Opportunities and risks of ChatGPT for corporate communication
DOI:
https://doi.org/10.34630/tth.v1i5.6277Keywords:
Digital Transformation, Business Communication, Artificial Intelligence, Automation, Ethics, ChatGPTAbstract
Worldwide digital globalisation has profoundly changed the norms of business communication, introducing new technologies that not only simplify processes, but also transform the way brands communicate with their stakeholders. The evolution of these innovations has led to the use of virtual assistants with artificial intelligence, such as ChatGPT, in content creation. In this article, we seek to reflect on the benefits and difficulties that this technology brings to organisational communication and the current state of its implementation.During the course of this article, we found positive aspects such as the automation of work and the maximisation of operational efficiency. However, we also identified various risks related to ethics, information reliability and the lack of human supervision. The study also looks at the Portuguese context and the specificities of its market, as well as how companies are adapting to this technological innovation.
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