To n be ween p ac icali y and ea : how s a egic communica ion p o essionals a e adop ing a i icial in elligence
In e na ional Jou nal o Ma ke ing, Communica ion and New Media. ISSN: 2182-9306. Special Issue on Ma ke ing & Business Pe spec i es:
T ans o ma i e Insigh s o Ma ke ing and Communica ion in he Digi al E a, May 2025.
6
Resea ch Pape
To n be ween p ac icali y and ea : how s a egic communica ion
p o essionals a e adop ing a i icial in elligence
Pa ícia Dias *
P iscila K olow **
José Gab iel And ade ***
ABSTRACT
A i icial In elligence (AI) is expanding ac oss a ious con ex s and o ganiza ions and becoming
ing ained in daily p ac ices p o essionals in s a egic communica ion. This s udy examines he
adop ion o AI in s a egic communica ion, mapping how and why p o essionals in eg a e AI in o
hei wo k lows. Speci ically, i iden i ies key AI ools, hei applica ions, and he oppo uni ies and
isks hei adop ion en ail. This explo a o y s udy employs a quali a i e app oach, based on
s uc u ed in e iews o a pu posi e sample o 16 s a egic communica ion p o essionals, de ined
as “p o essionals wo king in communica ion depa men s o agencies as p ima y agen s o
communica ion” (Heide e al., 2018, p. 1), including communica ion Di ec o s and Manage s. A
hema ic analysis was applied o he da a using MAXQDA so wa e. Ou indings e eal
widesp ead AI adop ion, wi h Cha GPT eme ging as he mos used pla o m. AI ools a e applied
in a ious asks, including social media con en c ea ion, da a analysis, p ocess op imiza ion, and
wo k low acili a ion. The main ad an ages iden i ied a e enhanced e iciency, esou ce
op imiza ion, and speed, while challenges e ol e a ound po en ial displacemen and da a p i acy
conce ns. Looking ahead, p o essionals an icipa e ha AI will inc easingly s eamline epe i i e
asks, allowing hem o ocus on c i ical hinking and c ea i e wo k. This s udy con ibu es o
unde s anding AI’s e ol ing ole in s a egic communica ion and highligh s key implica ions o
u u e p o essional p ac ices.
Keywo ds: A i icial In elligence, AI, Communica ion, S a egic Communica ion, Communica ion
P o essionals, Da a p i acy, E hical conside a ions
Acknowledgmen s: The au ho s hank CECC - Uni e sidade Ca ólica Po uguesa and ICS -
Uni e sidade do Minho o he suppo p o ided o ou wo k.
______
* CECC, Uni e sidade Ca ólica Po uguesa, Lisbon, Po ugal. E-Mail: [email p o ec ed]
** CECC, Uni e sidade Ca ólica Po uguesa, Lisbon, Po ugal.
*** ICS, Uni e sidade do Minho, B aga, Po ugal.
In e na ional Jou nal o Ma ke ing, Communica ion and New Media
ISSN: 2182-9306. Special Issue on Ma ke ing & Business Pe spec i es: T ans o ma i e
Insigh s o Ma ke ing and Communica ion in he Digi al E a, May 2025
DOI: h ps://doi.o g/10.54663/2182-9306.2025.SpecialIssueMBP.6-27
To n be ween p ac icali y and ea : how s a egic communica ion p o essionals a e adop ing a i icial in elligence
In e na ional Jou nal o Ma ke ing, Communica ion and New Media. ISSN: 2182-9306. Special Issue on Ma ke ing & Business Pe spec i es:
T ans o ma i e Insigh s o Ma ke ing and Communica ion in he Digi al E a, May 2025.
7
Recei ed on: 2024.10.18
App o ed on: 2025.03.13
E alua ed by a double-blind e iew sys em
1. MAIN INTRODUCTION
1.1 The Role o AI in s a egic communica ion
A i icial In elligence (AI) is becoming widesp ead in se e al o ganiza ions and is inc easingly
being in eg a ed in p o essional ou ines (P asad Ag awal, 2023). Despi e i s g owing p esence,
he implica ions o AI o s a egic communica ion emain unde explo ed, pa icula ly ega ding
how s a egic communica ion p o essionals a e adap ing o and in eg a ing AI in o hei daily
p ac ices. This a icle se s ou o explo e how AI is being adop ed by s a egic communica ion
p o essionals, mapping ou i s main uses and pu poses, as well as discussing he oppo uni ies and
isks i en ails o o ganiza ions and hei di e en s akeholde s.
S a egic communica ion plays a pi o al ole in o ganiza ions, d i ing hem owa ds hei s a egic
goals by es ablishing and nu u ing mu ually bene icial and long-las ing ela ionships wi h hei
di e en s akeholde s (No hha e al., 2020). The e olu ion o media has always shaped
communica ion, and in he las ew decades, apid ad ancemen s in digi al echnologies ha e
ans o med he communica ion landscape, c ea ing an in ica e ecosys em ha blends adi ional
and digi al media (S asbe ge , 2023).
