Not a silver bullet (yet): exploring the use of artificial intelligence and its determinants in communication agencies

Purpose This study explores the role of generative artificial intelligence (AI) in communication agencies. Specifically, it analyses ,which strategic and operational tasks AI is implemented for, and identifies determinants that facilitate its adoption. The Communication Contributions Framework and the Unified Theory of Acceptance and Use of Technology (UTAUT) serve as theoretical backgrounds. Design/methodology/approach An exploratory research design was chosen to answer the research questions. Semi-structured in-depth expert interviews with senior managers in communication agencies were conducted and analysed using qualitative content analysis. Findings Overall, there is a discrepancy between performance expectancies and actual use of AI applications in communication agencies. AI is employed in all value creation dimensions, albeit to varying degrees. While agency managers are engaged in a multitude of initiatives to promote the adoption of AI by their employees, data privacy concerns and the need for human oversight to ensure quality are still significant barriers. Furthermore, performance expectancies are influenced by different strategy understandings in communication agencies, with prescriptive strategy formation limiting performance expectancies and actual usage. Practical implications The advent of AI may prompt agencies to shift their focus away from operational tasks, prioritising strategic advisory services to enhance their competitiveness. Furthermore, AI may initiate a turn from prescriptive to more descriptive strategy formation processes in agencies. Originality/value To the best of the authors’ knowledge, no studies have yet been conducted on the adoption of AI and its determinants in the context of communication agencies.