The Internal Communications Conference 2024: Insights and Future Trends

Challenges in Employee Engagement and the Role of Internal Communication

A recurring theme throughout the day was the potential of artificial intelligence (AI) and machine learning (ML) to revolutionise internal communications. Many attendees explored how these tools could automate routine tasks, personalise content, and provide data-driven insights, allowing IC teams to focus more on strategy and creativity. However, this potential does not come without its challenges. Unsurprisingly, AI implementation can involve significant costs and a steep learning curve.

Smaller organisations, which could greatly benefit from AI as an assistant, may struggle with the initial investment and training requirements, while larger organisations face different challenges, such as hyper-personalisation and navigating the complexities of digital governance and assurance.

For example, Unilever’s approach to managing these challenges is particularly insightful, and you can read more about their strategies here.

While AI can undoubtedly boost engagement, there is a risk that it might diminish the human touch and perpetuate biases. Therefore, cultural awareness and human oversight are crucial. Communicators must remain the final arbiters of messaging, ensuring that human perspectives always take precedence.

Emerging Internal Communications Trends

Several trends are set to shape the future of internal communications. Beyond the increasing use of AI, employee wellbeing will become a central focus, and the role of enhanced data analytics will be more prominent—likely to demonstrate that efforts to improve both AI usage and employee wellbeing are yielding results.

Yes, constant investment is required, but the benefits are substantial. AI and analytics can sharpen communication strategies, while a focus on employee wellbeing can significantly boost morale and productivity. Tools like NewZapp are particularly useful for analytics and offer customisable options, but rapid changes can lead to resistance. Therefore, balancing innovation with practical, gradual adoption is key to ensuring smooth transitions.

During our panel discussion, we delved into the evolving working patterns, particularly in the context of the hybrid and remote work era. The heightened importance of IC during the pandemic has left many communicators fighting to maintain their strategic position within organisations. With many large organisations settling into hybrid working patterns, a mix of digital tools—such as email, video conferencing, collaborative platforms, and mobile apps—creates an inclusive and efficient internal communications environment. However, the reality is that not everyone has equal access or the necessary technical skills. Over-reliance on digital tools can also lead to screen fatigue, disengagement, and feelings of isolation. Nevertheless, digital tools enable real-time communication, foster remote collaboration, and offer flexibility. Balancing digital interactions with occasional in-person meetups or hybrid events is vital to maintaining community spirit.