The EU AI Act is bringing greater attention to how organisations use artificial intelligence and communicate information. For corporate communications teams, it is an opportunity to strengthen content governance, understand stakeholder expectations and ensure transparency remains central to the digital experience. As AI becomes more embedded in how organisations communicate, human judgement and accountability remain essential to building trust.
Artificial intelligence is becoming a more visible part of corporate communications. It is influencing how organisations produce content and how stakeholders find and engage with information and increasingly key to creating effective digital experiences.
As its use grows, so do questions around transparency and accountability. How do people know when they are interacting with AI? Can they trust the information they receive? And who is responsible for what an organisation communicates in its name?
The EU AI Act aims to address some of these questions. While much of the discussion has focused on regulation and compliance, it also has important implications for communications teams. It offers a timely opportunity to think about how organisations use AI while maintaining the trust of the people they communicate with.
The EU AI Act is the first major legal framework designed to regulate artificial intelligence across the EU. It takes a risk-based approach, meaning the rules depend on how AI is being used and the potential impact it could have on consumers.
For communicators, Article 50 is particularly relevant. It introduces transparency requirements for certain AI systems, including making people aware when they are interacting directly with AI.
There are also rules around AI-generated and manipulated content. These include requirements for identifying AI created content, as well as disclosure obligations for organisations publishing certain AI-generated or manipulated material on matters of public interest. The requirements depend on the type of AI use and the organisation's role.
The Act sets a clear message: people should not be left guessing when AI is involved. Communications teams have an important role in making sure organisations approach this openly and responsibly.
Meeting the requirements of the Act is one thing. Understanding what transparency actually means to stakeholders is another.
Different audiences will have different expectations. Investors need confidence in the accuracy of corporate information. Customers using an AI-powered assistant should understand its capabilities and know how to reach a person if they need help. Employees may have questions about how AI is being introduced into their workplace.
For journalists and the wider public, there is a growing challenge around knowing whether information is authentic, particularly as AI makes it easier to generate or manipulate content.
A single corporate AI policy or disclaimer is unlikely to address all these concerns. Organisations need to understand what matters to their different audiences and where clearer communication is needed.
Good transparency is not just about telling people that AI is being used, it is about helping them understand what that means for them.
Generative AI is already helping communications teams work more efficiently. It can support the drafting of content and make it easier to adapt messages for different audiences. However, faster content production brings a greater need for human oversight.
The EU AI Act is a useful prompt for organisations to look again at how content is created, reviewed and then approved. Communications teams should have a clear understanding of where AI is being used and who is responsible for checking the output.
Some important questions to consider include:
This is not about putting unnecessary restrictions on AI. It is about making sure teams can use it confidently, without losing sight of the quality and credibility of what they publish.
AI is also beginning to change what stakeholders expect from corporate digital experiences. Corporate websites remain an important source of information, but the way people navigate and interact with them is evolving. AI-powered chatbots can help visitors find answers more quickly, while personalisation can make content and recommendations more relevant to individual needs. AI is also influencing how corporate information is discovered through search and conversational platforms.
For organisations, this creates an opportunity to make their digital channels more useful and responsive to stakeholder needs. However, it also raises questions about how these experiences are designed and managed. Is the information being provided accurate? Do users understand when they are interacting with AI? And can they easily access human support when they need it?
The challenge is to make digital experiences more intelligent without making them less transparent or losing the trust that underpins effective stakeholder engagement.
AI can help organisations produce content more quickly, but it cannot replace the judgement needed to communicate well and at the end of the day, more humanly.
Understanding audience sensitives, recognising nuance and knowing how to approach issues and concerns all require insight. This is particularly important when communicating complex or highly scrutinised information such as financial results, corporate information and regulatory reporting.
Human oversight should go beyond a final check before publication. People need to take responsibility for the information being shared and know when an AI-powered interaction should be handed over to a person. Also, this is what the EU AI act has mandated, organisations are now responsible for AI deployment and content.
For organisations already using AI, or considering how it could become part of their digital experience, there are five useful places to start.
1. Where are we already using AI?
Look beyond obvious generative AI tools. Consider website search, chatbots and content production processes.
2. Do we understand what our stakeholders expect?
Find out how different audiences feel about AI and where they would welcome its use, or have concerns.
3. Do we have clear content governance?
Make sure there is clear ownership of AI-assisted content, including who reviews and approves it.
4. Are we being transparent about our use of AI?
Review how AI is explained across corporate websites and other digital experiences. Is the information clear and easy to find?
5. Is AI improving the experience for stakeholders?
Look beyond efficiency. Consider whether it is helping people find and understand the information they need.
The EU AI Act is an important moment for organisations to think about their approach to AI. While meeting the requirements is now essential, teams shouldn’t lose sight of the opportunity to go further delivering more authentic digital communication.
This means looking at how AI is used across the organisation and whether the right processes are in place to maintain trust. It also means understanding where technology can improve the experience for stakeholders, without losing the human judgement that good communication depends on.
Ultimately, the opportunity is not simply to communicate more efficiently with AI, but to engage more effectively with stakeholders and audiences.
At Black Sun, we help organisations understand how changing technology and stakeholder expectations are reshaping corporate digital communications.
Through stakeholder research, digital consultancy and our Digital Index insights, we help organisations understand stakeholder needs, assess digital experiences and identify opportunities to communicate more clearly and effectively across their corporate digital channels.
As AI becomes more integrated into corporate websites and communications, we can help organisations think through what that means for their stakeholders, from transparency and content to user experience, trust and engagement.
If you'd like to explore how AI could shape your corporate digital communications and stakeholder experience, please contact:
Abbie Dixon, Business Development Manager - Digital
adixon@blacksun-global.com
Note: As part of transparency around AI content production this article has been edited and proofread using AI tools.
About Black Sun
Black Sun Global is a stakeholder advisory and engagement agency that's been driving transformation and positive change for ambitious brands for more than 20 years. With deep expertise in disclosure and reporting, ESG, sustainability, and digital engagement, we reshape how organisations connect with customers, investors, employees, and the wider world.
We are trusted partners to some of the most influential global organisations, sparking innovation and sustainable performance through our strategic insights, partnerships, and proprietary technologies.
As founders of the Positive Change Group, we are on a mission to create a new kind of stakeholder relations partner. Our world-class specialists work closely with executive leadership teams to protect reputations, inspire trust, and promote responsible business practices - building resilience and long-term value in a rapidly changing world.
For more information, please visit: www.blacksun-global.com
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