Building out your corporate communications AI toolkit.

Ben Hewett
May 03, 2024

AI is already making a significant impact throughout the life science industry. Teams can streamline operations, improve engagement and drive innovation. However, before jumping on the AI bandwagon, it’s important to consider several factors before adopting these tools.

One of the most essential is establishing an AI governance framework that can unlock the full potential of these technologies while mitigating risks and building trust with internal stakeholders and external audiences. As gatekeepers for any company’s messaging platform and one of the biggest users of these tools, corporate communications teams can help lead the way by responsibly rolling out AI tools across an organization.

While tools like ChatGPT and Gemini can be great for personal needs, their use in regulated industries such as the life sciences can pose significant risks. The primary concern is the integrity and reliability of the data used to train these large language models. Unlike enterprise AI tools designed with strict data management and compliance protocols, ChatGPT and Gemini rely on broad internet-based data sources that may contain biases, inaccuracies or even sensitive information that could violate patient privacy regulations. The source and quality of this training data could be more transparent, making it easier for organizations to verify the trustworthiness of the content generated by these models. The lack of transparency and control over the inner workings of these AI systems makes it challenging to ensure that the generated content aligns with a company’s brand, messaging and regulatory requirements. 

The most advanced marketing analytics tools currently on the market use AI to intelligently organise and analyse data from a variety of sources, pulling out key trends and insights, as well as making predictions about the future. The insights generated can help you to optimise your marketing campaigns, website content, social media strategy, email copy and more.
Paul Avery

The first step in building out a toolkit is developing a list of approved platforms that teams can use and when and how to use them safely. There are more and more each day, but we’ve curated a few enterprise tools that we like and use regularly, ensuring that you have the right tools at your disposal to navigate the AI landscape with confidence:

Content generation

Platforms like Writer can help corporate communications teams create high-quality, engaging content at scale while ensuring brand consistency and tone. Writer has a number of “out of the box” tools focused on virtually every type of marketing content from press releases to blogs to social media posts; it even provides summary overviews of earnings call videos.

Research and competitive analysis

Tools, including newcomer Perplexity, can provide valuable insights to inform communications strategies. They quickly synthesize industry trends, competitor messaging and audience insights. This tool is especially powerful when trying to get an overview of an industry or when comparing companies’ messaging platforms.

Sentiment analysis

Applications Brandwatch and Sprout Social provide valuable insights into how audiences perceive messaging and communications to identify trends and potential issues. Social media will always be the best barometer of sentiment, and AI can help sort through lots of content, quickly providing insights to help refine messaging.

Integrating AI into a corporate communication workstream offers transformative potential, yet significant challenges must be carefully navigated to do this responsibly. Establishing an AI governance framework and choosing the right tools for specific tasks are essential to harnessing AI responsibly and effectively. Organizations can mitigate risks and enhance trust in AI-generated content by focusing on data integrity, compliance and brand alignment. As primary users and advocates of these technologies, corporate communications teams play a pivotal role in guiding their deployment and ensuring that AI tools are used to their full potential while adhering to regulatory and ethical standards. This strategic approach will enable life sciences companies to leverage AI for operational efficiency and drive meaningful engagement and innovation.