One o he la es echnological de elopmen s is AI, which can be de ined as a se o compu a ional
sys ems designed o simula e asks equi ing human in elligence, such as p oblem-sol ing,
language p ocessing, and pa e n ecogni ion, o , in he wo ds o Haenlein and Kaplan (2019), “a
sys em's abili y o co ec ly in e p e ex e nal da a, o lea n om such da a, and o use hose
lea nings o achie e speci ic goals and asks h ough lexible adap a ion” (p. 3). These capabili ies
a e de eloped using complex algo i hms ained wi h as amoun s o da a, hus suppo ing
decision-making and enabling au onomous p ocesses (Ng e al., 2021). As in o he dimensions o
o ganiza ions, AI is being adop ed o suppo s a egic communica ion (Osei-Mensah e al., 2023).
1.2 Uses o AI wi hin he scope o s a egic communica ion
The ini ial app oach has been o inco po a e AI in o he exis ing echnological oolki , p ima ily
as a ool o moni o ing and assessing communica ion ac ions and e o s, as well as collec ing
da a abou he online beha iou o di e en s akeholde g oups, mainly consume s and ans. As
he echnology e ol es, p o essionals a e shi ing om an ope a ional use o AI owa ds mo e
To n be ween p ac icali y and ea : how s a egic communica ion p o essionals a e adop ing a i icial in elligence
In e na ional Jou nal o Ma ke ing, Communica ion and New Media. ISSN: 2182-9306. Special Issue on Ma ke ing & Business Pe spec i es:
T ans o ma i e Insigh s o Ma ke ing and Communica ion in he Digi al E a, May 2025.
8
s a egic applica ions, le e aging i s capabili ies o enhance decision-making and long- e m
planning (Osei-Mensah e al., 2023).
Examining eme gen esea ch on AI and s a egic communica ion e eals a g owing in eg a ion i
AI in o p o essional ou ines. S udies epo an inc eased use o AI in sen imen analysis
(Tahe doos , 2023). AI can p ocess as olumes o da a om social media, websi es, news ou le s,
and o he online sou ces o de e mine public sen imen owa ds an o ganiza ion, b and,
p oduc /se ice, s a emen o ini ia i e. This eal- ime moni o ing o digi al con e sa ions helps
o ganiza ions an icipa e po en ial c ises and e alua e he e ec i eness o hei communica ion
s a egies (Galloway & Swia ek, 2018).
Ano he apidly expanding applica ion o AI is in cha bo s and i ual assis an s (Gup a e al.,
2020). Ad ances in AI ha e signi ican ly enhanced he con e sa ional capabili ies o cha bo s,
enabling hem o p o ide mo e accu a e and con ex -awa e esponses h ough con inuous lea ning.
Consequen ly, cha bo s and i ual assis an s now o e 24/7 suppo o use s, educing cos s
associa ed wi h human esou ces while imp o ing cus ome expe ience. Ini ially deployed in
cus ome se ice, hese solu ions a e now being applied o b oade aspec s o consume
engagemen , posi i ely enhancing i (Aga wal e al., 2022).
P edic i e analysis ep esen s ano he key a ea whe e AI is ans o ming s a egic communica ion.
AI-d i en algo i hms can iden i y ends, analyse consume beha iou , and de elop o ecas s ha
aid o ganiza ions in s a egic decision-making and c ises p e en ion (Ve ma e al., 2021).
Addi ionally, AI is inc easingly being used o con en gene a ion (Du e al., 2023). Con en
c ea ion has always been cen al o s a egic communica ion, wi h p o essionals p iding
hemsel es on c a ing ele an , engaging, and imely messages. Ini ially, AI was employed o
pe sonalizing mass communica ion by ailo ing messages based on sociodemog aphic da a and
online use beha iou . Mo e ecen ly, AI has been u ilized o gene a e o iginal con en , including
a icles, epo s, p ess eleases o social media pos s, ca e ing o he demands o an e e -
accele a ing digi al landscape. In media en i onmen whe e equency and consis ency d i e
isibili y, AI-gene a ed con en has eme ged as a aluable ool o main aining engagemen .
1.3 Challenges o AI o s a egic communica ion p o essionals
The in eg a ion o AI in o s a egic communica ion b ings bo h oppo uni ies and challenges.
Unde s anding hese challenges is essen ial o p o essionals o de elop e ec i e s a egies ha
mi iga e isks while maximizing he bene i s o AI-d i en communica ion.
To n be ween p ac icali y and ea : how s a egic communica ion p o essionals a e adop ing a i icial in elligence
In e na ional Jou nal o Ma ke ing, Communica ion and New Media. ISSN: 2182-9306. Special Issue on Ma ke ing & Business Pe spec i es:
T ans o ma i e Insigh s o Ma ke ing and Communica ion in he Digi al E a, May 2025.
