Strategic communication in the age of AI : from the perspective of senior communication professionals

Sammanfattning

This thesis explores how communication professionals experience and apply artificial intelligence (AI) tools in branding and marketing. While much existing research emphasizes consumer perspectives or theoretical implications, this study focuses on practitioners’ lived experiences within the evolving landscape of strategic communication. Drawing on theories from strategic communication and algorithmic culture, the research uses semi-structured interviews with eight professionals across various industries. The findings reveal that AI tools are widely adopted for enhancing efficiency, creativity, and workflow. However, concerns arise regarding brand authenticity, data security, and the human aspect. Participants offered divergent views on AI’s long-term influence, some anticipated seamless integration into communication work, while others cautioned against over-automation and loss of nuance. The study highlights a tension between the promised personalization of AI and its limitations in capturing tone and cultural fit. It concludes that while optimism about AI is prevalent, fundamental media and communication concepts like target audience and authenticity remain essential, for now. However, as AI evolves their continued relevance may be challenged, raising important questions for the future of strategic communication.