Are Communication and Media Professionals Losing Their Position in Political Communication?

<jats:p>Since the 1950s, the professionalization of political communication has been a defining feature of political campaigns. Political campaigns are crafted and delivered to voters as the product of the knowledge, expertise, experience, and ingenuity of political communication professionals. Throughout this process, communication specialists, political consultants, public relations experts, advertisers, public opinion researchers, and agencies have planned and executed this process from every angle. Today, social media and artificial intelligence are increasingly expanding their influence in political communication processes. It is foreseeable that generative artificial intelligence tools will shape the political communication process even more in the near future. Whether these developments will eventually displace professionals is a significant question. Building on this fundamental question, this study critically examines the role and functionality of artificial intelligence tools in political communication processes and draws conclusions regarding the future.</jats:p>