The Current Application of Artificial Intelligence (AI) Technology in Public Relations in Saudi Telecommunications Companies

Document Type : Original Article

Authors

1 PhD Candidate, King Saud University, Humanities and Social Sciences, Media Department

2 King Saud University, Humanities and Social Sciences, Media Department

Abstract

The study explores the reality of applying artificial intelligence techniques in public relations in Saudi telecom companies, and how public relations practitioners employ and rely on these techniques. Accordingly, the study sought to achieve a set of sub-objectives, including: identifying aspects of change in the public relations profession in light of the shift to the era of big data and artificial intelligence.
And to identify the opportunities and challenges facing public relations practitioners when they use artificial intelligence. The study relied on a qualitative approach; This was done through the interview tool. Interviews were conducted with (6) public relations practitioners in major Saudi telecom companies (STC-ZAIN-MOBILY)
The study reached several results, the most important of which are: the existence of a gap between the perceived importance, actual practice, and the limited use of artificial intelligence in the public relations profession. The results also emphasized the importance of artificial intelligence and big data for the public relations profession, as it became clear that all sample members are familiar with the concept of Artificial intelligence, its importance, and they realize its power, yet they are taking slow steps in adopting it in public relations activities The study demonstrated the future skills that a public relations practitioner needs, which can be acquired through learning and training, such as analysis, forecasting, critical thinking, and dealing with data.

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