9
One o he p ima y ad an ages o AI is i s abili y o enhance e iciency by au oma ing epe i i e
asks, educing ope a ional cos s, and op imizing esou ces. AI-d i e da a analysis enables
o ganiza ions o p ocess as amoun s o in o ma ion in eal ime, p o iding aluable insigh s o
s a egic decision-making (Galloway & Swia ek, 2018). In addi ion, da a analysis o e s p edic i e
powe , helping o ganiza ions ake ad an age o upcoming ends and/o cope wi h o a e
po en ial c ises, suppo ing decision-making ha is g ounded on solid in o ma ion (Ve ma e al.,
2021). Fu he mo e, AI enhances he pe sonaliza ion o communica ion, ensu ing ha
s akeholde s ecei e a ge ed and ele an messages, which in u n os e s onge engagemen and
long-las ing ela ionships. Thus, AI makes s a egic communica ion mo e success ul (Du e al.,
2023).
Howe e , challenges a e also eme ging. A ecu ing conce n is he po en ial loss o human agency
in s a egic communica ion, wi h AI-d i en au oma ion eplacing ce ain oles adi ionally
pe o med by s a egic communica ion p o essionals (Su e al., 2021). Cha bo s and i ual
assis an s, o ins ance, ha e begun o eplace cus ome ca e p o essionals in some a eas, al hough
human o e sigh emains necessa y o complex in e ac ions Simila ly, AI-gene a ed con en has
aised conce ns abou he u u e ole o copyw i e s, designe s, pho og aphe s, and o he con en
p oduce s. While AI-gene a ed con en can inc ease e iciency, i o en equi es human e inemen
and o e sigh o ensu e quali y and alignmen wi h b and iden i y. Ra he han ully eplacing
s a egic communica ion p o essionals, AI is eshaping hei oles, shi ing hei ocus om ou ine
asks o s a egic planning, c ea i e di ec ion, and decision-making. p o essionals, AI is eshaping
hei oles, shi ing hei ocus om ou ine asks o s a egic planning, c ea i e di ec ion, and
decision-making. In addi ion, s a egic communica ion p o essionals a e inc easingly wo king
closely wi h AI expe s, which may equi e mu ual unde s anding, as well as he de elopmen o
skills and ocabula y ha suppo an e ec i e collabo a ion (Holmbe g & Meh abo , 2023).
Ano he c i ical challenge is da a p i acy and secu i y. AI sys ems ely on ex ensi e da a collec ion
o unc ion e ec i ely, which may aise e hical and legal conce ns, pa icula ly wi h egula ions
such as he Gene al Da a P o ec ion Regula ion (GDPR) (Kune e al., 2018). As s akeholde s
become inc easingly awa e o hei digi al igh s, o ganiza ions mus ensu e anspa en and
esponsible da a p ac ices o main ain us and a oid epu a ional isks, as well as legal
epe cussions (Du & Xie, 2021).
To n be ween p ac icali y and ea : how s a egic communica ion p o essionals a e adop ing a i icial in elligence
In e na ional Jou nal o Ma ke ing, Communica ion and New Media. ISSN: 2182-9306. Special Issue on Ma ke ing & Business Pe spec i es:
T ans o ma i e Insigh s o Ma ke ing and Communica ion in he Digi al E a, May 2025.
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The apid pace o AI de elopmen also p esen challenges o o ganiza ions a emp ing o keep hei
echnological esou ces and communica ion s a egies up o da e. While ea ly adop e s gain
compe i i e ad an ages, he widesp ead implemen a ion o AI can e ode his edge o e ime
(K akowski e al., 2023). Companies mus emain agile, con inuously e alua ing and upg ading
hei AI-d i en communica ion app oaches o s ay ele an and compe i i e.
Finally, e hical conce ns emain a p essing issue (Du & Xie, 2021). AI sys ems a e only as
unbiased as he da a and algo i hms ha shape hem. I biases a e embedded in AI models –
in en ionally o unin en ionally – hey can lead o exclusion, disc imina ion, and epu a ional
damage (Bo ens ein & Howa d, 2021). Add essing hese e hical issues equi es ongoing sc u iny,
he es ablishmen o e hical guidelines, and esponsible AI de elopmen o ensu e ai ness and
inclusi i y in communica ion s a egies.
In conclusion, while AI o e s unp eceden ed oppo uni ies o imp o e s a egic communica ion,
i also in oduces complex challenges ha mus be ca e ully managed. By c i ically e alua ing AI’s
ole, implemen ing e hical da a p ac ices, and ensu ing human o e sigh , o ganiza ions can ha ness
he ull po en ial o AI while main aining anspa ency, accoun abili y, and meaning ul
ela ionships wi h hei s akeholde s (Radanlie , 2025).
