Navigating the AI era: university communication strategies and perspectives on generative AI tools

Abstract

This study conducts a pioneering empirical analysis of generative AI tools, such as ChatGPT, in the context of university communication across German universities. It explores the adoption rates, identifies the primary challenges, and assesses the potential of these technologies, integrating several theoretical concepts. The findings reveal a widespread use of AI for translation and language correction, with broader applications gradually emerging. Adoption rates vary significantly between private and public universities, largely due to concerns over technical issues, data protection, and AI usability. The results underscore the need for enhanced training and AI policies that support effective integration and use.