From Knowledge to Impact: How AI Bridges Theory to Practice in L&D and Comms

Read Time: 5 minutes

Insights from Powtoon’s “Anything to Video” Unboxing Event with Mitch Wells, Organizational Change Management Lead at Lockheed Martin.

L&D and Internal Communications professionals know several frameworks, such as ADKAR® for individual change journeys, or ADDIE for systematic instructional design. These aren’t new methodologies – they’re proven, research-backed approaches that organizations have relied on for decades.

So why do so many change initiatives still fail?

The answer isn’t about better frameworks. It’s about the execution gap – the chasm between brilliant strategy and operational reality. At our recent Unboxing Event, Mitch Wells from Lockheed Martin articulated what many of us have experienced: “Organizations have beautifully designed change management plans and a single all-hands email to execute them.”

The bottleneck isn’t knowing what to do. It’s having the operational capacity to actually do it before the change window closes.

1. Understanding the Strategic-Operational Alignment: ADKAR® Meets ADDIE

Before we address the execution gap, let’s establish why these frameworks matter – and how they work in tandem.

ADKAR®: The Individual Change Journey

Prosci’s ADKAR® model maps the psychological stages individuals move through during organizational change:

• Awareness of the need for change
• Desire to participate and support the change
• Knowledge of how to change
• Ability to implement required skills and behaviors
• Reinforcement to sustain the change

ADKAR® tells us where people are in their journey and what they need at each stage. It’s diagnostic and prescriptive for change management.

ADDIE: The Instructional Design Framework

The ADDIE model (Analysis, Design, Development, Implementation, Evaluation) provides the operational structure for creating learning experiences that move people through that journey:

• Analyze the change requirements and audience needs
• Design learning objectives and content strategy aligned to ADKAR® stages
• Develop the actual learning materials and communications
• Implement the rollout across your organization
• Evaluate effectiveness and iterate

Why They Work Together

ADKAR® without ADDIE is strategy without execution. You understand your audience’s journey but lack the operational framework to build appropriate touchpoints.

ADDIE without ADKAR® is execution without empathy. You’re building systematic learning experiences but missing the psychological reality of how people actually change.

Together, they create both strategic clarity and operational rigor. ADKAR® informs what content you need at each stage. ADDIE provides how to build and deliver it systematically.

2. When Theory Meets Reality

Here’s the uncomfortable truth about traditional change management execution:

Strategic intent: Deploy a comprehensive ADKAR®-aligned campaign with distinct content for Awareness, Desire, Knowledge, Ability, and Reinforcement stages.

Operational reality: You have a limited budget, a three-person team, and a four-week deadline. So you compromise:

• Awareness stage gets a leadership email and maybe a town hall
• Desire, Knowledge, and Ability collapse into one 45-minute e-learning module that tries to do everything
• Reinforcement becomes a quarterly reminder email (if anyone remembers)

By the time you’ve developed comprehensive content through traditional means – weeks of vendor negotiations, scriptwriting, production, review cycles – your change window has closed. The organization has moved on. The initiative loses momentum.

As Mitch Wells noted during our event, this creates a fundamental disconnect: L&D and Communications teams know what sophisticated change management looks like. They just can’t operationally deliver it at the speed modern business demands.

3. Making Frameworks Actionable

This is where the conversation shifts from theoretical to transformational.

AI doesn’t replace frameworks – it makes them operationally feasible for the first time at enterprise scale.

The New Execution Model

What if the same source material – a policy document, a training manual, a strategic initiative brief – could automatically generate content optimized for each stage of the ADKAR® journey, following ADDIE’s systematic development principles?

ADKAR® Stage → Content Type → Purpose:

Awareness: 30-second video trailer → Grab attention, create urgency, establish “why it matters”

Desire: Emotionally engaging narrative video → Build personal connection, show benefits, create motivation

Knowledge: Comprehensive presentation-style videos and micro-learning modules → Transfer information, build understanding, ensure retention

Ability: Step-by-step demonstration videos and scenario-based training → Build skills, enable practice, create confidence

Reinforcement: Reminder snippets and success celebration videos → Prevent backsliding, recognize progress, sustain change

The transformation: What took months with traditional production now happens in under an hour. The change management strategy that existed only in PowerPoint slides becomes an executable campaign while your change window is still open.

