicate Authentically: Tools like ChatGPT can generate a speech, but they can’t prepare a leader to deliver it with conviction. Leaders need internal communicators to guide them in crafting messages that feel genuine and connect on a human level.
- Building Emotional Connection: AI-generated content often feels transactional. Employees can spot a message that lacks heart. Communicators bridge the gap by crafting communications that evoke trust, engagement, and connection.
- Turning Strategy into Story: Communicating a strategy isn’t about bullet points or jargon; it’s about crafting a story that makes complex ideas relatable and actionable. AI can’t capture this level of narrative finesse.
The Evolving Role of Internal Communicators
As AI tools become more prevalent, internal communicators aren’t becoming obsolete—they’re becoming indispensable. The role is evolving to include:
- Coaching and Guiding Leaders: Teaching leaders how to effectively use tools like ChatGPT while maintaining an authentic voice.
- Refining and Curating AI Outputs: Ensuring AI-generated content aligns with organizational values and has the human touch employees expect.
- Focusing on Strategy: Shifting from execution to strategic oversight, ensuring communications are intentional and impactful.
Why AI Alone Isn’t Enough
Relying solely on AI for internal communications risks creating a disconnect. Generic, context-free messages erode trust and fail to inspire action. Internal communicators safeguard against this by blending technological efficiency with human insight.
So, the real question isn’t whether AI can replace internal communicators. It’s whether organizations are willing to sacrifice authenticity, connection, and clarity for the sake of convenience. Are leaders willing to put their reputation on the line?
Ask yourself this: Would you trust a machine to inspire your team, navigate sensitive issues, or build a lasting culture of engagement?
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