Welcome to the forefront of conversational AI as we explore the fascinating world of AI chatbots in our dedicated blog series. Discover the latest advancements, applications, and strategies that propel the evolution of chatbot technology. From enhancing customer interactions to streamlining business processes, these articles delve into the innovative ways artificial intelligence is shaping the landscape of automated conversational agents. Whether you’re a business owner, developer, or simply intrigued by the future of interactive technology, join us on this journey to unravel the transformative power and endless possibilities of AI chatbots.
23 June 2025
Share
This report forms part of a wider project being led by the NHS Communications AI Taskforce in partnership with the NHS Confederation. It presents the findings of a research study that builds on the foundations set out in an engagement paper on AI in NHS communications, published in December 2024. 
The primary aim of this latest research was to understand how NHS communications professionals are using AI tools; where there is potential to apply these tools more effectively; what barriers, risks and capability gaps need to be addressed; what kinds of support, training and governance will enable safe, ethical and confident AI adoption. 

Our key findings are: 
AI is beginning to reshape how communications teams across the NHS work. These technologies offer new ways to support content creation, improve accessibility, analyse feedback and streamline everyday tasks. 
Adoption of AI is uneven. More than half of respondents (55 per cent) to our survey reported using AI tools in their role, with a further 41 per cent interested in starting to use them. However, access to tools and skills is uneven and much use remains informal or experimental. Much of the profession describes itself as being at ‘beginner’ status. 
AI is seen as an assistant, not a replacement. Across our survey and focus groups we ran, communications leads described AI as a useful support tool that helps draft content, simplifies complex information and speeds up repetitive tasks. Human oversight remains essential for accuracy, empathy and alignment with NHS values.
Efficiency and confidence gains are clear. AI is helping the teams using it to work faster and with greater confidence, particularly when simplifying technical language into plain English, generating first drafts or analysing feedback from patients and staff.
Governance and trust matter. Informal use of AI tools, particularly generative tools such as OpenAI ChatGPT, is widespread but often outside formal approval processes. However, we did not find any evidence of communications professionals using it to produce clinical or other patient-related information without the appropriate checks by professionals. There is a clear need for governance, guidance and risk management to ensure safe, responsible use. An issue is how and when the use of AI should be transparently declared, especially in the production of patient-facing information that is medical in nature. 
AI has the potential to level the playing field. By supporting less experienced staff and smaller teams, AI can help ensure that NHS communications remain high quality and accessible for staff and patients – even in resource-constrained environments.
Training and capability building are urgent needs. Both senior leaders and delivery teams expressed a need for role-specific training. Directors want to understand the strategic, ethical and governance implications, while operational teams need practical skills for effective use.
To take this forward, the NHS Confederation and the taskforce have identified five strategic priorities for action, each with a clear delivery route:

1. Develop a national operating framework for the use of AI in NHS communications.
 
2. Establish an NHS Communications AI Network. This will connect peers to develop their use of AI by sharing practical insights and feedback on approaches that will help NHS organisations use AI to improve how they communicate with staff, patients and communities. This is launching on 26 June.
 
3. Develop an ethics framework, setting out the principles and values to guide our use of AI and address crucial issues such as data protection, privacy, consent, fairness, transparency and human oversight.
 
4. Establish an online innovation and training hub as a centre of excellence platform for collaboration and knowledge exchange. 
 
