Use of artificial intelligence by communication professionals in corporate communication applications

Interactive tools and applications emerging as part of technological advancements and the digitalization process are transforming diverse sectors, professional practices, and user experience. Artificial intelligence is a subject of current debate in the literature in this regard. This process, as a holistic function that ensures the organization and coordination of institutions and organizations in line with their goals and objectives, also constitutes a research area for corporate communication practices. Corporate communication impacts the institution's image in the short term and its reputation in the long term. Therefore, the question of how AI-enabled tools play a role in many applications related to corporate communication, such as media relations, crisis management, stakeholder interaction, sponsorship, and social responsibility, and the process of effectively communicating with target audiences, and how they are evaluated by communication professionals, is highlighted. In this context, the transformative impact attributed to artificial intelligence on professional management, interaction, and experience needs to be evaluated alongside a discussion of "professional ethics." The purpose of this thesis is to examine how artificial intelligence is used in corporate communication practices (stakeholder relations, crisis management, sponsorship, social responsibility, media relations, etc.) across various sectors and professional groups, and to examine the opinions and experiences of communication professionals on this subject through the discussion of "demography," "application," and "professional ethics." The theoretical framework of the research is evaluated from the perspective of Everett Rogers' Diffusion of Innovation Theory, which explains the adoption processes of innovations at the user and institutional levels. Qualitative research and structured in-depth interviews were used as research methods and data collection techniques in the study. Within the framework of the qualitative research method, structured interviews were used, and descriptive analysis and qualitative content analysis were preferred in the analysis of the obtained findings. At this point, within the framework of the qualitative research method, it is planned to conduct interviews using the structured in-depth interview technique with 15 communication professionals who manage corporate communication processes in three different fields: public, private sector, and non-governmental organizations, and in various professional groups. The first part of the research addresses demographic questions regarding age, education, and corporate experience, aimed at corporate communication professionals to establish a general framework for the participants. The second part explores how communication professionals use and practice artificial intelligence in corporate communication processes and applications. The final part addresses the opinions and recommendations of communication professionals regarding the use of artificial intelligence in corporate communication. The results of this thesis are expected to make a unique contribution to the field, addressing various dimensions of the corporate communication and artificial intelligence debate, including usage habits, the transformation of existing practices, opinions and experiences related to the topic, and ethics, for both institutions and organizations and communication professionals. Keywords: Corporate Communication, Artificial Intelligence, Communication Professionals, Ethics.