From Talk to Tech: Employee Perspectives on Generative AI Adoption in Corporate Communication
(2024) SKOM12 20241Department 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:
http://lup.lub.lu.se/student-papers/record/9159256
- author
- Nedashkovskaia, Daria LU
- supervisor
- organization
- course
- SKOM12 20241
- year
- 2024
- 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}}, }