The Communicator’s Role in Driving Generative AI Adoption

The Communicator’s Role in Driving Generative AI Adoption

In the study “The Communicator’s Role in Driving Generative AI Adoption” published by the Institute for Public Relations (IPR) in February 2026, Olivia K. Fajardo analyses the introduction of generative AI in organizations based on over 30 interviews with communications and technology executives. The focus is on the question of how roles, processes and responsibilities are changing in communications departments.

The leading finding: productivity is the dominant driver of the introduction. 90 percent of respondents cite efficiency gains as the main motive. At the same time, a maturity model with three levels emerges: from selective applications such as text drafts to company-wide integration into core processes. Successful organizations combine technical leadership through IT with clear governance, training opportunities and visible support from top management. While C-level executives are responsible for making AI adoption a priority, communicators act as hands-on translators between IT and the organization, shaping internal narratives and defining use cases.

However, it is striking that only some of the organizations communicate a consistent “change story” on AI transformation or systematically collect key figures on usage. This creates a tension between operational use and strategic anchoring. The biggest obstacle is an aversion to potential risks. Factors here include cybersecurity and possible copyright infringements, but the biggest concern is reputational damage caused by misinformation in AI-generated content. This highlights the need for a “human-in-the-loop” approach: while AI supports design and analysis, the final responsibility and power of judgment remain with humans. In this way, AI becomes a lever for strategic capacity, measurability and creative work.