  Many companies adopt the corporate newsroom model to streamline their
corporate communication. This article addresses why and how corporate newsrooms
transform corporate communication following the rise of artificial intelligence
(AI) systems. It draws on original data from 13 semi-structured interviews with
executive communication experts in large Swiss companies which use corporate
newsrooms. Interviews show that corporate newsrooms serve as an organisational
(rather than spatial) coordination body for topic-oriented and agile corporate
communication. To enable their functionality, it is crucial to find the right
balance between optimising and stabilising communication structures. Newsrooms
actively adopt AI both to facilitate routine tasks and enable more innovative
applications, such as living data archives and channel translations. Interviews
also highlight an urgent need for AI regulation for corporate communication.
The article's findings provide important insights into the practical challenges
and coping strategies for establishing and managing corporate newsrooms and how
newsrooms can be transformed by AI.
