Call for chapters "Artificial Intelligence and Strategic communication: Practices, Challenges and Discussions"
Editors: Alda Telles (ICNOVA/NOVAFCSH - Nova University of Lisbon, Portugal), Jesper Falkheimer (Lund University, Sweden), Ivone Ferreira (ICNOVA/ FCSH, Nova University of Lisbon, Portugal), Cristóbal Fernández Muñoz (Complutense University of Madrid, Spain)
While AI itself is not a new concept, the emergence of generative AI has significantly heightened interest in both academic and business environments. Since the widespread release of the generative AI tool ChatGPT in late 2022, AI has been viewed simultaneously as a groundbreaking innovation and a profoundly disruptive force. Practitioners and scholars in Strategic Communications are beginning to explore the multifaceted impact of generative AI—not only on professionals and the industry but also globally on society, which needs to find regulatory solutions and an ethical compass to navigate in an uncharted territory (Almakar, 2023; Buhman and Gregory, 2023).
In this book, the term “Artificial Intelligence” refers to all automated computational forms that support communication professionals in collecting, analyzing and presenting information, classifying data, identifying patterns, generating clues and creating written and audiovisual content (images, audio, video, code). As for “Strategic Communication”, it is understood as the deliberate and purposeful use of communication to achieve specific organizational or social objectives, encompassing various communication disciplines—such as public relations, marketing communication, branding, advertising, and internal communication—into a cohesive approach that aligns messaging with strategic goals (Falkheimer & Heide, 2018, 2022).
The topic is relevant in the hybrid media environment where organizations and communication professionals operate and where generative AI is reshaping businesses, professions, research, and education practices. The issues concerning the intensive use of generative AI in the communication domain call for extensive reflection and research, which is still incipient both at international and national levels. A systematic literature review conducted in 2024 by Feitosa et al. (2024) revealed that the existing body of literature is still in its early stages, particularly regarding empirical investigations that explore practical cases of AI integration in public relations.
Objectives of the book
This book aims to examine the various facets of strategic communications, including practice, teaching, and research—that are undergoing significant disruption with the rise of Generative AI. In particular, we propose to map the challenges faced by AI introduction in PR and communication practices such as Reputation and Crisis Management, Internal communication and Employee Engagement. Educational and research perspectives in the issue are also essential in this new cognitive ecosystem, with theoretical and ethical implications.
These topics can be explored through multidisciplinary approaches, combining communication sciences with fields such as computer science, sociology, psychology, and ethics. The aim would be to critically examine the transformative potential of AI in Strategic Communication while addressing its broader societal and cultural impact.
The issue also seeks to provide a comprehensive overview of the various social and geographical realities, and the international team of guest editors will help with this aim.
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