AI is creating a significant divide within internal comms between “fast” adopters and “slow” practitioners, according to a new study which indicates that a portion of leading adopters believe AI will encourage them to work more closely with other functions.
Louise Wadman, a change and internal communication expert, interviewed 128 internal comms practitioners across 18 industries between September and December 2025. She identified three distinct groups based on their AI usage;
- AI Builders make up 41 per cent of respondents who apply AI in workflows and are confident in their skills. This group also includes “AI Leaders” (21 per cent), who save at least half a day per week.
- AI Explorers (40 per cent) are currently starting to use and experiment with AI, focusing primarily on content and analytics.
- AI Beginners, 18 per cent, are those teams that hardly use AI or don’t use it at all. The study characterises them as having limited confidence and low organisational support.
AI Builders, the study revealed, are leveraging AI for a wider range of activities compared to their less mature counterparts. The top three use cases were identified as content creation/editing, research and strategy and planning.
The 21 per cent identified as AI Leaders are also “significantly” more likely to believe that the advent of AI necessitates greater collaboration between internal comms and other functions such as HR and IT.
Barriers to AI
Wadman’s research revealed the biggest barrier to comms teams using AI is access to skills, followed by lack of budgets and tools. More than 60 per cent of internal comms teams have not received formal and effective training. The study found that teams that were “racing ahead” confirmed they prioritise training, taking a “little and often” approach.
Surprisingly, only 21 per cent of all respondents have an AI strategy, complete with policies and governance, and less than 10 per cent have a multi-year plan aligned with investment. Lack of budgets and tools is the second biggest barrier, which disproportionally affects smaller organisations – particularly those in regulated industries.
An uncertain future
AI has, according to the research, brought internal comms to an inflection point. More than 70 per cent of respondents believe that the role needs to change – a viewpoint that is strengthened the longer someone has worked in internal comms. Where opinions differ is on the impact of AI on internal comms.
A “healthy majority” believe their role will continue to exist in five years’ time and feel that AI provides comms teams with the ability to “supercharge” the function to deliver more value. Simultaneously, respondents noted that AI is being used to justify role reductions – reinforcing the idea that internal comms should work more closely with other functions.
Wadman says: “Based on this research, all internal comms teams should be asking themselves if they are where they want to be on the AI maturity curve, how they can continue to improve their AI skills and what else they could do to add value.
“AI offers internal comms the potential to deliver unprecedented value, but only if teams embrace it strategically. Without skills, training and an AI strategy aligned to organisational goals, teams risk being disintermediated.
“The sustainable future of IC depends on strategic AI adoption and cross-functional collaboration.”