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Supporting the implementation of AI in business communication: the role of knowledge management

Lea Iaia (Department of Computer Sciences, University of Turin, Turin, Italy)
Chiara Nespoli (Department of Management, Alma Mater Studiorum University of Bologna, Bologna, Italy)
Francesca Vicentini (Department of Motor, Human and Health Sciences, Università degli Studi di Roma ‘Foro Italico’, Rome, Italy)
Marco Pironti (Department of Computer Sciences, University of Turin, Turin, Italy)
Cinzia Genovino (Dipartimento Scienza economiche e statistiche, Università degli Studi di Salerno, Fisciano, Italy)

Journal of Knowledge Management

ISSN: 1367-3270

Article publication date: 25 April 2023

Issue publication date: 5 January 2024

2986

Abstract

Purpose

Although the use of artificial intelligence (AI) has been estimated to be up to 56% in the last decade, the adoption rate of AI for communication activities is still low. The lack of in-depth literature on the subject, and the limited sharing of the experience gained by companies, limits the creation, dissemination and consolidation of understanding in this area. The purpose of this study is to solve the problem of the absence of knowledge, identification, skills development and introduction of an innovation (such as the AI in the business communication) in the company, with the principles of knowledge management (KM).

Design/methodology/approach

This study adopts the perspective of KM to provide guidelines for the definition of standards and facilitate the introduction of AI in business communication.

Findings

To the best of the authors’ knowledge, this study is the first to relate the perspectives of business communication, AI and KM, activating a virtuous circle between KM and AI. At the centre of the proposed model are people, processes and technologies, based on which KM represents the ideal perspective to define the implementation of AI. This is primarily from the perspective of augmented intelligence, owing to the inability of AI to completely replace humans in the business communication processes, as it lacks, among others, emotional intelligence.

Research limitations/implications

This study finds in KM a possible strategy to solve the problems faced so far in applying AI in business communication processes, providing a model capable of transforming and adapting itself to the context, thanks to the open approach.

Originality/value

This study contributes to the literature by linking the introduction of emerging technology (AI) in a specific process, such as business communication, from the KM perspective.

Keywords

Citation

Iaia, L., Nespoli, C., Vicentini, F., Pironti, M. and Genovino, C. (2024), "Supporting the implementation of AI in business communication: the role of knowledge management", Journal of Knowledge Management, Vol. 28 No. 1, pp. 85-95. https://doi.org/10.1108/JKM-12-2022-0944

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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