Abstract
Artificial intelligence (AI) and the continuous advancements in technology
have changed how individuals live and how organisations function. The move
to automation questions the need for and value of manual labour, particularly in
the field of strategic communication. It has raised concerns about the future of
jobs in the communication field and the role of humans in these advancements.
The principles of the theory of disruptive innovation are applicable to the
study. This study aims to explore the role of AI in the strategic communication
industry. Semi-structured interviews with communication professionals in the
South African strategic communication industry were conducted to explore
their knowledge of AI and its role in the industry. Participants indicated a basic
knowledge of the role of AI in the industry, agreeing that AI offers the benefits
of convenience and efficiency. However, human input should remain valuable
and training in AI technologies should be prioritised. This study contributes to
the limited research on the role of AI in the strategic communication industry
in South Africa.