1.4 Fu u e AI ends in s a egic communica ion
Eme ging ends sugges ha AI will con inue o shape in he landscape o s a egic
communica ion. One key a ea o de elopmen is he enhancemen o AI’s con e sa ional
capabili ies. Resea ch indica es ha u u e i e a ions wi h AI-d i en cha bo s and i ual assis an s
will engage in inc easingly na u al and con ex -awa e in e ac ions, closely mimicking human- o-
human communica ion (Woo, 2020). Ano he an icipa ed ad ancemen is AI’s imp o ed abili y o
gene a e complex con en au onomously. AI is expec ed o expand beyond simple ex gene a ion
o p oduce sophis ica ed epo s, ma ke analyses, and e en s a egic ecommenda ions,
signi ican ly enhancing p oduc i i y in communica ion eams (Mijwil & Ab an, 2021).
Addi ionally, he in eg a ion o AI wi h eme ging echnologies such as augmen ed eali y and
i ual eali y is se o c ea e imme si e and in e ac i e communica ion expe iences. These
ad ancemen s could e olu ionize s akeholde engagemen , p o iding o ganiza ions wi h new
ways o os e ela ionships and build b and loyal y (Li e al., 2023).
To n be ween p ac icali y and ea : how s a egic communica ion p o essionals a e adop ing a i icial in elligence
In e na ional Jou nal o Ma ke ing, Communica ion and New Media. ISSN: 2182-9306. Special Issue on Ma ke ing & Business Pe spec i es:
T ans o ma i e Insigh s o Ma ke ing and Communica ion in he Digi al E a, May 2025.
11
Las ly, e hical conside a ions will become inc easingly cen al, as AI adop ion g ows.
O ganiza ions will need o p io i ize anspa ency, accoun abili y, and e hical da a managemen ,
o align wi h e ol ing egula o y amewo ks and s akeholde expec a ions (Du & Xie, 2021).
In summa y, he in eg a ion o AI in p o essional ou ines o s a egic communica ion is ede ining
he way o ganiza ions ela e o hei s akeholde s, and he ole o p o essionals wo king in his
ield. These changes o e signi ican oppo uni ies o imp o e e ec i eness, e iciency, and
engagemen in s a egic communica ion, bu hey also p esen challenges in e ms o e hics,
p i acy, and cons an adap a ion (Osei-Mensah e al., 2023). I is impe a i e ha o ganiza ions
unde s and he po en ial o AI o app op ia e i c i ically, sa ely, esponsibly, and bene icially.
O ganiza ions ha emb ace AI a e expec ed o be be e posi ioned o achie e hei goals and
main ain syne gic ela ionships wi h hei s akeholde s. This en ails being lexible, adap ing o an
e e -changing echnological en i onmen , bu abo e all ac ing e hically and disco e ing new bes
p ac ices and p o essional ou ines ha a e uly bene icial o bo h o ganiza ions and hei
s akeholde s. Ou esea ch se s ou o explo e how his adop ion o AI by o ganiza ions, and
speci ically by s a egic communica ion p o essionals, is un olding in Po ugal and B azil, by
mapping hei new AI-based ou ines and discussing he oppo uni ies and isks ha hey
acknowledge in AI.
2. MATERIALS AND METHODS
2.1 Resea ch design
We conduc ed an explo a o y s udy, aiming o collec in o ma ion and insigh s abou an eme gen
phenomenon (C eswell & Po h, 2017). While AI has exis ed o qui e some ime, i s adop ion
ac oss o ganiza ions is ela i ely new. Wi h a speci ic ocus on s a egic communica ion, ou s udy
se ou o map how s a egic communica ion p o essionals a e adop ing and using his new
esou ce.
Fo his pu pose, he quali a i e me hod is ad an ageous, as i allows in-dep h explo a ion and
unde s anding o no el expe iences, collec ing ich and nuanced da a, capable o p o iding
insigh s on he pe cep ions, meaning and in icacies o such expe iences o hose in ol ed.
Fu he mo e, quali a i e me hods a e lexible, ideal o s udying new phenomena and adjus ing o
unexpec ed indings, hus p o iding a holis ic and ich s a ing poin o u he esea ch (S ebbins,
2001).
To n be ween p ac icali y and ea : how s a egic communica ion p o essionals a e adop ing a i icial in elligence
In e na ional Jou nal o Ma ke ing, Communica ion and New Media. ISSN: 2182-9306. Special Issue on Ma ke ing & Business Pe spec i es:
T ans o ma i e Insigh s o Ma ke ing and Communica ion in he Digi al E a, May 2025.
12
Ou s udy ollows a simple esea ch design, wi h only one da a collec ion s age, ollowed by da a
analysis (C eswell & Po h, 2017). Ou s udy was app o ed by he E hics Commi ee o CECC -
Resea ch Cen e on Communica ion and Cul u e o Uni e sidade Ca ólica Po uguesa, and s ic ly
ollowed he cen e ’s e hical guidelines and GRDP. In o med consen was ob ained om all
pa icipan s indi idually.
2.2 Sampling echnique
Ou s udy uses a pu posi e sample, a sampling echnique in which pa icipan s a e selec ed
delibe a ely based on speci ic c i e ia, de e mined acco ding o esea ch goals. This ype o sample
is ad an ageous because i can p o ide ich and specialized da a, depending on he expe ise o he
pa icipan s selec ed. Also, i is ime and cos e ec i e, as i a o ds di ec access o pa icipan s
wi h speci ic cha ac e is ics and expe iences, who a e able o p o ide deepe and iche insigh
in o he phenomenon in s udy (Ray, 2012).