4. From Cost Center to Strategic Driver: 

This operational transformation creates strategic opportunity.

When your team can execute sophisticated, framework-aligned change campaigns at scale, the organizational conversation changes:

Old conversation:
“How much will this training cost?”
“How long until we have content?”
“Can we afford a comprehensive approach?”

New conversation:
“What’s the behavioral change we need to drive?”
“How do we measure campaign effectiveness across the journey?”
“What’s the strategic sequence for rolling this out globally?”

You’re no longer defending budget requests for content production. You’re discussing strategic impact and measurable business outcomes.

This is how L&D and Internal Communications move from tactical execution to strategic enablement. You’re not just communicating change – you’re architecting the journey that makes change stick.

5. Measurement Completes the Loop

But sophisticated content creation is only half the transformation. The other half is understanding what’s working.

Traditional ADDIE includes Evaluation, but here’s the challenge: How do you evaluate campaign effectiveness when your content is scattered across email, LMS platforms, SharePoint sites, and Slack channels?

The complete transformation requires:

Campaign Deployment: Content distributed through existing communication channels (Teams, email, intranet) with unified tracking

Stage-Specific Analytics:

• Awareness: Did the trailer get watched? Where did people drop off?
• Desire: Are engagement rates showing emotional connection?
• Knowledge: Are comprehension metrics showing information retention?
• Ability: Are practice scenarios being completed? What’s the success rate?
• Reinforcement: Is sustained engagement happening over time?

Continuous Optimization: Use data to refine messaging, adjust pacing, identify segments needing additional support, and prove ROI to leadership.

This closes the ADDIE loop – moving from theoretical evaluation to measurable, data-driven optimization of your change management strategy.

The Strategic Imperative: Change Management as Competitive Advantage

Here’s the bottom line for enterprise L&D and Communications leaders:

Organizations are being asked to change faster than ever. Digital transformation. AI adoption. Process optimization. Cultural evolution. Regulatory compliance. The pace isn’t slowing down.

The organizations that win will be those whose L&D and Internal Communications functions can execute sophisticated, framework-aligned change campaigns at the speed of business.

The organizations that struggle will be those where brilliant change management strategy remains trapped in documents and spreadsheets, unable to become operational reality before the change window closes.

The frameworks haven’t changed. ADKAR® and ADDIE remain as relevant as ever.

What’s changed is the operational capacity to execute them at enterprise scale – to move from knowing what people need at each stage of their journey to actually delivering it, measuring its effectiveness, and optimizing in real time.

What This Means for Your Function

If you’re leading L&D or Internal Communications in an enterprise organization, ask yourself:

1. How long does it take your team to go from change initiative kickoff to deployed, multi-stage campaign?
2. What compromises do you make between strategic ideal and operational reality?
3. How do you measure the effectiveness of your change communications across the audience journey?
4. What would change if you could execute comprehensive ADKAR®/ADDIE-aligned campaigns in hours instead of months?
5. How would your function’s strategic positioning shift if you could prove measurable impact on behavior change at scale?

The execution gap isn’t going away through better project management or larger teams. It requires fundamentally rethinking your operational model for the AI era.

The question isn’t whether AI will transform L&D and Internal Communications. It’s whether your organization will lead that transformation or follow it.

Continue the Conversation

Want to explore how leading organizations are operationalizing change management frameworks at scale?

Watch the full Unboxing II event featuring Mitch Wells’ insights on bridging the execution gap, including a live demonstration of ADKAR® -aligned campaign creation.

ADKAR® is a registered trademark of Prosci, Inc. All rights reserved.

The teams positioning themselves as strategic change enablers – not tactical content producers – are the ones building sustainable influence in their organizations. Where does your function stand?