The Role of Generative Artificial Intelligence in Reshaping Internal Communication and Its Impact on Corporate Innovation: A Qualitative Study in the Telecommunications Sector (Zain Iraq and Asiacell

Abstract

Artificial intelligence has provided enormous potential for redesigning internal communication environments in innovative ways that go beyond the performance concept to the level of prediction, personalization, and intelligent information processing. Despite these advanced capabilities, the reality of their application within institutions does not always reflect a systematic or strategic utilization of these capabilities. There is a disparity in the level of adoption, a lack of integration between the technical aspect and the communication vision, and a deficiency in utilizing organized scientific models for internal communication. The main research question is to determine the impact of the use of artificial intelligence technologies by Iraqi telecommunications companies (Zain Iraq and Asiacell) on shaping internal communication and institutional innovation. The current research aims to identify the attitudes of those responsible for communication towards the expected benefit of using artificial intelligence applications and their applications with regard to institutional innovation. The research relies on the survey method, as this method is one of the most appropriate scientific methods for this research. A sample of (30) leaders in corporate communication and public relations in the companies (Zain Iraq and Asiacell) was selected to communicate in Iraq. The research reached a number of results, most notably the existence of a high level of conviction among the research sample regarding the expected benefit from the use of artificial intelligence and its applications in internal communication and corporate innovation.