Change Comms that Create Pull
Technology & Software • ~6 min read • Updated April 20, 2025
Context
Most AI change initiatives fail not because the technology underperforms, but because the communication fails to inspire. Traditional change management comms often focus on explaining the “what” and “how,” but they neglect the “why” in a way that resonates with teams. Pull-based change comms create curiosity, anticipation, and voluntary adoption.
Core Framework
- Reframe AI as Capability: Position AI as an enabler of strategic outcomes, not just a set of tools.
- Before/After Storytelling: Showcase real examples where work became faster, easier, or more impactful with AI.
- Progressive Reveal: Share small wins and sneak peeks, building momentum before full rollout.
- Audience Segmentation: Tailor messaging for executives, middle managers, and frontline employees.
- Engagement Loops: Use polls, Q&A sessions, and feedback surveys to involve the audience actively.
Recommended Actions
- Identify and develop 3–5 compelling before/after work scenarios tied to your top AI initiatives.
- Create short videos, GIFs, or interactive demos for internal sharing.
- Align messaging with organizational priorities—speed, quality, cost, or compliance.
- Embed comms touchpoints into existing meetings and platforms to meet audiences where they are.
- Track engagement metrics (views, likes, questions asked) to adapt messaging over time.
Common Pitfalls
- Tech-Centric Messaging: Leading with AI features instead of user impact.
- One-Size-Fits-All: Ignoring the unique motivators of different roles and functions.
- Static Campaigns: Treating comms as one-time announcements rather than an ongoing narrative.
Quick Win Checklist
- Produce one 60-second before/after demo video.
- Publish 2–3 short “AI in action” posts on internal channels.
- Schedule a live Q&A to address misconceptions and excitement.
Closing
Change comms that create pull go beyond information delivery—they spark interest and foster ownership. By showing tangible transformation in familiar work contexts, you inspire your teams to lean in, not resist.