The Effectiveness of Artificial Intelligence in Producing Public Relations Media Content

Abstract

This study aimed to examine the effectiveness of artificial intelligence in producing media content for public relations by analyzing its role in content development, its impact on practitioners’ performance and responsibilities, and the ethical considerations associated with its use. The study was grounded in several theoretical frameworks, including the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology (UTAUT), Media Richness Theory, and the Strategic Communication approach, in order to explain the adoption of AI tools within communication institutions.

The research adopted a descriptive-analytical approach and relied on a theoretical analysis of relevant previous studies. The findings indicate that artificial intelligence contributes to accelerating content production, improving accuracy, and enhancing message personalization based on audience characteristics. The results also show a shift in the role of public relations practitioners from routine operational tasks to more analytical and strategic functions centered on data interpretation and decision support. At the same time, the study identified several challenges, including issues related to credibility, data protection, algorithmic bias, and the need for clear regulatory frameworks governing professional practice. The study recommends developing specialized training programs, integrating artificial intelligence topics into media education curricula, and strengthening the integration between human expertise and intelligent technologies to ensure effective and responsible communication outcomes.