Embracing the Future of AI in Strategic Communication
Yang Cheng, Wanjun He, Jinzhe Qiao, Dejan Verčič · 2025
Artificial Intelligence (AI) is transforming strategic communication, influencing fields such as public relations, advertising, journalism, and political communication. This chapter traces the origins of AI in strategic communication and examines its applications across various academic disciplines. While AI promotes efficiency and fosters innovation, it also raises ethical concerns, including data privacy, algorithmic bias, and content authenticity. In reflecting on AI's impact at the individual, organizational, and societal levels, this conclusion highlights both the opportunities and challenges it presents. Emphasizing the importance of ethical frameworks and human-centered approaches, the chapter advocates for a balanced adoption of AI that supports communication goals while maintaining fairness, transparency, and trust.