5. Develop a long-term monitoring and evaluation system to ensure accountability and continuous improvement.
AI is beginning to reshape how communications teams across the NHS work. These technologies offer new ways to support content creation, improve accessibility, analyse feedback and streamline everyday tasks. This is happening at a time when NHS communications teams face significant resource pressures and rising demand. This is also combined with the need to engage with diverse patient groups and other stakeholders with clarity, empathy and trust.
As AI capabilities evolve rapidly, NHS communicators are increasingly curious about how these tools could help them meet these challenges. However, access to tools, confidence in their use and organisational readiness remain highly variable across the health service. Without clear governance, training and shared learning, there is a risk that early AI adoption could become fragmented, inconsistent or widen capability gaps between teams.
At the same time, with the right support and safeguards in place, AI has the potential to help level the playing field, enabling smaller teams, less experienced practitioners and stretched communications functions to produce high-quality, audience-focused work more efficiently.
“It’s already making a difference, but who gets to benefit depends on who has the tools, the skills and the permission to use them.”
Focus group participant.
This report forms part of a wider project being led by the NHS Communications AI Taskforce in partnership with the NHS Confederation. It presents the findings of a research study, consisting of a major survey, focus groups and desk research, that builds on the foundations set out in an engagement paper on AI in NHS communications, which was published in December 2024 by the NHS Communications AI Taskforce in partnership with the NHS Confederation. 
The engagement paper set out a shared vision and guiding principles. It also outlined proposed action areas for the use of AI across NHS communications, including a draft ethical framework. It was informed by nine months of engagement with communications teams working across the NHS London region and input from independent industry experts. 
The actions and initiatives set out in the original engagement are outlined in Appendix 1. 
From December 2024 to February 2025, following the publication of the engagement paper, views were gathered from communications professionals, industry partners and other stakeholders to answer key questions about where AI was already being used, where there was ambition to do more and what risks and barriers needed to be addressed.
This research represents the next step in that process. It aims to move from initial regional consultation to a deeper evidence base on how AI is already being used within NHS communications, where barriers remain, and what support is needed for safe, effective and ethical adoption.
This research underpins the development of several activities that the NHS Communications AI Taskforce has been prioritising:
Together, the engagement paper and this study provide the evidence base for developing a national AI operating framework for NHS communications, alongside supporting ethics guidance, governance recommendations and a programme of shared learning. 
The operating framework, which we will produce in summer 2025, is intended to be guidance and we will support NHS communications professionals to implement it through our NHS Communications AI Network, working groups and training programmes. However, it will be for local NHS organisations to then determine how this guidance informs their formal AI communications policies and approach in line with their governance arrangements.
The primary aim of our latest research was to understand:
The research was designed to listen carefully to the real-world experiences of NHS communicators – spanning senior leaders, managers and operational teams – and to reflect the diversity of organisations and roles across the sector.  
The research was delivered through key stages:
This combination of approaches provides a robust evidence base for the recommendations in this report, rooted in the day-to-day realities, ambitions and concerns of NHS communications professionals.
This report presents the findings from the research and sets out practical recommendations for enabling the safe, effective and innovative use of AI in NHS communications. It aims to:
Above all, the report reflects the core principle established in the engagement paper: that AI should enhance, not replace, human communications, helping NHS teams to maintain the trust, empathy and patient focus that sit at the heart of effective engagement.
AI tools are already being used across many NHS communications teams, but take-up is uneven and a large proportion of teams have yet to grasp the opportunities. Where AI is being used, there is a wide variety of use cases emerging – from content drafting and social media adaptation to meeting summarisation and feedback analysis. However, this use is often informal, experimental and shaped by what individual teams or practitioners can access, rather than by organisation-wide strategies or consistent governance.
This section outlines the current patterns of AI adoption in NHS communications, the tools being used, how confident staff feel using them and where these tools are making a difference.
The national survey confirmed a high level of curiosity and enthusiasm about AI across NHS communications professionals:
This points to significant momentum and appetite for experimentation, even where formal policies or organisational strategies are not yet in place.
However, much of this current use falls into what participants described as ‘informal adoption’, with individuals or small teams exploring tools like OpenAI ChatGPT or Microsoft Copilot outside formal approval processes. Access to tools is often dependent on personal initiative, trial accounts or discretionary budgets, leading to variation in use both within and between organisations.
“There’s lots of interest, but it feels like we’re in the wild west – we’re all testing things in our own way.”
Focus group participant
This patchwork approach risks widening capability gaps between those with access and those without.
Survey participants reported using a range of AI tools, often in combination:
While some teams are beginning to access enterprise-level tools through organisational licenses, much use remains at the pilot or individual level. The focus groups highlighted that even where licences exist, uptake can be limited by gaps in prompting skills, training and confidence.
