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Good bot vs. bad bot: Opportunities and consequences of using automated software in corporate communications
Guter Bot vs. böser Bot: Chancen und Konsequenzen des Einsatzes automatisierter Software in der Unternehmenskommunikation
[working paper]
Abstract The paper attempts to lay a foundation for research on the use of bots in corporate communications. The first step is to identify opportunities and challenges that may offer starting points for future regulations. In this research project, expert interviews were conducted in the form of guideline-ba... view more
The paper attempts to lay a foundation for research on the use of bots in corporate communications. The first step is to identify opportunities and challenges that may offer starting points for future regulations. In this research project, expert interviews were conducted in the form of guideline-based telephone interviews. A total of ten experts from the scientific community and experts from the practical field were interviewed. Following this, a qualitative-reductive content analysis was conducted with the aim of building categories and hypotheses based on them. The results show that experts from the scientific community and practical field clearly see advantages for corporate communications, but also highlight hurdles and ethical challenges that are currently seen as a major barrier to the use of bots. In this context, experts mention, among other things, the assumption of structured routine tasks, ensuring efficiency and quality in corporate communications, cost efficiency and relieving employees. On the other hand, weaknesses, like the lack of transparency, data protection and loss of control arise. Results clearly show that the ethical perspective has to be taken into account. In this context, data protection, the question of responsibility and possible manipulation intentions are particularly worth mentioning.... view less
Keywords
enterprise; communication; automation; software; artificial intelligence; data protection; manipulation; opinion formation
Classification
Technology Assessment
Interactive, electronic Media
Free Keywords
Bots; Automated Software; Corporate Communications
Document language
English
Publication Year
2021
City
Leipzig
Page/Pages
22 p.
Status
Primary Publication; peer reviewed