Creativity Is the New Compliance: Why Internal Comms Needs to Reclaim the Human Edge in an AI Workplace
In today’s AI-driven workplace, creativity in internal communications has become a compliance issue – not in the sense of regulatory checkboxes, but as a non-negotiable ingredient for healthy organizational culture and performance. As routine tasks are automated and HR leaders double down on AI-enabled productivity, human creativity is emerging as a critical asset.
In fact, more than 70% of employers globally identify creative thinking as the most in-demand skill for 2024[1]. Business research echoes this priority: 80% of respondents agree that creativity is a catalyst for reaching audiences and driving economic growth[2]. Paradoxically, even as AI promises efficiency, an overreliance on algorithms carries hidden risks. Overdependence on AI can erode the very human qualities – empathy, curiosity, imagination – that drive organizational culture[3][4].
This blog explores the growing tension between automation and human creativity in internal communications, and why internal communicators must reclaim storytelling and imagination as core strategic assets in the digital workplace.
The New Workplace Order: Automation, Empathy, and “The Hidden Cost of AI Reliance”
AI is reshaping the workplace in undeniable ways. Intelligent systems can now transcribe meetings, generate reports, and crunch data in seconds. Productivity is soaring – a Deloitte study found 28% of workers use generative AI occasionally, with 8% regularly integrating it into their work, yielding notable time savings[5][6]. However, alongside these gains arises a critical question: what is lost when we outsource too much thinking to machines? Research warns of a potential “imagination deficit” when organizations rely too heavily on AI[3]. AI excels at data and efficiency but lacks human empathy, creativity and lived experience[4]. Without human oversight, AI-generated communications can feel distant and impersonal, failing to meet employees’ emotional needs and risking trust and engagement[4][7]. In essence, if everything becomes automated, who tends to the human spirit of the organization?
This concern is not just philosophical – it’s practical. Curiosity and empathy are the engines of innovation and culture, and “if there’s one thing AI can’t replicate, it’s the curiosity and empathy that drive imagination”[8]. Forward-thinking HR voices are beginning to frame creativity as akin to compliance: a must-have to maintain a healthy workplace. Just as we comply with laws, we must now “comply” with the need for creativity, meaning leaders should require intentional human creativity in workflows to prevent cultural atrophy. HR Magazine recently noted that employers value creative skills more than ever, precisely because AI cannot replicate the unique spark of human imagination and storytelling[9]. As one analysis put it, while AI can optimize and automate, “the spark of authentic storytelling remains irreducibly human.”<sup>1</sup> Ensuring that spark lives on has become as essential as any compliance training – a new mandate for internal communications.
Bridging the Human–Machine Divide: Lessons from Engagement Models
How can internal communications (IC) professionals respond to this AI-creativity paradox? One clue lies in employee engagement models that put humans at the center. For example, Frank Devine’s Rapid Mass Engagement (RME) model demonstrates the power of empowering employees as co-creators of culture. RME is a bottom-up approach to culture change where leaders involve employees in shaping solutions and decisions.
The results speak volumes: organizations using RME have achieved a 35% increase in productivity within six months when employees co-designed the change plan themselves[10]. In one case, employees were so engaged that they even recommended a pay freeze for the common good – an outcome unthinkable without genuine buy-in[11]. Devine’s philosophy is that “cultures don’t change, individuals change… and when enough change in the right direction, people talk about culture change.”[12] In an AI context, this means we must actively involve individuals in dialogue about new technologies and processes.
Rather than imposing AI systems top-down, internal communicators can facilitate “mass engagement” conversations where employees help define how AI will augment (not replace) their work. This collaborative ethos preserves human agency and creativity, ensuring technology is adopted in a way that aligns with shared values.
Another guiding light comes from communications scholars Sue Dewhurst and Liam FitzPatrick, who describe internal communication as “the profession of meaning.” They argue that IC isn’t just about pushing out information – it’s about transferring ideas, shaping shared understanding, and helping employees find meaning at work[13][14]. In their view, internal communicators are “more than technicians”; they are custodians of culture and purpose[14].
This perspective is crucial in an AI era: it reminds us that while algorithms can distribute messages, they cannot ensure those messages are meaningful. Meaning-making requires human context, empathy, and narrative. Dewhurst and FitzPatrick emphasize that communicators must nurture the shared frames of reference that help people interpret change[15]. When introducing AI or any digital change, framing is everything. IC professionals should bridge the human–machine divide by contextualizing why the change matters, how it connects to organizational purpose, and what it means for employees’ daily lives. By doing so, we guard against employees feeling like cogs in a technocratic machine and instead foster a sense of inclusion and meaning.
