generative ki and the future of corporate communication


Prof. Dr. Stefan Stieglitz, Akademische Gesellschaft

Prof. Dr. Stefan Stieglitz

About the research project

Title: Generative AI and the future of corporate communications

Project duration: January 2024 to January 2026

The rapid development of generative AI technology is opening up a wide range of applications for corporate communications. Generative AI tools have great potential to (partially) automate creative activities. They are increasingly being used in the creative processes of corporate communications.

Examples of generative AI applications

  • Content creation and editing, such as writing and revising press releases or creating videos
  • “Personal assistant”, for example for brainstorming, strategy development, information processing or learning support
  • Automation of communication (e.g. writing e-mails)

The University of Potsdam is investigating the extent to which generative AI is used in corporate communication and what role it plays in creative processes.


Research question

  1. How is (creative) work in corporate communications changing as a result of generative AI?


  1. The aim of a quantitative survey is to record the status quo of use and expectations regarding the influence of generative AI in corporate communications.
  2. In the second step, a case study is carried out to understand the introduction of generative AI in communication departments.