It is worth noting that GCS Assist is a tool developed by the Government Communications Service for communications professionals working in government departments. Communications professionals working in frontline NHS organisations are currently not allowed to access it, but some professionals working in national NHS organisations, such as NHS England, have been able to access it on a limited basis (hence why the tool was cited in our survey). During the course of our research, GCS announced that it would be making the source code for GCS Assist openly available. We are exploring how to use this to create an NHS communications equivalent tool for frontline teams. 
The research revealed a mixed picture when it comes to confidence in using AI effectively:
This highlights the urgent need for capability-building support, particularly for those just beginning to explore these tools. Many participants reported learning through trial and error, informal peer networks or online resources, with little access to structured training.
“I know I’m not using it to its full potential yet, but even at a basic level it’s helping me work faster and smarter.” 
Focus group participant
The survey findings suggest that NHS communications teams already see practical benefits from AI use, particularly in boosting efficiency, improving confidence and supporting creativity. The most cited use cases of AI in communications in the survey are outlined in the chart below:
However, participants often noted that AI does not always reduce total time spent on tasks. Instead, it changes where time is spent, freeing up capacity for higher-value activities such as strategic thinking, creative refinement or deeper audience engagement with patient, staff or community groups.
“It’s not about cutting corners. It’s about giving us back some headspace to do the things that require human skills.” 
Focus group participant
The research paints a picture of strong enthusiasm and early experimentation, but also highlights key gaps that could hold back safe, effective adoption:
These insights underscore the need for both guardrails and green lights, combining clear governance with the permission and support to innovate safely.
The next section explores the specific areas where AI is being applied and where NHS communicators see the greatest opportunities for impact.
The research identified a broad and growing range of ways that NHS communications teams are applying AI tools to support their work. While many teams are still at the early stages of adoption, the evidence shows that AI is already helping to improve efficiency, unlock creativity and support insight generation, particularly in the context of limited resources coupled with rising demand.
These emerging use cases demonstrate how AI can enhance, rather than replace, human communication skills. Across the sector, communicators are finding that AI can help them get started faster, simplify complex tasks and focus their time on higher-value work.
“It’s not about replacing people, it’s about giving us the tools to do more of the good work we want to do, with the time and headspace we’ve got.” 
Focus group participant
The research identified eight core areas where AI tools are already being applied, alongside opportunities for future development.
How AI Is currently supporting communications work
“AI gets you 70 per cent of the way – but it still needs a human touch to get it right.”
Focus group participant
Many teams reported using AI to support routine administration, particularly in meeting management, including:
Tools like Microsoft Copilot and automated transcription services were highlighted as helpful in freeing up time for more strategic work.
“It saves time on admin and helps us focus on what matters: the engagement and the actions.” 
Focus group participant
The most common AI use case reported was drafting written content. Communicators are using tools like OpenAI ChatGPT, Microsoft Copilot and GCS Assist to generate:
Participants were clear that AI can help accelerate the drafting process but should always be accompanied by human review for tone, empathy and factual accuracy. We did not find any evidence of communications professionals using it to produce clinical or other patient-related information without the appropriate checks by professionals.
“AI helped us with a tricky piece of stakeholder communication. We had to get the tone right.” 
Focus group participant
AI tools are supporting NHS teams to:
This has enabled faster content turnaround and improved audience targeting.
“We can now produce content that’s much more audience-specific, instead of just copy-pasting the same text everywhere.”
Focus group participant
Ensuring that communications are clear, inclusive and easy to understand is a top priority for NHS teams. AI is helping to:
“It cut the content in half, removed repetition and gave us something we could actually publish.”
Focus group participant
Many teams described using AI to help analyse and summarise qualitative data from:
Tools such as Microsoft Copilot are helping teams make sense of open-text responses more quickly, identifying themes and key points for action.
“It’s not just about speeding things up, it’s about making sense of the feedback so we can act on it.”
Focus group participant
AI is increasingly being used as a tool for creative support and strategic thinking, including:
Smaller teams or individuals who may have fewer colleagues to bounce ideas off particularly valued this.
“It’s like having another strategist in the room, just one who never gets tired.”
Focus group participant
NHS organisations are beginning to explore the development of:
These approaches are helping to improve quality, consistency and confidence in how AI tools are used across teams.
“We’ve created a custom GPT that understands our audience and even our inclusivity guidance. It asks questions before generating content so staff get what they need, even if they’re new to prompting.” 
Focus group participant
The research shows that AI is already supporting a wide range of NHS communications tasks, with benefits in both efficiency and creativity. But adoption remains uneven, shaped by variation in tool access, confidence and organisational culture.
These findings underline the need for shared resources, clear governance and capability-building support to help teams use AI safely, consistently and effectively across the sector.
