The integration of Artificial intelligence into public relations practices A theoretical and Analytical perspective

Abstract

The topic of artificial intelligence has arisen as a prominent and significant field of research, generating growing attention from scholars and academics across various specialties. In this context, the present research paper seeks to explore the adoption of artificial intelligence tools in public relations activities, with a view to identify the most commonly AI tools that contributes the enhance public relations effectiveness. Furthermore, the study also strives to analyze the challenges encountered by PR professionals while using AI tools as a part of their communication strategy.