ARTIFICIAL INTELLIGENCE AND PROFESSIONAL PERCEPTIONS IN THE COMMUNICATION SECTOR: A QUANTITATIVE STUDY IN TÜRKİYE

OpenAlex Turkish

This study examines the impact of artificial intelligence (AI) technologies on professional perceptions in the communication sector, focusing on how AI integration reshapes employees’ views of their work, roles, and future prospects. Based on quantitative data collected from 702 communication professionals working in Turkey, the study analyzes interest in AI, perceived competence, trust, ethical concerns, usage patterns, and AI-related professional perceptions. The findings show that AI is no longer viewed as a marginal technology; most participants report moderate to high interest and frequent use of AI tools, particularly for professional tasks such as content production, verification, data analysis, and decision support. Despite widespread use, advanced AI competence remains limited, and trust in AI systems is largely conditional. Participants emphasize the importance of human oversight, positioning AI as a complementary tool rather than an autonomous decision-maker. Ethical concerns—especially data security, privacy, manipulation, and employment-related risks—play a central role in shaping professional attitudes. The perceived level of AI-related professional threat is moderate and reflects uncertainties related to changing job roles and skill requirements rather than immediate job loss. Overall, the study highlights the need for human-centered governance, ethical frameworks, and continuous professional development to support responsible AI integration.