Will Murray, CEO at Oak Engage, explores how AI-driven analytics can transform internal communications measurement, driving engagement and demonstrating value.

Measuring the success of internal communications has always been essential but often feels like a daunting task for overworked teams. Without clear metrics, how can you ensure your efforts resonate or deliver meaningful impact? Why invest time crafting campaigns if the intended audience fails to engage? The challenge is amplified when critical messages, those designed to drive behavioural change or inspire action, get lost in a sea of emails or fall flat due to poor execution.

Oak Engage’s ‘State of IC’ report highlights this issue and found that the biggest challenge facing internal communicators was people failing to act upon messages they receive. Whether content is ignored, buried in inboxes or lost in a cascade, the outcome is the same: a disconnect that undermines both employee experience and organisational goals.

Adding to this complexity is the reality of modern internal comms teams. Many are small, sometimes just a single individual juggling multiple priorities and firefighting daily demands. Measurement often takes a back seat. Yet, measurement isn’t a luxury, it’s a necessity. Without it, communicators operate in the dark, unable to adjust strategies or demonstrate their value to senior stakeholders.

Unfortunately, outdated or inadequate tools only make the issue worse, making it harder to extract meaningful insights from employee behaviour. In fact, our report also revealed that one of the biggest blockers for communicators was that their technology is not fit for purpose. Here’s where AI can make a huge difference.

The promise of AI lies in its ability to transform vast amounts of data into actionable insights, quickly, efficiently and with minimal effort on the communicator’s part. For internal communications (IC) professionals, this is a game-changer. Imagine having a tool that not only tracks engagement but also provides tailored recommendations for optimising campaigns and content.

Oak Engage’s new AI analytics tool does exactly that. It provides IC professionals with a detailed monthly report featuring easy to digest visualised data, accompanied by write ups that explain the data, offer analysis and include actionable recommendations to optimise content and campaign performance. It is the first tool of its kind, setting a new benchmark by making it easy to share these insights with leadership teams. By analysing trends, patterns and user behaviour, this tool helps IC teams fine-tune their strategies, ensuring messages reach the right employees at the right time and in the most effective way.

The benefits of AI-driven analytics extend beyond improved campaign performance. They can also enhance employee experience. A well-designed intranet powered by AI insights can create personalised, engaging and user-friendly environments. This doesn’t just help employees do their jobs more effectively. It creates a sense of belonging and value, boosting retention and morale.

Despite the necessity of internal comms as a function, many IC professionals still face scepticism. Our research highlights that 37% of communicators see a lack of awareness about the value of internal comms at an executive level. AI tools aren't just about efficiency, it’s about proving value. Detailed, data-backed reports showcasing the impact of IC efforts can help secure the buy-in needed to maintain and expand these technologies. It also provides the argument for the role of IC in achieving organisational objectives.

AI often sparks fears of replacing human jobs, but for internal communicators, the opposite is true. AI doesn’t replace the uniquely human skills of storytelling, empathy and creativity, instead it enhances them. By automating time-consuming tasks like data collection and analysis, AI allows communicators to focus on strategy, content creation and connecting with employees in meaningful ways.

Looking ahead, AI’s role in internal comms will only grow. Beyond analysing engagement, we’ll see AI assisting in scheduling content, crafting data-driven campaigns and producing diverse content formats tailored to individual preferences. This trend has the potential to reshape the internal communications landscape, making it more dynamic, responsive and impactful.

As we move into 2025 and beyond, the question isn’t whether to embrace AI in internal communications, but how best to do so. By leveraging AI thoughtfully, IC professionals can elevate their craft, making measurement not just a priority but a powerful tool for driving engagement and organisational success.