Will people continue to take center stage in the age of AI? Here’s our clear answer—and our stance on artificial intelligence
At Unequity, we continue to explore the many facets of artificial intelligence (AI). One thing is becoming increasingly clear—particularly in our role as Total Rewards communication specialists. AI can provide support for various tasks, but the focus must remain on the human-to-human connection. Let’s take a closer look.
Artificial intelligence - a realistic outlook beats overblown hopes, expectations, or fears
In recent years, AI has sometimes been celebrated as the answer to everything. Some people believe that AI can accomplish tasks faster and solve all problems. At the same time, however, others have been more alarmed. They fear that AI jeopardizes virtually all jobs and will soon take over the world.
Artificial intelligence – overestimated in the short term, underestimated in the long term
At Unequity, we have taken a pragmatic and curious approach to the topic from the start—with the aim of developing comprehensive and reliable expertise. We have had many debates, shared our opinions, and attended events, training courses, and webinars. For example, our visit to the INSP!RE – Internal Communication in the Age of AI Congress in Düsseldorf gave our team plenty of new food for thought. We shared our 5 most important takeaways here. We stay up-to-date with developments and test new AI tools in our day-to-day work.
The longer we work with AI, the more we realize that while AI is not an easy solution for all problems, it does offer interesting possibilities. And this is the ideal time to take stock and reflect on the current situation. What can AI do in Total Rewards Communication—and what can it not do?
For this article, we asked AI the following question: “Will AI ever be able to show real empathy?”
Here is the answer:
AI can act empathetically to a certain extent, but it cannot be truly empathetic because it has no feelings or perspective of its own. Its empathy is based on pattern recognition and predictions, but ultimately it remains at the level of simulation rather than genuine compassion.
Internal (Total Rewards) communication can become more personalized and empathetic with the help of AI
If AI is viewed primarily as a tool, and these tools are used sensibly—for example, with tools that support the creation of personas, or simplify the development of employee journeys and empathy mapping—we can more precisely, quickly, and easily define target groups. Insights gained in this way can be used to create more targeted communication, improve the response to individual needs, and appear more empathetic.
Another example of AI usage is the creation of employee opinion surveys and the evaluation of measures and campaigns, to gain insights for the future. AI can do boring, repetitive, and time-consuming evaluations to save time and costs.
"Quality" is the standard for empathetic messages from people for people
We have found that AI can support by creating an empirical foundation. But can AI also draw the correct conclusions from the collected data, define key messages, or even design an entire communications campaign?
People pick up on communication quality subconsciously. In social media, we are already seeing critical comments when users suspect a post was created by AI, and this includes written and visual content. There is a real risk when companies use AI to communicate internally that employees will perceive the message as not being from an authentic person, but from a machine. Rather than feeling valued, they may feel the opposite.
Creativity is a profoundly human ability
The question of whether AI can be creative—whether it can come up with a completely new concept—is currently being hotly debated. Including by our team, when it comes to Total Rewards communications campaigns.
Designing a creative concept for a Total Rewards message that resonates with employees requires balancing multiple factors, including addressing different target groups, conveying authenticity through real people and their stories, maintaining high professional standards, using emotional visual language that informs and entertains, and selecting the right communications channels and media mix. Ignoring even one part of these complex requirements risks the success of the entire communication strategy.
To be creative, we must also be intuitive and have an awareness of complex relationships.
Which brings us to the following question: “Will AI ever develop consciousness?”
Here is the answer:
There are currently no indications that AI will develop real consciousness in the foreseeable future. Artificial intelligence can perform incredibly complex tasks and deliver human-like performance, but it has no self-awareness or subjective experience.
Conclusion
Better efficiency for higher quality
What does the future look like? As internal communication specialists, do we dream of an AI solution into which we can simply enter the relevant parameters, to have it design, realize, and implement a complete and persuasive communication campaign at the touch of a button—and ideally, even deliver an evaluation for the success of the project?
We have to admit that on high-stress days, it’s tempting. But ChatGPT says this about its abilities, and we should always be aware of this:
Artificial intelligence is based on algorithms and data. It can recognize patterns and make decisions, but it has no consciousness, no emotions, and no fundamental understanding of human feelings.
AI is here to stay—but it will not replace human communication
At Unequity, we specialize in individual and empathetic communication solutions, precisely tailored to each client and their employees, to engage and persuade people.
Our promise: The visual and textual communication content we create at Unequity are the product of human creativity, using AI and other systems and applications that make our work more efficient and effective.
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Your contact person
- simone[@]unequity.com
- +49 (0) 174 / 310 78 27
- Simone Schmitt-Schillig
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