The Transformation of Public Relations Practices in the Age of Artificial Intelligence: A Prospective Study of Practitioners' Perspectives in the United Arab Emirates

Saad, Hamza

doi:10.21608/jkom.2025.435465

The Transformation of Public Relations Practices in the Age of Artificial Intelligence: A Prospective Study of Practitioners' Perspectives in the United Arab Emirates

Author

Hamza Saad

Department of Mass Communication, Faculty of Arts, Minia University

10.21608/jkom.2025.435465

Abstract

Artificial intelligence (AI) has recently emerged as a powerful tool across various disciplines, reshaping public relations by presenting new challenges and significantly enhancing the efficiency of stakeholder communication. The current study therefore addresses the gap by leveraging the (UTAUT) Unified Theory of Acceptance and Use of Technology model to investigate the impact of artificial intelligence (AI) on the future of the public relations profession in the United Arab Emirates by analyzing the perceptions and attitudes of practitioners and experts in the field.
This study implemented a mixed-method approach, combining quantitative data from a survey of 160 PR practitioners with qualitative insights from 15 in-depth interviews with public relations practitioners to enrich the analysis and interpretation of the findings. The descriptive results indicate that most institutions and practitioners demonstrate increasing interest in adopting AI technologies, particularly in content creation, data analysis, and crisis communication. Results also reveal a growing awareness of the need to balance AI technologies with the human dimension of communication, raising professional and ethical concerns about privacy and the potential loss of human touch. The study recommends developing clear regulatory frameworks and offering specialized training programs to ensure AI's responsible and effective use in public relations practices.

Keywords

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