Future Lab: 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.
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.
Workshop No. 1
The kick-off workshop took place in January at the Stuttgart Media University. It focused primarily on the relevance of generative artificial intelligence in corporate communications. During the workshop, participants explored expectations regarding the use of AI in corporate communications as well as the ethical challenges associated with it. In addition, participants had the opportunity to interact with an AI-based robot in the HumanoidLab.
Workshop No. 2
The second workshop revolved around the question of how AI tools can contribute to achieving corporate goals and how efficient they are in doing so. For this purpose, participants met in July at Clariant in Frankfurt to discuss the opportunities and risks that arise when using AI. In addition, the workshop explored which models can be used to meaningfully evaluate communication and what difficulties and ethical questions often occur in this context.
Workshop No. 3
The third workshop will take place on November 19 in Düsseldorf at Metro. Information on this will be published shortly.