Generative AI: A Threat or a Catalyst for Communication Professionals?

Throughout history, humans have experienced numerous transformative events. Currently, we are experiencing a new disruptive event, generative artificial intelligence (GenAI). The research objectives of this article are to analyse and discuss how communication professionals use GenAI in their work, to analyse and discuss to what extent communication professionals have the required knowledge and skills to use GenAI optimally, and finally to analyse and discuss what type of help communication professionals need in their GenAI communication practices. The article draws on quantitative and qualitative data from an online survey of communication professionals and on qualitative interview data from eight semi-structured research interviews. The analysis was framed by a specially developed human-machine communication network model, referred to as the HMC network model, and a thematic analysis. The analysis showed that GenAI tools are widely known by communication professionals, but that they still do not seem to use GenAI optimally when researching and writing. The analysis also indicated that communication professionals need GenAI competencies and training, and that they need models, frameworks, and guidelines on how to use GenAI. The article presents the HMC network model and three GenAI support tools designed to help communication professionals use GenAI in their communication practices.