Communications · Change Management
A change management strategy first.
Communicating AI transformation isn't about announcements — it's about behavior change. This plan is designed to normalize AI, reduce fear, build trust, and sustain momentum through a consistent rhythm of content that meets members where they are.
Strategic Foundation
Every piece of content we produce serves the larger goal: giving members the awareness, desire, knowledge, and ability to adopt AI as part of how they work. Content is the mechanism. Behavior change is the outcome.
Most members will encounter AI in their daily feed long before they attend training. The first job of communications is to make AI feel familiar — not foreign. Tone, frequency, and format all serve this goal before any learning happens.
Members have real questions about AI and their jobs. Our communications strategy names those fears — and answers them honestly. Silence invites rumor. Transparency builds trust.
Member stories outperform leadership announcements every time. The most effective AI content at Haworth has been a peer showing how they used Copilot to save an hour — not a strategy deck explaining why AI matters.
AI transformation is a multi-year journey. A single launch campaign is not a communications strategy. The plan is built around a consistent, predictable content cadence that keeps AI visible, relevant, and approachable over the long term.
Voice of Authority
Not every message carries the same weight. Haworth's AI communications use a defined voice-of-authority model — matching content to the voice that gives it the most credibility and reach.
Content Model
Different members have different attention spans, different roles, and different starting points. The Bite · Snack · Meal model ensures we have the right content for every member — not just the ones already interested in AI.
Content Cadence
The cadence is designed to keep AI visible without overwhelming members. Every frequency serves a purpose — and every piece of content has a defined owner and channel.
| What We Measure | Why It Matters | Target Signal |
|---|---|---|
| Viva Engage engagement rate | Tells us if members are seeing and responding to AI content — or ignoring it | Growing engagement month-over-month |
| Insight AI page views | Measures interest in deeper AI content beyond the feed | Consistent traffic with spikes after Bootcamp waves |
| AI University completion rate | Tracks actual knowledge-building, not just awareness | 100% of target roles complete 101 by end of Phase 1 |
| AI Champion nominations | Measures desire — members who want to go further | At least one champion per department by Q3 |
| Bootcamp NPS | Signals whether the experience is worth recommending to peers | NPS above 50 · Word-of-mouth enrollment growing |
Communication Principles
Every piece of content produced under this plan follows these principles. They are guardrails, not suggestions.
The work of communication
AI transformation at Haworth succeeds because members understand it, trust it, and see themselves in it. That starts here.