Practicing public relations activities using artificial intelligence techniques

Abstract

The methodological framework, conceptual dimension, and multiple expert perspectives proposed in the current study support that the concepts of public relations and artificial intelligence represent a strategic driver for predicting the future and facing public relations challenges and indicate that public relations and artificial intelligence can be integrated through adaptation and adoption to become artificial public relations intelligence. The problem of our research lies in answering the main question: Do artificial intelligence technologies affect the practice of public relations activities? The research aims to investigate the extent to which public relations activities are practiced under artificial intelligence techniques in terms of the three roles: (The professional context of public relations, current roles of artificial intelligence, and future trends of public relations). The descriptive method was employed in the qualitative study by conducting in-depth interviews with (15) experts in the fields of public relations and artificial intelligence. The research reached a pivotal result represented by the existence of a correlational relationship Strong between opinion using artificial intelligence techniques and the professional context of public relations under artificial intelligence (0.91), between opinion using artificial intelligence and the current roles of artificial intelligence in public relations (0.84), and between opinion using artificial intelligence and future trends for public relations under artificial intelligence Adult (0.92). The researcher recommends that public relations practitioners learn to use artificial intelligence techniques professionally because it will be among an increasing number of techniques that public relations departments will use in organizations.