AI is Promising, But Let's Not Skip the Fundamentals

By Jessica Brewer
6/16/2025

I recently read Danielle Anderson's piece on AI-powered communication solving benefits confusion, and while I'm excited about AI's potential, I think we may be getting a little ahead of ourselves.

Don't get me wrong, the problems Anderson describes are real. Fragmented systems, scattered information, endless login requirements. I see this pain every day in conversations with HR leaders whose employees can't find basic plan information or understand their coverage.

But here's what concerns me: we're talking about sophisticated AI solutions while many organizations haven't mastered the basics of clear, accessible benefits communication.

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‍Foundation First, Innovation Second‍

Before we deploy predictive models and virtual assistants, let's ask ourselves: Can your employees actually find and understand their benefits information today?

Too often, I see companies with benefits websites that require multiple logins, use insurance jargon instead of plain English, or bury critical information in PDF attachments. No amount of AI can fix unclear, inaccessible content.

The real breakthrough isn't just about smarter technology, it's about combining that technology with human-centered design principles that we've known work for years.

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Where AI Actually Helps

That said, AI does have genuine value in benefits communication, particularly in areas Anderson highlighted:

Personalized guidance: AI can help surface the most relevant information for each employee's situation, cutting through the noise of comprehensive benefits packages.

24/7 availability: Virtual assistants can handle routine questions outside business hours, freeing HR teams for more strategic work.

Pattern recognition: AI can identify common confusion points and help organizations proactively address them.

But these tools are most effective when built on a foundation of clear, well-organized information that's genuinely accessible to everyone.

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The Human Element Still Matters

What I love about Anderson's piece is the recognition that technology should enhance, not replace, human advisors. The best benefits experiences happen when smart technology amplifies human expertise rather than trying to eliminate it entirely.

At SwellSpace, we see this daily. Our most successful implementations combine intuitive design, clear communication, and smart features, but they're always grounded in understanding what employees actually need and how they naturally seek information.

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Moving Forward Thoughtfully

AI will undoubtedly transform benefits communication, and that's exciting. But let's not use it as an excuse to avoid the hard work of creating fundamentally clear, accessible experiences.

The organizations that will succeed are those that master both: AI-powered intelligence built on rock-solid communication fundamentals.

Because at the end of the day, the best technology in the world can't fix content that nobody can understand in the first place.

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Jessica Brewer is CEO and President of SwellSpace, where she helps organizations create clear, accessible benefits communication that actually works for employees.