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Generative AI applications in Corporate Communications Practice
About the research project
Title: Generative AI applications in Corporate Communications Practice: Expectations, Evaluation and Evolution
Team: Professor Swaran Sandhu (Stuttgart Media University), Professor Ansgar Zerfaß (University of Leipzig)
Project period: 2025 to 2026
Generative AI tools can already create texts, images, videos and voice applications in good quality, analyze and process data and conduct conversations. However, it often remains unclear how, why and with what results these tools are used in corporate communications.
Generative AI tools can generate text, images, video, speech and combinations of these. Behind the models are so-called neural networks that are trained using large amounts of data. The models are cost-intensive to develop because they consume a lot of energy and have to be trained. AI tools are freely available or can be purchased via subscription. One well-known model is ChatGPT from OpenAI, for example.
Methodology
Research questions
- What expectation structures do communication departments have for the use of generative AI tools? (Expectation Gap)
- How is the use of AI tools planned and measured? (Evaluation Gap)
- What consequences does this have for the self-image of the communication department and what options for action arise from this? (Evolution Gap)
Methodology
The plan is to use a mix of methods with the process owners, consisting of interviews, case and process descriptions and an adapted Delphi study.