Knowledge sharing in the AI age – the human angle

September 2025

Written by: Jennifer Sproul, Chief Executive, Institute of Internal Communication (IoIC).

Navigating Complexity in a New Era

The world of work is undergoing profound transformation. AI adoption, global uncertainty, shifting demographics and evolving employee expectations are all reshaping how organisations operate. In this era of continuous change, internal communication is not just a support function – it is a strategic enabler of resilience, adaptability and trust.

Yet, amid these changes, one critical challenge is often overlooked: the loss of tacit and implicit knowledge—the deep, experience-driven insights that are hard to document but vital to success. As experienced colleagues retire and AI tools become more embedded, organisations must ask: How do we ethically and effectively retain and share what we know?

From Storing Knowledge to Enabling Flow

AI holds enormous potential to drive efficiency and innovation —but its promise depends on how we manage knowledge. We’re witnessing a shift from static repositories to dynamic knowledge-in-flow: agile, contextual and human-informed.

Key features of this transformation include:

Intelligent Systems: AI enables real-time knowledge capture and personalised content delivery.
Knowledge-in-Flow: Tools like Microsoft Teams and Slack foster continuous, informal exchange.
Embedded Knowledge: CRMs, project management platforms and onboarding tools integrate information into everyday work.
The Revival of Tacit Knowledge: Mentoring, storytelling and communities of practice are regaining their importance.
Employee Co-Creation: Knowledge is increasingly built and refined through collaboration across digital platforms.
Continuous Learning: Agile mindsets support experimentation and rapid adaptation.
Culture First: Tools alone aren’t enough—trust, recognition and psychological safety must come first.

Reimagining Internal Communication: Enabling Connection and Trust

Internal communication is evolving. It’s no longer just about distributing information—it’s about enabling ethical, inclusive, and human-centred knowledge exchange.

The IoIC’s AI Ethics Charter provides a guiding framework: AI should enhance, not replace, human interaction. We must design communication practices that encourage inclusion, foster dialogue, and build transparency and trust.

The internal communication function of the future will:

Promote human-AI collaboration through thoughtful messaging.
Cultivate peer-to-peer learning and knowledge-sharing cultures.
Break down silos to connect insight across teams, tools and locations.
Create safe spaces for open dialogue, feedback and co-creation

What the Data Tells Us

Insights from the IC Index 2025, developed by the Institute of Internal Communication in partnership with Ipsos Karian and Box, reinforce these themes. As the UK’s most comprehensive study of employee attitudes toward internal communication, its findings spotlight urgent areas for attention:

Trust Gaps: Only 58% of UK employees trust their CEO, and 26% feel disconnected from senior leadership—underscoring the need for authentic leadership communication.
AI Understanding and Adoption: Just 41% understand how GenAI is used at work, yet comfort levels rise to 70% when clear explanations are provided—proving that transparency builds confidence.
Channel Fragmentation: While email remains dominant (65%), generational preferences vary widely pointing to the need for multi-channel, audience-aware communication strategies.
Listening vs. Action: 71% feel they can speak up, but only 50% believe their feedback leads to action. Without follow-through, trust and engagement suffer.

Closing the Feedback Loop

True knowledge sharing flourishes in cultures where employees feel heard, safe and valued. Yet many organisations still treat feedback as a box-ticking exercise rather than a continuous, strategic loop.

To move forward, organisations must embed iterative listening and visible responsiveness into their culture. When trust is high and feedback leads to real change, employees are more likely to:

Share insights and innovations
Highlight risks and knowledge gaps
Collaborate across boundaries

Foundations for Human-Centred Knowledge Sharing

To fully leverage AI-enabled knowledge management, internal communicators must partner with HR, IT, and senior leaders to design systems anchored in five strategic pillars that drive engagement, trust and performance.”

Psychological Safety
Encourage open conversations, clarify AI’s role, and reduce fear of change.
Human Connection
Strengthen team relationships through mentoring, storytelling and consistent communication.

Effective Information Flow
Audit and streamline channels to reduce noise and increase clarity and relevance.

Active Knowledge Exchange
Facilitate knowledge showcases, cross-functional learning and recognition of contributors.

Integrated Knowledge Management
Embed knowledge-sharing into everyday processes—onboarding, offboarding, workflow tools and collaboration systems.

The Irreplaceable Role of Human Insight

While AI reshapes how we access and manage information, the most meaningful knowledge remains human. Internal communication professionals are uniquely positioned to champion cultures of trust, connection and collaboration – the foundations of resilient and adaptive organisations.

By placing ethics at the heart and people at the centre, we can design systems that elevate not just communication, but the very way organisations learn, grow and evolve.
Now is the time to position internal communication as a strategic driver of human-led transformation.

About the Institute of Internal Communication

Formed in 1949 the Institute of Internal Communication (IoIC) is the leading professional body solely dedicated to internal communication in the UK.

We represent more than 2,800 members: communications professionals who shape and influence workplaces for the better.

We’ve been driving standards for over 75 years, by developing and supporting internal communication professionals through our qualifications, training, awards, communities and thought leadership. Our mission is to promote the impact of effective internal communication on organisational performance and working lives.