"“Don’t Panic, it’s Just AI:” A Qualitative Study on Internal Communica" by Edikan Nkanta

Graduation Term

Spring 2025

Degree Name

Master of Science (MS)

Department

School of Communication

Committee Chair

Lance Lippert

Committee Member

John Baldwin

Committee Member

Mary-Beth Deline

Abstract

This qualitative study investigated how organizations utilize internal communication strategies to navigate AI-driven change effectively. Through semi-structured interviews with eleven communication professionals and change leaders across various industries, the research identified key communication approaches that facilitate successful AI implementation. Findings revealed three primary strategies: framing AI as a tool that enhances rather than replaces human capabilities, connecting AI initiatives to organizational purpose and business goals, and demonstrating practical use cases through concrete examples. The study also highlighted the importance of establishing clear guidelines for responsible AI use, making initial adoption optional rather than mandatory, and directly addressing job security concerns. Additionally, results indicated that effective communication strategies evolve from centralized, top-down messaging toward more distributed, community-driven approaches as implementation matures, with communication content progressing from foundational education to strategic integration. These findings contribute to both theoretical understanding of AI-specific change management and practical guidance for organizations implementing AI technologies.

Access Type

Thesis-Open Access

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