Why Most AI Tools Fail Without a Communications Strategy
- Rosemary Sweig
- May 26
- 5 min read
Updated: 2 days ago
Businesses are rushing headlong into the AI era. Meanwhile, employees are left to figure things out for themselves.
Companies install tools without a communications strategy, often with little upskilling and almost no ethical guidance. That’s the perfect environment for cybercrime. Confusion and chaos are exactly what AI criminals count on.
The result? Confusion. Crisis. Low ROI.
Today, for example, I saw an interview with Fiverr CEO Micha Kaufman, who sent an email to employees saying:
"AI is coming for your jobs. Heck, it's coming for my job.”
His message was meant to jolt people into preparing for change, but without a clear strategy or support structure, it likely sent shockwaves through the organization. That kind of message, if not delivered thoughtfully and in person, risks triggering fear and low morale rather than action.
There was no mention of how the company plans to guide people through this shift, train them to use AI ethically, or prepare them for criminal AI threats. Instead, employees were told to automate their jobs, without the "how." Without strategic communications, that’s not motivation. It can be chaos.
So many things could go wrong if companies don't apply AI integration strategically. For a few examples, read the case studies in my blog post: Why Ethics in AI for Communications Matter More Than Ever. It will give you great insight into what will happen if companies don't take ethics and upskilling seriously.
AI fails when communications fail
The problem isn’t the technology. It’s the missing layer of strategy, change readiness and upskilling that only communications can deliver. And yet, in boardroom after boardroom, AI implementation is being handed off to IT or Operations, with little to no input from communications leaders.
The result?
Millions of dollars lost. Trust eroded. And another “innovation” that fails to take root.
Let’s explain why this keeps happening and what you can do about it.
The AI Gold Rush Is Missing a Map
A 2025 Boston Consulting Group (BCG) report shows that 75 percent of executives rank AI among their top three priorities. However, it says that only 25 percent of executives report seeing significant value from AI.
The report states, "Too few employees have been trained on AI. Less than one-third of companies have upskilled one-quarter of their workforce to use AI. That’s better than a year ago, but far from where companies need to be for workers to feel comfortable with such a job-threatening technology."
You can install the most powerful AI assistant on the planet, but if your people don’t know what it is, why it matters, or how to use it, it wastes time and money.
That’s a communications failure, not a technical one.
BCG's report entitled "From Potential To Profit - Closing the AI Impact Gap" notes that "Top-performing organizations follow the 10-20-70 principle. They dedicate 10% of their efforts to algorithms; 20% to data and technology; and 70% to people, processes, and cultural transformation.”
3 Reasons AI Initiatives Crash Without Communications Involvement
1. No Clear “Why”
IT can explain how a tool works. Communications explains why it matters and guides you on using it strategically and ethically.
When teams don’t understand the business purpose behind a new AI platform, they default to fear:
“Is this replacing me?”
“Will my job change?”
“Do I need to learn something new?”
Without proactive messaging, training and open conversation with leadership, these questions go unanswered, and resistance sets in.
2. Communications Is Brought In Too Late
This is a common problem for communicators, and it has been for decades. You can’t retrofit a strategy after the technology is already live.
Too often, communications teams are asked to create an email blast or intranet banner after launch, rather than being involved at the planning stage. This leads to rushed messaging, inconsistent tone, and employee whiplash.
The 2024 Forbes article, AI is here - But Did Anyone Tell the Employees? shares results from a Gallup poll that says 93 percent of Fortune 500 companies report integrating AI into their businesses.
Yet, a shocking one-third of employees say they're unaware of AI integration in their workplace.
What works instead:
Innovative organizations involve communications from Day 1 to build internal readiness, train leaders on talking points, and weave AI into existing messaging
AI thrives on data. Communications thrives on listening and sharing strategically. However, many organizations forget to build feedback loops into their rollout. They deploy AI tools without surveying employee sentiment, tracking adoption barriers, or adapting messaging based on team response.
The result? Tools get ignored, employees disengage, and leadership loses confidence in the investment.
Employers are excited about the speed of AI. But without strategic integration, they won't see the results they should and more dangerously, they could be headed into crises.
What a Communications Strategy Layer Looks Like
A strong AI announcement strategy includes:
✅ Message Mapping: Clear, tiered messages for employees, managers, and executives
✅ Leader Enablement: Training leaders to confidently explain the why, not just the what
✅ Multi-Channel Campaigns: Using internal platforms (like intranet, video, email, and frontline signage) to reinforce understanding
✅ Pulse Checks and Listening Posts: Surveys, town halls, and feedback loops to catch friction points early
✅ Narrative Alignment: Positioning AI as part of the company’s strategic evolution, not a bolt-on trend
What follows is a solid learning strategy for upskilling and reskilling employees.
Final Thoughts
Most AI initiatives fail not because the technology is bad, but because the communication is worse.
If you want to see ROI from AI, don’t just bring in the platform. Bring in the people who can make it make sense.
The people who connect the dots. Who steadies the chaos.
That’s your communications department.
Ready to future-proof your communications team? Let's discuss how a tailored AI communications strategy can empower your employees and protect your brand. Contact me here and press Book a Call.
About Rosemary Sweig
Rosemary Sweig is the founder of CommsPro and the blog, CommsPro HQ. She is a trusted advisor to senior communications executives navigating the future of AI-driven communications. With decades of experience as both a corporate executive and a strategic consultant, Rosemary helps teams integrate AI responsibly, without sacrificing the human voice that fosters trust. www.commspro.ca
Sources
Disclosure: This blog was written by Rosemary Sweig with selective assistance from AI tools for research, structure, or editing. Final voice, insight, and approval are entirely human.
© 2025 CommsPro. Some rights reserved. This content may be shared with attribution and a link to www.commspro.ca.
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