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Arkansas State University

Impact of Artificial Intelligence on Online Communication

Whether for advertising, marketing, public promotion or entertainment, the amount of online communication used to connect businesses to the general public continues to grow daily. With this growth comes considerations of data protection, intellectual property and privacy as artificial intelligence (AI) becomes a central element of many online communication tools. Disseminating information quickly to the public is the prime focus for many businesses and institutions, and AI can make it happen.

An online Master of Science in Strategic Communications with an Emphasis in Technology Law and Policy from Arkansas State University (A-State) can help students emphasize analysis, critical-thinking and practical skills that they will need to develop and administer communication strategies that address real-world issues. 

How Artificial Intelligence Is Used in Online Communication

We all use artificial intelligence every day, whether we realize it or not. From asking Alexa a question to using Google Maps to playing a suggested playlist on Spotify, we interact with AI during our daily lives. Social media platforms, such as Instagram and Facebook, use algorithms to show us recommended advertisements and content. As a prominent factor in performance and idea creation, communication is important to analyze data and improve decision-making.

By using artificial intelligence and machine learning (ML), businesses can simplify business operations and employees can be more efficient by focusing their energy on other areas. Since communication connects to the overall well-being of the population, being able to communicate is a vital component of everyday life.  

AI can change the way people communicate with each other. By using data science and algorithms, scientists can create a device that can learn how people respond to certain types of speech and then program it to analyze the factors that go into communication, such as gestures and figures of speech, to enhance our communication.

Additionally, companies are developing ML applications that impact how online content is filtered, organized and analyzed. These innovations come with both excitement and concerns in the field, though. Leaving communication decisions to ML and AI technologies can amplify issues with discrimination, bias, diversity and equality. Still, these technologies show promise for making online spaces safer for users.

Businesses can use AI and ML to better communicate with and understand their online customers. Understanding what customers want is vital to staying in business. Machine learning can analyze customer and sales data to recognize what consumers prefer and dislike. When people search for a product online, they may quickly notice that advertisements suddenly focus on that product with personalized ads. This targeting results from ML analysis of online searches and buying preferences. Websites using chatbots for customer service and email services using spam filters are other examples of artificial intelligence and machine learning used in online communication.

Plus, AI tools for corporate communication and public relations can automatically design presentations, analyze a competitor’s strategy, tag photos and videos so branded content can be easily found. It can also use listening tools to understand what consumers think of a brand in real time.

Next Steps

The online program at Arkansas State prepares students to use artificial intelligence tools across many industries, including marketing and public relations. Students will study regulations and policies of online communication, including those related to data protection, privacy and intellectual property. The online coursework can prepare graduates to pursue careers as a data protection officer, public relations director, data privacy officer, director of content management, marketing communications director and more.

Learn more about Arkansas State University’s online Master of Science in Strategic Communications with an Emphasis in Technology Law and Policy.

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