The rapid advancement of digital technologies has transformed how organizations manage communication,

with artificial intelligence (AI) emerging as a powerful enabler of change. Applications such as chatbots,

natural language processing, sentiment analysis, and predictive analytics are increasingly integrated into

communication: (1) intelligent internal communication systems that personalize employee engagement and

foster organizational culture; (2) predictive crisis monitoring and rapid response mechanisms that strengthen

resilience and reputation management; and (3) stakeholder relationship management that enhances

transparency and trust through data-driven insights. The proposed conceptual framework positions AI as a

transformative force in achieving communication effectiveness, while also recognizing potential risks such

as ethical dilemmas, reduced authenticity, and overdependence on automation. By synthesizing perspectives

from communication theory and technological innovation, this paper contributes to the ongoing discourse

on the future of corporate communication. It underscores the importance of adopting AI responsibly,

ensuring that technological progress is balanced with ethical considerations to safeguard organizational

legitimacy and strengthen stakeholder trust in the digital era.

processing, sentiment analysis, and predictive analytics are no longer confined to experimental use but have

become deeply embedded in organizational practices. These technologies offer unprecedented opportunities

for improving efficiency, personalizing engagement, and enhancing real-time decision making in

communication processes. Despite growing attention, most existing research on AI organizational contexts

tend to focus narrowly on its role in marketing communication and customer relationship management

(Huang & Rust, 2021; Chatterjee et al., 2023). While these are important areas, such as emphasis overlooks

the broader strategic implications of AI for corporate communication, particularly in areas such as internal

communication, crisis management and stakeholder trust. This limited focus creates a significant research

gap; how does AI function not only as technological tool but as a structural enabler that redefines the very

The integration of AI into organizational communication has become a prominent theme in recent studies.

AI technologies are widely used to enhance communication efficiency and effectiveness. Much of literature,

however, has focused on marketing communication, particularly in customer engagement, service

automation, and brand interaction (Huang & Rust, 2021). Studies by Chateerjee et al., (2023) highlighted

how AI supports organizations in delivering personalized content, predicting consumer needs, and fostering

stronger customer relationships. Beyond marketing, AI is also gaining attention in other communication

streamline updates, and strengthen workplace culture (Guzman & Lewis, 2020). Similarly, crisis

structural implications for communication effectiveness. This gap provides the foundation for the present

study, which develops a conceptual framework for understanding AI as a structure enabler of strategic

corporate communication.

The AI as a structural enabler of strategic corporate communication can be understood through established

theories related to strategic corporate communication in the organization.

Excellence Theory (Grunig & Hunt, 1984; Grunig, Grunig & Dozier, 2002) emphasizes two-way

symmetrical communication as the hallmark of effective and ethical organizational communication. It

highlights the importance of transparency, dialogue, and mutual benefit in fostering long term stakeholder

SCCT by Coombs, (2007) provides a framework for understanding effective organizational responses to

crises. It emphasizes matching communication strategies with the type of crisis, organizational

responsibility and stakeholder perceptions. AI enhances crisis management by enabling predictive

monitoring and real responses through tools such as sentiment analysis. However, automated responses risk

appearing impersonal, potentially undermining empathy and credibility both central to SCCT. Hence, AI

should be positioned as supportive tool that complements, rather than replaces, human led crisis

communication.

Together, Excellence Theory and SCCT provide complementary insights; the former emphasizes relational

and ethical communication, while the later focuses on situational appropriateness in crises. By grounding AI

undermining core principles of transparency, empathy and inclusivity. Hence, further research should

investigate how organizations negotiate this balance across different industries and cultural contexts. There

is a need for scholars to explore how established communication theories can be adapted or extended to

incorporate AI as a central component of organizational communication strategies.

This paper conceptualizes AI as a structural enabler of strategic corporate communication. The proposed

framework (Figure 1) identifies three domains where AI exerts significant influence: internal

communication, crisis management, and stakeholder trust. AI is not merely a supplementary tool but a

transformative enabler that reshapes the logic of strategic communication. The integration of AI introduces

new opportunities for enhancing communication efficiency and accuracy, while also posing critical

challenges related to ethics, authenticity, and trust. To conceptualize these dynamics, this section discusses

communication that fosters inclusivity and continuous engagement. However, scholars caution that

excessive reliance on AI risks diminishing the human dimension of communication, which remains critical

for building trust and authenticity (Glikson & Woolley, 2020). Therefore, the challenge lies in integrating AI

tools in a way that complements, rather than replaces, human communication within organizations.

Crisis communication theory particularly SCCT emphasizes the importance of timely and context-

appropriate responses. AI enhances this process through predictive analytics, real-time monitoring, and

automated alert systems. Organizations can identify emerging risks in social media, analyse stakeholder

sentiment, and craft response strategies with unprecedented speed. Yet, an overdependence on AI generated

insights may raise questions about accountability and ethical decision making. Automated crisis responses

risk appearing impersonal or even inappropriate if not carefully managed. This highlights the need for

human AI partnership in crisis communication, where AI provides data driven insights while human

transparency and collective understanding Ito-Jaeger et al. (2023). Similarly, frameworks designed for

managing stakeholder expectations especially in AI deployment underscore trustworthiness through clarity

However, trust hinges not just on technology but on governance. Ethical AI governance frameworks stress

transparency, fairness, accountability, and inclusivity as essential to maintaining public trust (Camilleri,

2023). Empirical evidence supports this: organizations that demonstrate transparency and benevolence in AI

practices are perceived as more trustworthy by the public (Jayasekara et al., 2025). Yet, stakeholders may

feel manipulated if AI use isn't disclosed. Ethical considerations privacy, explanation, fairness becomes

critical. This aligns with the Excellence Theory’s emphasis on two-way, mutually understandable

communication even in an AI-driven context (Grunig & Hunt, 1984).

analyses of AI to highlight its structural and theoretical implications. It opens new avenues for empirical

research, particularly on how AI influences employee engagement, organizational culture, and stakeholder

perceptions of legitimacy.

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