While interest in using AI across NHS communications is high, the research highlights several risks, barriers and cultural challenges that could prevent teams from realising its benefits fully and safely. These challenges are not just technical, they relate to governance, capability, trust and confidence. Without the right support, there is a risk that early AI adoption could become fragmented, inconsistent, or lead to unintended harm.
Participants were clear that the issue is not whether to use AI, but how to use it well – with the right guardrails, training and leadership support in place. Unlike the clarity provided by the Government Communications Service for the use of AI by government communications teams – backed up by training and support – frontline NHS communications teams are operating in a vacuum. This gap needs to be filled with clearer guidance and training, which is what the NHS Communications AI Taskforce and NHS Confederation are aiming to do in this space. 
Much of the current use of AI in NHS communications is happening outside formal policy frameworks. This informal adoption includes individual staff or teams using free or personal accounts for tools such as OpenAI ChatGPT, often without organisational approval or oversight.
This reflects both enthusiasm and frustration: the pace of technology has outstripped the development of governance structures, leaving many staff uncertain about what is allowed, safe, or recommended.
“We’re using it because it helps – but we’re also waiting for permission.”
Focus group participant
Participants consistently called for clear, enabling governance that gives teams the confidence to use AI responsibly without fear of breaching policy or trust.
The research identified three types of barriers affecting the adoption and effective use of AI in NHS communications:
Barrier type
These barriers often reinforce each other. For example, a lack of organisational policy can increase fear and confusion, while low confidence in prompting skills can prevent teams from making the most of even the basic functionality of AI tools.
Trust, both internally among NHS staff and externally with the public, is foundational to NHS communications. Across all focus group sessions there was a strong and consistent emphasis on the ethical deployment of AI and the critical need to preserve trust at every level. The following risks were identified and will be central to the AI operating and ethics frameworks that we will develop over summer 2025:
“It’s not about stopping people from using AI, it’s about knowing where the guardrails are.” 
Focus group participant
Some participants raised emerging questions about how AI-generated or AI-assisted content intersects with Freedom of Information (FOI) obligations. While AI tools may streamline internal communications or analysis, it remains unclear how content created or influenced by AI (especially generative models) should be recorded, stored or disclosed under FOI legislation.
Some focus group participants raised the issue of the environmental footprint of large-scale AI systems, particularly generative AI models. Although this is currently a lesser-known aspect, a few participants suggested that:
This will be explored further as part of the development of the national operating framework. 
Across both the survey and focus groups, there was a strong consensus that training and capability building are urgent priorities. Many NHS communicators reported learning about AI through informal routes, such as self-directed online research, trial and error, or word of mouth.
This creates a risk that skills and confidence will remain uneven across teams, with some early adopters racing ahead while others are left unsure how to start.
The research identified two distinct training needs:
“I’m excited to learn, but right now it feels like I’m making it up as I go along.”
Focus group participant
Participants were clear that the challenge is not simply about limiting or controlling AI use, it is about creating the conditions for safe experimentation and responsible innovation. Communicators emphasised the need for:
“We need permission to experiment, but with clear boundaries.”
Focus group participant
Challenge
What’s needed
The evidence suggests that NHS communicators are ready to embrace the benefits of AI, but they need the guardrails, guidance and support to do so safely, ethically, and confidently.
These findings directly inform the recommendations set out in the next section.
AI is already playing a growing role in NHS communications, both through formal pilots and informal, shadow use. Teams are turning to AI tools to meet increasing demands with limited resources. In many cases, this adoption is ahead of policy, driven by practical need rather than strategic planning.
The research and the engagement that led up to the publication of our engagement paper in December 2024, highlights an urgent need for a structured, enabling response: one that builds confidence, protects trust and supports responsible innovation. While enthusiasm for AI is high, capability varies widely. Communications professionals working in the NHS want to use AI safely, ethically and effectively – with clear guidance and organisational support.
A consistent theme across the research is that AI should enhance, not replace, the human qualities that define NHS communications. Trust, empathy, tone and evidence must remain at the core. New skills – such as prompt writing, content verification and ethical risk assessment – will become essential for communicators at every level.
In response, the NHS Confederation and the NHS Communications AI Taskforce have identified five strategic priorities for action, each with a clear delivery route. These were set out in the engagement paper from December 2024, and the survey and focus groups we have undertaken on the back of the paper have reinforced the need for action across each of these five areas:
Informal use of AI is widespread. Without agreed guardrails, practice remains fragmented, with unmanaged risks to quality, trust and transparency.
As AI becomes embedded in communications workflows, a strong ethical foundation is essential to retain public trust and safeguard NHS values.
AI can improve clarity, reduce jargon and enhance health literacy, but only when used thoughtfully and with audience needs in mind.
Teams want to test tools and workflows, but fear of failure or reputational risk can stifle innovation.
Confidence and capability are uneven. Without support, AI’s benefits may be limited to a small number of early adopters.
Priority area
Delivery mechanism
Lead delivery organisation
 
