Opportunities and risks of ChatGPT for corporate communication

Abstract

The expansion of Generative Artificial Intelligence (GenAI), particularly ChatGPT, is radically reshaping corporate communication. This article offers a critical analysis of the main opportunities and risks associated with its use by organizations, highlighting benefits such as increased efficiency, message personalization, and support for decision-making. Conversely, potential threats are also analyzed, such as the possibility of factual errors, the loss of communicational authenticity, ethical challenges, and reputational impact due to excessive automation. The discussion demonstrates that the value of ChatGPT depends less on the technology and more on the organizational practices that guide its use. It is concluded that the responsible integration of generative AI requires human oversight, clear internal policies, and digital literacy, ensuring that automation reinforces, rather than compromises, communicational integrity and credibility.