The AI Maturity Gap in Internal Comms: From Basic to Power User

If you’ve been keeping track of AI news (it’s hard to miss!), there is an increase in speculation about an AI bubble, raising questions about whether the investment is justified, whether ROI will actually materialize, and what it all means for jobs.

The world of internal comms is no exception. In a few short years, we’ve gone from “is this thing on?” to a range of use cases and patterns, from AI handling everyday content tasks, to vibe-coded apps and talk of “content engineers.”

So where do things stand with AI in internal comms today? According to new research from Off the Record and Axios HQ, 100% of internal communications professionals are using AI in some capacity. But only 14% have reached an advanced level of usage.

“The gap highlights a huge opportunity for communicators to up their game with AI,” said Gab Ferree, comms expert and founder of Off the Record, who presented her research at ContactMonkey's CommConnect conference. 

“But it also points to a risk. We’re past the point of “AI is a novelty,” and communicators who don’t develop their AI skills risk becoming replaceable.”

The Three Levels of AI Maturity

The research, which surveyed 171 experienced communications professionals (80% with 10+ years of experience, 63% at Director level or above), revealed three maturity levels in how communicators use AI:

• Beginners use AI for search or quick questions—essentially treating it like a smarter Google.

• Intermediate users leverage AI to write, edit, and brainstorm content. This is where most communicators currently sit, using AI as a productivity tool for discrete tasks.

• Advanced users have built workflows, automations, and custom GPTs. They've systematized their AI usage to compound results over time.

"Most people are stuck at intermediate," Ferree explained during her CommConnect presentation. "They're using AI for one-off tasks instead of building systems that create lasting value."

“You need to be native in these systems and you need to know them better than everyone else,” Ferree said. 

“That's going to be your best career protection and your best ability to get new roles."

What Advanced Actually Looks Like

So what separates an advanced AI user from everyone else? It's not about using fancier prompts or newer tools, Ferree said. It's about systematizing AI into your workflow in ways that create compounding value.

She highlighted two examples at CommConnect:

Cognizant partnered with Lovable AI to transform how it approaches internal communications. Rather than using AI for individual writing tasks, they integrated it into their content creation workflow to accelerate production while maintaining brand consistency.

“The greatest thing about this is that Lovable's CCO gave them the gift of time because our advanced users in our survey tell us that the biggest blocker to not using more AI is they don’t have the time to dedicate to it," Ferree said. 

Instacart uses Feedly's AI capabilities to monitor and synthesize information at scale. Their communications team can track industry trends, competitive intelligence, and internal signals, then use AI to distill insights that inform their strategy.

“Their junior people are no longer spending the time copying and pasting from Google News into the email platform all of the stuff that you and I know takes up a lot of the time,” she said. “They're now spending the time thinking deeper about what the news means. They're spotting trends ahead of time and they are helping Feedly be better the next time it makes a result or a report for them.”

“This isn't automating people, it's amplifying people," Ferree said. 

The Strategy Shift: From Content to Higher-Order Thinking

One of the most compelling findings in Ferree's research centers on how communicators are using AI across different functions:

• 84% use AI for strategy and brainstorming

• 79% for messaging and narratives

• 70% for executive communications

• 61% for media relations

• 59% for internal communications

• 54% for content repurposing

"AI is raising the floor on content quality and freeing up space for higher-order thinking," Ferree noted. "We're seeing communicators move from being content creators to strategic advisors."

This shift has profound implications. When basic content production becomes commoditized, your value as a communicator increasingly depends on judgment, strategy, and your ability to navigate organizational dynamics—all areas where AI assists but doesn't replace human expertise.

The Roadmap: How to Level Up Your AI Usage

Based on her research and work coaching communications professionals, Ferree offered a practical framework for advancing your AI maturity:

Beginner → Intermediate: Challenge yourself to use AI every day

The first step is simply building the habit. If you're only using AI occasionally for specific tasks, commit to incorporating it into your daily workflow. The goal isn't perfection—it's consistency.

Intermediate → Advanced: Build systems, not one-offs

This is where most communicators get stuck. To break through, Ferree recommends three specific actions:

1. Put AI into your existing workflow. Don't create new processes. Instead, identify where in your current workflow AI can accelerate or improve results.

2. Build a Custom GPT or brand voice tool. Create a system that maintains consistency and quality across all your content. Train it on your company's messaging, tone, and style guidelines.

3. AI-ify something you hate. We all have tasks that drain energy and time. Pick one and systematically apply AI to eliminate or dramatically reduce the burden.

Advanced → Mastery: Lead the transformation

The final level isn't about your personal productivity—it's about being the leader of AI transformation for your team and organization.

"If AI is going to touch how we speak, act, or show up, comms must be in the room," Ferree said.

Closing the Perception Gap

The survey noted that while 93% of communications professionals say AI has helped them do their job better, only 41% believe it has improved how others perceive their work.

“100% of people are using AI for work, and the winners are going to be the ones who do PR for their AI program,” she said. 

She suggests a subtle but consistent reframing of how communicators talk about AI use for their work. 

For example, instead of saying "AI wrote this draft for me," comms pros should say something like: "AI helped us pressure-test this narrative in half the time, so we could sharpen the story and align faster."

Getting Started: Your Action Plan

If you're ready to move beyond intermediate AI usage, Ferree suggests a few ways to start:

1. Assess your current level. Use Ferree's framework to honestly evaluate where you are today.

2. Pick one system to build. Don't try to do everything. Choose one high-value, repeatable task and systematize AI around it.

3. Improve your prompting. Ask AI: "How do I best prompt you for [specific task]? Please ask as many follow-up questions as you need."

4. Create a brand voice tool. Train a Custom GPT or use Claude Projects to maintain consistency across all your content.

5. Do PR for your AI.  Articulate the business value AI enables, not just the tasks it completes

The Bottom Line

AI adoption in internal communications is universal, but AI mastery is rare. That 14% of advanced users aren't necessarily smarter or more technical—they've simply systematized their approach and focused on building capabilities that compound over time.

The good news? The path from intermediate to advanced is clear. It requires intention, investment, and a shift from treating AI as a productivity tool to building it into your strategic workflow.

You don't have to figure it out alone. ContactMonkey is hosting a webinar on ConfidenceCheck, their AI-powered tool designed specifically for internal communications teams. And you can watch the full recording of Gab Ferree's CommConnect session—along with other presentations from the conference—right here.

You can also download Ferree's AI + Comms Mastery Worksheet to create your own advancement plan.

The AI maturity gap in internal communications is real. But it's also an invitation. The professionals who close that gap won't just survive the AI transformation—they'll lead it.

As Ferree reminded communicators: “You're not behind. You are right in time to lead the AI comms revolution.”