Study analyzes impact of artificial intelligence on corporate communication on social networks

Among other things, the use of artificial intelligence is revolutionizing the way companies communicate internally and externally. As technology advances in this area, organizations can take advantage of powerful tools and resources to enhance their communication efforts. This is the topic explored by Izidoro Blikstein, a retired professor at the Sao Paulo School of Business Administration (FGV EAESP); Manoel Fernandes, a partner in consulting firm Bites Consultoria; and Marcelo Coutinho, a professor at FGV EAESP, in an article published in the school’s journal, GV-Executive.

The main objective of the study was to analyze the impact of artificial intelligence technologies, specifically large language models, on corporate communication on social networks.

The study shows how ChatGPT can be used for monitoring, sentiment analysis and content generation on social media, highlighting possible benefits and challenges, and warns of the need for companies to invest in technological knowledge and readiness to deal with advances in AI.

Internal communication

AI can be used to improve internal communication in a number of ways. For example, AI-based virtual assistants can answer questions frequently asked by employees, saving time and resources. In addition, AI-driven sentiment analysis can help monitor employee engagement and satisfaction, allowing companies to adjust their internal communication accordingly.

External communication

In external communication, AI can be used to personalize marketing and advertising messages based on customers’ interests and behaviors. Intelligent chatbots can provide customer service 24 hours a day, seven days a week, improving the customer experience. In addition, this technology can analyze data from social media and other channels to gain valuable insights into brand perception and adjust communication strategies accordingly.

Impact on companies

The impact of this new technology is only beginning to be felt in a wide range of business areas, including in the way companies use social media. In the latter case, the main uses are:

• Monitoring of social networks;
• Identification of communities of interest and influencers;
• Use of segmentation resources to boost advertising and public relations messages, reaching specific target audiences;
• Use of social networks as sales channels.

“Large language models have the greatest potential in the generation of content for networks, for better or worse. In this type of work, knowledge of algorithms is fundamental to increasing the reach of a message, even those that are boosted (paid for). Using the various services provided by platforms to their advertisers, it is possible to find out which subjects are most talked about at a given time or place and with which terms,” the study says.

The authors predict exponential growth in this type of content generation, and herein lies one of the main problems of the marriage between social networks and artificial intelligence: the risk of increasing the visibility of fake news and content aimed at harming brands or personalities.

Ethical challenges

However, it is important to address the ethical challenges associated with the use of AI within corporate communication. Privacy and data security must be prioritized, and companies must be transparent about how they use AI. In addition, it is crucial to ensure that AI does not perpetuate prejudice or disinformation.

In short, artificial intelligence is playing an increasingly important role in corporate communication, offering opportunities to improve efficiency, personalization and insights. However, its use must be carefully considered, and it must be managed ethically and responsibly.

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