This strategic programme aims to unlock the benefits of AI in NHS communications while protecting what matters most: trust, clarity, human connection and public confidence. The next phase of work will focus on delivering these actions and supporting communications teams across the NHS to innovate responsibly, build skills and share learning.
The NHS Confederation is the membership organisation that brings together, supports and speaks for the whole healthcare system in England, Wales and Northern Ireland. The members we represent employ 1.5 million staff, care for more than 1 million patients a day and control £150 billion of public expenditure. We promote collaboration and partnership working as the key to improving population health, delivering high-quality care and reducing health inequalities.
For more information visit www.nhsconfed.org
We believe that effective communications and engagement play a key role in supporting integrated care systems, and the partners that make them up, to achieve stronger relationships, more open and transparent ways of working, greater trust, more engaged staff and, ultimately, better outcomes for the public.
To find out more about how we are supporting the NHS communications profession, please visit www.nhsconfed.org/leadership-support/supporting-NHS-communicators and via the support we provide through HealthCommsPlus at www.nhsconfed.org/healthcommsplus
This report forms part of a wider project being led by the NHS Communications AI Taskforce in partnership with the NHS Confederation. The taskforce provides strategic leadership and oversight for all the workstreams that are outlined in this report
This research was designed to explore how NHS communications professionals are using artificial intelligence (AI) tools, where they see value and what support they need to adopt AI safely, effectively and ethically.
It builds on the initial consultation set out in the Engagement Paper on AI in NHS Communications (December 2024), which outlined a vision for AI use across NHS communications and invited feedback from communications teams, patient groups and industry partners. That engagement phase helped shape the key questions, focus areas and scope of this study.
This research represents the next step in that process: moving from early consultation at a regional level to a deeper national evidence base on current practice, risks and capability needs.
The research was developed to answer four questions:
The research focused on listening to the real-world experience of NHS communicators across different roles, organisation types and regions.
The NHS Confederation conducted the research in partnership with the AI in the NHS Communications Taskforce, between September 2024 and March 2025. It combined quantitative and qualitative methods to provide a rounded view of current practice and future needs.
This combined approach ensures that the findings reflect both the scale of current practice across the sector and the lived experience of NHS communicators engaging directly with AI tools.
This diversity of participants helps ensure that the findings are relevant across different NHS contexts, from large corporate teams to smaller, operationally focused communications functions.
This research provides a snapshot of a period of rapid development in generative AI tools. The findings reflect the perceptions and experiences of participants at the time of data collection but may evolve as new tools, policies and approaches emerge.
While care was taken to engage a broad cross-section of NHS communicators, this study does not claim to represent every individual or organisation. However, the combination of quantitative and qualitative data offers a strong foundation for identifying key issues, risks and support needs.
London Comms Network event. Communications professionals in London NHS system (40 attendees).
 
