Artificial Intelligence in corporate communication: Transformational tool or existential threat?

February 18, 2026Artificial Intelligence in corporate communication: Transformational tool or existential threat?By Saikat ChakrabortyWhen was the last time you used Artificial Intelligence (AI) for a routine task? If you are not sure, think of the autocomplete search suggestions that Google displayed on your desktop,the Maps app you used on your drive or the song that you asked Alexa to play. Whether we like it or not, AI has already become a part of our daily lives. So, can our professional lives be left untouched?The above examples of AI have been around for some time and belong to the first wave of the AI revolution — ‘Predictive AI’.What has really shaken up professionals is the breakneck speed of development of the second wave of AI — ‘Generative AI’ or GenAI in short. GenAI refers to deep-learning models that can generate high-quality content such as text, images andvideos, based on the data they were trained on.The release of ChatGPT, the most famous of the GenAI models, in November 2022 truly made us aware of the capabilities of AI. Since then, barely a month passes without news of a more advanced AI model — Gemini, Copilot, Grok, DeepSeek, Claude. For the Corporate Communication (CC) professional, this poses a clear and present challenge, because GenAIseems to be able to do a lot of her tasks — only much, much faster. Does this mean that AI will be able to replace the CC professional? Or will it be an aid to bolsterher talents? There are no clear black and white ...