In ou case, as ou goal was in es iga ing how AI is being used wi hin he scope o s a egic
communica ion, we ollowed Heide e al.’s de ini ion as “p o essionals wo king in communica ion
depa men s o agencies as p ima y agen s o communica ion” (2018, p. 1), hus including
p o essionals wi h he job i les o “Communica ion Di ec o ” and “Communica ion Manage ”
wo king in communica ion depa men s o agencies. Wi hin his homogenei y c i e ion, we
sea ched o di e si y, selec ing p o essionals o di e en ages, gende s, sec o s, posi ions and
wo k expe ience. We iden i ied po en ial pa icipan s ia he esea che s’ LinkedIn ne wo ks and
in i ed hem by di ec message on his pla o m. Using pe sonal con ac s en ails biases, such as
lack o di e si y o he con ac s, and a p opensi y o please he esea che on he pa o pe sonal
con ac s (Galdas, 2017). This eam o esea che s possesses a wide and di e se ne wo k o
con ac s, buil o e mo e han 20 yea s o expe ience as eache s, esea che s and p o essionals
wo king in Communica ion. To minimize such biases, we only con ac ed p o essionals ha we e
hi d o u he connec ions, hus no including closes con ac s.
We sen ou 30 in i a ions and go se e al posi i e answe s. We decided o s op da a collec ion a
16 pa icipan s, bo h om Po ugal and B azil, when we eached da a sa u a ion. On Table 1, we
p esen a gene al desc ip ion o ou sample.
To n be ween p ac icali y and ea : how s a egic communica ion p o essionals a e adop ing a i icial in elligence
In e na ional Jou nal o Ma ke ing, Communica ion and New Media. ISSN: 2182-9306. Special Issue on Ma ke ing & Business Pe spec i es:
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Table 1. Sample desc ip ion.
NAME
COUNTRY
GENDER
COMPANY
INDUSTRY/S
ECTOR
JOB ROLE
JOB
LEVEL
Alessa Flo es
B azil
Female
Sense
Comunicação
Communica io
n Agency
Di ec o o
Communica
ion
Senio -
le el
And é Casado
Po ugal
Male
IAMIN
Communica io
n Agency
Di ec o o
Communica
ion
Senio -
le el
Débo a
Ma ins
B azil
Female
NSC
Comunicação
Communica io
n Agency
Communica
ion Manage
Mid-le el
Filipe Mo na
Po ugal
Male
Fullsix
Po ugal
Communica io
n Agency
Communica
ion Manage
Mid-le el
G aziella
Rigo i
B azil
Female
Agibank
Bank
Communica
ion Manage
Mid-le el
Joana Teixei a
Po ugal
Female
Je ónimo
Ma ins
Re ail
Communica
ion Manage
Mid-le el
Ma iana Lima
Po ugal
Female
T icycle
Communica io
n Agency
Communica
ion Manage
Junio -
le el
Mau en Fa ia
Po ugal
Female
Mul i ision
IT
Communica
ion Di ec o
Senio -
le el
Pâmela
Sei e
B azil
Female
So Design
IT
Communica
ion Manage
Mid-le el
Paola Mülle
B azil
Female
B i ia G oup
Communica io
n Agency
Communica
ion Di ec o
Senio -
le el
Pa ícia
Fe nandes
Po ugal
Female
Me cedes-
Benz.io
Au omobile
Communica
ion Manage
Mid-le el
Raquel
Sil é io
Po ugal
Female
No a SBE
Highe
Educa ion
Communica
ion Manage
Mid-le el
Rui Pa a ana
Po ugal
Male
Ma co
Gou eia
Unipessoal
LDA
Communica io
n agency
Communica
ion Manage
Mid-le el
Síl ia
Ca ape o
Po ugal
Female
No a SBE
Highe
Educa ion
Communica
ion Di ec o
Senio -
le el
To n be ween p ac icali y and ea : how s a egic communica ion p o essionals a e adop ing a i icial in elligence
In e na ional Jou nal o Ma ke ing, Communica ion and New Media. ISSN: 2182-9306. Special Issue on Ma ke ing & Business Pe spec i es:
T ans o ma i e Insigh s o Ma ke ing and Communica ion in he Digi al E a, May 2025.
