The Organisational Communication in the Age of Artificial Intelligence Development. Opportunities and Threats

Abstract

Organisational communication in the age of artificial intelligence (AI) development is an oppor-tunity but also a challenge. Thanks to the changing media space and the development of technology,it is possible to automate work, increase the effectiveness and power of influence and distributionof content. However, they also raise questions concerning risks, ranging from those associated withthe social area (reducing the number of jobs) to the ethics of communication and the ethics of theprofessional profession of public relations (still PR ethics or the AI ethics in PR). The article will out-line the opportunities and concerns resulting from the use of AI in communication of an organisation.