Artificial Intelligence and the Reconfiguration of Organizational Communication in the Context of the Knowledge Society
Keywords:
artificial intelligence; organizational communication; knowledge economy; digital communication; machine learning; audience segmentation; media literacy; strategic messagingAbstract
The rise of artificial intelligence is fundamentally altering the landscape of organizational communication, especially in the rapidly evolving knowledge economy. As AI technologies such as natural language processing, machine learning, and automated messaging systems become more embedded in strategic communication, organizations are not only optimizing internal workflows but also transforming the ways they interact with external audiences. This study examines how AI tools are being employed in professional communication environments, with a particular focus on public relations and digital media strategies. Drawing on practitioners’ experiences, the research investigates how AI is influencing content creation, audience segmentation, and communication planning. In parallel, it considers the role of media literacy as a necessary competency for navigating the growing reliance on automated systems. While AI brings new opportunities for efficiency and personalization, it also introduces tensions related to ethical responsibility, data governance, and the preservation of human-centered communication. The findings offer insights into how organizations can adopt AI in a manner that supports both innovation and communicative integrity.References
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