Artificial Intelligence (AI) and Public Relations: Boon or Curse? Proceedings of the 32nd International Public Relations Research Symposium BledCom EDITORS: Dejan Verčič, Ana Tkalac Verčič and Krishnamurthy Sriramesh BledCom 2025 32nd International Public Relations Research Symposium June 27 - June 28, 2025 Organized by: Artificial Intelligence (AI) and Public Relations: Boon or Curse? Proceedings of the 32nd International Public Relations Research Symposium BledCom June 27 - June 28, 2025 EDITORS: Dejan Verčič Ana Tkalac Verčič Krishnamurthy Sriramesh PUBLISHED BY: University of Ljubljana Faculty of Social Sciences Kardeljeva ploščad 5 1000 Ljubljana Slovenia COPYRIGHT: University of Ljubljana, Faculty of Social Sciences AVAILABLE AT: https://www.bledcom.com/ Ljubljana, 2025 Kataložni zapis o publikaciji (CIP) pripravili v Narodni in univerzitetni knjižnici v Ljubljani COBISS.SI-ID 259607299 ISBN 978-961-295-139-9 (PDF) Photo by Lucas Miguel on Unsplash C 3 ontents 1. Editors 11 2. Authors 12 3. Paper Abstracts 32 4. Papers 162 PaPer abstracts 34 An Interview with AI on Ethical Dilemmas of PR Professionals Akçay, Ebru, Başkent University (Turkey) 36 Between convenience and professional myopia. Adoption of AI tools by would-be public relations specialists Barlik, Jacek, University of Warsaw (Poland) 38 Deploying Artificial Intelligence and Dynamic Visual Artefacts (Avatars) in employee communication: Exploring perceptions and attitudes among corporate communicators Batziou, Athanasia, Imperial College London (UK) Read, Kevin, University of Greenwich (UK) Naylor-Leyland, Victoria, Ada and Alan (UK) Milbourn, Sophie, Thread and Bloom (UK) 40 A South African Perspective on the Integration of AI in Corporate Communication Curriculum: Bridging the Gap between Academic Training and Professional Practice Bezuidenhout, Louise, North-West University (South Africa) Fourie, Lynnette, North-West University (South Africa) C 4 ontents 42 Artificial intelligence and student fear, resistance and creativity in the classroom. The public relations teaching perspective Bridgen, Liz, Buckinghamshire New University (UK) Williams, Sarah, Buckinghamshire New University (UK) 44 Race, diversity, and social mobility in the public relations industry Bridgen, Liz, Buckinghamshire New University (UK) Zeler, Ileana, Autonomous University of Barcelona (Spain) 46 How is Artificial Intelligence Shaping Crisis Communication? A Systematic Review of Interdisciplinary Research Cheng, Yang (Alice), NC State University (USA) 48 Trust, authenticity and artificial intelligence. AIcreated content and its consequences for building symmetrical relationships with audience members Chmiel, Michal, Royal Holloway, University of London (UK) 50 Preparing internal communication practitioners for the changing AI corporate environment in South Africa Degenaar, Anette, North-West University (South Africa) Sutton, Lucinda B, North-West University (South Africa) 53 Developing a Digital Communication Management Framework for South African Sport Organizations Degenaar, Koos, North-West University (South Africa) Holtzhausen, Lida, North-West University (South Africa) 56 Proposing Artificial Intelligence-Managed Corporate Social Responsibility (AIM-CSR) Communication Framework Dhanesh, Ganga S, University of Maryland (USA) 59 Intersectional Gender Representation in Corporate Social Media and AI- Imagery: From Progress to Perils? Dhanesh, Ganga S, University of Maryland (USA) Saad, Mahinaz, Independent Public Relations Practitioner (USA) C 5 ontents 62 Unpacking the Vulnerabilities of PR Professionals in the Age of Generative AI Dong, Chuqing, Michigan State University (USA) van den Berg, Morgan, Michigan State University (USA) 64 Lost in Translation? AI Disruption in Language Services as a Mirror for Public Relations Industry Transformation Doswell, Steve, Gemini Communicating for Business Ltd (UK) 66 The Immediate Experiment. Mobile Devices’ Diffusions and Adoptions--and the Lives of Public Relations Professionals Downes, Edward J., Boston University (USA) Di, Yuejiao, Boston University (USA) 68 Artificial Intelligence Relations. What is it like to be an AI? Drapal, Andrej, Consensus (Slovenia) 70 From Tools to Colleagues? The Role of Communicative AI in Corporate Communication