Communication experts’ expectations of AI

This study examines the expectations of corporate communication professionals towards generative Artificial Intelligence (AI). By clustering the expectations of 40 communication professionals, four generic types were identified based on their attitude towards AI adoption: Efficiency-oriented Strategists, Responsible AI Advocates, Interpersonal Traditionalists and Pragmatic Competitors. Each type reflects different perspectives and blind spots, which can lead to inclusive implementation strategies in communication teams. The findings offer practical guidance for uncovering different expectations of AI, aligning team dynamics, and developing effective, individualized training programs.

Further information on the research results can be found in the report:

Generative AI in corporate communications
Typology: What expectations do communication professionals have of AI tools?
How can the different types of AI expectations learn from each other?
Recommendations for the implementation of a suitable AI strategy

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Essentials – Expectations Towards GenAI

Citation: Leifheit, K. & Sandhu, S. (2025). Best Buddy or Necessary Evil? Expectations Towards GenAI by Communication Professionals. (Communication Insights | Essentials). Academic Society for Management & Communication.