Machine-Compatible Yet Still Human: AI Is Transforming the Communication Requirements of Organizations
Leipzig, April 16th, 2026
The nearly unlimited access to GenAI is transforming how people search for information and form opinions. It is also complicating the ability of institutions and companies to make their information visible at all: Studies predict a decline of 34–60% in organic clicks on official websites compared to previous levels. As a result, public discourse is increasingly losing its foundation in authentic sources. In the Communication Management Radar published in April 2026 by the Academic Society for Management & Communication, Dr. Michelle Wloka and Professor Ansgar Zerfass from Leipzig University describe this phenomenon as “Simulated Communication.” In the report, they explain the consequences of this development for institutions and companies and outline how organizations must adapt their communication strategies in response.
“GenAI is currently reshaping the rules of digital visibility,” explains study lead Dr. Michelle Wloka. “Today, when people search for information, they often end up directly with an AI-generated answer instead of the original source.” This is due to two phenomena that are currently shaping how the public engages with information. First, more and more people – especially younger users – no longer search for information via websites or search engines, but turn directly to GenAI systems. Second, search engines are integrating AI-generated answers and displaying them at the top of results, blurring the boundary between AI-generated and traditionally sourced information. Both trends are driven by the widespread availability of AI-based systems such as ChatGPT and Copilot.
High Error Rate of AI on Current Topics
The reliability of information is under a growing threat: Around one third of statements generated by GenAI on current news topics consists of false claims. This is partly because AI models are optimized to produce answers rather than to indicate uncertainty or the limits of their knowledge. In turn, information from reliable sources – such as human authors, institutions, and companies – risks losing visibility in the flood of AI-generated content and can no longer be clearly identified.
AI-generated content is also often highly personalized. Rather than compiling traceable sources, as traditional search engines do, it is typically delivered as fully formulated answers. This can lead to identical queries producing significantly different results for different users.
Distorted Picture of Public Opinion
Alongside the rise of GenAI, another development is reshaping the digital information space: the growing use of bots. Internet traffic generated by bots now exceeds that of human users. Bots are programs that automatically perform tasks by following specific rules or algorithms – handling simple, repetitive actions such as sending messages, collecting data, or responding to social media posts. As a result, online interactions are to a greater extent not just shaped by humans but also by bots, often without users realizing it.
The combination of AI-generated content and bot-driven interactions can significantly distort both the visibility and perception of information. By generating large volumes of likes, comments, or shares, bots can create a misleading picture of public opinion – one that does not reflect the actual beliefs or preferences of users but instead distorts the perception of societal trends and sentiments.
AI as a New Gatekeeper?
Together, AI and bots act like gatekeepers that not only filter information but actively amplify its visibility and shape its perception. When information is no longer accessed directly via company-owned sources such as websites, it also affects how companies and institutions reach their stakeholders. For example, messages tailored to specific audiences lose relevance if they are bypassed by AI-generated answers, distorted by bot-driven interactions, or reinterpreted in different contexts. While it is not yet clear what specific communication risks will arise for organizations, it is evident that the strategic management of information in the digital space is becoming increasingly complex.
“Corporate communications now faces the challenge of designing content that is simultaneously fact-based, machine-readable, and deeply human,” emphasizes Professor Ansgar Zerfass. “Anyone who wants to remain visible in the digital information space must combine technological understanding with genuine relationship communication.” In practice, this means two things. First, information must be prepared in a structured, consistent, and fact-based way so that it can be correctly captured and processed by AI systems – an approach referred to as Generative Engine Optimization. Second, effective communication still requires building and maintaining authentic relationships beyond the digital sphere, for example through personal exchanges, direct dialogue, and individual interactions. At the same time, media monitoring must also evolve to take into account not only traditional media but also algorithmic logics and AI-generated responses.
About the Communication Management Radar
The Communication Management Radar is the evolution of the previous trend radar developed by Dr. Michelle Wloka and Professor Ansgar Zerfass. This research project at Leipzig University, supported by the Academic Society for Management & Communication, identifies five interdisciplinary phenomena spanning management, technology, psychology, and media that are likely to create both challenges and opportunities for corporate communications in the near future. The methodological approach has been expanded to combine scientific insights with practical experience: An in-depth qualitative analysis of relevant studies from disciplines outside communication management was paired with group discussions among communication leaders or their deputies from international corporations. This approach allows the authors to identify strategically relevant topics that provide guidance for both practitioners and researchers.