UNDERSTANDING THE ROLE OF ARTIFICIAL INTELLIGENCE IN SHAPING ORGANIZATIONAL COMMUNICATION CULTURE THROUGH SOCIAL MEDIA A CASE STUDY OF MULTINATIONAL CORPORATIONS

Abstract

The study selected three multinational corporations (MNCs) operating in Pakistan, representing the technology, consumer goods, and professional services sectors: Systems Limited (technology), Nestlé Pakistan (consumer goods), and Deloitte Pakistan (professional services). These organizations were chosen based on their established use of AI tools in communication (e.g., chatbots, predictive analytics, content automation), active presence on social media platforms for internal and external communication, global workforce spanning diverse cultural contexts, and willingness to participate in qualitative interviews and provide access to relevant content for analysis. The surveys, including AI-driven pulse feedback and team morale assessments, were conducted across their Pakistani operations, capturing perspectives from employees in various roles and cultural backgrounds to ensure a comprehensive understanding of AI’s impact on communication culture. The significant implications of the study are that AI has the ability to accelerate the passage of a message, offer consistency in communication, enable live feedback, and facilitate communication with a culturally diverse market.