Artificial intelligence (AI) disruption in strategic communication: are Ghanaian professionals ready?

Purpose The study examines the readiness of Ghanaian strategic communication professionals to adopt artificial intelligence (AI). It addresses a gap in African scholarship by exploring knowledge, perceptions, skills, and challenges, framed within the Diffusion of innovation and Sociotechnological perspectives. Design/methodology/approach A cross-sectional survey was conducted with 133 Ghanaian communication professionals utilizing purposive and snowball sampling. Data were gathered through online and paper-based questionnaires. Descriptive statistics, one-sample t-tests, and cross-tabs were used to assess adoption levels and differences across groups. Findings Communication professionals are optimistic about the potential of AI; however, adoption remains largely tactical, focusing on press releases and social media. Strategic uses such as analytics and crisis communication are limited. Skills were rated low, with most learning acquired informally. Key challenges included a lack of training, awareness, and ethical concerns. Research limitations/implications The findings are context-specific to Ghana and based on non-probability sampling. Future research should expand cross-nationally, employ mixed methods, and examine ethical governance in detail. Practical implications The results underscore the need for structured AI training, enhanced organizational governance, and culturally tailored strategies to ensure that communication professionals actively influence the adoption of AI. Originality/value This study is among the few empirical investigations into AI readiness in strategic communications practice in Africa, providing both theoretical and practical insights for emerging economies.