HUMAN-AI SYNERGY IN CORPORATE COMMUNICATION: ENHANCING ENGAGEMENT WHILE ADDRESSING ETHICAL AND COMPETENCY CHALLENGES
DOI:
https://doi.org/10.55197/qjssh.v7i1.1076Keywords:
artificial intelligence, corporate communication, organizational reputation, AI challengesAbstract
While artificial intelligence (AI) has received considerable scholarly attention across various disciplines, such as healthcare, finance, and marketing, its integration into corporate communication remains insufficiently examined, particularly in terms of its diverse challenges. This research paper examines the impact of artificial intelligence (AI) on corporate communication, identifying both the associated opportunities and challenges. It further examines the current state of AI adoption and evaluates its potential for future growth. Effective corporate communication is essential for mitigating uncertainty, engaging stakeholders, maintaining trust, and addressing disinformation when disseminated proactively, consistently, and credibly. The number of AI-related incidents is increasing. A recent report from Stanford University indicates that the number of reported incidents rose by 32.3% from 2022 to 2025, and AI incidents have surged more than twentyfold since 2013. When discussing AI, business leaders express the most significant concern regarding credibility, accuracy, privacy, security, and reliability risks. This article presents AI as a double-edged sword in communication technology, highlighting its opportunities and challenges and the urgent need for responsible communication. Ultimately, this study underscores the necessity of responsible AI practices, transparent communication, and continuous skill development to effectively navigate the evolving landscape of AI in organizational communication while maintaining stakeholder trust. Artificial Intelligence can enhance the efficiency of communication; however, trust is fundamentally established by human interactions. Stakeholders may be willing to overlook errors made by AI, but they are unlikely to excuse ethical shortcomings exhibited by an organization due to AI.
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