Reshaping Strategic Corporate Communication Practices in the Digital Era: The Role of AI-Driven

The rapid advancement of digital technologies has transformed how organizations manage communication, with artificial intelligence (AI) emerging as a powerful enabler of change. Applications such as chatbots, natural language processing, sentiment analysis, and predictive analytics are increasingly integrated into organizational practices. However, while much of the existing research emphasizes AI’s role in marketing communication and customer engagement, its wider strategic impact on corporate communication remains underexplored. This paper addresses this gap by conceptualizing AI not merely as a technological tool, but as a structural driver that redefines how organizations design and execute communication strategies. Guided by established frameworks such as Excellence Theory and Situational Crisis Communication Theory, this study critically reviews emerging literature to highlight three key areas where AI is reshaping communication: (1) intelligent internal communication systems that personalize employee engagement and foster organizational culture; (2) predictive crisis monitoring and rapid response mechanisms that strengthen resilience and reputation management; and (3) stakeholder relationship management that enhances transparency and trust through data-driven insights. The proposed conceptual framework positions AI as a transformative force in achieving communication effectiveness, while also recognizing potential risks such as ethical dilemmas, reduced authenticity, and overdependence on automation. By synthesizing perspectives from communication theory and technological innovation, this paper contributes to the ongoing discourse on the future of corporate communication. It underscores the importance of adopting AI responsibly, ensuring that technological progress is balanced with ethical considerations to safeguard organizational legitimacy and strengthen stakeholder trust in the digital era.