Smart Tools, Smarter Teams
Artificial intelligence (AI) is influencing the way we work, making it faster and easier than ever to develop engaging content.
But don’t expect AI to fully replace communication strategists and creatives – at least not yet. AI is a powerful tool (that many of us are using everyday) to inspire new and creative ideas, but its outputs for accurate, authentic, and meaningful communication still need a warm, human touch.
Consider accuracy
You’ve probably seen it yourself – AI can save hours on research and pull content together in milliseconds, synthesizing thousands of words into a few paragraphs. But take a closer look – is the information up-to-date? Is the information real or is it made up to satisfy the ask?
While we often use AI as a starting point or a source of inspiration, it can’t stand alone. Great content needs a person who has perspective and understands subtleties; who has a critical (human) eye; whose editorial skills can get content where it needs to be – especially when complex topics like pension, benefits and total rewards are in focus.
And, what about brand?
Sure, AI can find images – and can even design a poster or logo! But a closer look at the output can have you questioning: has AI truly captured the nuances of your brand?
AI is one of our greatest partners when brainstorming ideas and inspiring creativity – however, the projects we bring to life require the touch of a (human) designer to ensure the output stays authentic to the existing brand and culture.
Are you truly connecting?
Go ahead. Ask AI to pull together a communication plan for your next campaign. At first blush, the output seems good. But take a closer look and consider: will the messaging resonate with your people? Will the plan make sense for your project or organization – and does it recommend the methods that your people want and need?
AI will pull together a set of key messages and communication plan quickly, but it has limitations when creating a purposeful, targeted strategy that’s curated to help us authentically connect with people.
Our human-centric algorithm
Our communication team has its own algorithm – based on human-centric touchpoints – that guide our communication planning. We begin with your people and their perspectives, and ask questions like:
- Where are your people coming from?
- What do we want them to know, feel and do?
- How can we personalize the message and the experience?
- And, how do we connect with your people in a way that’s meaningful to them?
With these guideposts, we can deliver a plan that enables your people to feel connected to your organization and what’s happening – providing them with the right information, at the right time, through the right medium.
People make the difference
AI is an incredible starting point and source of inspiration.
- But it’s through our humanity that we can understand the subtleties to get the facts – and the messaging – just right.
- It’s through our humanity that we know the nuances of a brand to make it truly authentic.
- It’s through our humanity that we can understand unique perspectives to make real connections with people.
Want to add warmth and a human touch to your communication? We can help!
Need help with crafting, tailoring, or refining your communication strategy or deliverables? Whether you’re looking for strategic advice or end-to-end support, our team of experts can help. Visit our Communication Consulting page for more details.