AI Competencies in Determining AI Adaptation among the Communication Professionals in Oman

Abstract

AI technologies and competencies are changing work patterns across organizations. Therefore, professionals need to adapt to AI-driven organizational communication practices. In this study, we explored AI competencies among communication professionals in Oman. This study  aligns with the role of AI adaptation within Oman Vision 2040. We conducted
a survey of 247 communication professionals from the Education, Banking,
Telecom, Business, and Construction sectors. We developed scales to measure three major AI Competencies: AI Knowledge, Digital Skills, and  Critical Thinking, and empirically examined them using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings revealed that AI Knowledge (KN) and Critical Thinking (CT) are strong predictors of AI attitude (AT). Moreover, AT is a strong direct predictor of AI Adaptation (AD). Therefore, the study suggests constructive policies aligned with the Digital  Transformation goals of Oman Vision 2040 to promote AI knowledge and develop the critical thinking skills of Omani professionals.