Integrating Artificial Intelligence into Internal Brand Communication

Vincenzo Gissi and Elisabetta Savelli

Micro & Macro Marketing, 2025, issue 3, 557-590

Abstract: Technological evolution has profoundly transformed internal communication (IC), a key element for internal branding (IB) success. Although the use of digital tools for IC is growing, their adoption and perception by employees remains underexplored, particularly in the context of Artificial Intelligence (AI). Through a mixed method approach, based on a survey on 538 employees and a qualitative case-study, this paper examines how AI can improve IC practices in support of IB strategies, from both the employee and organizational perspectives. The findings highlight that digital tools, including those based on AI, are perceived by employees with scepticism compared to interpersonal communication, and reveal the critical role of individual familiarity in influencing their positive acceptance. Additionally, the qualitative analysis identifies five key-themes disclosing the opportunities for companies to adopt AI for internal brand communication improvements. Theoretical and practical implications are derived, providing insights for IC strategies aimed at ensuring greater employee engagement and alignment with corporate values.

Keywords: Internal branding; internal communication; Artificial Intelligence; Generative AI; employee perspective (search for similar items in EconPapers)
Date: 2025
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