AI and Accessibility: Opportunities and challenges for professional communicators

By Matisse Hamel-Nelis

Accessible communications and marketing expert, Matisse Hamel-Nelis covers the AI tools that are helping communicators make their content more inclusive.

AI is no longer a buzzword; it’s reshaping how we communicate and connect. For those of us in PR and communications, it’s a game-changer, offering tools that make our work faster, smarter and more accessible. But like any tool, it comes with its own set of challenges, especially when it comes to inclusivity.

So, how can we, as communicators, make the most of what AI brings to the table while addressing the potential pitfalls?

The good: AI’s superpowers for accessibility

AI is unlocking possibilities we couldn’t have dreamed of a decade ago, such as:

• Creating content at lightning speed: Tools like ChatGPT, Claude, and Grammarly are like having an extra pair of hands. They help you draft press releases, social posts, or email campaigns in record time. Need to simplify jargon-filled language for a broader audience? AI has got you covered, making your content more readable and accessible to everyone, including those with cognitive disabilities or limited language proficiency.
• Accessible video and audio production: Videos and podcasts are communication staples, but accessibility can be a hurdle. AI tools are stepping up:
• Captions and transcripts: Tools like Otter.ai and Rev create captions and transcripts in minutes, making content accessible to deaf or hard-of-hearing audiences.
• Audio descriptions: AI can narrate visual elements, ensuring blind and low-vision audiences are part of the experience.
• Translations: AI-driven multilingual captions help you reach audiences far beyond your native language.

The challenges: Bias, accuracy and over-reliance

AI isn’t perfect (yet). It’s essential to understand AI’s limitations to use it responsibly.

• Systems’ bias: AI reflects the data it’s trained on. If that data excludes diverse voices, the results can be unintentionally biased. For instance, speech recognition tools often struggle with accents or dialects outside the Western norm, leading to miscommunication or exclusion.
• Not always spot-on: AI isn’t magic; it’s math. And sometimes, it gets things wrong. Think captions full of typos or translations that miss cultural nuances. While these tools are helpful, they still need a human touch to polish and refine.
• Automation ≠ Connection: AI can churn out content, but it can’t replicate the creativity and empathy that humans bring. Over-reliance on automation risks making your messaging feel impersonal and generic, which are qualities that can alienate your audience.

Making AI work for you: Best practices

To get the best out of AI without losing sight of accessibility, keep these tips in mind:

• Build accessibility into the plan: Don’t treat accessibility as an afterthought. Think about captions, transcripts, and inclusive design from the get-go, and let AI help you implement them.
• Always double-check: AI is your helper, not your boss. Review its outputs carefully to ensure they’re accurate, culturally sensitive, and inclusive. Captions, for example, should be proofed for grammar and context.
• Stay curious: AI and accessibility standards evolve quickly. To stay ahead of the curve, keep up with the latest tools, guidelines, and best practices.

Automated accessibility testing tools

AI isn’t just for creating content; it’s also a powerful ally in making sure your digital spaces meet accessibility standards. The following tools save time and effort while helping you identify and fix barriers:

WAVE  A free browser extension by WebAIM, WAVE flags accessibility issues on web pages, like missing alt text or low-contrast colours. Its visual feedback makes it easy to see what needs fixing.

PDF Accessibility Checker (PAC) 2024 PAC ensures your PDFs meet accessibility standards, making them usable with screen readers. It’s a must-have for anyone creating reports or digital documents.

Google Lighthouse More than just an SEO tool, Lighthouse includes an accessibility audit that helps you spot and resolve common issues on your site.

Pro tips for testing tools

• Pair automated tools with manual testing; nothing beats real feedback from people using assistive technologies.
• Test with screen readers to experience your content through your audience’s eyes (and ears).

All of this is to say…

Accessibility is more than a checkbox; it’s about creating connections. When we use AI thoughtfully, we make our content more inclusive and impactful, amplifying voices that might otherwise go unheard.

As communicators, we have a unique opportunity—and responsibility—to lead the way in accessible storytelling. By combining AI’s efficiency with human empathy, we can create content that truly reaches and resonates with everyone.