14
NAME
COUNTRY
GENDER
COMPANY
INDUSTRY/S
ECTOR
JOB ROLE
JOB
LEVEL
Thiago Mi oh
Po ugal
Male
O alMed
Heal h
Communica
ion Manage
Mid-le el
Vanessa
Raminhos
Po ugal
Female
Handy
C ea i e
S udio
Communica io
n agency
Communica
ion Manage
Junio -
le el
2.3 Da a collec ion echnique
As a da a collec ion echnique, we selec ed he s uc u ed in e iew. In e iews a e conside ed one
o he mos ad an ageous da a collec ion echniques in quali a i e esea ch. Thei dialogical
na u e, and pa icula ly he non-s uc u ed and semi-s uc u ed o ma s, allows in-dep h
explo a ion o opics, con ex ualized by pe sonal pe spec i es and expe iences, hus a o ding
deepe unde s anding o complexi y and meanings. The ace o ace and in e ac i e na u e o
in e iews a o ds lexibili y, adap abili y, he possibili y o cla i y and explo e esponses, he
ailo ing o he in e iew o each pa icipan , and spon aneous con ibu ions om pa icipan s. In
addi ion, in e iews a o he es ablishmen o pe sonal connec ions, which make i possible o
explo e pe sonal and sensi i e opics, aking a deepe look in o pe sonal pe spec i es (King e al.,
2019).
We op ed o s uc u ed in e iews because ou pa icipan s a e busy p o essionals, hei
a ailabili y is limi ed, and hey we e only ag eed o sho in e iews, up o 30 minu es. Ou
in e iew sc ip is composed o 11 ques ions, di ided in o 2 g oups: 3 ques ions on
sociodemog aphic da a and 8 ques ions abou hei p o essional p ac ices wi h AI ( ocusing opics
such as speci ic asks and unc ions accomplished wi h AI in hei daily ou ine, o e all use o AI
in hei o ganiza ion, o e all iew o use o AI in s a egic communica ion, bene i s and isks o
AI o all s akeholde s, egula ion, and ision o he u u e). All pa icipan s signed an in o med
consen o m and au ho ized he use o hei pe sonal da a, namely name and job desc ip ion.
2.4 Da a analysis echnique
As a da a analysis echnique, we used hema ic analysis. This echnique is pa icula ly use ul o
small-scale explo a o y s udies wi h limi ed esou ces. I allows a heo y-d i en app oach,
es ablishing hemes based on he li e a u e e iew, combined wi h a da a-d i en app oach,
conside ing eme ging hemes. This is adequa e o explo a o y s udies, a o ding ex ended
knowledge on new phenomena, and allowing pa icipan s o exp ess hei pe spec i es.
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T ans e sal o all in e iewees is ano he majo conce n abou da a p i acy and secu i y.
Responden s emphasized he impo ance o egula o y o e sigh o ensu e esponsible AI use. Fo
example, Alessa Flo es om Sense Communica ion a gues ha “i 's impo an o companies and
indi iduals o be held accoun able in o de o gua an ee anspa ency in he p o essional use o
AI”, and Síl ia Ca ape o om No a SBE ag ees ha “ he e should be an o ganiza ion ha se s
legal and e hical limi s, bu ha 's i , because i 's a echnology ha knows no limi s, i jus gi es
answe s, wha e e hey may be”. While some ad oca ed o s ic e egula ions and sanc ions –
such as Joana Teixei a om Je ónimo Ma ins, who claims ha “Ou lining igh s and du ies,
bounda ies o use, and sanc ions o hose who don' comply” -, o he s emphasized he need o
educa ion and awa eness-building o p omo e e hical AI p ac ices – as is he case o Paola Mülle
om B í ia G oup, who s a es ha “Use educa ion in ela ion o he ools”. This aligns wi h
b oade e hical conside a ions in AI go e nance and he balance be ween e iciency and
accoun abili y (Osei-Mensah e al., 2023).
This is consis en wi h s udies p edic ing ha AI will no eplace communica ion p o essionals bu
will equi e hem o de elop new skills, such as AI supe ision, s a egic o e sigh , and c i ical
e alua ion o au oma ed ou pu s (Welle & Lock, 2024). O ganiza ions in es ing in AI li e acy
and aining will likely main ain a compe i i e edge.
3.5 The u u e o AI in s a egic communica ion
When asked abou he u u e o s a egic communica ion in a AI-embedded wo ld, in e iewees
exp essed di e se pe spec i es and mixed eelings. A dominan pe spec i e was ha AI would
inc easingly ake o e mechanical asks and epe i i e asks, allowing p o essionals o ocus on
s a egic and c ea i e wo k. This is he iew o Débo a Ma ins om NSC Comunicação, who says
ha "AI will inc easingly be used o epe i i e asks, enabling p o essionals o explo e hei
c ea i i y and c i ical/s a egic hinking". Many en isioned a shi in p o essional oles, wi h AI
ac ing as a co-wo ke ha enhances human capabili ies a he han eplacing hem en i ely. In his
sense, Filipe SJ om Naga o s a es ha "These ools and he luid sp ead o AI will comple ely
change he way we wo k, he people and posi ions we hi e and he way we ain om now on. The
mo e echnical posi ions will disappea , and he human being will become a kind o di ec o wi h
a gian a ie y o ools ha will wo k wi h a echnical eam eady o wo k a any ime".
