Generative AI risks: are European communication professionals ready? A study on individual and organizational READINESS

Purpose Generative artificial intelligence (GenAI) technologies are increasingly being used by both individuals and organizations. However, there is still a lack of in-depth understanding of whether communication professionals are ready to navigate and utilize this disruptive innovation. This study aims to explore how communication professionals perceive GenAI-related risks in the workplace and what is considered important for READINESS in the context of GenAI adoption at the individual and organizational levels. Design/methodology/approach This study employed written interviews with open-ended questions in a survey format to gather input from communication professionals in three European countries – Italy, Romania and the Netherlands. A total of 84 responses were collected and analyzed through a thematic analysis, with an intercoder reliability test also conducted. Findings Seven core themes emerged from the analysis, including (1) the forms of risk anticipated in relation to the adoption of GenAI in the workplace; the conceptualization of (2) individual and (3) organizational READINESS in the face of GenAI-related risks; the factors considered important for the development of (4) individual and (5) organizational READINESS; and the aspects of the (6) physical and (7) digital work environment that contribute to building organizational READINESS. Originality/value By identifying key themes and patterns, this research aims to provide insights into the critical factors that communication professionals can consider to enhance their individual and organizational READINESS to address GenAI-related risks within the workplace.