Don't Shortchange Change Communications Using (only) AI

Organizations are always going through some kind of change from digital overhauls to restructuring and mergers. These changes take place regardless of industry or geography. ?At the same time, regional wars, polarized politics, trade tensions and tariffs, cost of living increases and climate change are all making us feel, well, just a little more unsure about the world around us, beyond where we work. Amid the constant flux, artificial intelligence (AI) has emerged as a powerful tool to do everything from streamlining processes, to generating content faster than ever before. While the urge may be there to accelerate many tasks, we cannot forget that when it comes to communication, the human element remains irreplaceable. Human-driven communication—rooted in authenticity, context, and empathy— is more critical to fostering trust and engagement especially during moments of upheaval.

The Role of Communication in Change and Transformation

Company change is always disruptive. Employees, customers, and stakeholders often grapple with uncertainty, fear, and skepticism, making effective communication essential. Research conducted by the change management organization, Prosci, found that organizations with robust change management strategies, including clear and consistent communication, are 3.5 times more likely to outperform their peers. Yet, the challenge lies not only with distributing information but crafting communications that connect with audiences on a human level—a need that automated systems alone cannot fulfill.

Change and transformation require messages that connect and resonate deeply with their recipients. Authentic communication helps employees feel valued and understood, while empathetic approaches address their concerns and uncertainties. These elements, which are needed now more than ever, are critical to the success of any change initiative.

AI’s Role and Its Limitations in Communication

AI has revolutionized many aspects of business communication. Generative AI models like ChatGPT can draft emails, memos, and presentations in seconds, offering scalability and efficiency. Predictive analytics can even identify communication gaps and provide data-driven insights into stakeholder sentiment. These capabilities are invaluable for routine and repetitive tasks, freeing up human communicators to focus on more strategic efforts.

But AI has its limitations. While it excels at processing vast amounts of data and identifying patterns very quickly, it lacks the capacity for genuine empathy, context and nuanced understanding of human emotions. AI-generated content often risks coming across as mechanical, sterile or detached—a dangerous pitfall when addressing sensitive topics such as layoffs, restructuring, strategic intent or major cultural changes.

During a workforce reduction or even restructuring, employees’ reactions hinge on how they perceive the organization’s leadership—not just what is communicated but how it is communicated. An empathetic and authentic message from a leader can go a long way to addressing feelings of distrust or disillusionment, which eventually can lead to increases in attrition and negatively impact productivity. Conversely, a machine generated, generic or poorly phrased message, even if accurate, can worsen fears and erode morale.

The Case for Human-Driven Communication

1. Authenticity Builds Trust: Research consistently shows that authenticity is a cornerstone of trust. A 2020 Edelman Trust Barometer report revealed that 83% of employees want their employer’s communication to be honest and transparent. Leaders who personally craft and deliver messages are better equipped to convey authenticity than AI-generated content. Authentic communication demonstrates that leadership is invested in and committed to its employees.
2. Empathy Addresses Emotional Needs: Restructuring and transformation often provoke strong emotions. Leaders who acknowledge these emotions and address them directly help alleviate anxiety. According to a Gallup study, employees who feel that their concerns are heard are 23% more likely to feel engaged at work. Empathy cannot be automated; it requires active listening, emotional intelligence, and genuine care—qualities that only humans can bring to the table.
3. Context Enhances Relevance: AI can generate content quickly, but it lacks the contextual depth required for nuanced situations. Human communicators excel at tailoring messages to specific audiences, accounting for cultural, organizational, and situational dynamics. For example, communicating a company-wide reorganization to a global workforce demands a deep understanding of regional sensitivities, workplace norms and historical experiences—a task better suited to skilled communicators than algorithms.

AI Can Have a Role

While human-driven communication is indispensable during transformation, AI can still play a supportive role. By using AI to handle routine tasks, communicators can focus their efforts on crafting strategic, high-impact messages. For instance:

• AI as a Research Assistant: AI can analyze employee surveys, feedback, and sentiment data to provide insights that inform communication strategies.
• AI for Scalability: AI tools can draft initial versions of memos or FAQs, which human communicators can then refine to ensure tone and context align with organizational goals.
• AI for Personalization: Predictive models can help segment audiences, enabling communicators to tailor messages more effectively.

These are just some examples of where the combination of AI with human intervention excels in creating a better work product. My friend and former Accenture colleague Paul Daugherty wrote in his book, “Human + Machine: Reimagining Work in the Age of A,” “The simple truth is that companies can achieve the largest boosts in performance when humans and machines work together as allies, not adversaries, in order to take advantage of each other’s complementary strengths.”

Conclusion

In the age of AI, communication is evolving rapidly, but the need for human-centered approaches has never been more vital. Particularly during periods of organizational change and transformation, human-edited communications provide the authenticity, empathy, and contextual nuance that AI cannot deliver. By blending the efficiency of AI with the emotional intelligence of human communicators, organizations can create a communication strategy that not only informs but inspires—fostering trust, engagement, and long-term success.

John Locke, the British philosopher and physician once wrote, “I am now too lazy, or too busy to make it (a letter) shorter.”

I would like to think that if he had had AI, he still would have taken more time to write that shorter letter.