There’s been a lot of talk lately—especially in government—about the risks of artificial intelligence and its impact on the way we work.
Questions about privacy, security, and job displacement are valid and important. But amidst all the noise, I want to be clear about where we stand. At Elm, we use AI.
And we don’t apologise for it.
We use AI because it makes us better.
Better communicators.
Better problem-solvers.
Better at delivering outcomes for our clients.
And in case you were wondering, ChatGPT did not write this blog!
From fear to familiar tool
When ChatGPT first appeared on our screens two years ago, we—like many others—wondered what it meant for the future of our jobs. There was plenty of fear, especially for communicators. Would AI take over the art and science of crafting a media release? Would it replace the nuance we provide when developing staff messages?
What we’ve found is the opposite.
At Elm, we explore new AI tools as they emerge. We test them, share them, and figure out how they can help us do our jobs more efficiently. We’ve come to see AI as an essential tool in our kit. It’s not a replacement for thinking, experience, or creativity—it’s a tool that helps us do more, faster and more precisely.
How we use AI tools at Elm
Personally, I use AI to:
- Get started: Sometimes, staring at a blank page is the hardest part. AI helps kickstart the drafting process, giving me a structure from which to work.
- Edit and refine: When a paragraph feels clunky, AI can tighten it up or suggest better ways to say what I mean.
- Summarise and sort: AI helps me distil long documents, find key themes in stakeholder feedback, and even crunch data or calculate percentages (Honestly, this last one has saved me hours.)
- Develop processes: We are a small business, and I don’t have time to develop long process documents or procedures to capture what we do. So, I provide some details to an AI tool and let it do the hard work.
Our team also talks constantly about how else we could be using AI—whether it’s helping facilitate workshops, prioritise actions in focus groups, or support internal processes. We are by no means experts, but we are curious and open-minded. And that’s made a huge difference.
AI doesn’t replace my brain
I want to be clear. AI hasn’t replaced my brain. It doesn’t replace my experience, knowledge, or judgement. The work we deliver is still driven by human insight and strategic advice. If clients ask if we use AI, the answer is yes—because it means they’re getting better outcomes and more value for their investment.
AI isn’t yet at a point where it can fully understand complex policy issues or navigate government priorities and stakeholder needs. That’s still firmly in the realm of communications expertise.
But AI helps us get to those insights faster. And that’s a win for everyone.
Read more: DeepSeek’s rise: A game-changer or a security threat?
Three simple ways your comms team can start using AI
For those working in government communications, there are safe and simple ways to start incorporating AI into your daily work. Here are three:
1. Capture notes quickly
Have you ever spent hours typing up notes from a workshop or whiteboard session? Artificial intelligence can help.
Take a photo of a whiteboard (physical or virtual) and ask ChatGPT to convert it into clear, organised notes. You can upload a transcript or meeting recording, and it can summarise key points and action items.
⚠️ Tip: Always be careful with sensitive information—stick to de-identified or non-confidential content.
2. Tailor social media content
Once your messaging is approved, AI can help you adapt it for different social channels. Instead of rewriting content for Facebook, Instagram, or LinkedIn, AI can quickly adjust tone, length, and style to suit each platform. It can even suggest variations to better engage different audiences.
It will even throw in lots of emojis!
3. Pilot new tools with IT’s support
We know government environments can be tricky. Cyber security concerns are real, and many AI tools are blocked. But that doesn’t mean you can’t innovate.
Find a tool with a strong business case and pilot it as part of an IT project (everyone benefits!). Collaborate with your IT teams from the start. Bringing them on the journey helps build internal champions who can advocate for broader adoption.
The bottom line
AI is here to stay. Used wisely, it’s a powerful tool that can help government communicators do more with less—without sacrificing quality or integrity. At Elm, we believe in using artificial intelligence responsibly and transparently, not just because it’s the future but because it makes us better at what we do today.
We’re not replacing people. We’re empowering them.
And we’re not apologising for it.
Melanie Gibbons
Melanie is an accomplished strategic communications leader with over 20 years of experience across the public and private sectors. Known for delivering communications that drive real impact, she has built her career in complex, high-pressure environments - for example, leading communications in climate change administration and regulatory reforms. In 2018, Melanie founded Elm Communications, where she partners with diverse clients to design strategies that build trust, foster connection, and deliver measurable outcomes. Her leadership is defined by a deep commitment to authenticity, human-centred engagement, and demonstrating the tangible value of strategic communication to organisational success. Melanie holds a Master’s in Strategic Communications, is a Strategic Communication Management Professional (IABC) and IAP2 certified.
