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COMM-AIT – The AI Literacy Test for Communication Professionals
Ready for AI? The AI literacy test COMM-AIT is offering valuable insights explicitly designed for communication professionals.
AI literacy has become a key qualification in the communication profession. But anyone looking to work strategically and responsibly with these technologies in the future needs more than just technical knowledge. The right skills and an understanding of ethical boundaries are equally important. This is precisely where the new COMM AIT – the AI competency test comes in.
COMM-AIT
COMM-AIT is the world’s first scientifically validated AI competency test explicitly designed for everybody working in corporate communications, corporate affairs, and public relations. It assesses three dimensions—knowledge, skills, and attitudes—regarding the use of AI tools and services.
“COMM AIT is based on the latest scientific findings on how AI-related competencies can be analyzed and developed. The test sets industry-wide standards for measuring AI literacy in communication management and contributes to the professionalization of the field.”
Prof. Dr. Ansgar Zerfaß, Leipzig University
Participants receive a personal AI Competency Index, which categorizes their current competence level across five distinct levels. The test also provides a detailed competency profile to help users identify their strengths and weaknesses and develop them in a targeted way.
The online test is designed for individuals working in corporate communications departments, communication and PR agencies, communications service providers, or as freelancers who wish to better understand their strengths and weaknesses in utilizing AI tools and services. It is freely accessible in English and German. The test can also be retaken later to track individual progress.
COMM AIT was developed at Leipzig University, a global hub for corporate communications research, with support from thought leaders in the communications industry—the think tank Academic Society for Management & Communication and Siemens AG.
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.
While other disciplines have been working on survey instruments for AI skills for some time, there have not yet been any tests to measure and assess the AI skills of communication professionals.
The aim of the research project at Leipzig University was therefore to develop a practical AI skills test for communicators to
- identify development needs,
- document qualification successes, and
- assess the maturity and future viability of communication teams.
The result is COMM-AIT – The AI Competence Test for Communication Managers. The test is adapted to the specifics of communication management in terms of content and personnel.
Methodology
COMM-AIT was developed with the help of a multi-method design as a practicable AI competence test for communicators.
- 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.