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Zora Artis is a leading voice in strategic internal communication with a passion for how IC can lead the integration of AI into the workplace in ways that reinforce, rather than replace, human connection.

In this FIR Interview, Neville Hobson and Shel Holtz speak with Zora about how artificial intelligence is reshaping internal communication, prompting a strategic transformation in the profession.

The conversation builds on Zora’s article on the Poppulo blog in March 2025, “Bridging AI and Human Connection: What’s Possible for Internal Communication,” and draws on her experience facilitating a global roundtable debate of senior communicators in The Hague.

Zora challenges the narrative that AI erodes empathy or replaces people. Instead, she explores how AI, when used intentionally and ethically, can support personalisation, amplify employee voice, and help communicators focus more on strategic value and less on repetitive tasks.

The discussion also examines examples of AI in action: from internal GPTs (large language models that use deep learning to generate human-like text and content) trained on leadership content, to custom AI advisors embedded in daily workflows.

But with opportunity comes risk, and Zora highlights the need for governance, inclusivity, and ethical clarity in how AI is used within organisations.

Discussion Highlights:

• Why communicators are central to bridging the trust gap between leaders and employees on AI adoption.
• What it means to treat AI as a collaborator, not just a tool.
• How AI can enhance messaging effectiveness and employee understanding.
• The ethical risks of bias, overreach, and unrealistic expectations.
• What internal communicators should do now to stay relevant: shift mindset, experiment, and lead.

About Our Conversation Partner

Zora Artis, GAICD, IABC Fellow, SCMP, is a strategist, advisor, and coach specialising in alignment, communication, and leadership. She is the CEO of Artis Advisory, co-founder of The Alignment People, and a partner in Mirror Mirror Alignment.

She helps leaders and teams cut through complexity to build clarity, cohesion, and high performance.

Zora is a passionate advocate for responsible human–AI collaboration and the evolving role of communication professionals in the way we work and the value we create and deliver.

Follow Zora Artis on LinkedIn

Links from This Interview

• Poppulo blog: Bridging AI and Human Connection: What’s Possible for Internal Communication?
• Artis Advisory

About Neville Hobson

Neville Hobson is a communicator, social strategist, consultant, digital change agent, writer, and podcaster. He is co-founder and co-host of the 'For Immediate Release' podcast. Since 2000, his career has focused on working with organisations globally to help them leverage his experiences, knowledge and subject-matter expertise of social networks, social media marketing, analytics and insights reporting, to create and build foundations for authentic engagement and to expand online reach and influence. Full bio

About Shel Holtz

Shel Holtz, SCMP, ABC, IABC Fellow, is senior director of Communications at Webcor, a commercial general contractor headquartered in San Francisco. Before joining Webcor, Shel spent 21 years as principal of Holtz Communication + Technology. In addition to integrating technology into communications strategies, his expertise includes strategic communications planning, change management, organizational culture, business initiatives and communications research. Full bio