Within a broader research project financed by an Italian Ministry, this study is focused on managers’ and professionals’ perceptions about AI challenges related to communication and PR functions, within the context of micro, small and medium enterprises. The study, conducted through 200 CATI interviews administered to C-Level interviewees, was carried out in July 2024. Interviewees were selected according to their geographical location. Questions were designed to assess managers’ awareness of AI adoption, as well as their perceptions about the role of AI on companies’ sectors (including communication) and for the future of the job market. Data were further analyzed considering industrial sectors, number of employees, and geographical areas. The study reveals significant perceived barriers to AI adoption, including inadequate organizational infrastructure (32%), cultural (24%) and technological limitations (13%). Moreover, 12% of respondents expressed a lack of trust regarding the AI systems within their organizations, particularly for medium enterprises (21%). Only 12% of the companies have already implemented AI solutions in their operations. Despite this limited adoption, AI is increasingly recognized for its potential in production, marketing, research, and customer service. Among other aspects, respondents identify communication, marketing, and customer care as the areas where AI could have the greatest impact (25%), with differences between micro and medium enterprises. AI tools are considered strategic also for data management (27%). Furthermore, media coverage is perceived as a negative factor on AI adoption (66%). with a difference for various industrial sectors (e.g. trade, services). There is a general consensus that AI will redefine professional roles, resulting in the decline of specific functions and professions (81%). Indeed, 87% of respondents agree that workers who fail to update their skills risk experiencing a reduction in employment opportunities.
Lovari et al. (Wed,) studied this question.