Abstract
PurposeMany companies adopt the corporate newsroom model to streamline their corporate communication. This article addresses why and how corporate newsrooms transform corporate communication following the rise of artificial intelligence (AI) systems.Design/methodology/approachThis research draws on original data from 13 semi-structured interviews with executive communication experts in large Swiss companies that use corporate newsrooms.FindingsCorporate newsrooms serve as an organisational (rather than spatial) coordination body for topic-oriented and agile corporate communication. To enable their functionality, it is crucial to find the right balance between optimising and stabilising communication structures. Newsrooms actively adopt AI both to facilitate routine and enable more innovative applications, such as living data archives and channel translations. Interviews also highlight an urgent need for regulatory frameworks of AI in corporate communication.Practical implicationsThis article provides (currently lacking) insights into the practical challenges and coping strategies for establishing and managing corporate newsrooms.Originality/valueThis research addresses the gap in corporate newsroom research regarding a limited understanding of how newsrooms are implemented, managed and adapted to AI-related innovations.
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