Abstract
This study investigates the perceptions surrounding the use of artificial intelligence (AI) applications in preventing and addressing Gender-Based Violence (GBV) among a selected group of private sector organisations in South Africa. Through qualitative analysis of interviews conducted with key stakeholders, the research highlights an increasing awareness of the negative impact of GBV on both employee well-being and overall organisational performance. Participants recognised various interventions, such as policies, training programmes, and awareness campaigns, as essential elements of a comprehensive GBV strategy. While AI applications were generally viewed positively as potential tools to improve reporting and support systems, concerns regarding privacy, data security, and the possibility of diminished human interaction were raised. Additional challenges, including limited resources and obstacles in assessing the effectiveness of current interventions, underscored the necessity for collaborative efforts among stakeholders. The findings enhance our understanding of the complexities involved in integrating technology into GBV prevention and intervention strategies, stressing the significance of ongoing evaluation and adaptation in these initiatives. The primary aim of this research was to explore the perceptions of using AI applications to prevent or address GBV among a selected group of private sector organisations in South Africa. Strategic communication served as the overarching paradigm for this research, while the Purpose-Led theory guided the study.