Date/Time
Date(s) - 03/02/2025
9:30 am - 11:30 am
Emerging Technologies in Organizational Communication
The Organizational Communication Division of the Netherlands-Flanders Communication Association (NeFCA) organizes a preconference about emerging technologies in organizational communication, prior to the annual Etmaal van de Communicatiewetenschap (“24 hours of Communication Science”). Through three presentations, we discuss both academic and professional perspectives on this timely topic.
The technological turn in communication by and about organizations
Prof. dr. Theo Araujo (University of Amsterdam)
This talk reflects on three main developments that shape the technological turn in communication by and about organizations: digitalization, computation, and the increasing prominence of AI. Digitalization reshapes how organizations communicate, with digital platforms becoming dominant and redefining how and on which grounds organizations interact with stakeholders, challenging previous organizational practices and theories and opening new grounds for research. Computational reshapes communication practice and research, with organizational decision making increasingly being automated and driven by communication data as both input and output. The increasing prominence of (generative) AI as a dominant socio-technical system reshapes communication, with both the organizational frontline and stakeholder relationships being disrupted by the adoption of new technologies, including a new set of conversational agents, and increasing programmatic (stakeholder) communication in platforms.
From frustration to collaboration: Redefining conversational AI in customer service
Dr. Christine Liebrecht (Tilburg University) & dr. Charlotte van Hooijdonk (Utrecht University)
The digitalization of society has shifted customer interactions with organizations from traditional methods to online platforms. As digital channels grew, scalability challenges emerged, prompting organizations to adopt self-service technologies, including conversational AI (chatbots), to reduce costs and improve efficiency. Chatbots offer benefits like 24/7 availability and immediate responses. However, the technology does not live up to its full potential yet. Currently, both customers and customer service employees perceive their conversations with conversational AI in customer service as unnatural and not cooperative. In the Smooth Operator project, Christine Liebrecht and Charlotte van Hooijdonk examine which factors contribute to the experience of conversational AI as personal and cooperative communication partners by both service employees and customers.
AI in practice: From crisis to culture
Andries Fluit (Akkanto)
Two ways in which generative AI can show its strengths in the practice of a communication agency is as a strategic instrument for crisis communication, and through daily support for communication practitioners. During this final presentation of the pre-conference, communications expert Andries Fluit from Akkanto will provide insight into his agency’s framework for responsible AI-adoption. Central to this framework are ethics, safety, and practical applicability. Through specific examples, Andries will show how Akkanto guides communication professionals through this transition. In addition, he will explain how AI can be a powerful aid during crises, which strengthens the expertise of communication professionals rather than replacing it.
Practical information
When: Monday, February 3 2025, 9:30-11:30.
Where: The Bruges Meeting & Convention Centre (BMCC), located just a 15-minute walk from Bruges Central Train Station.
Who: The pre-conference is open to anyone who also registers to the Etmaal van de Communicatiewetenschap. You can register for the full conference via https://etmaal2025.org/registration/
Registration: The pre-conference is free of charge, but registration in advance is mandatory. Please send an email to organizer An-Sofie Claeys at ansofie.claeys@ugent.be before January 8 2015.