In short, internal comms must ensure the “why” isn’t lost in the whir of new tech. As the profession of meaning, communicators act as translators between algorithmic systems and human values, preserving the “human edge” even as AI permeates the workplace.
AI as Amplifier, Not Replacement: Keeping the Human Story in the Loop
A productive way to view AI in internal communications is as a powerful tool to amplify human creativity – not replace it. Rather than fearing automation, leading internal comms teams are experimenting with AI to handle routine tasks and free up humans for higher-value creative work. For instance, AI-driven tools can quickly analyze employee survey comments or segment audiences for targeted messaging, boosting efficiency and personalisation[16][17]. These time savings allow communicators to spend more effort on crafting compelling narratives and engaging stories. As NewZapp’s own industry survey found, many IC professionals see AI as a time-saving, engagement-enhancing aid – yet they remain cautious, mindful of ethical considerations and the need for a human touch[18][19]. This “cautious optimism” is healthy: it means using AI to augment human capabilities while putting guardrails to maintain authenticity.
Crucially, human oversight and editorial judgment must remain in the loop. AI might generate a first draft of an email or suggest optimal send times, but communicators should infuse the final message with human warmth, company voice, and cultural sensitivity. An AI language model can’t intuit the subtext or emotional nuance of organizational history, nor can it tailor a story to the subtle moods of your workforce. As one Forbes commentator noted, AI may handle the data and the draft, but the “spark of authentic storytelling” and emotional resonance must come from humans.<sup>1</sup> In practical terms, this could mean using AI to gather insights (e.g. summarizing a lengthy policy into key points) and then an internal communicator weaves those points into a relatable story or friendly explainer that feels authentic to employees. The goal is to let AI do the heavy lifting, so humans can do the humanizing.
Far from rendering internal communicators obsolete, AI can elevate the role of comms professionals into curators and “sense-makers.” We can imagine the internal comms function becoming the guardians of truth and narrative in an AI-rich environment – validating AI outputs, correcting misinformation, and ensuring communications embody the company’s values and empathy. There’s also an opportunity to use AI creatively: for example, some organizations experiment with AI chatbots to handle common employee queries, but train them on answers written in a warm, human tone by the comms team.
Others use AI to personalize content (like newsletters that automatically include topics an employee cares about) – yet the content pieces themselves are crafted by human communicators who understand the cultural context. When AI is wielded as an instrument by skilled communicators, it can amplify human creativity and reach. It is when AI is left unchecked – or, conversely, shunned entirely – that organizations miss out. The sweet spot lies in a balanced partnership: AI handling scale and speed, humans ensuring soul and relevance.
Notably, leaders must set the tone that AI is there to complement, not supplant, human creativity. This means visibly valuing and rewarding the human elements of work (ideas, stories, personal connections) even as automation increases. As one Eagle Hill Consulting report put it, organizations implementing AI would be wise to “lead with empathy” – investing in staff and highlighting curiosity and transparency alongside tech rollout[20]. By framing AI as a “co-pilot” for employees rather than an autonomous boss, internal comms can help reduce fear and encourage experimentation. The message to employees should be: we’re using AI to support you – to elevate your creativity, not to eliminate the need for it. When internal comms strikes this balance, AI becomes a powerful ally in propagating human-centric stories at scale, rather than a threat to them.
Turning Updates into Acts of Meaning: Tools and Techniques
If creativity is the new compliance, internal communicators need concrete techniques to infuse creativity into routine updates. It’s not enough to espouse creativity; we must operationalize it in our daily comms practice. Fortunately, our field offers frameworks and tools tailor-made for this challenge. Drawing on Dewhurst and FitzPatrick’s work (and other IC experts), here are a few techniques to consider:
Narrative Design Frameworks:
“A narrative is simply a great story, told well and truthfully, about your organization,” explain Dewhurst & FitzPatrick[21]. Rather than sending disparate messages, communicators can create a unifying narrative framework for initiatives.
This involves laying out a story arc: the current challenge, the destination or goal, the journey to get there, and the prize (outcome) when accomplished[22][23]. By framing company news or strategy updates as an evolving story, you help employees see context and meaning.
For example, instead of a dry announcement about a new AI tool, present it as “Our journey to work smarter” with chapters: why we’re changing (challenge), where we aim to be in a year (destination), how we’ll navigate the transition (journey), and what success looks like for everyone (prize). Storytelling elements – conflict, vision, heroes, and learning moments – make messages far more engaging and memorable than a list of facts. Narrative design transforms compliance-driven updates into creative stories employees can connect with.
