Artificial Intelligence Use in NHS Communications
Background
This report is part of a project led by the NHS Communications AI Taskforce in partnership with the NHS Confederation. It builds on a previous engagement paper published in December 2024, focusing on AI in NHS communications. The main goal was to explore how NHS communications professionals are currently using AI tools, identify opportunities for more effective use, and understand the barriers, risks, and capability gaps. It also looks at the support, training, and governance needed for safe, ethical, and confident AI adoption.
Key Findings
- AI is changing how NHS communications teams work. It offers new ways to support content creation, improve accessibility, analyse feedback, and streamline routine tasks.
- Adoption is uneven. Over half (55%) of survey respondents use AI tools, with 41% interested in starting. Access to tools and skills varies, and much use is informal or experimental. Many describe their skill level as beginner.
- AI acts as an assistant, not a replacement. Communications leads see AI as a helpful tool for drafting content, simplifying complex information, and speeding up repetitive tasks. Human oversight remains crucial for accuracy, empathy, and alignment with NHS values.
- Efficiency and confidence improve with AI. AI helps teams work faster and with more confidence, especially when simplifying technical language, generating first drafts, or analysing patient and staff feedback.
- Governance and trust are crucial. Informal use of generative AI tools like ChatGPT is widespread but often outside formal approval processes. No evidence was found of AI being used to produce clinical or patient-related information without proper professional checks. Clear governance and guidance are needed to ensure responsible use.
- AI can level the playing field. By supporting less experienced staff and smaller teams, AI helps maintain high-quality, accessible communications even in resource-limited settings.
- Training and capability building are urgent. Senior leaders want to understand strategic, ethical, and governance issues, while operational teams need practical skills for effective AI use.
How NHS Communications Professionals are Adopting AI Tools
AI is already in use across many NHS communications teams, but adoption isn’t consistent. Use ranges from content drafting and social media adaptation to meeting summarisation and feedback analysis. Much of this is informal and driven by what individual teams or practitioners can access rather than by organisation-wide strategies.
Strong Interest, but Uneven Adoption
The national survey revealed high curiosity and enthusiasm for AI among NHS communications professionals. Many are experimenting with tools like OpenAI ChatGPT or Microsoft Copilot, often outside formal approval routes. This informal adoption shows momentum but also highlights the need for structured support.
The Most Commonly Used AI Tools
Participants use a variety of AI tools, sometimes in combination. Some teams have access to enterprise-level tools through organisational licenses, but many rely on pilot projects or individual licenses. Even where licenses exist, uptake can be limited by gaps in prompting skills, training, and confidence.
AI Confidence Levels: Wide Variation Across the Sector
Confidence in using AI effectively varies widely. Many learn through trial and error, peer networks, or online resources, with limited access to formal training.
Early Impact: Efficiency Gains and Creative Support
Teams report practical benefits from AI, mainly in efficiency, confidence, and creativity. AI often shifts where time is spent rather than reducing it, freeing up capacity for strategic thinking, creative refinement, and deeper audience engagement.
Where AI is Being Used in NHS Communications
The research found a growing range of AI applications in NHS communications. While many teams are still early adopters, AI already helps improve efficiency, spark creativity, and generate insights, especially in resource-constrained environments facing rising demand.
Key Application Areas for AI in NHS Communications
- Administrative Support: Transcribing and summarising meetings or engagement events; capturing key actions and themes.
- Drafting and Editing Content: Creating first drafts of press releases, staff briefings, newsletters, blogs, and leadership messages, followed by human review to ensure accuracy and empathy.
- Social Media Adaptation: Tailoring content for different platforms and adjusting tone for various patient or stakeholder groups.
- Simplifying Language and Improving Accessibility: Translating technical or clinical language into plain English to enhance readability.
- Strategic Planning and Idea Generation: Brainstorming campaign ideas, headlines, and messaging options.
- Custom GPTs and Prompt Libraries: Developing shared prompt templates and custom AI models that reflect NHS tone, brand guidelines, and inclusivity principles.
- Data Analysis and Trend Spotting: Using sentiment analysis and thematic insights from large datasets.
Risks, Barriers and Challenges
Despite strong interest, several risks and barriers could limit AI’s benefits in NHS communications. These challenges extend beyond technology to include governance, capability, trust, and confidence.
Barriers to Adoption
- Cultural Barriers: Fear of job loss, resistance to change, or scepticism about AI’s value.
- Practical Barriers: Unequal access to AI tools due to licensing or funding limitations.
- Structural Barriers: Differences in digital maturity, governance, and leadership engagement across NHS organisations.
Trust and Ethics
Trust is foundational for NHS communications, both internally and with the public. Ethical AI deployment and preserving trust at all levels are critical priorities.
Conclusion and Recommendations
AI is becoming a bigger part of NHS communications through both formal pilots and informal use. There is an urgent need for a structured approach that builds confidence, protects trust, and supports responsible innovation.
The NHS Confederation and the NHS Communications AI Taskforce recommend five strategic priorities:
- Develop a national AI operating framework for NHS communications.
- Create an ethics framework.
- Encourage responsible and innovative AI use.
- Establish a safe space for experimentation and shared learning.
- Provide role-specific training and guidance.
This plan aims to help NHS communications teams use AI effectively while maintaining trust, clarity, and human connection. The next phase will focus on delivering these actions and supporting teams to innovate responsibly, grow skills, and share knowledge.
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