The Role of Artificial Intelligence Applications in Enhancing Corporate Communication: An Analytical Insight

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Abstract

This study aims to analyze the role of artificial intelligence applications in enhancing corporate communication within governmental and private institutions in the United Arab Emirates. It focuses on the impact of these applications on improving the quality of communication content, enhancing audience engagement, and supporting transparency and institutional trust. The study adopts a descriptive-analytical approach with a field dimension, using an online questionnaire as the primary data collection tool administered to a purposive sample of employees working in corporate communication, public relations, and digital media departments. The findings indicate a growing integration of artificial intelligence applications into corporate communication practices, with noticeable variation in the level of adoption across institutions. The results also reveal that artificial intelligence contributes significantly to improving the quality of communication content in terms of accuracy, clarity, consistency, and speed of production, thereby enhancing the effectiveness of communication messages while reducing the time and effort required for content creation. Moreover, the study demonstrates a positive impact of artificial intelligence applications on enhancing interaction with both internal and external audiences, particularly through faster response mechanisms, audience behavior analysis, and personalized communication messages. This, in turn, contributes to higher levels of audience satisfaction and strengthens institutional competitiveness. At the same time, the study highlights the importance of establishing a balanced professional and ethical framework for the use of artificial intelligence, ensuring data protection and privacy, and maintaining appropriate human oversight in corporate communication practices.

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