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AI Literacy for Corporate Communications
About the research project
Title: Development of an AI literacy test for corporate communications/PR
Team: Prof. Dr. Ansgar Zerfass, Jana Brockhaus (University of Leipzig)
Project duration: October 2024 to May 2025
Digital technologies and big data open up a wide range of opportunities for the communication of companies and other organizations. This applies in particular to the use of artificial intelligence (AI). Many communication professionals have already gained private experience with AI-supported software and developed a certain level of AI literacy. This is necessary in order to fully exploit the potential of the new technology.
“AI literacy refers to skills that enable individuals to critically evaluate AI technologies, communicate and collaborate effectively with AI and use AI as a tool.”
However, the level of competence in the profession varies greatly. This makes the systematic promotion of AI skills tailored to different roles all the more important for communication management.
Tests for measuring and assessing the AI literacy of communication professionals, which can be used to:
- identify development needs,
- document qualification successes, and
- assess the maturity and future viability of communication teams,
do not yet exist worldwide. In contrast, other disciplines have been working on assessment tools for AI skills for some time.
The aim of the Leipzig University research project is therefore to develop a practical AI literacy test for communicators. This test is to be adapted to the specifics of communication management in terms of content and personnel.
Methodology
With the help of a multi-method design, a practicable AI competence test for communicators is to be developed.
- Evaluation of international literature on AI literacy and design of an AI literacy test.
- Evaluation of the AI literacy test with an online survey.
- Scenario development for the use of the AI test.