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Why AI Rarely Improves How Work Actually Gets Done
In Brief
- Organizations can now deliver tailored content by employee segment.
- Focused Content enables targeting of specific employee groups within topics.
- HR and internal comms teams gain self-service tools, potentially improving engagement and efficiency.
Firstup updated its employee communication platform on Feb. 25 with expanded personalization, content prioritization and self-service capabilities. The update builds on last quarter's Audience Block Targeting launch and extends customization across web and mobile homepages, feeds and analytics.
The new features require no code, SDK or IT involvement to implement, allowing business teams to build audience-targeted homepage experiences in minutes, the company claims.
Firstup's New Features
| Feature | Description |
|---|---|
| Personalized Homepages | Distinct experiences by role, location or tenure |
| Mobile Enhancements | Full Custom Homepage on iOS and Android |
| Focused Content | Target audience subsets within existing topics |
| Content Stacking | Group topics into modules with visibility controls |
| Direct Data Export | Configure automated exports independently |
Firstup Recent Developments
Bill Schuh took over as CEO in June 2025, replacing founder Nicole Alvino, who transitioned to Chairwoman. The San Francisco-based company expanded its leadership team in October 2025 with three key hires: Kristin Brennan as Chief Marketing Officer, Craig Steele as Chief Revenue Officer and Nathan Lowis as Managing Director for EMEA. In December 2025, Vinod Malhotra joined as CTO and Jen Franklin as SVP, Customer Value.
Firstup launched Workforce Orchestration in early 2025, an AI-powered system that automates and personalizes employee journeys across channels. In November 2025, the company released platform enhancements including Audience Block Targeting, Forced Delivery for urgent updates, Journey Management tools and Direct Data Export capabilities.
Throughout 2025, Firstup concentrated on deepening its workforce orchestration capabilities through automation, AI and data analytics. The company strengthened its ecosystem through tighter HRIS integrations with Workday and Concur, contributing to placement in the leader's quadrant of the 2025 Gartner Magic Quadrant for Intranet Packaged Solutions.
Communication Platforms Evolve to Cut Through Digital Noise
Targeted communication platforms now deliver customized content experiences through no-code tools and deep integrations, producing measurable engagement and efficiency gains.
Audience-Targeted Content Delivery
Modern platforms support tailored content blocks within campaigns for different audiences, allowing communicators to customize messaging based on role, location or team. These capabilities include:
- No-code mobile-first custom homepages: Employees configure their own intranet experience by subscribing to relevant topics
- Drag-and-drop prioritization: Content stacking tools enable communicators to surface the most important updates
- Forced delivery options: Ensure urgent communications reach all employees regardless of preferences
- Journey management: Search and filter tools track employee journey stages for lifecycle-based messaging
Personalization improves employee experience by ensuring employees see only relevant news and information.
Knowledge Hubs & System Integrations
Modern platforms deliver meaningful integrations with core business systems, including HR platforms and service applications. Pre-built, low-code or no-code integrations with tools such as Workday or ServiceNow allow employees to complete transactions without leaving the platform.
Measurable Business Impact
Organizations prioritizing employee engagement strategies through effective communication report 23% higher profitability, 14% greater productivity and 10% higher customer loyalty, according to Gallup research.
By aligning technology with human workflows through human-centered design, these platforms move beyond complex applications into intuitive experiences that drive adoption.
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