Inteligência artificial e comunicação de crise

: otimizar estratégias na era digital

Abstract

In a digital era that is also transforming the communications sector, the integration of new tools and technologies into the daily routine of professionals is inevitable. The accelerated adoption of Artificial Intelligence (AI) technologies in sectors, including communications, has led to a transformation in the way crises are managed and communicated, and brings unique opportunities for the sector. However, this adoption also brings challenges, particularly in terms of maintaining a balance between automation and human supervision. In this sense, this research explores the point at which AI intersects with strategic communication. Through interviews with communication professionals, the study investigates how AI is being adopted in communication agencies, seeking to answer the research question “How can Artificial Intelligence optimize communication strategies in crisis situations in communication agencies?”. The research followed a qualitative methodology, and semi-structured interviews were carried out with 11 communication agencies associated with APECOM (Portuguese Association of Communication Companies). The qualitative approach, through semistructured interviews, was used to allow an in-depth exploration of the perceptions of the communication professionals. The information gathered reveals that although AI can significantly support crisis communication, human supervision remains essential for strategic communication both in crisis and on a day-to-day basis. It also concludes that although AI increases efficiency by offering predictive analyses and automating routine tasks, intuition, emotional intelligence and human judgement are irreplaceable. The study also highlights the ethical considerations that accompany the use of AI in crisis scenarios. The dissertation offers a theoretical overview of the role of AI in crisis communication and provides practical recommendations for communication agencies. The conclusions drawn from this study aim to help agencies not only integrate AI effectively, but also foster collaborative environments where human expertise and AI capabilities work in harmony.

Date of Award	21 Jan 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)