Examining Opportunities, Challenges, and Strategic Integration in AI-Driven Corporate Communication

Abstract

Artificial Intelligence (AI) has been presented as a key component of corporate communication, initiating the requalification of organizations in terms of services and creating a range of strategic opportunities and some associated threats. In this paper, a structured review of the literature is done to analyze how AI is integrated in corporate communication, the opportunities it provides, challenges it presents, and the strategies that can be used to support effective integration. Drawing on the contributions of antecedents in relation to AI in business communication-based functions, the study compares the existent strategies and maps the gaps in research. It lists key opportunities and challenges and offers strategic suggestions specific integration strategies to particular problems. Experimental applications of AI, like natural language processing, chatbots, predictive analytics and automated content generation, supplement operational and stakeholder interactions and decision making on data. However, organizations face high costs of implementation, lack of skills, ethics and governance issues, resistance to change and uncertainty about the regulations as well as integration challenges. The results highlight the notion that AI-inspired business communication should be theorized as a socio technical system whereby technology, individuals and institutional background are harmonized. The paper ends on practical implications to the practitioners and the direction of the future research.