Some esponden s specula ed ha he communica ion indus y would unde go p o ound
ans o ma ions, equi ing p o essionals o adap and de elop new skill se s. O he s oiced
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unce ain y abou he implica ions o ad anced AI, such as A i icial Gene al In elligence (AGI),
and i s po en ial o dis up adi ional agency models. While many saw AI as an oppo uni y o
e iciency and inno a ion, o he s iewed i as a o ce ha could eshape – no necessa ily o he
be e – he ela ionship be ween humans and echnology. While conside ing ha AI will be
impo an in day- o-day wo k, ha companies ha know how o use i will gain compe i i e
ad an ages, and ha many s a egic communica ion p o essionals will make he mos o i , hey
a e conce ned abou he ela ionship be ween humans and machines. They wonde whe he AI will
lea e oom o humans in he ield o s a egic communica ion, especially wi h he a i al o
A i icial Gene al In elligence (AGI), which, acco ding o his g oup o pa icipan s, could
comple ely e adica e he ole o ad e ising agencies. This pe spec i e suppo s ongoing
discussions in AI esea ch, emphasizing he need o esponsible AI adop ion o ensu e
anspa ency, accoun abili y, and e hical use (Du & Xie, 2021; Mijwil & Ab an, 2021).
F om a p ac ical s andpoin , hese indings sugges ha o ganiza ions should de elop AI adap a ion
s a egies ha inco po a e e hical conside a ions, human o e sigh , and con inuous skills aining.
Fu u e esea ch should explo e how AI go e nance policies shape communica ion wo k lows in
co po a e and agency se ings (Welle & Lock, 2024).
In summa y, his s udy p o ides a nuanced pe spec i e on AI’s ole in s a egic communica ion. I
highligh s bo h he oppo uni ies and challenges ha p o essionals ace as AI becomes mo e deeply
embedded in hei wo k lows. E hical conside a ions, e ol ing p o essional oles, and he balance
be ween au oma ion and human expe ise will shape he u u e o AI-d i en communica ion.
4. CONCLUSION
Ou s udy sheds ligh on o he in eg a ion o AI in o he p o essional ou ines o s a egic
communica ion p o essionals.
Theo e ical knowledge, so a , highligh s he mul i ace ed po en ial o AI in s a egic
communica ion, emphasizing i s ole in asks anging om sen imen analysis o con en c ea ion
(Osei-Mensah e al., 2023). Ou esul s align wi h hese heo e ical expec a ions, e ealing a
di e se ange o applica ions adop ed by s a egic communica ion p o essionals, anging om
esea ch o s a egy, implemen a ion, and he acili a ion o mechanical and epe i i e asks.
In e ms o esea ch, he s udy ound a signi ican emphasis on i s use o sen imen analysis. This
esona es wi h he heo e ical unde pinning ha AI can e icien ly moni o and analyze as
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amoun s o da a om di e se online sou ces o moni o public sen imen (Galloway & Swia ek,
2018; Tahe doos , 2023). This eal- ime unde s anding is c ucial o s a egic communica o s o
espond p omp ly o eme ging issues and c ises. The applica ion o AI in cha bo s and i ual
assis an s also aligns wi h heo e ical expec a ions (Gup a e al., 2020). The s udy shows ha AI
has no only imp o ed con e sa ional abili ies bu has also expanded i s use beyond cus ome ca e
o enhance o e all consume expe ience. This esona es wi h he idea ha AI-d i en au oma ion
can con ibu e o e iciency and e ec i eness in communica ion p ocesses (Aga wal e al., 2022).
An in iguing inding is he use o AI in gene a ing con en . The heo e ical amewo k
acknowledged AI's po en ial in pe sonalizing and op imizing con en c ea ion (Du e al., 2023).
Al hough c ea ing con en has always been he expe ise o communica ion p o essionals, ou
esul s con i m ha AI-gene a ed con en encompasses a icles, epo s, and social media pos s.
This aligns wi h he e ol ing landscape o online communica ion, in which he equency o
con en publica ion is a key ac o . P o essionals a e le e aging AI o mee hese demands
e icien ly.
Al hough s a egic communica ion p o essionals a e a ac ed o he p ac icali y a o ded by AI,
hey a e simul aneously ea ul o how he use o AI may impac hei jobs. These ea s encompass
conce ns abou job displacemen , e hical conside a ions, and he need o collabo a ion be ween
communica ion p o essionals and AI expe s. The s udy's indings alida e hese conce ns,
highligh ing he ea o echnology eplacing human oles, pa icula ly in cus ome ca e and
con en c ea ion (Su e al., 2021). While he s udy sugges s ha AI will no eplace s a egic
communica ion p o essionals en i ely, i poin s o a ede ini ion o oles. Communica ion
p o essionals a e dedica ing mo e ime o s a egic planning and c ea i e wo k, as AI akes o e
ou ine asks. This aligns wi h he heo e ical a gumen ha AI can enhance e iciency by
au oma ing epe i i e asks, allowing p o essionals o ocus on mo e c ea i e and c i ical ac i i ies
(Du e al., 2023). E hical conce ns iden i ied in he indings, such as p i acy issues and po en ial
biases in AI algo i hms, esona e wi h he heo e ical amewo k's emphasis on he impo ance o
e hical conside a ions in AI adop ion (Kune e al., 2018; Du & Xie, 2021; Osei-Mensah e al.,
2023). The s udy unde sco es he need o o ganiza ions o na iga e he delica e balance be ween
u ilizing AI o e iciency and ensu ing esponsible and e hical p ac ices. To suppo hese, e hical
guidelines and egula ions a e necessa y. The s udy's pa icipan s an icipa e he eme gence o
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ans e sal e hical p inciples, e lec ing a ma u a ion in he unde s anding o esponsible AI
adop ion.
