Artificial intelligence in corporate communication: challenges and opportunities

Abstract

In the last few years, Artificial Intelligence (AI) has emerged as an essential tool in corporate communication, helping companies optimize processes, personalize messages, and respond more effectively to the demands of increasingly diverse audiences. This article offers a critical reflection on the strategic role of AI in corporate communication, highlighting the opportunities it offers as well as the ethical implications that arise from its implementation. It identifies three main opportunities: the first is increased efficiency and more personalized messaging; the second is the promotion of innovation and accessibility; and the third is the need for human oversight to address ethical challenges related to privacy, algorithmic bias, and misinformation. Based on empirical studies, it is demonstrated that human oversight transforms ethical dilemmas into lasting competitive advantages, positioning organizations as pioneers in the future of this digital age.