Generative AI risks: are European communication professionals ready? A study on individual and organizational READINESS

Purpose – Generative artificial intelligence (GenAI) technologies are increasingly being used by both individuals and organizations. However, there is still a lack of in-depth understanding of whether communication professionals are ready to navigate and utilize this disruptive innovation. This study aims to explore how communication professionals perceive GenAI-related risks in the workplace and what is considered important for READINESS in the context of GenAI adoption at the individual and organizational levels. Design/methodology/approach – This study employed written interviews with open-ended questions in a survey format to gather input from communication professionals in three European countries – Italy, Romania and the Netherlands. A total of 84 responses were collected and analyzed through a thematic analysis, with an intercoder reliability test also conducted. Findings – Seven core themes emerged from the analysis, including (1) the forms of risk anticipated in relation to the adoption of GenAI in the workplace; the conceptualization of (2) individual and (3) organizational READINESS in the face of GenAI-related risks; the factors considered important for the development of (4) individual and (5) organizational READINESS; and the aspects of the (6) physical and (7) digital work environment that contribute to building organizational READINESS. Originality/value – By identifying key themes and patterns, this research aims to provide insights into the critical factors that communication professionals can consider to enhance their individual and organizational READINESS to address GenAI-related risks within the workplace.