This seminar examines how artificial intelligence is reshaping communication management through both individual adoption and organizational change. Drawing on two empirical studies of public relations and communication professionals, it explores how perceptions of AI’s innovation attributes, particularly relative advantage and compatibility, alongside perceived threats influence attitudes toward AI and actual work-related usage. The findings reveal a nuanced adoption process, including a “threat paradox,” whereby concerns about job displacement can dampen positive attitudes while simultaneously increasing AI use. The presentation further investigates how dialogic internal communication, transformational leadership, and organizational AI readiness shape employees’ commitment to change, attitudes, and behavioral engagement with AI. Overall, it argues that successful AI integration is not merely a technological challenge but a fundamentally social process, requiring alignment with professional workflows, transparent communication, and leadership strategies that foster inclusive and adaptive adoption.