Perceptions of Communication Directors Regarding the Professional Conflicts Posed by Generative Artificial Intelligence
DOI:
https://doi.org/10.17231/comsoc.50(2026).7169Keywords:
artificial intelligence, corporate communication, communication directors’ perceptions, professional conflicts, ethics and automationAbstract
The adoption of generative artificial intelligence tools in corporate communication is transforming professional practice and generating new ethical, strategic, and organizational conflicts. This article explores communication directors’ perceptions of these challenges, mediating between process automation, audience management, and organizational reputation. Between November 2024 and January 2025, 92 corporate communication professionals participated in the study, and 90 identified risks associated with implementing generative artificial intelligence. The main perceived risks, in order of frequency, include: dependence on technological tools, the spread of misinformation, the introduction of bias, difficulties in humanizing communication, loss of control over the narrative, uniformity in corporate communication, and degradation of creative thinking. The results allow for an analysis of how communication directors perceive and address these conflicts, contributing reflections on strategic leadership, professional ethics, and adaptation to technological innovation.
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Copyright (c) 2026 Patricia Coll-Rubio, Carla Marques
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