We recently ran the second in our current See Media Masterclass series. This one was on ‘Harnessing AI in Social Housing Communications’ and it brought together industry experts to explore how AI can enhance communications in the housing sector.
Here are some of the key insights from the session. Also, full disclosure, this blog was drafted by Claude, but edited by me!
A full transcript and recording of this session is available using the button at the bottom of this page.
AI as a tool, not a replacement
The panel unanimously emphasised that AI should be seen as an extension of your team’s capabilities rather than a replacement for human expertise.
As Louise Riley from Advance Housing and Support noted, AI can help “stretch the resources we have in small teams,” particularly in not-for-profit organisations where communications resources are typically lean.
Practical applications in housing communications
Several practical applications of AI in housing communications were highlighted:
- Content Repurposing: Transforming lengthy reports like ESG reports into social media posts or blog content
- Accessible Communications: Creating easy-read versions of documents for residents with learning disabilities, following established style guides such as from disability charity Mencap
- Video Content: Using platforms like Synthesia to create engaging training and communication videos with AI avatars
- Systems Training: Developing induction videos and tutorials efficiently
Ethical considerations
The panel stressed several important ethical considerations when using AI:
- Data Protection: Never input sensitive resident data into AI platforms
- Transparency: Being clear when content is AI-generated, particularly with video avatars
- Human Oversight: Always having human review of AI-generated content for accuracy and appropriateness
- Authenticity: Considering when human-created content is more appropriate, particularly for sensitive or personalised communications
Peter Davies from Stonewater highlighted the importance of transparency when using AI avatars: “I always say ‘this is my personal avatar’, so that people don’t think that it’s me actually delivering these things. It’s just a little bit of a safeguard and make sure people realise and understand exactly what’s going on.”
Getting started with AI
For those new to AI in communications, the panel suggested:
- Start experimenting with different platforms to understand their capabilities
- Develop clear policies and guidelines for AI use within your organisation
- Focus on specific communications challenges AI could help solve
- Introduce AI gradually to team members who may be hesitant
- Remember that many people are already using AI in various ways without realising it
Balancing technology with human connection
A recurring theme was the importance of maintaining human connection in communications. As Jade Ziola-Sammons from See Media emphasised: “Nothing will ever replace human judgement, human empathy…always make sure there is that human touch”
Tailoring to your audience
The panel highlighted the need to keep your audience at the centre of all communications decisions. For diverse resident groups, AI can help customise content for different needs, but communications professionals must still determine the most appropriate channels and formats based on audience preferences.
Moving forward
The social housing sector is just beginning to explore AI’s potential in communications. By approaching AI as another tool in your communications toolkit, maintaining ethical standards, and keeping residents’ needs at the centre, housing communications teams can leverage these technologies to enhance their work while maintaining the human touch that’s essential to effective communication.
Remember: AI should help us improve how we do our jobs, not replace the strategic direction and human insight that communications professionals bring to their work.
Other resources:
Visit our website to download our free See Media AI Prompt Guide.
Catch up on the other See Media Masterclasses in this series using the links below:
March 2025 – Getting Crisis Comms Right in Social Housing
May 2025 – Transforming Resident Communications
If you’d like a chat on resident communications, AI, crisis comms, or anything raised in our See Media Masterclass series, please contact hello@see-media.co.uk.
Stuart Macdonald is Managing Director at See Media
