A matter of mindset? Features and processes of newsroom-based corporate communication in times of artificial intelligence

What is it about?

Technological progress, which includes the rise of artificial intelligence (AI), makes communication landscapes of organizations more and more complex. This is why many companies organize their communication like a newsroom to manage information flows. We conducted interviews with 13 communication experts from big Swiss companies that use corporate newsrooms to find out what these newsrooms look like and how they work in practice. We find that newsrooms act as central cockpit for flexible and focused communication, rather than just being physical locations. We also highlight the importance of balancing improvements in communication with the need for stability. We show that newsrooms are using AI technology to help with routine tasks and to create new tools like live data archives and translation services. However, there is a clear need for rules and guidelines about how to use AI in corporate communication.

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