Comunicação integrada: desafios e possibilidades com a adoção da inteligência artificial

Abstract

This study analyzed the impacts of Artificial Intelligence (AI) on Integrated Communication, exploring its potentialities, challenges, and professional implications. The qualitative and descriptive research employed a literature review method, utilizing databases such as Periódicos Capes, Scopus, Web of Science, JSTOR, and IEEE Xplore, between April and May 2025, with keywords including "Integrated Communication", "Artificial Intelligence", and "Organizational Communication". Out of 78 articles found, 10 were selected and analyzed for the writing of this study. The results show that AI offers personalization, agility, and precision in communication management, with tools for data analysis, real-time monitoring, automation, and content creation. However, ethical challenges arise, such as data transparency, privacy, disinformation, and diversity, in addition to the risk of excessive automation reducing human sensitivity and relational authenticity. The conclusion points out that AI should be incorporated ethically, effectively, and strategically, with clear guidelines on data usage, human supervision, creativity, and an organizational culture that balances technological innovation with ethical and humanistic principles of communication.