Artificial intelligence in corporate communications: determinants of acceptance and transformative processes

Abstract

Purpose

This study investigates the determinants of artificial intelligence (AI) acceptance in and AI-driven transformations of corporate communications. From a technology adoption perspective, the study explores the dual influence of individual and organizational factors on AI acceptance.

Design/methodology/approach

Employing a qualitative research design, this study conducted semi-structured interviews with 19 AI experts in large-scale companies in Germany.

Findings

The study reveals micro-level determinants of AI acceptance related to AI’s perceived usefulness and ease of use. It also identifies macro-level determinants, including organizational awareness and frameworks. Corporate communications is expected to gain relevance due to the organizational integration of AI.

Research limitations/implications

The proposed model integrates crucial factors influencing AI adoption and offers a starting point for quantitative validation. The study serves as a benchmark for future research, particularly given its timing right before the extensive adoption of ChatGPT.

Practical implications

Organizations are encouraged to develop strategies that enhance both individual and organizational AI readiness. By reflecting both micro- and macro-level determinants of AI acceptance, a more holistic understanding of effective change management initiatives related to AI integration can be fostered.

Originality/value

By proposing an extension to the technology acceptance model, which incorporates both micro- and meso-level determinants, this study provides a novel framework for holistically understanding AI acceptance in corporate communications.

Citation

Kelm, K. and Johann, M. (2024), "Artificial intelligence in corporate communications: determinants of acceptance and transformative processes", Corporate Communications: An International Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/CCIJ-04-2024-0051