The power of bots: The benefits and pitfalls of automation in corporate communication

Communication Insights - The Power of Bots

Automation is gradually changing the way communications departments work. Communication Insights “The power of bots” summarizes the results of the research project at the University of Duisburg-Essen. There are two main areas of focus here:


  • What potential do automated applications have for communications departments?
  • How can chatbots be set up or improved? (technical infrastructure, programming, etc.)
  • What hurdles must be overcome? (data availability, application errors, etc.)

Social Bots:

  • To what extent do social bots try to influence the communication of companies in social media?
  • For this purpose, millions of posts about DAX30 companies on Twitter, Facebook and YouTube were analyzed for bot activity for the first time.
  • How can communications departments deal with this threat? What is the legal framework?

Citation: Brachten, F., Stieglitz, S., & Berger, K. (2020). The Power of Bots – The benefits and pitfalls of automation in corporate communications (Communication Insights, Issue 9).
Leipzig, Germany: Academic Society for Management & Communication. Available online at

ISSN 2749-893X