The Role of Artificial Intelligence in Transforming Public Relations Practices: Insights from the UAE

Abstract

AI (Artificial Intelligence) has turned out to be a life-changing technology in PR (Public Relations), and in other fields of strategic communications, even though its adoption and applications remain undiscovered. This research therefore addresses the gap by leveraging the (UTAUT) Unified Theory of Acceptance and Use of Technology model to investigate the integration and acceptance of AI among the PR professionals in the UAE (United Arab Emirates). Using a mixed method technique, data was collected via interviews and surveys with 103 PR practitioners, offering extensive insights into aspects that drive and hinder AI (Artificial Intelligence) adoption. The research findings reveal that AI technologies notably improve PR functions by modernizing content creation to encourage robust stakeholder relationships, while enabling real time audience engagements. Key aspects that impact adoption is inclusive of ease of use, the ability to effectively customize messaging, and operational efficiency. Nevertheless, barriers like ethical concerns, limited training, and inefficient regulation implementation policies persist. This study pinpoints the potential of AI to revolutionize PR practices while stressing the need for targeted strategies and policies to address the adoption challenges. Through contribution to the body of understanding on AI in PR, the research offers actionable perceptions for practitioners and policy makers who aim to use AI’s opportunities effectively and responsibly.