How artificial intelligence is changing organizations

Portuguese CEOs’ perspective

Bibliographic Data

ID21696099
AuthorsAlexandre Duarte (0000-0002-2665-864X, Universidade Nova de Lisboa Faculdade de Ciências Sociais e Humanas, ICNOVA), Patrícia Dias (0000-0001-7948-4439, Universidade Católica Portuguesa Faculdade de Ciências Humanas, CECC)
Year2026
Volume30
Issue2
Pages217-234
Publication date2026-04-20
Open AccessNo
TypeARTICLE
VenueJournal of Communication Management (JOURNAL)
Journal identifiersISSN: 1363-254X • E-ISSN: 1478-0852
PublisherEmerald (PUBLISHER)
DOI10.1108/jcom-10-2024-0204
OpenAlexW4414514024
LanguageEN
Citations received1
References cited50

Purpose The rapid advancement of artificial intelligence (AI) is reshaping organizational landscapes, prompting chief executive officers (CEOs) to navigate its integration for enhanced productivity and strategic advantage. As the adoption of any new technology within organizations is closely interconnected with strategic communication, leadership discourse and change management, this study aims to obtain a deeper understanding of the processes and implications of AI adoption by organizations through the perspectives of CEOs. Design/methodology/approach This exploratory study follows a qualitative approach, based on in-depth interviews with a purposive panel of 17 CEOs from diverse sectors in Portugal. Findings A diverse array of specific AI tools is employed, ranging from native AI-based platforms like ChatGPT to AI-integrated solutions such as Canva and Adobe. While initially leveraged for streamlining routine tasks, AI’s scope has expanded to encompass strategic functions like data analysis, market research and content production. CEOs highlight increased productivity as a primary benefit, but concerns about AI’s impact on critical thinking, privacy and ethical considerations loom. Some CEOs stress the need for workforce reskilling and upskilling to navigate AI-driven transformations, while others emphasize the importance of global regulations to address ethical dilemmas. Practical implications This research offers contributions to both academia and practice. From an academic perspective, it enriches the literature on AI adoption by incorporating the underexplored dimension of leadership, particularly the CEO’s role and by integrating theoretical frameworks such as the technology acceptance model, diffusion of innovation and technology-organization-environment. This multidimensional approach provides a more holistic understanding of the drivers, barriers and ethical challenges associated with AI adoption in organizational contexts. For practitioners, especially CEOs and organizational leaders, the findings provide actionable insights into leveraging AI effectively while navigating its risks. It emphasizes the importance of adopting a strategic vision, fostering a culture of continuous learning and prioritizing ethical stewardship. Originality/value This study affords an in-depth look at the perspectives of those making decisions about how AI is being adopted in Portuguese organizations. While underscoring the pivotal role of CEOs in shaping effective, sustainable and ethically sound AI strategies for organizational success in the evolving digital landscape, it also increases awareness about challenges and risks

Exploratory research · Productivity · Qualitative research · Workforce · AI and HR Technologies · Big Data and Business Intelligence · Business and Economic Development

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