Eisner, Julia, University of Applied Science GmbH - Campus Wieselburg & Wiener Neustadt (Austria) 73 Privacy Concerns in AI-Driven Public Communication Ertem-Eray, Tugce, North Carolina State University (USA) Ki, Eyun-Jung, University of Alabama (USA) 75 Is blockchain the solution to AI deepfakes in PR? A provisional outlook Fabbri, Valerio, FabbriKo (Slovenia) 77 Marketplace Theory as a Foundation for the Responsible Use of AI in Public Relations Fitzpatrick, Kathy R., University of South Florida (USA) Palenchar, Michael James, University of Tennessee (USA) C 6 ontents 79 Decoding Digital Trust: A Multi-dimensional Analysis of Tech Influencer Credibility on YouTube Floether, Kevin, McMaster University (Canada) 81 AI a boon or a curse? The question lies with us Galloway, Chris, Massey University (USA) Vujnovic, Marina, Monmouth University (USA) Swiatek, Lukasz (Luk), University of New South Wales (USA) Kruckeberg, Dean, UNC Charlotte (USA) 83 The Quest for Responsible Public Relations for Responsible AI: Public Relations Practitioner Use in the United States vs. Czechia Germinder, Lea-Ann, University of Missouri (USA) 85 The Role of AI-Generated Greenfluencers in Sustainability Messaging: Authentic Advocacy or Algorithmic Greenwashing? Geysi, Nilüfer, Bahçeşehir University (Turkey) 87 Artificial Intelligence and Art Marketing in Brand Communication: The Example of Refik Anadol Gözde Tayfur, Nur, Istanbul Yeni Yuzyil University (Turkey) 89 The Integration of Artificial Intelligence in Public Relations Education: Opportunities and Implications for Governance, Quality, and Ethics Grossbard, Alain, RMIT University (Australia) 92 We are only Human: How Strategic Communicators can lead in the Age of Artificial Intelligence Hung, Olivia, McMaster University (Canada) 98 The Impact of Artificial Intelligence on PR: Enhancing Crisis Management, Audience Engagement and Skepticism Hürmeriç, Pelin, Yeditepe University (Turkey) Demirel, Ege Simge, Yeditepe University (Turkey) C 7 ontents 100 The PR Roots of Modern Tourism – World War II Allied Soldiers in Rome Isaacson, Tom, Northern Michigan University (USA) 102 Employing artificial intelligence to streamline communication process Jeleč, Ivana, Faculty of Humanities and Social Sciences (Croatia) Šarić, Jelena, VERN’ University (Croatia) Ratkić, Hrvoje, VERN’ University (Croatia) 104 Artificial Intelligence in European Public Relations: Between Optimism and Underestimation Kaclová, Markéta, Charles University (Czech Republic) Hejlová, Denisa, Charles University (Czech Republic) 109 The Power of Listening: Examining the Impact of Organizational Employee Listening Competency on Engagement, Well-Being, and Mental Readiness Kang, Minjeong, Indiana University (USA) 112 Ethics in the time of AI – A South African perspective Kloppers, Elbé, North-West University (South Africa) Fourie, Lynnette, North-West University (South Africa) 114 Perceptions, concerns and best practices: Communication practitioners’ views on AI in the South African communication landscape Kloppers, Elbé, North-West University (South Africa) Bezuidenhout, Louise, North-West University (South Africa) 116 Dealing with the unethical use of artificial intelligence in teaching-learning in institutions of higher learning: a case study of the NWU Kloppers, Henk, North-West University (South Africa) van den Berg, Francois, North-West University (South Africa) 118 The Influence of AI: The Third-Person Effect in the Censorship of Deepfakes Laskin, Alexander V., Quinnipiac University (USA) D’Agostino, Giulia, Università della Svizzera italiana (Switzerland) C 8 ontents 120 The Future of Work for Public Relations and Advertising Professionals: Replaced by AI or Enhanced by AI? Laskin, Alexander V., Quinnipiac University (USA) Russell, Erin, Quinnipiac University (USA) 122 Uniting a team of 5 million: An analysis of New Zealand’s ‘Unite Against COVID-19’ crisis communication campaign Lingwall, Andrew, Pennsylvania Western University Clarion (USA) Ashwell, Douglas, Massey University (New Zealand) 124 AI-Generated Influencers in Strategic Communications: The AI Influencers Engagement Model (AIEM) Ljepava, Nikolina, American University in the Emirates (U.A.E.) Selakovic, Marko, S P Jain School of Global Management, Dubai (U.A.E.) 126 Investigating