The Impact of Generative Artificial Intelligence on Business Communication: Efficiency, Ethics, and the Human Factor
DOI:
https://doi.org/10.34630/tth.v6i1.7257Keywords:
Generative AI, Business communication, Operational effectiveness, Ethical standards, Critical curation, Algorithmic literacyAbstract
The introduction of generative artificial intelligence (GAI) in organizations marks the shift from execution models to critical curation models. This article analyses how generative AI alters the effectiveness of corporate communication, acting as a co-pilot that optimizes productivity but demands new ethical standards and algorithmic literacy. It explores the relationship between production speed and the reputational risks that data distortion can cause. The study concludes that operational effectiveness depends on the restructuring of corporate governance, where the human factor ensures the ethical role and strategic purpose. It is essential that communication professionals have a supervisory and oversight role regarding content in an automated world.
References
Bonney, K., Breaux, C., Buffington, C., Dinlersoz, E., Foster, L., Goldschlag, N., Haltiwanger, J., Kroff, Z., & Savage, K. (2024). The impact of AI on the workforce: Tasks versus jobs? Economics Letters, 244, 111971. https://doi.org/10.1016/j.econlet.2024.111971
Calvino, F., Reijerink, J., & Samek, L. (2025). The effects of generative AI on productivity, innovation and entrepreneurship. (OECD Artificial Intelligence Papers, No.39). OECD Publishing. https://doi.org/10.1787/b21df222-en
Cardon, P., Fleischmann, C., Logemann, M., Heidewald, J., Aritz, J., & Swartz, S. (2024). Competencies needed by business professionals in the AI age: Character and communication lead the way. Business and Professional Communication Quarterly, 87(2), 223–246. https://doi.org/10.1177/23294906231208166
Chee, H., Ahn, S., & Lee, J. (2025). A competency framework for AI literacy: Variations by different learner groups and an implied learning pathway. British Journal of Educational Technology, 56(5), 2146-2182.https://doi.org/10.1111/bjet.13556
Chen, Y.-S., Tang, Y.-C., & Chen, C. (2024). The ethical deliberation of generative AI in media applications. Emerging Media, 2(2), 259-276. https://doi.org/10.1177/27523543241277563
Cillo, P., & Rubera, G. (2025). Generative AI in innovation and marketing processes: A roadmap of research opportunities. Journal of the Academy of Marketing Science, 53, 684–701. https://doi.org/10.1007/s11747-024-01044-7
Clarke, M., & Joffe, M. (2025). Beyond replacement or augmentation: How creative workers reconfigure division of labor with generative AI. [Preprint]. arXiv https://doi.org/10.48550/arXiv.2505.18938
Coman, A. W., & Cardon, P. (2026). Perceptions of professionalism and authenticity in AI-assisted writing. Business and Professional Communication Quarterly ,82 (2). Advanced online publication. https://doi.org/10.1177/23294906241233224
Gans, J. S. (2024). How will Generative AI impact communication? Economics Letters, 242, 111872. https://doi.org/10.1016/j.econlet.2024.111872
Gut, S. (2026, 24 de março). Sephora lança uma aplicação no ChatGPT que anuncia a evolução do seu sistema de compras. https://pt.fashionnetwork.com/news/Sephora-lanca-uma-aplicacao-no-chatgpt-que-anuncia-a-evolucao-do-seu-sistema-de-compras,1818546.html
Henke, J. (2024). Navigating the AI era: University communication strategies and perspectives on generative AI tools. Journal of Science Communication, 23(03), A05. https://doi.org/10.22323/2.23030205
Henke, J. (2025). The new normal: The increasing adoption of generative AI in university communication. Journal of Science Communication, 24(02), A07. https://doi.org/10.22323/2.24020207
Hilb, M. (2020). Toward artificial governance? The role of artificial intelligence in shaping the future of corporate governance. Journal of Management and Governance, 24, 851–870. https://doi.org/10.1007/s10997-020-09519-9
Kim, J., Davis, T., & Hong, L. (2022). Augmented intelligence: Enhancing human decision making. In M. V. Albert, L. Lin, M. J. Spector, & L. S. Dunn (Eds.), Bridging human intelligence and artificial intelligence (pp. 151–170). Springer. https://doi.org/10.1007/978-3-030-84729-6_10
Nuortimo, K., Harkonen, J., & Breznik, K. (2026). Exploring corporate reputation and crisis communication. Journal of marketing analytics, 14, 4-25. https://link.springer.com/article/10.1057/s41270-024-00353-8
Pellanda, E. C. (2024). The Human factor as a filter to develop Artificial Intelligence in corporations. Organicom, 21(44), 15–27 https://doi.org/10.11606/issn.2238-2593.organicom.2024.221332
Taeihagh, A. (2025). Governance of generative AI. Policy and Society, 44(1), 1–22. https://doi.org/10.1093/polsoc/puaf001
Wang, Y., Ravazzani, S., & Anton, A. (2025). Generative AI risks: Are European communication professionals ready? A study on individual and organizational readiness. Journal of Communication Management. 1-18. Advance online publication. https://doi.org/10.1108/JCOM-12-2024-0256
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 The Trends Hub, Revista de Tendências em Comunicação e Ciências Empresariais
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
