Artificial Intelligence in Corporate Communications: Areas of Application, Opportunities, Challenges and Ethical Guidelines

Volker M. Banholzer (), Moritz Füser, Michael Maader, Thomas Massmann (), Andreas Quest (), Martin Regnet, Andreas Rossbach, Christof Schmid (), Sascha Stoltenow (), Richard Tigges (), Lena Wouters () and Stephan Zipperlen ()
Additional contact information
Volker M. Banholzer: TH Nürnberg
Moritz Füser: German Lawyer
Michael Maader: Hagebau
Thomas Massmann: YessPress
Andreas Quest: IMWF
Martin Regnet: Acceleron
Andreas Rossbach: Novartis
Christof Schmid: Hi Story Consulting
Sascha Stoltenow: Script Communications
Richard Tigges: AUDI AG
Lena Wouters: Körber Foundation
Stephan Zipperlen: Covestro

A chapter in Mastering CommTech, 2025, pp 271-327 from Springer

Abstract: Abstract It arrived overnight: AI for everyone. After OpenAI presented its generative pre-trained transformers under the name GPT in November 2022, the first product called ChatGPT caused a worldwide sensation. Within just a few days, more than 100 million users were already using the program—the fastest growing platform of all time. Since then, Generative Artificial Intelligence (GenAI for short) has reached all areas of life and work and has had a disruptive effect like nothing before. Those whose job it is to generate content were quickly called onto the scene: Communications experts in the media, press departments and agencies. And when a powerful version of the text-to-image generator DALL-E was released in April 2022 after ChatGPT, it quickly became clear that GenAI would be able to do much more than just create texts. While we are thinking about areas of application for the new AI CommTech in practice, classic role models of communication have been called into question overnight. In this chapter, the authors shed light on the opportunities and challenges of GenAI and also take time for ethical reflection on the use of AI solutions. As chance would have it, this revolution took place in the midst of a pandemic and in times of war and crisis, when the economic situation of many companies was extremely tense. As a result, the two topics of efficiency pressure/cost-cutting measures/dismissals on the one hand and AI/automation/CommTech on the other involuntarily became a pair in the public debate. From the outset, GenAI was positioned not only as a booster of creativity, but also as a booster of efficiency.

Keywords: Artificial Intelligence (AI); Corporate communication; Generative AI; CommTech; Stakeholder engagement; Efficiency and automation; Data-driven insights; Ethical guidelines; Digital transformation; Communication value chain (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-90302-1_13

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