According to the survey, 76% of organizations use artificial intelligence in their core activities
The Brazilian Association of Business Communication (Aberje) and Cortex published the second edition of the research “Data Culture, Measurement of Results and Artificial Intelligence in Communication”, with the aim of understanding the current situation of measurement and use of artificial intelligence in processes of communication. 100 companies, including Aberje members and non-members, from different Brazilian regions, responded to the questionnaire. For 81% of participants, artificial intelligence will require significant change management in organizations.
The majority of participating organizations (76%) use artificial intelligence in their core activities. Of those who do not yet use this technology, 7% stated that they intend to put it into practice this year. In the communication areas of participating organizations, the majority (58%) already use artificial intelligence technology, while 11% intend to use it this year. Most of the communication areas of participating companies stated that they use artificial intelligence to create content (47%), generate insights (40%) and increase productivity (39%).
According to the survey, the strategic objectives that connect to communication actions most cited by respondents were increasing employee engagement (77%), the ESG agenda (75%), reputational crises (75%) and increasing the participation of organization in the market (70%).
In relation to data culture, 52% of participating companies fall into an intermediate level, 32% of the communication areas are positioned at a basic level and 14% are already positioned at an advanced level. Furthermore, according to the study, all communication processes in companies use systematized data for decision-making, highlighting digital communication (87%), digital publications (72%), corporate reputation (68%), relationship with the press (68%) and brand value (67%). The processes that never or rarely use data, according to participants, are community relations (39%), relations with investors and shareholders (38%), participation in fairs and exhibitions (28%) and sponsorships or cultural support ( 28%).
Still on data culture, some areas have worked on artificial intelligence in compiling data (28%), in data analysis (32%), in identifying trends (21%), in carrying out research (18%) and in the projection of results (5%). Another use that has been adopted is to create visual designs (31%), in addition to transcriptions and recordings (31%).
When asked about the results of communication initiatives that are measured, the most cited were about relationship actions with the press (84%), digital communication actions/social media (82%), internal communication actions (76%) and events (64%).
Credit: Photo by Igor Omilaev on Unsplash
