Navigating the new terrain

: the role of artificial intelligence in shaping strategic internal communication and employee engagement

Abstract

This study explores the transformative role of Artificial Intelligence (AI) in reshaping Strategic Internal Communication (SIC) and its impact on Employee Engagement (EE). The research aims to investigate how AI adoption affects communication strategies, EE, and the evolving responsibilities of Internal Communication (IC) professionals. The problem addressed revolves around the need for organizations to balance technological efficiency with human-centric communication as AI becomes more integrated into corporate environments. The central research question focuses on how AI integration transforms SIC and its implications for EE. The study addresses five key research objectives: assessing the current use of AI in IC, evaluating its impact on communication quality, exploring employee perceptions, understanding how AI influences EE, and analyzing the evolving roles of IC professionals. The methodology is based on qualitative interviews with IC experts and employees, providing both strategic and operational insights. This approach ensures a comprehensive understanding of the changes AI brings to the field of IC. The main findings reveal that AI significantly streamlines communication processes, automates repetitive tasks, and personalize messages, leading to improved communication quality as the time freed up can be used for more strategic and human based tasks. However, challenges such as the need for upskilling and ethical concerns regarding data use were also identified. The study concludes by offering practical guidelines for IC professionals to effectively manage AI integration, ensuring it aligns with organizational values while enhancing EE. These findings provide a foundational framework for organizations looking to leverage AI in their communication strategies.

Date of Award	8 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)