Between Authenticity and Automation: Nonprofit-Organizations Navigating AI-driven Communication

Abstract

This research examines the question: To what extent do Nonprofit-Organizations (NPOs) in Germany use artificial intelligence (AI) for content creation within their external communication strategies, and what positive and negative effects are associated with it? The diffusion theory serves as the theoretical framework to understand how AI, as an innovation, is adopted and institutionalized within organizations. Semi-structured interviews were conducted with 17 communication professionals from 16 NPOs that already have experience with AI in content creation. The data was analyzed using a qualitative content analysis. The results show that AI is primarily utilized for text generation and editing, with ChatGPT being the most frequently used software. The benefits include time savings, increased efficiency, and creative inspiration. However, challenges such as legal uncertainties, skill gaps, and concerns about authenticity and misinformation also exist. While AI is strategically embedded at the organizational level, its explicit integration into external communication strategies is still rare. Human oversight remains crucial to ensure the quality and credibility of AI-generated content. The study concludes that while NPOs utilize AI in various ways, they proceed to cautiously and critically evaluate potential advantages to maintain trust and uphold ethical standards. Implementing AI requires strategic planning, clear guidelines, and staff training. Future research should explore the long-term impacts on trust, credibility, and stakeholder engagement. This work contributes to closing a research gap regarding the application of AI for content creation within the external communication strategies of NPOs.