Message Palette Frameworks:
A brilliant concept from Dewhurst & FitzPatrick’s toolkit is the Message Palette[24][25]. Just as an artist’s palette contains a limited set of colors to create a painting, a message palette defines the key messages and tones for your communication. It forces clarity and creativity.
Typically, a message palette will identify: the overall communication objective, and then what you want people to Do, Feel, and Know after receiving the message[26]. It also includes a simple, memorable core message statement, reasons “why you should care,” 3-4 supporting points, and evidence or anecdotes to back them up[27][28]. By consciously crafting these elements, communicators ensure even routine emails or town hall scripts hit multiple notes – factual and emotional – to resonate with employees. The process encourages creativity because you must find that one sticky metaphor or slogan (the “memorable statement”) and perhaps a compelling story or data point (“killer fact”) to support it[28].
For example, an internal memo about data security might use a message palette where the core idea is “Protecting our collective home,” with a short analogy comparing the company to a home that everyone must help guard (engaging feelings) alongside the key facts of a new security policy (knowledge). This technique prevents communications from becoming dry checklists; instead, they become mini-campaigns with cohesive messaging, appealing to both hearts and minds.
Employee Co-Creation and Storytelling:
Perhaps the most powerful way to reclaim the “human edge” is to actively involve employees in creating internal content. When employees become storytellers – sharing their experiences, ideas, and even creative work – internal comms truly amplifies the human voice within the organization.
A striking example comes from HSBC: the bank’s internal communications team launched a global photo competition asking employees to “capture the spirit of HSBC.” The response was astounding – over 6,000 employee-taken photos poured in, providing a rich, authentic library of images that HSBC now uses in presentations, reports, and intranet posts[29][30]. The campaign not only saved money on stock photos; it raised the bar for engagement by making employees proud contributors to the company’s visual narrative[31][32].
People see themselves reflected in the company’s communications, literally and figuratively, which deepens their emotional connection. This is the kind of creativity only possible when employees co-create meaning. Other organizations have had success with employee-written blogs or podcasts, “ask me anything” sessions with leadership, or user-generated content challenges.
The key is to provide secure, supportive channels for employees to share stories and ideas. Internal comms can curate these into compelling content – for instance, compiling employee customer service anecdotes into a “Customer Heroes” series, or encouraging teams to make fun videos about new product training. Co-creation taps into the well of creativity across the workforce, making communications more relatable and sparking peer-to-peer engagement. It signals trust as well: by giving employees a voice, you reinforce that human insight matters in an AI age.
Visual and Experiential Media:
Creativity in IC also means exploring rich media and experiential formats beyond the all-company email. Short videos, infographics, interactive quizzes, and even internal memes or comics can turn dull announcements into engaging experiences. As one PR Academy case study noted, 21st-century internal communicators have taken on roles like “executive producers, video editors, scriptwriters, and internal podcast hosts” in a bid to capture employee attention[33][34].
The effort can pay off: a MidMichigan Health campaign, for example, used a space mission theme – complete with a launch countdown and the CEO donning a spacesuit at kickoff – to build excitement for a major system change, transforming a stressful rollout into a fun, unifying adventure[35][36]. While not every update merits astronauts and theme music, the principle is to find creative angles that bring messages to life. Even compliance-oriented content (like safety or ethics reminders) can be delivered in narrative or gamified form to increase retention.
The use of visuals and storytelling should always serve a purpose (not just gimmicks), but done right, it turns communication into “acts of meaning-making” rather than a tick-the-box exercise. Modern employees, especially younger generations, expect a level of authenticity, transparency and inventiveness in how their companies communicate. Meeting them on that creative plane is increasingly part of the job.
By using frameworks like narrative arcs and message palettes, and embracing employee co-creation and multimedia storytelling, internal comms can transform routine communications into creative communications. These techniques ensure that even in a data-driven, AI-supported workplace, messages are imbued with human creativity, variety, and meaning. The outcome is twofold: employees receive information in ways that resonate (improving understanding and retention), and they feel a greater sense of connection and engagement because the communications reflect human thinking and care. In this way, internal communicators reclaim the human edge — not by resisting technology, but by deliberately infusing the human element at every step.
