How artificial intelligence is being used by strategic communication professionals

Artificial Intelligence (AI) is expanding across various contexts and organisations and becoming ingrained in the daily practices of professionals. Our study looks specifically into the adoption of AI in strategic communication, setting out to map how and why communication professionals and experts are adhering to AI. Our goals are delineating its applications and objectives, as well as discussing associated opportunities and risks. Our empirical work is exploratory and follows the qualitative method, based on interviews to a purposive sample of 22 communication professionals and experts. A thematic analysis was applied to the data. Our findings reveal a widespread integration of AI platforms among communication professionals, with ChatGPT standing out. They are used for multiple purposes, from social media content creation to data analysis, optimising processes, and facilitating various functions. The main advantages identified are enhanced efficiency, resource optimization, and speed, while challenges revolve around the potential replacement of human labour and concerns about data privacy. The future trajectory foresees AI increasingly streamlining mechanical tasks, fostering a positive view among professionals who anticipate a strategic shift toward critical thinking and specialised roles.