Session at NHS Communicate conference, organised by NHS Confederation and NHS Providers (over 250 attendees).
 
Comms professionals in London NHS system (92 responses). Responses informed the engagement paper.
 
London Comms network event; face-to-face presentation and workshop. Comms professionals in London NHS system (40 attendees).
 
 
Comms leaders from NHS provider organisations across England (45 attendees). 
 
October 2024
 
Shelford Group – face-to-face presentation and workshop with 10 x directors of communications. 
 
The AI in NHS Communications Taskforce is launched, in partnership with the NHS Confederation. An engagement paper is published, setting out an early vision, draft ethical principles, and priority action areas.
 
A sector-wide consultation is held with NHS communicators, patient groups, and stakeholders to gather input.
 
Focus groups and national survey involving 414 NHS communications professionals are conducted to understand real-world AI use and governance needs.
 
Session with the Welsh NHS Communications Network, where the early findings from our research report were presented and partnership opportunities discussed. 
 
Publication of report: Artificial Intelligence Use in NHS Communications. Insights, risks and recommendations for safe and effective adoption. It synthesises the evidence and sets out a roadmap for governance, training and innovation.
 
Specialist AI working groups, chair and areas of focus [please note that at the time this report was signed off, co-chairs were in the process of being appointed]. 
 
Sonya Cullington
Daniel Reynolds 
Output
Purpose
Status
Outlined in the draft ethics framework and underpinning all taskforce work:
These are the actions and initiatives from the original engagement paper. This report provides an evidence base for development in each of these areas.
This framework was included in the original engagement report.
This framework outlines the ethical principles and practices that will guide the use of AI in NHS communications. It aims to ensure that AI systems that NHS communication uses are developed and deployed responsibly, respecting the rights and interests of all stakeholders. 
Fairness and non-discrimination: ensuring equitable and inclusive communication for all audiences.
AI tools and systems to avoid unfair bias against all protected characteristics.
Ensuring AI decision-making processes are clear, maintaining trust through honest and transparent communication practices.
Establishing clear responsibilities and editorial oversight for AI systems and generated content.
Safeguarding personal information in communication processes. 
Ensuring AI-assisted content aligns with NHS values and communication objectives. 
Adapting AI use in communications based on feedback and emerging best practices. 
Daniel Reynolds is director of communications at the NHS Confederation and co-chair of the NHS Communications AI Taskforce. Daniel joined the NHS Confederation in December 2018 as its director of communications. 
Stephen Waddington is professional adviser at Wadds Inc and a PhD researcher at Leeds Business School. Stephen supports agencies and in-house teams on a range of management, corporate communications and public relations issues.
Sonya Cullington, Independent Director, NHS Communications.
Ranjeet Kaile, Director of Communications, Stakeholder Engagement and Public Affairs, South London and Maudsley NHS Trust and South East London Integrated Care Board; Co-chair, NHS Communications AI Taskforce.
Richard Mountford, Director of Communications and Community Engagement, Central and North West London NHS Foundation Trust.
Sumit Wadhia, Deputy Director of Communications, West London NHS Trust.
HealthCommsPlus is a new creative communications agency brought to you by the NHS Confederation, providing a creative, professional and cost-effective service for NHS and public sector organisations across the UK. 
Find out more about what we offer: www.nhsconfed.org/healthcommsplus
NHS Confederation (2025), Artificial intelligence use in NHS communications: insights, risks and recommendations for safe and effective adoption of AI in NHS communications.
Share
WelshConfed25 unites leaders at Wales’ health and care event of the year.
6 November 2025 08:30 – 16:30 GMT
Mae WelshConfed25 yn uno arweinwyr yn nigwyddiad iechyd a gofal Cymru’r flwyddyn.
5 November 2025 08:00 – 17:00 GMT
Northern Ireland’s premiere annual health & social care conference, bringing together HSC leaders & partners to secure better outcomes for all in NI.
15 October 2025 08:00 – 16 October 2025 15:30 GMT
Join the leaders who shaped the 10 Year Health Plan and those implementing it to hear how to approach change to empower the public.
26 August 2025 12:00 – 13:30 GMT

source