Secure Channels, Creative Content: Balancing Innovation with Integrity
Championing creativity internally does not mean throwing caution to the wind. Compliance and creativity are not mutually exclusive – in fact, they must go hand in hand. A prime concern for many organizations is how to encourage open, innovative internal communication while still protecting data, privacy, and staying within regulatory guardrails. The good news is that modern internal comms platforms are built with these dual priorities in mind. For example, secure, GDPR-compliant communication channels like NewZapp allow companies to experiment with rich internal content and social features without sacrificing security. NewZapp is an internal communications software that prides itself on UK-based servers, ISO 27001 certification, and strict data security measures[37].
That means internal communicators at banks, hospitals, or government agencies (where compliance is paramount) can confidently use features like segmented email campaigns, employee newsletters, or even interactive surveys, knowing that the underlying system meets governance and security policies. In the past, concerns about confidentiality might have limited creative comms (e.g. you wouldn’t dare use an external social media group for employees to share stories about work).
Today, with enterprise-grade IC tools, you can host an internal storytelling forum or run a photo contest or a pulse poll on a secure, closed platform. The result: creativity flourishes within a safe container.
What does that mean in real life?
Consider purpose-driven organisations such as those in healthcare and public service. They often have strong missions that lend themselves to creative engagement, but also stringent compliance needs. By leveraging secure internal channels, they can do things like share patient success stories from frontline staff, run friendly competitions that spur innovation, or showcase employees’ improvement ideas – all while ensuring sensitive information doesn’t leak.
For instance, an NHS Trust in the UK modernized its legacy comms system by adopting NewZapp, which enabled better staff engagement and timely, trackable communication without breaching data policies[38][39].
Another example is Network Rail, which needed to urgently reach dispersed employees with time-critical updates. By using an internal platform that could track email delivery and engagement in real time, they combined creative messaging (clear, impactful alerts) with compliance (confirming everyone actually received the safety notices)[39]. These cases show that creativity in messaging (finding compelling ways to connect and inform) can live alongside robust compliance (using the right channels and analytics to ensure message integrity and reach).
Measureable Creativity
Importantly, secure platforms also provide analytics that measure engagement, which turns creativity into a measurable, improvable aspect of communication. Instead of guessing if a quirky video or an interactive newsletter was effective, internal comms can look at open rates, click rates, or feedback scores provided by the software[40]. Did the creative approach outperform a traditional memo? Which stories resonated most with employees? The data can guide future content strategy, creating a virtuous cycle of creative experimentation backed by feedback. Moreover, demonstrating engagement metrics gives internal comms teams credibility when advocating for creativity. It’s much easier to get leadership buy-in for an unconventional campaign idea if you can show, for example, that the last employee-generated content piece had 3x higher readership and positive comments. In essence, secure IC tools make creative internal campaigns scalable and accountable.
Compliance can benefit from creativity
Employees are more likely to follow policies and best practices when communications about them are engaging and relatable. A secure channel ensures they can comfortably discuss and internalize serious topics. For example, a company might use its internal platform to run a “Data Privacy Week” with daily tips presented via short, fun infographics and quizzes (with prizes for participation). All discussion stays within the protected network, but the approach makes a compliance topic enjoyable and memorable. This nurtures a culture where doing the right thing (compliance) is positively reinforced through creative engagement. Secure technology thus enables the human-centric communication that drives real behavioral alignment.
In summary, being creative in internal comms does not mean being careless. With the right tools, communicators can uphold data integrity and trust while unleashing human creativity. The marriage of secure infrastructure and imaginative content is exactly what modern internal comms needs – providing the freedom to be human and inventive, within a framework that safeguards the organization. Purpose-driven brands, in particular, stand to gain: their employees are often passionate about the mission, and creative comms fuels that passion, so long as it’s channeled through compliant systems. When done right, the organization enjoys the best of both worlds: engaged employees and zero compliance nightmares
Conclusion: Championing Creative Fluency as an Engagement Driver
As we navigate the future of work, one thing is clear – internal communications must evolve to champion creative fluency. Just as technological fluency is valued, creative fluency – the ability to think imaginatively, tell stories, and craft meaningful messages – has become a core competency for organizations. Internal comms professionals and HR leaders should treat creative fluency as a measurable driver of engagement and performance, deserving of investment and leadership attention.
This means setting goals and KPIs around engagement that include creative metrics (e.g. measuring not just how many read an update, but how it made them feel or what actions it inspired). It means celebrating creative communications wins internally, the same way one would celebrate hitting a sales target or quality benchmark.
