Artificial Intelligence in Sustaining Internal Communication in Corporate Sector: The Mediation of Two-way Communication Perspective of PR

Faycal Farhi · Riadh Jeljeli · Abdelhafid K. Belarbi

16 citations0/0 files storedInternational Arab Conference on Information Technology (ACIT)

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Public Relations and Crisis Communication Communication Studies and Media Media and Communication Studies

Abstract

Corporate sector organizations widely prefer incorporating technology in their everyday functioning. However, when it comes to communication, they offer even advanced technological support to upgrade operations. In this regard, this article examines the role of an Artificial Intelligence-based system in facilitating organizational communication in the UAE. The research selected a sample of n= 30 from corporate sector organizations currently working countrywide. The paper proposes a conceptual model supported by the Two-way Communication Model of communication and Public Relations. Results revealed that incorporating Artificial Intelligence has a significant effect on Organizational Communication (p>. 000) and Organizational Members (p>. 000). Besides, Organizational Communication is also affecting Organizational Members in a significant manner (p>. 000). However, the indirect effects of Two-way Communication on Organizational Communication (p>. 000) and Organizational Members (p> .003) also remained significant. Overall, the results indicate that Artificial Intelligence, accompanied by Two-way Communication, is widely contributing to creating and sustaining communication among the organizational members. Consequently, members feel confident that their voice is shared and heard by the other members, especially the stakeholders and the policymakers. Thus, it is concluded that Artificial Intelligence facilitates communication at many levels. Both vertical and horizontal level communication is possible and even improved by Artificial Intelligence. Existing literature on communication and Artificial Intelligence also witness the role of AI in facilitating communication. Besides, the relevant literature also witnessed AI being equipped with two-way communication, as affirmed by the current research.

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