the impact of AI on SMEs: communicative challenges and insights from an Italian study Lovari, Alessandro, University of Cagliari (Italy) Marinelli, Alberto, Sapienza University (Italy) Comunello, Francesca, Sapienza University (Italy) Brescia, Paolo, University of Cagliari (Italy) 129 All AI disclosures are not created equal: Examining the effect of disclosure labels on trust Merle, Patrick F., Florida State University (USA) Krueger, Mitch, Florida State University (USA) Croft, Alyssa, Florida State University (USA) 131 Public Relations Professionals‘ Acceptance of Generative AI in Content Creation Caroline Möller, Macromedia University of Applied Sciences Cologne (Germany) Jan Niklas Kocks, HTW Berlin (Germany) Spiller, Ralf, Macromedia University of Applied Sciences Cologne (Germany) C 9 ontents 133 Right to Know as an Ethical Public Policy Approach to AI and Misinformation/Disinformation Disquietude Palenchar, Michael J., University of Tennessee (USA) Fitzpatrick, Kathy R., University of South Florida (USA) Warbington, Abbey, University of Tennessee (USA) 135 Compassion fatigue in humanitarian and charity PR: AI to the rescue? Pappas, Konstantinos, University of the Arts (UK) 137 Generative AI in Political Public Relations: A Video Ethnographic Study of Content Production Rasquinha, Mark, Auckland University of Technology (New Zealand) Theunissen, Petra, Auckland University of Technology (New Zealand) 140 Competence Meets Compassion: Understanding the Boundary Conditions of Employee Reactions to CSR Song, Baobao, Virginia Commonwealth University (USA) Yue, Cen April, Boston University (USA) Tao, Weiting, University of Miami (USA) Ji, Yi Grace, Boston University (USA) 143 On the public policy aspects of generative AI: Guidance from recent history and the risks from revisionist states Thompson, Gareth, University of the Arts London (UK) 145 Adaptive internal communication: Building resilient organizations and fostering satisfaction with life Tkalac Verčič, Ana, University of Zagreb (Croatia) Verčič, Dejan, University of Ljubljana (Slovenia) 147 AI’s impact on reputations and relationships - ramifications for the public relations function Verinder, Ben, Chalkstream (UK) C 10 ontents 149 Organizational climate for appreciation: Scale development and validation Wahl, Ingrid, University of Vienna (Austria) Huber, Jeannine, University of Vienna (Austria) Einwiller, Sabine, University of Vienna (Austria) 151 AI Risks: Are European Communication Professionals Ready? A Study on Individual and Organisational READINESS Wang, Yijing, Erasmus University Rotterdam (The Netherlands) Ravazzani, Silvia, Università IULM (Italy) Anton, Anca, University of Bucharest (Romania) 153 Exploring the Impact of Using Generative Artificial Intelligence on Productivity and Quality in Corporate Communications Wong, Janice, Centre for Professional Communication, Singapore Institute of Technology (Singapore) 156 AI-powered Influence: How digital humans reshape consumer behavior. Examining the Mediating Roles of Perceived Value and Trust Wu, Shih Chia, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) Zheng, Nanxiao, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) 160 AI in Public Relations: Exploring Professional Attitudes, Adoption Intentions, and Internal Communication Yang, Sung-Un, Boston University (USA) Yue, Cen April, Boston University (USA) Krishna, Arunima, Boston University (USA) Wright, Donald K., Boston University (USA) C 11 ontents PaPers 162 Digital Responsibility in Sport Marketing: Embedding Ethics and Sustainability for Stakeholder Trust and Engagement Degenaar, Koos, North-West University (South Africa) Holtzhausen, Lida, North-West University (South Africa) 174 Unpacking the Vulnerabilities of PR Professionals in the Age of Generative AI Dong, Chuqing, Michigan State University (USA) van den Berg, Morgan, Michigan State University (USA) 186 From Tools to Colleagues? The Role of Communicative AI in Corporate Communication Eisner, Julia, University of Applied Science GmbH - Campus Wieselburg & Wiener Neustadt (Austria) 197 Artificial Intelligence and Art Marketing in Brand Communication: The Example of Refik Anadol Gözde Tayfur, Nur, Istanbul Yeni Yuzyil University (Turkey) 205 We are only Human: How Strategic Communicators can lead