For example, if an employee storytelling initiative leads to higher morale scores or new innovation ideas, highlight that in leadership reports – validate that creativity in comms tangibly contributes to the business. The evolving expectations of both leaders and employees demand this emphasis: executives increasingly realize that an engaged, innovative workforce gives competitive edge, and employees (especially younger generations) expect their employers to communicate in authentic, inclusive, and yes, creative ways[41][42]. In the age of AI, people want to feel the human heartbeat in their organization’s communications.
Become an internal agency
To meet these expectations, internal communicators must confidently step into a strategic role as champions of human-centric communication. This is a call to shed any remaining view of internal comms as a low-creativity, administrative function; instead, it is a creative powerhouse that can shape culture, drive engagement, and support change. The top IC teams today are acting like internal marketing agencies – leveraging data, segmentation, and branding techniques, but also infusing heart and creativity to “market” the company’s purpose to its own people. They are uniquely positioned to integrate AI tools in a way that serves creative goals (e.g. using AI analytics to find the best time to send that beautifully crafted story for maximum impact). In doing so, they also model to the wider workforce how humans and AI can collaborate productively.
Leaders too have a part: they should empower comms teams to take creative risks, and even participate in the creativity (as we saw with leaders willing to don costumes or appear in fun videos). When the C-suite visibly supports creative internal campaigns, it sends a powerful signal that imagination and innovation are valued at every level. This support helps overcome the inertia or fear that sometimes stifles creativity in corporate environments. After all, creativity often involves breaking out of comfort zones – trying a new format, a new tone, perhaps addressing tough topics with unusual candor. It requires a bit of courage. But the compliance mindset can actually help here: make creative risk-taking systematic. Pilot new ideas on small groups, gather feedback, iterate – just as you would trial a new process in a controlled way. Over time, the organization builds creative muscle memory, and taking an imaginative approach becomes second nature rather than a one-off novelty.
In closing
The human edge in an AI workplace will come from those organizations that cultivate both technological prowess and creative prowess. Creativity in Internal communicators stand at this intersection. By reclaiming the human storytelling tradition and coupling it with the power of AI tools, IC professionals can ensure that employees are not just informed and efficient, but truly inspired and engaged. We should comply with the need for creativity as rigorously as we comply with any law – because the vitality of our cultures depends on it. As one expert succinctly put it, “Effective communication is creative communication”[43]. It’s time to embrace that mantra. Let’s measure it, resource it, and celebrate it. In the final equation, AI may be transformative, but it’s the imaginative, empathetic human touch – our creative compliance – that will define the best workplaces of tomorrow.
Speak with us and find out more
Frequently Asked Questions (FAQs)
1. Why is creativity being framed as a compliance issue in internal communications?
In an AI-driven workplace, creativity is no longer optional—it’s essential for maintaining culture, trust, and meaning. Internal communicators must treat creativity like a compliance requirement: deliberately protected and actively embedded.
2. How does AI impact internal communication strategies?
AI automates tasks like transcription, reporting, and message delivery. While efficient, over-reliance can erode empathy and authenticity in employee communication—making the human role in meaning-making more vital than ever.
3. What are the risks of depending too much on AI in workplace comms?
AI lacks emotional intelligence and contextual nuance. When comms become overly automated, they risk becoming impersonal, diminishing engagement, trust, and psychological safety within teams.
4. What skills are most in demand in the AI-enabled workplace?
According to recent reports, creative thinking tops the list of in-demand skills globally. Human traits like imagination, empathy, and curiosity are seen as critical differentiators in a tech-saturated environment.
5. What does ‘compliance with creativity’ actually look like in practice?
It involves intentionally designing workflows and communication strategies that make space for imagination, storytelling, and human input—not just relying on AI-generated output.
6. How can internal communicators protect the ‘human edge’?
By reframing themselves as facilitators of meaning—not just message delivery—IC teams can create space for dialogue, co-creation, narrative, and emotional resonance in communications.
7. Are there proven models for engaging employees in AI-related change?
Yes. Frank Devine’s Rapid Mass Engagement (RME) model shows how co-creation leads to greater buy-in and productivity. When people help define change, they’re more likely to support it.
8. How does storytelling support internal comms in an AI era?
Storytelling is uniquely human and deeply impactful. It fosters belonging, contextualises change, and helps employees interpret complex decisions—something AI cannot replicate.
9. What role do IC professionals play in digital transformation?
They’re essential translators between technology and people—ensuring employees understand the why behind change, not just the what. IC helps maintain trust during digital shifts.
10. Can AI and human creativity coexist in internal comms?
Absolutely. The future is not AI vs humans but AI with humans. AI can handle routine tasks, freeing IC teams to focus on deeper engagement, creative storytelling, and strategic alignment.
References
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