AI in company culture is transforming employee engagement, personalization, and communication while keeping mission, values, and belonging at the core.
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The World Economic Forum (WEF) predicts that by 2030, 70% of the skills used in most jobs will have changed. In an article based on discussions at the 2025 WEF annual meeting, the COO of LinkedIn, Dan Shapero states that 80% of C-suite executives believe AI will kickstart a culture shift where teams are more innovative. 2025: the year companies prepare to disrupt how work gets done, highlights how the world of work has changed due to the impact of mobile devices, e-commerce, and social media. Now, AI is driving another wave of change that’s “creating demand for new jobs and skills, transforming roles and careers, and spurring productivity and innovation.” Furthermore, they predict AI will enable workers to focus on people-centric tasks rather than tedious administrative tasks.
“With this change, executives know they need to disrupt how their teams get work done. We are entering one of the largest change management exercises in history, and every business leader and professional will need to embrace it in order to unlock the value of AI. This will usher in a level of transformation that organizations and employees have never witnessed before.”
Dan Shapero
As AI continues to reshape how work gets done, the foundation of a strong culture remains essential to navigate transformation. While AI brings unprecedented change, it’s these cultural anchors that help employees adapt, stay engaged, and find purpose amid evolving roles and expectations.
In today’s AI-first workplace, where algorithms assist with everything from content generation to employee engagement, it's tempting to believe that technology alone can drive performance. But the reality is more nuanced. AI can support, but never replace, the human elements that define strong workplace cultures: shared purpose, values, and a sense of belonging.
Furthermore, a strong sense of belonging is a key component of a positive and inclusive company culture, where employees feel respected, valued, and supported. Feeling aligned with a company's purpose and values is also a key driver of engagement, further reinforcing the importance of belonging.
Even in an AI-driven environment, employees perform best when they feel connected to something greater than their individual tasks. Mission and values offer this sense of direction and meaning. They’re the cultural backbone that helps guide decision-making, foster ethical behavior, and unify diverse teams. Incorporating a HITL (human-in-the-loop) approach ensures that AI tools complement, not override these cultural drivers by reinforcing human oversight and judgment where it matters most.
AI can amplify these core drivers, not replace them. For instance:
Belonging is especially crucial. AI can help scale belonging through targeted pulse surveys, personalized learning paths, and tools that support neurodiverse ways of working. However, AI must be grounded in a human-first strategy.
A lengthy McKinsey Digital report released in 2025 touches on “human centricity.” It emphasizes the need for diverse perspectives early in AI development and calls for transparent communication about how AI may impact jobs. However, it states that despite this, fewer than half of C-suite leaders involve nontechnical employees in the early stages of AI tool design. Yet human-centric development practices like agile pods and design-thinking, help ensure AI solutions are both ethical and widely accepted. Creating forums for employee input not only builds trust but reinforces a culture where people remain central to innovation.
Harness the power of AI to devise a strategy that will be a game-changer for your organization.
Hybrid work has transformed flexibility into a norm, but it also creates silos, disconnects, and communication fatigue. The constant flood of messages and alerts on multiple platforms can quickly lead to digital overload, making it harder for employees to feel or become engaged or aligned.
Here’s where AI becomes a culture enabler:
In short, AI can’t “create” a workplace or company culture. But in the hands of intentional leaders, it can be a powerful tool to preserve, scale, and evolve it, especially as organizations navigate the complexities of hybrid, global, and digitally saturated workplaces.
AI is becoming embedded in every stage of the employee experience, not just boosting efficiency, but actively shaping and evolving company culture. When integrated with intention, AI can promote fairness, inclusivity, and an invaluable culture of continuous learning. From hiring and daily communication to development and ethical governance, AI's touchpoints offer powerful opportunities to strengthen connection, clarity, and growth across the cultural journey.
AI can help reduce bias in hiring by analyzing job descriptions and screening candidates more objectively. It can also offer a smoother onboarding experience through “culture concierge” chatbots that guide new hires, answer questions in real time, and reinforce organizational values from day one. This early alignment can successfully set the tone for inclusion and belonging.
AI-driven internal communication tools deliver personalized content via dynamic digests and channel-aware nudges, helping employees stay informed without feeling overwhelmed. These tools adapt to individual preferences and behaviors, creating a more respectful and responsive information culture. This is especially important in hybrid and deskless environments.
AI encourages a culture of inquiry and discovery by tailoring development paths to each employee’s role, performance, and interests. From adaptive learning platforms to AI-powered mentor matching, these tools foster both individual growth and a sense of shared purpose. By automating repetitive tasks, AI frees up time for strategic thinking, collaboration, and creative problem-solving, in this way fueling the kind of innovation that keeps company culture vibrant.
To ensure AI strengthens rather than disrupts company culture, organizations must approach implementation thoughtfully and strategically. A successful rollout depends as much on mindset as on technology.
Harness the power of AI to devise a strategy that will be a game-changer for your organization.
As workplaces grow more complex and distributed, a one-size-fits-all approach to internal communications and company culture simply no longer works. AI-driven personalization allows organizations to meet employees where they are — across roles, locations, languages, and preferences — while maintaining a cohesive cultural foundation.
Artificial Intelligence and Its Role in Shaping Organizational Work Practices and Culture by Obrain Murire discusses how profoundly AI is “transforming organizational landscapes, significantly influencing work practices and triggering cultural shifts.”
