Using artificial intelligence for text generation seems like a blessing in corporate communications. But experts from FHWien der WKW reveal in a guest commentary for Horizont that the curse behind it is the loss of individuality.
In the age of ChatGPT, writing well-crafted texts tailored to the target audience is no longer a challenge. With a single click, a clunky paragraph can be transformed into a perfect piece of writing. Marian Adolf, a professor at the university of applied sciences, and David Dobrowsky, Head of the Bachelor’s Program in Corporate Communication at FHWien der WKW, have shed light on the other side of the coin from the perspective of corporate communications.
In their guest commentary in Horizont on September 30, 2026, they use scientific evidence to show that while large language models reproduce linguistic norms and patterns with high precision, they produce texts that appear increasingly homogeneous. They call this “Corporate Esperanto, which sounds like everywhere and nowhere.” So the big question remains: mediocre but authentic and individual, or rather perfect but somewhat uniform? The answer: first, master the craft of writing. After all, in school you learn to do mental math before you’re allowed to use a calculator!
>> Read the Horizont guest commentary (German)
—
Scientific sources:
Sourati, Z., Karimi-Malekabadi, F., Ozcan, M., McDaniel, C., Ziabari, A., Trager, J., Tak, A. N., Chen, M., Morstatter, F., & Dehghani, M. (2026). The shrinking landscape of linguistic diversity in the age of large language models. Nature Human Behaviour. Advance online publication. https://doi.org/10.1038/s41562-026-02550-0
Huang, J., & Zhou, A. (2025). Generative AI outperforms humans in social media engagement: Evidence from GPT-4 and the FIIT model. Public Relations Review, 51(5), Article 102643. https://doi.org/10.1016/j.pubrev.2025.102643