Spotlight on Artificial Intelligence in IC | Edition #36 | Monique Zytnik | Keynote speaker | Published author | Podcaster | IABC EMENA Region Incoming Chair – Intraskope

Is AI going to transform how we think about internal communications? What are the risks and challenges? What can internal communicators and leaders do more to stay abreast of the changes and adopt AI better?

Learn more about AI in Internal Communications in edition #36 of Intraskope’s Spotlight Series with Monique Zytnik who spoke to me about her recent book and the influence of new age tools on our domain.

Monique is passionate about leading, coaching, and mentoring others to excel in marketing and communications. She finds joy in presenting at conferences to share her decades of experience in internal communications, believing that employees are a company’s greatest asset. With a background in physiotherapy, Monique transitioned to PR after realizing the power of persuasion in helping clients. She holds a Masters in Communication (PR) from RMIT University and has worked across diverse sectors including health, banking, broadcasting, and technology. Based in Berlin, she eagerly explores advancements in technology and machine learning.

“Leaders should start by playing around with AI to understand its potential and then move towards productive use. They need to educate themselves as there is plenty of content available”, says Monique.

In the Spotlight on Internal Communications Series, I talk to thought leaders on topics interrelated with internal communications such as culture, crisis, change, executive presence and leadership. The goal is to help unravel why they matter, what can leaders and communicators learn from experts and how we can put insights to practice.

Watch this interview with Monique to learn more or read the transcript of our conversation below.

Interview

Q1: Congrats Monique on the launch of your book. This is very timely. Please share what motivated you to write it?

Thank you! The motivation came from realizing that our current communication models were insufficient. I’ve constantly felt the tension of wanting a seat at the table, and through conversations with other communication professionals, I noticed that decision-making often falls to our leaders. This observation inspired me to write the book and address these issues.

Q2: Based on your experience, why is AI so important for internal communications?

AI is crucial not just for internal communications but for business in general. It’s akin to the internet in that it changes the way we operate. The good news is that we already have the basic skills and understand what good looks like. Many AI tools are being integrated into existing platforms—we just need to utilize them. For instance, tools like voice-to-text, Word’s editor, dictation, and text prediction features are all AI-based.

Currently, AI’s focus in communications is on content production. A recent Gartner study from March, which surveyed 41 communication leaders worldwide, found that 94% of them are concentrating on content creation with AI. AI is assisting with writing, audio, and video content, which is reflective of what I see on the ground. There’s much more AI can help with, such as sentiment analysis, and we need to consider different types of AI. Imagine receiving content in your preferred format, as discussed with Frank Wolf and Kevin Hähnlein at the IABC World Conference.

Q3: What are some of the risks and challenges you foresee?

The rapid advancement of technology without proper guardrails is a significant risk. The EU AI Act, which aims to offer transparency and protect human rights, raises important questions. These include disclosing when content is generated by AI, designing models to prevent the generation of illegal content, and publishing summaries of copyrighted data used for training.

There’s also a presumption that people can create communications at scale without our expertise, and gaining acceptance from organizations for AI-generated work can be challenging. For example, a recent IoIC Index survey found that one-third of respondents wouldn’t trust a message from their CEO if they knew it was created with AI.

Q4: How can internal communicators get stronger and better at adopting AI at work?

Work through the process as a team with a structured adoption campaign, ideally with other communications professionals. We can learn a lot from each other, as seen with companies like Takeda and DHL.
Think about the skills needed for the future now, such as consulting skills.
Position ourselves and our teams strategically to leverage AI effectively.

Q5: What prevents internal communicators from taking steps to adopt AI?

Fear is a significant barrier for many people. Time constraints and a lack of understanding of the urgency also play a role. Additionally, background systems may not be in place, necessitating collaboration with IT to get the right software and add-ons.

Q6: What can leaders do more to stay ahead of the curve with AI in internal communications?

Leaders should start by playing around with AI to understand its potential and then move towards productive use. They need to educate themselves as there is plenty of content available. I also suggest they engage with experts, like myself, for workshops to rethink how their communications teams will operate in the future.

Q7: How can people access your book?

The easiest way is to buy it on Amazon. It’s also available in major bookstores.

Watch the video interview now!

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Keen to contribute and participate in the Spotlight series? Write to me at [email protected]

Missed the earlier episodes? Watch them here: D. Mark Schumann (Culture), Peter Yorke (Executive Presence), Sia Papageorgiou (Leadership Communications), Dianne Chase (Strategic Storytelling), Gloria Walker (Communication Planning), Rebecca Sangster-Kelly (Stakeholder Management), Ray Walsh (Localizing Employee Communications), Prof. Matt Tidwell (Reputation), Geri Rhoades (Manager Communications), Erik K Meyers (Business Acumen), Russell-Olivia Brooklands (IC Practice Governance), Paul Barton (Public Speaking and Business Communication), Cyrus Mavalwala (Digital Communication), Elvera N Makki (Social Impact Communication), Philippe Borremans (Communication Preparedness), Magdalena Petryniak (Influence in Communications), Priya Bates (Communicating Diversity & Inclusion), Zora Artis (Communication Alignment), Diana Bonczar (Communication Execution), Jane McConnell (Gig Mindset), Paul Mathews (Trust & Communications), Brad Whitworth (Creativity in Communication), Zane Ewton (Podcasting), Andrea Greenhous (Employee Experience), Jonas Bladt Hansen (Digital Technologies), Luis Suarez (Data Analytics & KM) , Laura McHale (Neuroscience in Communications),, Christopher Flores (Internal Communication Hiring) Chaya Mistry ( Human Leadership), Jenni Field (Organizational Productivity), Mike Klein (Communication Innovation), Gihan Hyde (ESG Communications), Yasser Zaki (Leadership Engagement), Ross Monaghan (Thought Leadership) and Bhanu Prakash (Gamification).