Will I lose my creative edge?: Exploring how AI impacts internal communication and employee engagement

Purpose The purpose of this paper is to explore how artificial intelligence (AI) impacts both internal communication and employee engagement from a more global perspective by interviewing professionals who live in the United Arab Emirates (UAE) and work for multinational companies. Design/methodology/approach Semi-structured interviews were conducted to capture the experiences of communication professionals who live and work in the UAE, which is an epicenter of multinational corporations and international public relations agencies. Participants oversee internal communication and employee engagement for large, multinational companies. Findings The shared narratives demonstrate that AI can be an enhancer in the workplace as long as humans are involved in the process. Internal communication requires an attention to detail and nuance that cannot always be generated by AI. The professionals expressed concern from their own personal experiences with AI, suggesting that an overreliance on such platforms threatens their professional identity and impedes their creative edge. Last, when AI is used for employee engagement purposes, it lacks the human touch and dialogic components that are necessary and essential for employee engagement. Originality/value AI is only successful when it is seen as a human enhancer, not a replacer. Also, caution needs to be exercised with using and implementing AI in the workplace to aid in the management of employee engagement. By design, AI platforms lack human communication and limit connection, both of which are essential for employee engagement.