Measuring the AI Literacy of Communication Professionals
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Artificial intelligence is currently transforming the world and with it, the field of communication. As new technologies emerge, new competencies become essential.
The article “Measuring the AI Literacy of Communication Professionals” introduces COMM-AIT, the first scientifically validated AI literacy test developed specifically for communication professionals. The self-assessment test helps individuals to discover their strengths and areas for growth. By completing the test, communicators can compare their own AI literacy index to the average index of the communication profession.
What is AI Literacy?
AI Literacy is about more than just skills – it also includes knowledge and attitudes.
AI Literacy is a set of competencies (knowledge, skills, attitudes) that enable individuals to understand, use, and critically assess AI-based tools and services effectively and efficiently.
There is no universal standard, as required competencies depend on context, role, and responsibilities.
Managing AI Literacy in Communication Teams
For communication leaders, assessing and developing both their own and their team’s AI competencies is a major challenge. Simple standard trainings, such as prompting courses, are not sufficient. What’s needed is a structured and systematic approach.
- Identify relevant competencies
- Assess current competencies
- Set development goals and strategies
- Provide and implement development activities
- Evaluate progress
Measure AI Literacy with COMM-AIT
COMM-AIT is the first scientifically validated AI competency test specifically designed for communication professsionals. The test combines three competency dimensions – knowledge, skills, attitudes – with five AI dimensions:
- What are AI-based tools and services?
- What can AI-based tools and services do?
- How do AI-based tools and services work?
- How can AI-based tools and services be used?
- What are the potential opportunities and risks of AI-based tools and services?
Based on the responses, several indices are calculated for everybody who takes the test: three sub-indices for competencies and five for the AI-Dimensions.
Upon completing the AI literacy test, participants receive an assessment of their personal AI literacy index. This categorizes their current competency level across five distinct levels:
- Level 1 – Newbie (<30%)
- Level 2 – Beginner (30 to <50%)
- Level 3 – Intermediate (50 to <70%)
- Level 4 – Expert (70 to <90%)
- Level 5 – Visionary (90 to 100%)
Outlook
AI literacy is becoming a key capability for communication teams to keep pace with digital advancements. Knowing team members’ competencies helps align strategies and fully leverage AI. COMM-AIT provides insights for targeted skill development, while fostering innovation and digital readiness strengthens communications’ role in organizational transformation.
About the study
The study was conducted by Jana Brockhaus, Dr. Ansgar Zerfaß, Dominik, Kalkidan Lea Classen and Dominik Kewe at the chair of strategic communication at Leipzig University.