“While AI adoption promises benefits such as enhanced efficiency, productivity, and innovation, it also presents significant challenges related to cultural alignment, employee resistance, ethical concerns, and leadership communication. Effective leadership, transparent communication, and investments in skills development emerge as pivotal strategies for overcoming these obstacles and ensuring successful AI implementation.”
Obrain Murire
The study highlights the importance of strategic alignment between AI initiatives and organizational culture as well as the value of leveraging AI capabilities like predictive analytics, automation, and personalization.
AI enables the delivery of hyper-relevant, personalized content to employees based on their roles, locations, interests, and previous engagements. Whether it’s safety updates for frontline workers or leadership insights for corporate teams, tailored messages make people feel seen and included. This sense of relevance fosters belonging, particularly in diverse, hybrid, or global organizations. It also helps reinforce shared values across every corner of the business.
AI-powered sentiment analysis and pulse surveys give leaders immediate insight into how teams feel and function. Rather than waiting for quarterly engagement reports, managers can receive instant prompts to act when morale dips or friction arises. This creates a more agile, empathetic culture where employee voices are heard and acted on in real-time — leading to higher retention rates.
By streamlining repetitive tasks, automating recognition, and personalizing workflows, AI helps reduce cognitive overload and frees employees to focus on meaningful, strategic work. This not only boosts morale and retention but also creates a workplace culture where productivity and well-being are mutually reinforcing. Employees who feel supported by smart systems are more likely to stay, grow, and contribute to long-term organizational success.
Specific processes used to improve efficiency via automation include:
As AI tools become integral to shaping workplace culture, organizations must take a deliberate, data-driven approach to measure their impact and refine strategies over time. It’s not enough to deploy AI. Rather, AI must be aligned with clear cultural goals and tracked for continuous improvement.
To assess whether AI is enhancing culture, start by tracking key indicators such as:
AI doesn’t just report on the present—it helps organizations anticipate the future. Through predictive analytics, machine learning, and business intelligence, AI uncovers patterns in historical data that inform smarter, faster decisions and highlight emerging cultural trends before they escalate.
Together, these metrics offer a holistic view of how AI influences both morale and performance.
Once key metrics are defined, the next step is making them visible, actionable, and continuously relevant. AI-powered culture health dashboards give leaders real-time insights into how teams are feeling, collaborating, and evolving across departments, regions, and roles.
These dashboards are most effective when paired with a continuous improvement loop that turns data into action. By identifying trends in sentiment, engagement, or communication breakdowns, AI enables leaders to intervene early and with precision.
AI enhances this loop by:
Rather than reacting to problems after they’ve taken root, organizations can course-correct in the moment, fostering a more responsive, resilient, and people-centered culture.
It stands to reason that you should start with quick wins like automated recognition, targeted content delivery, or AI-guided onboarding. Then you can work towards scaling to an enterprise rollout with a central culture hub, real-time analytics, and cross-platform personalization.
Looking ahead, generative AI can support even more advanced use cases from hyper-personalized learning experiences to predictive culture modeling, offering transformative potential when aligned with ethical and human-centered practices.
By grounding AI efforts in meaningful metrics and building on a strong cultural foundation, organizations can ensure that innovation scales with intention and success.
In its 2025 AI Business Predictions, PwC states: “It’s now clear that AI can deliver value at scale.” But, to achieve that value, organizations must be strategic. They need to identify where AI can enhance outcomes, improve experiences, and drive culture without creating unnecessary complexity or cost. As PwC notes, AI may squeeze margins in one area while unlocking new opportunities in another, especially when hyper-personalization becomes a competitive advantage.
Dan Shapero, COO of LinkedIn, echoes this need for intentionality, emphasizing that scaling AI effectively requires the right tools and a workforce trained to get the most from them. That’s where Cerkl Broadcast comes in. The platform offers AI-powered internal communications designed to elevate employee experience and culture, no matter the size or structure of your organization.
By aligning AI with strategic communication goals, Cerkl Broadcast empowers companies to scale a culture that’s personalized, inclusive, and performance-driven without adding complexity for internal comms teams.
However, it's important to set priorities for AI at scale by identifying what AI in company culture can do for you, your company, and your industry, as well as the implications of costs, value, and so on. We are happy to chat if you need more guidance.
If your immediate priority is to transform and strategize your internal communications, we’ve got you covered. Our AI-powered internal communications strategy template is designed to simplify your communication planning process while aligning your strategies with organizational goals.
We will help you determine where your internal comms program is now, assess what you want to achieve, and establish the best ways to reach your goals. There’s advice on how to measure the level of success your new strategy has as well as the tools you need to support your plan.
It’s completely free, so why not download it now?
Harness the power of AI to devise a strategy that will be a game-changer for your organization.
What does “AI in company culture” actually mean?
AI in company culture refers to the use of artificial intelligence to support and shape how values, behaviors, and communication flow within an organization. This includes tools that personalize experiences, improve feedback loops, and help leaders make data-informed cultural decisions.
How does AI affect company culture?
AI can enhance culture by promoting inclusivity, streamlining communication, and enabling more personalized employee experiences. When used ethically and transparently, it helps reinforce trust, belonging, and continuous learning across the organization.
What metrics show that AI is improving culture?
Key metrics include eNPS (employee Net Promoter Score), engagement depth, retention risk, and collaboration indices. AI also uncovers patterns through predictive analytics and sentiment analysis that indicate cultural shifts and highlight areas for improvement.
Harness the power of AI to devise a strategy that will be a game-changer for your organization.
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