Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

From Talk to Tech: Employee Perspectives on Generative AI Adoption in Corporate Communication

Nedashkovskaia, Daria LU (2024) SKOM12 20241
Department of Strategic Communication
Abstract (Swedish)
Generative AI (Gen AI) is rapidly transforming communication within
organizations. While existing research delves into the ethical considerations and productivity impacts of Gen AI, a critical gap remains: how communication
specialists, who play a vital role in organizational sensemaking, experience this change. This study addresses this gap by investigating how communication
specialists from medium and large companies interpret the influence of Gen AI on their professional lives and the organizations they work in. The research employs an interpretive qualitative approach and utilizes in-depth interviews with communication specialists across various European industries. The study explores this process through the lens of SCARF and... (More)
Generative AI (Gen AI) is rapidly transforming communication within
organizations. While existing research delves into the ethical considerations and productivity impacts of Gen AI, a critical gap remains: how communication
specialists, who play a vital role in organizational sensemaking, experience this change. This study addresses this gap by investigating how communication
specialists from medium and large companies interpret the influence of Gen AI on their professional lives and the organizations they work in. The research employs an interpretive qualitative approach and utilizes in-depth interviews with communication specialists across various European industries. The study explores this process through the lens of SCARF and sensemaking theories. The findings reveal that communication specialists are in a transitional phase, redefining their roles as Generative AI automates some content creation tasks. While acknowledging a potential decrease in the value of technical content creation skills, the specialists recognize the need to develop their expertise in project management and crafting original, human-centric stories, which will be more valuable in a world saturated with quickly produced ordinary content. Furthermore, the study findings emphasize the importance of clear and open communication from leadership regarding Gen AI implementation to foster a sense of autonomy and certainty among employees. (Less)
Please use this url to cite or link to this publication:
author
Nedashkovskaia, Daria LU
supervisor
organization
course
SKOM12 20241
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Generative AI, sensemaking, SCARF, organizational change, strategic communication
language
English
id
9159256
date added to LUP
2024-06-14 16:17:51
date last changed
2024-06-14 16:17:51
@misc{9159256,
  abstract     = {{Generative AI (Gen AI) is rapidly transforming communication within
organizations. While existing research delves into the ethical considerations and productivity impacts of Gen AI, a critical gap remains: how communication
specialists, who play a vital role in organizational sensemaking, experience this change. This study addresses this gap by investigating how communication
specialists from medium and large companies interpret the influence of Gen AI on their professional lives and the organizations they work in. The research employs an interpretive qualitative approach and utilizes in-depth interviews with communication specialists across various European industries. The study explores this process through the lens of SCARF and sensemaking theories. The findings reveal that communication specialists are in a transitional phase, redefining their roles as Generative AI automates some content creation tasks. While acknowledging a potential decrease in the value of technical content creation skills, the specialists recognize the need to develop their expertise in project management and crafting original, human-centric stories, which will be more valuable in a world saturated with quickly produced ordinary content. Furthermore, the study findings emphasize the importance of clear and open communication from leadership regarding Gen AI implementation to foster a sense of autonomy and certainty among employees.}},
  author       = {{Nedashkovskaia, Daria}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{From Talk to Tech: Employee Perspectives on Generative AI Adoption in Corporate Communication}},
  year         = {{2024}},
}