Employing artificial intelligence tools in planning communication marketing processes:

This research aims to identify the learning levels of students and graduates of public relations departments as reflected in the reality of their academic qualification and practical training on employing artificial intelligence tools in planning marketing operations, through the basic sources of their learning and training, the relationship between their self-perceptions and their learning scores and their employment of these tools, and the disclosure of the factors affecting their acceptance of their employment in marketing operations planning, in light of the technology acceptance model (TAM),The results of this study, which was conducted on (400) students and graduates of public relations departments in Egyptian public and private universities, showed the existence of a positive perception among students and graduates of public relations departments in Egypt about employing artificial intelligence tools in marketing operations planning by (76.5%), however, their level of learning to employ artificial intelligence tools in marketing operations planning is still more at the level of knowledge by (52.2%) compared to skills and application, and their most important sources of learning were training programs (14.63%), marketing services provided by companies (13.54%). Wherease the majority of them believe that the employment of artificial intelligence tools in marketing operations has a negative impact on their future by (67.0%), and at the level of the various stages of marketing planning, the results of the study revealed a weakness in the actual practice of operations using various artificial intelligence tools. Eventually the three hypotheses of the study were accepted.