Year: 2025
Type: article
Abstract: Organizations are adopting AI-powered technologies to communicate with stakeholders, including using AI agents to create social media content. This article summarizes the results from a study examining how agent type (human vs. AI) and communication style (conversational human vs. organizational) influence public perception and engagement on social media. The findings suggest that while human agents are more effective in making people feel heard, AI-powered agents perform equally well in fostering other relational outcomes. These insights help corporate communication professionals assess whether AI-powered agents can replace human representatives in social media communication.
Source: Corporate Communication Review
DOI: 10.63904/ccr.v1i1.11
Authors: Jeyoung Oh, Eyun-Jung Ki
Institutions: University of Michigan–Flint, University of Alabama
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4410544362