Generative artificial intelligence (AI) is rapidly making its way into every corner of healthcare. With responsible application, it can be a powerful tool for creating better efficiencies and outcomes. For HR teams and benefits administrators, AI can revolutionize your communication strategies — below, we explore what it is and how it can be used.

Before we dive into ways that generative AI will improve communication strategies, let’s first understand what generative AI means. Generative AI, or gen AI, is a type of artificial intelligence technology that broadly describes machine learning systems capable of generating text, images, code or other types of content, often in response to a prompt entered by a user.

One way that generative AI can be used in benefits communications is through improved automated responses and FAQs. We’ve all had infuriating instances of chatbots that don’t seem to help us get to the root of our problem. Generative AI — such as OpenAI, Bard and the like — can be employed to develop smarter automated responses for frequently asked questions (FAQs).

Benefits administrators and HR teams can create a database of common queries related to benefits, policies and procedures. Generative AI’s natural language processing capabilities enable it to generate human-like responses, providing employees with instant and accurate information. As the AI learns what employees have questions about, and how they talk, it will continue to improve, as well.

Tailoring benefits guidance to individual employees can be a challenging task. OpenAI can assist HR teams in crafting personalized communications based on employees’ specific needs and preferences. By analyzing data such as employee profiles, preferences and historical interactions, OpenAI can generate customized messages that resonate with each individual.

For example, someone new in their career likely has very different benefits needs than a parent with two young children or someone who is close to retirement. Each will value different benefits, while some benefits might not even be relevant to the others.

OpenAI’s analytical capabilities extend to processing and analyzing employee surveys and feedback. HR teams can utilize OpenAI to interpret responses, identify trends and gain valuable insights into employee sentiments. This information can be instrumental in making data-driven decisions to improve benefits programs and overall workplace satisfaction. Imagine not having to sift through all the valuable data that comes from a company-wide survey!

OpenAI can be a valuable asset in the training and onboarding process. HR teams can leverage the technology to develop interactive training modules, virtual assistants and onboarding guides. This ensures that new hires receive comprehensive information about benefits packages, company policies and other relevant information.

In today’s diverse workplace, employees may prefer different communication channels. OpenAI can facilitate multichannel communication by generating content suitable for emails, chat platforms and even voice interfaces. This versatility ensures that messages reach employees through their preferred channels, increasing engagement and understanding.

Benefits administrators often need to communicate changes in policies and ensure legal compliance. OpenAI can assist in drafting clear and concise communications to convey policy updates, ensuring that employees are well informed and compliant with the latest regulations in a way that makes sense to them.

OpenAI’s ability to generate engaging and empathetic content contributes to improved employee engagement. From benefits newsletters to company-wide announcements, HR teams can use OpenAI to create content that resonates with employees, fostering a sense of belonging and connection within the organization.

Incorporating OpenAI into benefits administration and HR communication strategies can lead to a more efficient, personalized and engaging employee experience. By harnessing the power of natural language processing and automation, organizations can navigate the complexities of benefits communication with ease, ultimately contributing to a positive workplace culture and employee satisfaction. As technology continues to advance, the collaboration between human resources professionals and AI tools like OpenAI promises to redefine the future of workplace communication.

While there are many benefits to using tools like generative AI to enhance benefits communications, there are also some potential challenges and limitations. One of those concerns is data privacy. It is recommended not to share sensitive employee data with these tools, which can also limit the extent of research and communications.

Another limitation is accuracy — generative AI tools are constantly evolving and being fed new information, whether the information is true or not. The tools gather information based on what they pull from the internet or are given, so they are only as smart as the information they receive. This also lends itself to the concern of bias. Several have presented the issue of ethical use of AI, as biases present in training data may inadvertently influence generated content. If you feed the tool a diverse range of data, it can more accurately reflect your full audience. HR teams must exercise caution and implement rigorous oversight to ensure fairness and prevent unintended consequences.

1. Hughes, O. (2023, November 21). Generative AI Defined: How it Works, Benefits and Dangers. TechRepublic. https://www.techrepublic.com/article/what-is-generative-ai/

2. Tips and steps for integrating AI into your healthcare communications: Marquis, E. (2023, August 31). The use of AI in Healthcare Marketing. Ampliz. https://www.ampliz.com/resources/ai-in-healthcare-marketing/