While AI can accelerate content creation, Ben Heaysman, head of film and content at Sledge, argues effective corporate communications will still depend on human instinct and insight.

If I had to name just one defining trend from the year that was, it’s got to be AI. Not solely the tech itself, but the way client briefs and conversations were loaded with the request that they “want to be more AI.”

AI was everywhere, and clients noticed. The challenge? When it came to real-world applications such as corporate communications, they wanted to weave it in yet weren’t sure how to do so strategically.

This isn’t uncommon for any of the latest technologies, but for me, it’s important we don’t rely on a tech for tech’s sake approach. All tools need to have a “why” and serve a purpose, they shouldn’t be seen as an add on because that’s what everyone else is doing – especially when it comes to discerning internal audiences.

With the UN Trade and Development (UNCTAD) predicting the global AI market will grow to $4.8 trillion by 2033, there’s no doubt AI related tools, platforms and applications will continue to proliferate. This makes evolving mindsets and taking the time to understand all facets of AI, and in turn, whether it might be suitable for a particular campaign – and potentially not another – essential in 2026, and beyond.

Done for you AI vs. bespoke content

From static imagery to longer form content, off the shelf AI products have been heralded for their content production, and in turn time saving capabilities, yet when content becomes more complex and strategic, it can prove more time consuming to create.

If you’re wanting to scale content, such as for a super wide LED as part of a town hall, it requires complex codecs, or maybe you’re seeking a detailed animation that outlines a complex new procedure, the user might need to input 100 or more prompts to arrive at their finished product, which then might not be up to standard.

In the time those prompts have been communicated and actioned, a designer could also have been briefed and completed the task – where instead of a fully baked piece of content, layered files are packaged up and delivered, ensuring they can be manipulated and animated as required.

These products definitely serve a purpose, but not without human intervention, from the ideation and strategy phase, through to development. That being said, given the rate of change, this may be the way of the future, making staying ahead of the AI curve imperative.

The lesser-known implications surrounding AI

There’s been a lot of hype about AI, but it’s important we don’t forget about its potential implications. Trust, in terms of determining what is real and what is not, is a widely covered one, however there are environmental and financial considerations to keep in mind when deciding whether, and how to, embrace AI for content and comms purposes.

In December, The Guardian reported that AI produced the same carbon dioxide emissions as the city of New York in 2025, and its water usage – primarily used for cooling data centres – has exceeded that of the bottled water industry.

When you consider how many prompts each individual might input into AI on any given day, it’s no wonder its environmental impact is fairly staggering.

Furthermore, a recent J.P. Morgan report reminds us AI is, in many ways still a proof of concept – one where growth might not be constant, companies may struggle to see a reliable return on investment, and there could be an oversupply of data centres. In short, let’s not put all our eggs in one basket.

The case for a hybrid approach

I’ve always been of the view that AI is all about balance, and while there’s no doubt it’s reshaping everything from content production to storytelling, meaningful internal communications require a unique understanding of audience members, a personalised approach, and a human touch.

A balance-led approach helps us ensure AI is used with intent, not blindly. It can, for example, be leveraged to responsibly analyse employee or stakeholder data and support our creative and strategy development process.

A great one for accessibility, as well as global organisations, we’ll often look to AI to swiftly and accurately add subtitles or provide translation for films and animations, ensuring an inclusive viewing experience for all.

Audio sets the mood and can impact how content is received, and I’ve spent hours poring over the perfect track in the past. Not so much anymore – AI can match music and sound effects to scenes in impactful ways, however the right prompts are key for ensuring these selections are also on brand.

I’ll conclude by noting the technology is absolutely helping us in meaningful ways, however issues surrounding consent, data integrity, voiceover and likeness use mean we must be selective, aware and adopt the technology responsibly.

It mustn’t be treated as a must have simply because everyone else is using it. Developing a strategy and identifying a firm “why,” while keeping in mind the implications that come with its use are the way of the future, from an engagement, advocacy, and ESG perspective.