UK Water Company

On of the UK’s largest public water services provider, needed to improve how its employees communicated with stakeholders — from regulators to the general public. Across memos, incident reports, and public announcements, tone and structure varied widely. While internal guidelines existed, adoption was inconsistent — leading to confusion, inefficiency, and, at times, public dissatisfaction.

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With over 6,000 employees and limited capacity for additional manual processes, the company needed a solution that would:

• Ensure consistent alignment with tone and compliance standards
• Support teams in real time, without disrupting existing workflows
• Build public trust through clearer, more empathetic messaging

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The opportunity was clear: use AI not to replace people, but to improve and standardize the precision and tone of how they communicate - especially in sensitive or regulated scenarios.

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Twistag partnership explored the viability and impact of an AI-powered Communication Assistant — embedded directly into the tools teams already use, like email clients and document editors to proactively suggest improvements in tone, structure, and language clarity, based on predefined brand and compliance frameworks.

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We kicked off the engagement with a tailored 6 week AI Readiness Sprint, involving communications leadership, IT, and operations. Through this six-week collaborative discovery, we mapped out:

• The existing communication flows and internal blockers (Context)
• High-impact use cases, particularly around regulatory writing and public bulletins (Possibility)
• Alignment on tone-of-voice standards, compliance guidelines, and how AI should behave in different internal contexts (Intent)
• A phased delivery roadmap with pilot criteria and user success metrics (Action)

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Our team designed and delivered a Chrome-based AI assistant that:

• Automatically analyzes written content for tone, clarity, and compliance based on a proprietary communication framework developed by one of their partners.
• Provides rewrite suggestions based on a custom scoring system across 5 key communication axes (Clarity, Empathy, Actionability, Tone, Accuracy)

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All logic was fine-tuned using Thames Water’s internal writing guidelines, alongside domain-specific prompt engineering and a proprietary scoring model.

In just 6 weeks post-pilot, the company reported:

• Consistent tone alignment across >3,000 communications/month
• Estimated time savings of ~18 hours/week across the comms team
• Reduced to Zero, the number of instances flagged as non-compliant language in regulatory bulletins during pilot

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More importantly, the project proved that capital cognitive assets, when encoded and scaled via AI, could dramatically uplift both employee efficiency and public perception — all without forcing users to radically change their tools or habits.

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