The Influence of Artificial Intelligence on the Strategic Communication Industry
Artificial intelligence (AI) and the continuous advancements in technology have changed how individuals live and how organisations function. The move to automation questions the need for and value of manual labour, particularly in the field of strategic communication. It has raised concerns about t...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2024-07-01
|
| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1432 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832593857737392128 |
|---|---|
| author | Seriane Morapeli Mammiki Khemisi |
| author_facet | Seriane Morapeli Mammiki Khemisi |
| author_sort | Seriane Morapeli |
| collection | DOAJ |
| description |
Artificial intelligence (AI) and the continuous advancements in technology have changed how individuals live and how organisations function. The move to automation questions the need for and value of manual labour, particularly in the field of strategic communication. It has raised concerns about the future of jobs in the communication field and the role of humans in these advancements. The principles of the theory of disruptive innovation are applicable to the study. This study aims to explore the role of AI in the strategic communication industry. Semi-structured interviews with communication professionals in the South African strategic communication industry were conducted to explore their knowledge of AI and its role in the industry. Participants indicated a basic knowledge of the role of AI in the industry, agreeing that AI offers the benefits of convenience and efficiency. However, human input should remain valuable and training in AI technologies should be prioritised. This study contributes to the limited research on the role of AI in the strategic communication industry in South Africa.
|
| format | Article |
| id | doaj-art-5405f72647e04d9fad739af4a8298d51 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2024-07-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-5405f72647e04d9fad739af4a8298d512025-01-20T08:39:41ZengUniversity of JohannesburgCommunicare0259-00692957-79502024-07-0143110.36615/jcsa.v43i1.1432The Influence of Artificial Intelligence on the Strategic Communication IndustrySeriane Morapeli0https://orcid.org/0000-0002-0128-4450Mammiki Khemisi1https://orcid.org/0009-0009-7174-5871University of JohannesburgUniversity of Johannesburg Artificial intelligence (AI) and the continuous advancements in technology have changed how individuals live and how organisations function. The move to automation questions the need for and value of manual labour, particularly in the field of strategic communication. It has raised concerns about the future of jobs in the communication field and the role of humans in these advancements. The principles of the theory of disruptive innovation are applicable to the study. This study aims to explore the role of AI in the strategic communication industry. Semi-structured interviews with communication professionals in the South African strategic communication industry were conducted to explore their knowledge of AI and its role in the industry. Participants indicated a basic knowledge of the role of AI in the industry, agreeing that AI offers the benefits of convenience and efficiency. However, human input should remain valuable and training in AI technologies should be prioritised. This study contributes to the limited research on the role of AI in the strategic communication industry in South Africa. https://journals.uj.ac.za/index.php/jcsa/article/view/1432AIhuman skillsstrategic communication industrytraining and developmentconvenience; |
| spellingShingle | Seriane Morapeli Mammiki Khemisi The Influence of Artificial Intelligence on the Strategic Communication Industry Communicare AI human skills strategic communication industry training and development convenience; |
| title | The Influence of Artificial Intelligence on the Strategic Communication Industry |
| title_full | The Influence of Artificial Intelligence on the Strategic Communication Industry |
| title_fullStr | The Influence of Artificial Intelligence on the Strategic Communication Industry |
| title_full_unstemmed | The Influence of Artificial Intelligence on the Strategic Communication Industry |
| title_short | The Influence of Artificial Intelligence on the Strategic Communication Industry |
| title_sort | influence of artificial intelligence on the strategic communication industry |
| topic | AI human skills strategic communication industry training and development convenience; |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1432 |
| work_keys_str_mv | AT serianemorapeli theinfluenceofartificialintelligenceonthestrategiccommunicationindustry AT mammikikhemisi theinfluenceofartificialintelligenceonthestrategiccommunicationindustry AT serianemorapeli influenceofartificialintelligenceonthestrategiccommunicationindustry AT mammikikhemisi influenceofartificialintelligenceonthestrategiccommunicationindustry |