Artifical Intelegence (AI) has turned out to be a life -changing technology in Public Relations and and other areas of strategic communication, even though it adoption and full range of applications remain unexplored. Integrating AI into communication and public relations offers many opportunities. AI can enhance communication by automating processes, increasing efficiency, and enabling deeper personalization and accuracy (Yue, et al., 2024). The growing reliance on Artificial Intelligence (AI) in public relations goes beyond improving efficiency through new technologies; it marks a fundamental shift in the profession’s core philosophy. Public relations is no longer limited to direct human interaction but has become a hybrid field that merges traditional and digital practices. This study uses the Unified Theory of Acceptance and Use of Technology (UTAUT) to explore how public relations professionals in the UAE are adopting and integrating Artificial Intelligence (AI) into their work. Therefore, this reseach used both surveys (n=160) and semi-structured interviews (n=15) with PR professionals in the United Arab Emirates (UAE). The study aimed to examine the usage and acceptance of AI tools among the PR professionals in the UAE. Morover, it investigates the challenges and opportunities that artificial intelligence brings as it reshapes the role of PR professionals in a new media landscape within the UAE context. The current study aims to investigate the following main question: What are public relations professionals’ perceptions and attitudes towards the impact of artificial intelligence on the future of the PR profession?.

Authors:
Hamza Saad, Zayed University, United Arab Emirates

About the Presenter(s)
Dr Hamza Saad is a University Associate Professor/Senior Lecturer at Zayed University, UAE in United Arab Emirates

Connect on Linkedin
https://www.linkedin.com/in/hamza-saad-992b3128/

See this presentation on the full schedule – Sunday Schedule

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