South African communication academics’ perspectives on variables affecting their preparation of students for an artificial intelligence-influenced industry

Purpose Artificial intelligence (AI) is increasingly shaping communication industries worldwide, yet its adoption in South Africa remains cautious and uneven. The South African communication environment is marked by complex challenges that influence how AI is understood and applied. Communication students need to be prepared not only for technological change, but also for a professional environment where communication must remain contextually relevant and socially responsive. As a first step, in this study, the variables that impact higher education academics when preparing communication students for an AI-influenced workplace were identified. Design/methodology/approach Guided by an interpretivist approach, 15 qualitative in-depth semi-structured interviews were conducted with communication academics from ten South African universities. The data were inductively analysed through qualitative content analysis. Findings The findings reveal four interrelated variables that influence communication academics in preparing student AI adoption: (1) embedded local cultural principles, (2) AI literacy and training gaps, (3) infrastructural and accessibility challenges and (4) ethical use and governance. Research limitations/implications The article concludes with a call to prepare communication students for an AI-integrated future and for longitudinal, Africa-centred research to track how these variables evolve. Practical implications The study provides practical recommendations for academics and students to acquire extensive training to develop AI competency skills to enable them to use AI as a complementary tool alongside human touch and emotional intelligence, apply it ethically, and to advocate for access to devices, Internet connectivity and funded AI platform licences. The insights highlight that academics have a dual role as both learners and facilitators of AI adoption. Originality/value This is the first communication study to discover the effect of AI from the perspective of academics who prepare the next generation of communication practitioners for the challenging and changing South African communication industry.