المجلة الدولية للاتصال الاجتماعي
Volume 13, Numéro 3, Pages 278-293
2026-09-30
Is Artificial Intelligence Reshaping Corporate Identity? Read About The Transformations Of Digital Corporate Communication
Authors : Bensetti Nadia .
Abstract
Abstract: This study aims to find out how artificial intelligence tools contribute to building and defining corporate identity in the digital space, in light of the accelerated transformations that the digital world is experiencing, which has made organizations live a qualitative leap in order to enhance their efficiency and improve their operations, both internally and externally, which has made the latter live a radical transition, which is from managing its traditional organizational communication of information to a management characterized by intelligence and flexibility, supported by big data, which creates interaction between the institution and its audience, such as chatbots, and this by providing a critical analytical theoretical reading, reveals to us the nature of the impact of artificial intelligence technologies in the digital space, in light of the accelerated transformations that the digital world is witnessing, which reveals to us the nature of the impact of artificial intelligence techniques in the digital space, in light of the accelerated transformations that the digital world is witnessing, which reveals the nature of the impact of artificial intelligence techniques in the digital space, in light of the accelerated transformations that the digital world is witnessing, which reveals the nature of the interaction between the institution and its audience, such as chatbots, and reveals the nature of the interaction between the institution and its audience, such as: management Contact, information...The most important challenges associated with this change. ملخص: تهدف هذه الدراسة الى معرفة كيفية مساهمة أدوات الذكاء الاصطناعي في بناء وتعريف الهوية المؤسسية في الفضاء الرقمي وذلك في ظل التحولات المتسارعة التي اصبح يعيشها ويشهدها العالم الرقمي، مما جعل المؤسسات تعيش نقلة نوعية في سبيل تعزيز كفاءتها وتحسين عملياتها سواء على المستوى الداخلي أو الخارجي، مما جعل هذه الأخيرة تعيش انتقال جذري وهو من إدارة اتصالها التنظيمي التقليدي للمعلومة الى إدارة تتسم بالذكاء والمرونة مدعومة ببيانات ضخمة والات تخلق التفاعل بين المؤسسة وجمهورها مثل روبوتات الدردشة، وهذا من خلال تقديم قراءة نظرية تحليلية نقدية،، تكشف لنا طبيعة تأثير تقنيات الذكاء الاصطناعي في إدارة الاتصال، المعلومات...الخ مع عرض اهم التحديات المصاحبة لهذا التغيير.
Keywords
identity formation ; corporate communication ; digital space ; artificial intelligence
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