Impact of AI in Organisational Communication Forum Unveils the Challenges and Opportunities to Students

By, Aqmar Khan

GOMBAK, 9 January 2025: An insighful forum on the impact of Artificial Intelligence (AI) in organisational communication on 3 January 2025, at IIUM Gombak, featured an insightful discussion with three distinguished speakers: Tuan Faisal Azmy Tuan Kob, Chief Growth Officer at Nexagate, Jaziratul Shila Jamal, Researcher and Marketing Team Member at Ebdesk Malaysia; and Haekal Adha Al-Giffari, IIUM Lecturer and Research Coordinator at Asatu Research and Insight.

The discussion delved into AI’s role in enhancing organisational efficiency, particularly in communication workflows and marketing dynamics, highlighting how the technology is reshaping the modern workplace.

The forum began with each panelist discussing their perspective on the definition of AI. “AI, in simple terms, is a code capable of learning, adapting, and continuously evolving to generate certain outputs and outcomes,” explained Mr. Faisal. Mdm. Jaziratul added, “As a researcher in Ebdesk we use AI for visualisation for big data analytic and also we use AI for processing the data”. Meanwhile, Mr. Haekal emphasized AI’s versatility, describing it as a 24/7 companion capable of creating something new for you, such as ChatGPT.

Responding to a question on whether AI has made communication within organisations easier or introduced new challenges, the Chief Growth Officer of Nexagate, highlighted both the opportunities and risks posed by the technology.

“There are pros and cons,” he explained. “On the downside, AI introduces numerous applications and, with them, new risks tied to people, processes, and technology. For instance, as an intern or employee, it’s crucial to understand your organisation’s policies regarding data handling. Using tools like ChatGPT, anything uploaded could potentially become public and searchable.” On the positive side, Mr. Faisal noted that AI has significantly streamlined workflows. “Previously, many processes were traditional and paper-based. AI introduces automation, enabling faster thinking and efficiency, especially for repetitive tasks. This represents the minimum baseline for AI’s capabilities,” he said.

As AI continues to reshape organisational communication, students must develop key skills and strategies to excel in the evolving professional landscape. “All students who come to Ebdesk for internships are intelligent as they are university graduates, after all,” Mdm. Jaziratul said. “But intelligence alone is not enough. You might know how to use ChatGPT, craft prompts effectively, and master storytelling, but without strong communication skills, it’s meaningless. Advanced technology and AI are powerful tools, but if you lack the ability to communicate effectively, you have nothing.”

She emphasized the importance of having good presentation skills during internships, as they reflect real-world workplace demands. According to her, credibility, courage, and confidence are essential traits. “Communication skills are absolutely crucial,” she stressed. “They are the foundation of success, no matter how advanced technology becomes.”

Moreover, AI increasingly takes over communication tasks, particularly in areas like marketing, organisations face the challenge of maintaining the human touch in their interactions. This concern was a central theme during the recent forum on AI’s impact on organisational communication.

“Communication skills and general interpersonal abilities are what make us human,” said Mr. Haekal. “When you rely solely on AI for tasks like writing, it becomes evident. AI has patterns, certain words and traces that give it away. It’s not robotic, but there’s a distinctive quality in AI-generated content that’s easily identifiable.”

Agreeing to Mdm. Jaziratul ‘s earlier remarks, he stressed the importance of communication skills. “You might produce a well-written report with AI, but if you cannot understand or explain it during a presentation, that raises a big question mark,” he said.

The discussion underscored that while AI enhances efficiency and productivity, human skills such as credibility, confidence, and clear communication remain irreplaceable in maintaining authenticity and meaningful connections in organisational communication.

Held at the ADM LT1 IIUM, the forum was moderated by Aina Hamizah and organised successfully by communication internship students (COMM4995) section 1.***