the future of public relations in the era of artificial intelligence technologies "A futuristic vision."

Document Type : Original Article

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Lecturer, Department of Mass Communication, Faculty of Arts, New Valley University

Abstract

The study aims to understand the extent of public relations practitioners' comprehension of artificial intelligence technology in their field, its importance, future scenarios for its use, expected benefits, the most affected jobs, future relied-upon technologies, anticipated challenges. This study is prospective and relies on the scenario and Delphi methods as its approach. The study was conducted on 30 public relations practitioners, and the results indicate that the majority of them confirm the connection between their work and artificial intelligence technologies. Furthermore, increased reliance on artificial intelligence in public relations will depend on several factors, including organizations' ability to safely adopt AI systems, followed by technological advancements in the field of artificial intelligence and related areas
 

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