Communication management 2.0: A qualitative survey on the effects of AIs on the competence portfolio in communication management

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 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.