In the age of AIs, the checkmate comes from the data

Data have always been essential in organizational communication and public relations and, as in any other sector, they have also become increasingly important in these areas in recent years as the main fuel for artificial intelligence. This research aims to show how professionals in communication agencies have had access to them, which interfaces they have used the most, and what challenges they face on a daily basis. We opted for a qualitative study using bibliographical and documentary research and in-depth interviews to evaluate daily contact with data. Results show that the supply of data can still greatly grow and that the employed interfaces require communicators’ constant curatorial work to prevent misinterpretations.