Public relations meets artificial intelligence: Assessing utilization and outcomes

This study delves into how public relations leaders are engaging with AI, drawing on the insights of experts with deep expertise in the field. Through interviews with 20 public relations leaders well-versed in AI, the research reveals their current attitudes, practical applications, and assessments of AI’s role in the field. It further examines their perspectives on the associated risks, ethical dilemmas, and future trajectories of AI in public relations. By capturing these expert voices, the study provides a timely and nuanced understanding of AI’s potential to drive innovation, enhance strategies, and shape the future of public relations.