From Hype to Help: Using AI To Build Your Internal Communications Strategy

Internal communications professionals everywhere are facing a familiar dilemma: how to move past the AI hype and actually use these tools to drive a strategic agenda. In a recent Workvivo Masterclass, Joanna Parsons, IC consultant and founder of The Curious Tribe, demystified AI’s role in the modern workplace.

Joanna’s message is clear: AI isn't here to replace the communicator, but to sharpen the strategy. “Start with your strategic priorities, not the tools,” she urges. Whether you’re a team of one or leading a global department, the goal is to use Large Language Models (LLMs) like ChatGPT, Copilot, or Gemini to turn high-level strategy into tangible action.

Here, we dive deeper into five key takeaways.

AI is not a replacement for you or your judgment. Think of it like a very fast intern – you still have to check their work every single time. 

– Joanna Parsons

1. Strategy first, tools second

The most common mistake Joanna sees is starting with the “how” instead of the “what.” 

Many communicators find themselves staring at a prompt box asking, “What should I use this for?” 

Joanna suggests flipping the script. Look at your yearly objectives – perhaps improving line manager communication or navigating a restructure – and work backward. AI should only be invited to the table once you know exactly what problem you’re trying to solve. 

By focusing on priorities first, you ensure AI is a delivery vehicle for value, not just a generator of busy work, digital noise, or “slop.”

2. Mastering the full comms cycle

Too often, AI is relegated to the implementation phase – writing emails or drafting posts. But Joanna says that AI’s true power lies in its ability to assist across the entire four-stage comms cycle: planning, implementation, measurement, and evaluation. 

In the planning phase, for example, AI can act as a sophisticated “thinking partner” to help you develop employee personas or segment your audience. 

By utilizing AI at every stage, you create a feedback loop where data from the evaluation phase informs the next round of AI-assisted planning, making your strategy more robust over time.

3. Stress-testing with AI personas

One of the most actionable takeaways is using AI to stress-test your messaging before it goes live. If you’re a team of one, you lack a sounding board. Joanna demonstrates how to prompt an LLM to play the role of a specific employee – for example, a five-year veteran who has always worked remotely and is now being told to return to the office. 

By asking the AI for an “honest reaction” to a CEO announcement, you can identify “corporate speak,” emotional triggers, or ambiguous phrasing that might cause anxiety. This allows you to inject empathy and clarity into your drafts before they ever hit an inbox.

4. Empowering managers with tactical toolkits

Line managers are the engine room of internal comms, but they’re often the most nervous about delivering tough news. AI can rapidly turn a complex policy document or a CEO announcement into a comprehensive manager toolkit. 

By asking for specific outputs – such as three to five talking points, five to seven anticipated FAQs, and a list of “what not to say” – you equip managers with the confidence to lead difficult conversations. 

This tactical speed ensures that managers receive the support they need in hours, rather than days, preventing the “rumor mill” from taking over.

5. Maintaining human accountability

Despite the efficiency gains, Joanna reminds us that the “human in the loop” is non-negotiable. 

AI can hallucinate facts or miss the subtle nuances of a specific company culture. This is especially critical during sensitive restructures or emotional changes. 

You remain the boss of the output. Your expertise, your judgment, and your deep understanding of your organization's “vibe” are what transform a robotic draft into a meaningful piece of communication. AI provides the draft; you provide the soul, the context, and the final sign-off.

Using AI to build your internal communications strategy

AI in internal communication is about more than just generating text; it’s about expanding your capacity to think strategically and execute flawlessly. By starting with your priorities and using AI as a cognitive tool throughout the comms cycle, you can deliver a strategy that actually moves the needle. 

Ready to elevate your IC game? Joanna recommends to start by picking one strategic priority this week and using your preferred LLM to stress-test your current plan.

To catch up on everything you missed, watch the full masterclass on demand.