The Impact of AI-Generated Corporate Messaging as a Credibility Signal in Algorithmic Communication

Abstract

Generative AI (Artificial Intelligence) mechanisms such as Gemini, Microsoft Copilot, Grammarly, and more are becoming a significant part of message creation in organisations. However, algorithmic bias creates an ethical, psychological, and strategic dilemma for organisational employees. In this research, the authors explored the impact of automation, authenticity, and trust in corporate messaging on employees' perceived corporate credibility, transparency, and integrity. The authors used a mixed methodology. A survey study was conducted with 246 participants. Further, semi-structured interviews were performed with communication and marketing executives. The research was grounded in Signalling Theory, TAM (Technology Acceptance Model) and Media Richness Theory. The results revealed that while AI helps organisations with communication efficiency, precision and personalisation, it also creates a “credibility gap”, reducing authenticity and accountability. For practical purposes, this research suggests applying co-creation to maintain corporate credibility in the era of algorithmic communication by connecting human creativity with AI-assisted mechanisms.

This research contributes to the continued discourse on technological advancements, generative AI and human authenticity in a continuously changing corporate ecosystem.