Implementing Artificial Intelligence to improve Internal Branding

This study aims to understand how AI can be implemented within companies to improve internal branding strategies. Given the exploratory nature of the topic, this study employs a single case study methodology. The findings reveal that AI can significantly enhance internal branding by enabling more targeted internal communication and training programs, as well as appropriate leadership approaches. Traditional AI, such as clustering algorithms and predictive analytics, can be leveraged to segment employees and understand their expectations, while generative AI, such as large language models, can create customized communication and training programs, and support leaders and employees in improving efficiency and job satisfaction. These insights offer practical guidance for managers looking to improve the internal branding within their companies and contribute to the existing literature by exploring the role of AI technologies in the internal branding process.