"The impact of GenAI ( ChatGPT as a model ) on the Efficiency of Corporate Communication” Critical Analytical Study

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PhD holder and Lecturer in public relations and Advertising Department - Faculty of Mass Communication - Cairo University.

Abstract

Objective: This study aimed to analyze the scientific literature on the impact of generative AI on the efficiency of corporate communication. The goal was to identify key research trends, theoretical frameworks, and challenges in this area.
Design/methodology/approach: A critical analytical approach was used, employing the PRISMA method to select a purposive sample of 96 foreign scientific studies published between 2020 and 2025.
Findings: The study found that ChatGPT represented a major turning point in the field, redefining the research landscape. The analysis was divided into two phases. In the pre-ChatGPT phase (2020-2022), generative AI research primarily focused on the functional dimension of corporate communication, emphasizing task automation, internal process support, and data analysis to improve customer targeting. In contrast, the post-ChatGPT phase (2023-2025) witnessed a radical shift, with research focusing on strategic support, the creative dimension and the management of stakeholder relationships through hyper-personalization. The study also identified significant trends related to the factors influencing AI integration (at individual, organizational, and environmental levels) and the challenges of its use, including professional concerns, ethical issues and technological limitations. The study also revealed a multiplicity of scientific approaches (communicational, psychological, social, economic) and highlighted the need to reconsider and integrate existing communication models with these new perspectives. The majority of the studies in the sample used qualitative and critical analysis.

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