Looking a he u u e, academic li e a u e an icipa es he ongoing de elopmen o AI's e icacy in
a ious unc ions and i s in eg a ion wi h o he echnologies (Mijwil & Ab an, 2021). This s udy
suppo s hese expec a ions, emphasizing he con inued imp o emen o AI's con e sa ional skills
and i s abili y o gene a e mo e complex con en . The in eg a ion o AI wi h o he echnologies,
such as augmen ed eali y and i ual eali y, aligns wi h he heo e ical sugges ion ha AI will
become mo e seamlessly in eg a ed in o exis ing echnologies, o e ing imme si e expe iences.
This sugges s a u u e whe e AI enhances no only con en bu also he o e all use expe ience
h ough mo e in e ac i e and imme si e in e aces (Welle & Lock, 2024).
In conclusion, he esul s o ou s udy p o ide aluable insigh s in o he cu en s a e o AI adop ion
in s a egic communica ion, o e ing bo h con i ma ion and expansion o he li e a u e a ailable.
The p ac ical applica ion o AI in sen imen analysis, con en gene a ion, and enhanced consume
expe iences align wi h heo e ical expec a ions and p e iews o he b oad po en ial o AI.
Challenges such as job displacemen , e hical conce ns, and he e ol ing oles o communica ion
p o essionals unde sco e he complex in e play be ween AI and humani y. Ou indings highligh
he dynamic na u e o AI's ole in s a egic communica ion. The con inued de elopmen o AI's
capabili ies and i s in eg a ion wi h o he echnologies poin o a u u e in which AI becomes an
indispensable ool o communica ion p o essionals. E hical conside a ions play a cen al ole in
shaping he ajec o y o AI adop ion, emphasizing he need o a balanced and esponsible
app oach. As o ganiza ions na iga e his ans o ma i e landscape, ou s udy p omp s u he
e lec ion and esea ch on he e hical implica ions o AI, he e ol ing oles o communica ion
p o essionals, and he collabo a i e syne gy be ween human expe ise and AI in he e e -e ol ing
ield o s a egic communica ion. This s udy con ibu es o a deepe unde s anding o he p ac ical
dimensions, challenges, and po en ial u u e ajec o ies o AI in his c i ical domain.
Despi e hese con ibu ions, his s udy also has limi a ions ha mus be acknowledged. Fi s , he
esea ch is con ex -speci ic, ocusing on s a egic communica ion p o essionals in Po ugal and
B azil. As a esul , he indings a e no gene alizable o p o essionals in o he egions wi h di e en
cul u al, echnological, and egula o y landscapes. Addi ionally, he s udy’s explo a o y na u e and
ela i ely small sample size limi he ex en o which b oad conclusions can be d awn. While he
quali a i e app oach p o ides ich insigh s, u u e esea ch would bene i om la ge , mo e di e se
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samples and compa a i e s udies ac oss mul iple coun ies and indus ies. Fu he mo e, he apid
e olu ion o AI ools means ha some indings may quickly become ou da ed, necessi a ing
ongoing esea ch o ack how AI adop ion and pe cep ions shi o e ime. Recognizing hese
limi a ions allows o a mo e nuanced in e p e a ion o he indings and unde sco es he need o
con inued in es iga ion in o AI’s ole in s a egic communica ion.
Fu u e esea ch should explo e se e al eme ging a eas in his ield. Fi s , he long- e m impac o
AI on p o essional oles emains unce ain, wa an ing longi udinal s udies on how s a egic
communica ion p o essionals adap o AI-d i en wo k lows. Second, while AI aids con en
c ea ion, esea ch is needed o unde s and i s e ec on c ea i i y in communica ion s a egies.
Addi ionally, s udies should examine bes p ac ices o AI go e nance and egula o y compliance
in s a egic communica ion. Ano he ele an a ea in ol es audience pe cep ion – how do
s akeholde s engage wi h AI-gene a ed con en , and does i in luence us in o ganiza ions?
Finally, c oss-cul u al esea ch could p o ide insigh s in o how AI adop ion a ies ac oss di e en
egula o y and o ganiza ional landscapes. Add essing hese esea ch gaps will con ibu e o a mo e
comp ehensi e unde s anding o AI’s e ol ing ole in s a egic communica ion.
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