AI in internalcommunication: challenge or improvement? : Based on recruitment consultingfirms & their needs analysis.

Sammanfattning

Artificial intelligence (AI) has become increasingly integrated into modern organizationsand recruitment processes. AI tools are commonly used to improve efficiency, structureinformation, and support communication within companies. Previous research hasfocused on later stages of recruitment, such as screening and selection. However, thereare limited studies regarding how AI influences internal communication during the needsanalysis phase. Since the needs analysis creates the foundation for the recruitmentprocess, it is important to understand how AI influences the transfer and interpretation ofcustomer needs between employees. Therefore, the purpose of this thesis is to examinehow AI can challenge or improve internal communication between sales representativesand recruiters.This study is based on a qualitative research approach with an interpretivistiskt andinductive perspective. Furthermore, 6 semi-structured interviews were collected withrecruiters and sales representatives working in Swedish SME recruitment consultingfirms. The empirical material was analyzed using thematic analysis, which resulted in amodel illustrating how AI influences internal communication. The aim was to understandhow employees experience and use AI in their daily communication and work processes.Moreover, the results show that AI can improve internal communication by creatingclearer structures and information flows. AI tools make information easier to shareinternally and can support a more consistent transfer of customer requirements. Resultsindicated that AI could contribute to faster communication and more professionallanguage. At the same time, respondents described several challenges. AI-generatedinformation could miss key details, context, and relational aspects. Some respondentsexpressed concerns about relying too much on AI instead of on human judgement.In addition, this thesis contributes to a deeper understanding of how AI influences internalcommunication during the needs analysis. The findings illustrate that AI works best as asupport tool rather than a replacement for human communication and experienceMoreover, the study provides practical insights into how recruitment firms can use AImore effectively in their internal communication. This applies particularly to theprocedure and sharing of the needs analysis. Furthermore, the study highlights theimportance of balancing AI support with human interaction. Such balance can create amore accurate understanding of customer needs within recruitment consulting firms.