Internal Comms in an AI World; Employee Insights From Delta Air Lines

In this issue, we continue to explore the impact of generative AI on the PR profession. Members of PRSA’s Employee Communications Section discuss current topics of importance, with AI heading the list. 

The Section’s Connect24 Conference will have an artificial intelligence theme this May 15-17, “Connect AI: Navigating the Future of IC in an AI World.” 

Go here to see what they say about AI and other challenging issues.

And here's Connect24 chair Erica Goodwin with more on the conference and issues facing internal comms pros...

An internal communications perspective from Delta Airlines

This past October, I had the chance to interview several thought leaders at ICON 2023 in Nashville, Tenn., including Gina Laughlin, vice president of global employee communications for Delta Air Lines. 

In a Q&A published at PRsay, we discussed Delta’s employee-first approach to internal communications and the challenges of reaching deskless employees.

Given this issue’s theme, I wanted to share some of Gina’s insights here:

On trends in employee communications:

We are always trying to pay attention to what is happening from a technology perspective. Where can we leverage technology to help tell our stories and get our messages across a little bit easier? What are trends in stories that employees may be connecting to or reading more often or less often?

We’re trying to think about what is happening inside the organization [and what employees] may be hearing from outside the organization that could influence how we craft messages or how we tell those stories. Technology is probably the biggest one, and then watching what’s happening in the world, what’s happening in society, to make sure we’re staying attuned to messages, trends or topics that may be more relevant or less relevant on any given day.

On AI’s impact on employee communications: 

As internal communicators, we support Delta employees, many of whom are directly involved in supporting our customers. Being able to provide fast and accurate, automated access to information that our customers need is going to be one of the biggest benefits [of AI]. Our ability to have that communications machine — whether it’s information that employees need to do their jobs, or that employees need to pass along to customers — could be a big benefit.

I’ll also be watching how employees — and how all of us — trust information differently. Do we trust information that comes from a machine differently than we trust information sourced from a human?

Do policy- and procedure-related, technical communications feel more accurate coming from an AI-driven apparatus? Do communications on behalf of an individual or brand feel less authentic when driven by machine learning? Those are things we’re going to be looking at in the years ahead.

On how internal communications professionals can help build trust for an organization:

Internal comms is so important to building trust and credibility and connecting employees — not only to the mission and the purpose of the organization but also to the leaders of the organization and to each other. 

Every day, there’s something we get to do to make an employee feel more connected. It’s that transparent communication, that connected experience that builds trust and credibility over time.

About March’s S&T Live

Gail Dent, associate director of external communications, NCAA, is my guest on the next Strategies & Tactics Live. Save the date and join us on LinkedIn: March 14 at 1 p.m. ET.