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Communication management 2.0: A qualitative survey on the effects of AIs on the competence portfolio in communication management
[Sammelwerksbeitrag]
Dieser Sammelwerksbeitrag gehört zu folgendem Sammelwerk:
The Dynamics of Digital Influence: Communication Trends in Business, Politics and Activism
Abstract The ongoing digital transformation has a profound impact on corporate communications, underscoring the growing relevance of Artificial Intelligence (AI). This study examines the impact of AI development on the competency profile of communication managers. The research employs a cross-sectional desig... mehr
The ongoing digital transformation has a profound impact on corporate communications, underscoring the growing relevance of Artificial Intelligence (AI). This study examines the impact of AI development on the competency profile of communication managers. The research employs a cross-sectional design and involves 15 experienced communication managers in German companies undergoing both systematic surveys and qualitative, open-ended interviews. The findings reveal the current utilization of AI and the evolving perceptions of the role of communication managers. Notably, operational skills are becoming less significant in comparison to strategic acumen. However, operational tasks are still required, but in stream-lined forms. Furthermore, the integration of AI has led to a redefinition of managerial roles, with the inclusion of correction, design, and AI integration responsibilities. It is of great importance to note that this integration necessitates a competency shift, which highlights the rising im-portance of skills in content creation, application, technology, and analysis. While the study highlights a recognizable shift in competencies, it also acknowledges the non-uniform AI implementation across companies. These insights provide a foundation for future research, enabling a nuanced understanding of evolving communication landscapes.... weniger
Thesaurusschlagwörter
Kommunikation; Unternehmen; Management; Digitalisierung; künstliche Intelligenz
Klassifikation
Allgemeines, spezielle Theorien und Schulen, Methoden, Entwicklung und Geschichte der Kommunikationswissenschaften
Freie Schlagwörter
Digital Transformation; Communication Managers; Competency Profile
Titel Sammelwerk, Herausgeber- oder Konferenzband
The Dynamics of Digital Influence: Communication Trends in Business, Politics and Activism
Herausgeber
Godulla, Alexander; Buller, Christopher; Freudl, Vanessa; Merz, Isabel; Twittenhoff, Johanna; Winkler, Jessica; Zapke, Laura
Sprache Dokument
Englisch
Publikationsjahr
2024
Erscheinungsort
Leipzig
Seitenangabe
S. 53-74
Status
Erstveröffentlichung; begutachtet