Revolutionizing the way companies communicate internally and externally is one of the consequences of the use of artificial intelligence (AI). With the advancement of technology in this segment, organizations can leverage powerful tools and resources to enhance their communication efforts. This is what Izidoro Blikstein, a retired professor at FGV EAESP, and Manoel Fernandes, a partner at Bites Consultoria, and Marcelo Coutinho, a professor at the School, discussed in the article on the subject published in the GV-Executive magazine, from the São Paulo School of Business Administration (FGV EAESP).

The main objective of the study is to analyze the impact of artificial intelligence technologies, specifically large-scale language models (LLM), on corporate communication on social networks.

In this way, the study shows how ChatGPT can be used for monitoring, sentiment analysis, and content generation on social networks, highlighting possible benefits and challenges, and warns of the need for companies to invest in technological knowledge and readiness to deal with advances in AI.

Internal Communication

AI can be utilized to improve internal communication in a variety of ways. For example, AI-powered virtual assistants can answer frequently asked questions from employees, saving time and resources. Additionally, AI-driven sentiment analysis can help monitor employee engagement and satisfaction, allowing businesses to adjust their internal communication accordingly.

External Communication

In external communication, AI can be used to personalize marketing and advertising messages based on customers' interests and behaviors. Intelligent chatbots can provide customer service 24 hours a day, seven days a week, improving the customer experience. Additionally, the technology can analyze data from social media and other channels to gain valuable insights into brand perception and adjust communication strategies accordingly.

Impact on businesses

The impact of this launch is only beginning to be felt in the most diverse areas of business, including the way in which digital social networks are used by companies. In this case, the main uses are:

• Social media monitoring;
• Identification of communities of interest and influencers;
• Use of targeting features to drive advertising and PR messages by reaching specific target audiences;
• Use of social networks as a sales channel.

"It is in the generation of content for networks that large-scale language models present the greatest possibilities, for better or for worse. In this type of work, knowledge of algorithms is essential to increase the reach of a message, even those that are boosted (paid). Using the various services provided by the platforms to their advertisers, it is possible to know which are the most commented subjects at a given time or place and with which terms", highlights the study.

The authors predict an exponential growth of this type of content generation, and here is one of the main problems of the marriage between social networks and artificial intelligence: the risk of increased visibility of fake news and content aimed at harming brands or personalities.

Ethical challenges

However, it is important to address the ethical challenges associated with the use of AI within corporate communication. Data privacy and security should be prioritized, and companies should be transparent about how they use AI. Additionally, it is crucial to ensure that AI does not perpetuate bias or misinformation.

In summary, artificial intelligence is playing an increasingly important role in corporate communication, providing opportunities to improve efficiency, personalization, and insights. However, its use must be carefully considered and managed ethically and responsibly.

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