AI-BASED COMMUNICATION STRATEGIES: REVOLUTIONIZING INTERNAL AND EXTERNAL INTERACTIONS IN CONTEMPORARY ORGANIZATIONS

The rapid development of Artificial Intelligence (AI) is fundamentally transforming the way organizations communicate, both internally and externally. While traditional communication models focused on the transmission and reception of messages between sender and receiver, AI introduces new dimensions that enable process automation, content personalization, and predictive information analysis. This transformation opens significant opportunities for optimizing organizational interactions, increasing communication efficiency, and enhancing relationships with employees, customers, and other stakeholders. This paper explores how AI-based communication strategies influence organizational practices, focusing on employees and managers perceptions regarding the use of AI tools. The main objective of the study is to assess the level of comfort, trust, perceived benefits, and perceived risks associated with using AI in organizational communication. Specifically, the research aims to provide a clear picture of how these tools are integrated into daily activities and the overall perception of employees and managers regarding their usefulness and ethical implications. Methodologically, the study adopts a quantitative approach based on a structured questionnaire applied within a company in the FMCG industry, which is in the process of developing and integrating artificial intelligence technologies. The questionnaire was designed to capture respondent’s perceptions of AI tools effectiveness, their comfort level in using them, and potential risks related to automation or the replacement of human interactions. Data analysis combines descriptive statistics with qualitative interpretations, providing a comprehensive perspective on how AI is perceived and used within the organization. The results indicate that respondents perceive AI tools as valuable support in streamlining internal and external communication, facilitating the flow of information, saving time, and providing decision-making support in daily activities. At the same time, there are significant concerns regarding ethics, transparency, and potential misinterpretations generated by automated systems. These findings highlight the need for a strategic and responsible approach to AI implementation, balancing technological efficiency with human and cultural considerations. By integrating theoretical perspectives with empirical findings, the paper demonstrates that AI is not only a technological tool but also a strategic factor capable of supporting innovation, organizational change, and the optimization of communication processes. The study offers practical recommendations for organizations regarding the responsible adoption of AI tools and highlights future research directions, including the assessment of long-term impacts on organizational culture and labour relations.