COMMUNICATION IN THE AGE OF AI – THREAT OR OPPORTUNITY?

Artificial intelligence is becoming increasingly popular. It is decisively and aggressively entering almost every area of life. It is changing the current world order before our eyes, and it is not known when or where it will stop. These issues also concern communication researchers. How much does AI interfere with communication processes? Does it improve them or rather deform them? Will the appearance of artificial intelligence in communication processes always mean the risk of disinformation? It will be very difficult to find answers to most of these questions now, because the process of AI penetrating this sphere of life has certainly not ended yet. But we can already attempt the first summaries and speculations – to what extent the current shape of communication symbiosis with AI constitutes a threat and to what extent an opportunity. In the following article, the author puts forward the thesis that while threats cannot be avoided, the skillful use of AI in communication can be creative and constructive. It can be a milestone in the development of communication processes on many levels.