in the Age of Artificial Intelligence Hung, Olivia, McMaster University (Canada) 219 Employing artificial intelligence to streamline communication process Jeleč, Ivana, Faculty of Humanities and Social Sciences (Croatia) Šarić, Jelena, VERN’ University (Croatia) Ratkić, Hrvoje, VERN’ University (Croatia) 233 The Future of Work for Public Relations and Advertising Professionals: Replaced by AI or Enhanced by AI? Laskin, Alexander V., Quinnipiac University (USA) Russell, Erin, Quinnipiac University (USA) C 12 ontents 239 Investigating the impact of AI on SMEs: communicative challenges and insights from an Italian study Lovari, Alessandro, University of Cagliari (Italy) Marinelli, Alberto, Sapienza University (Italy) Comunello, Francesca, Sapienza University (Italy) Brescia, Paolo, University of Cagliari (Italy) 252 Generative AI in Political Public Relations: A Video Ethnographic Study of Content Production Rasquinha, Mark, Auckland University of Technology (New Zealand) Theunissen, Petra, Auckland University of Technology (New Zealand) 265 Exploring the Impact of Using Generative Artificial Intelligence on Productivity and Quality in Corporate Communications Wong, Janice, Centre for Professional Communication, Singapore Institute of Technology (Singapore) 1 E 13 ditors Dejan Verčič University of Ljubljana and Herman & partnerji (Slovenia) • Dejan Verčič is Professor, Head of Centre for Marketing and Public Rela-tions at the University of Ljubljana, and Partner in strategic consulting and communication company Herman & partners Ltd. Slovenia. He received his PhD from the London School of Economics and Political Science, UK. A Fulbright scholar, recipient of the Pathfinder Award, the highest academ- ic honour bestowed by the Institute for Public Relations (IPR) in New York, and named a Dis-tinguished Public Relations Scholar by the European Public Relations Education and Research Association (EUPRERA). In 1991 he was the founding director of Slovenian national news agency (STA). Organizing the annual International Public Relations Research Symposium – BledCom since 1994. Ana Tkalac Verčič University of Zagreb (Croatia) • Ana Tkalac Verčič, Ph.D., is a Full Professor of Marketing communications and Public Relations at the Faculty of Economics and Business, University of Zagreb, Croatia. She is a former Fulbright scholar and a recipient of the Chartered Institute of Public Relations diploma. Ana Tkalac Verčič has authored, co-authored and edited numerous books including Public Relations Metrics: Research and Evalu- ation (with B. van Ruler and D. Verčič) and is the author of the first Croatian public relations textbook. She has published more than a 100 papers in various academic journals and serves in various editorial boards such as International Journal of Strategic Communication, Journal of Public Relations Research and Public Relations Review. Throughout her career professor Tkalac Verčič has received numerous awards, most recently, GrandPRx, the award for the development of public relations as a profession. She is currently the president of the Croatian Public Relations Association. Krishnamurthy Sriramesh University of Colorado (USA) • Krishnamurthy Sriramesh, is Professor of Public Relations at the University of Colorado. His rich teaching profile includes teaching a range of courses in 10 universi-ties in the North America, Asia, Australasia, and Europe while also deliver-ing seminars/talks in over 40 countries. He is recognized for his scholarship on global public relations, culture and public relations, corporate social re- sponsibility (CSR), and public relations for development. His program of research has resulted in 8 edited or co-edited books (one currently in print and another in preparation on crisis communication cases), over 120 articles and book chapters, and over 150 conference papers and other presentations around the world. A recent bibliometric analysis published in Public Relations Review placed him among the top five cited global public relations scholars. In 2004, the Institute of Public Relations (USA) recognized his scholarship by honoring him with the prestigious Pathfinder Award for “original scholarly research contributing to the public rela-tions body of knowledge.” 2 A 14 uthors Akçay, Ebru, Başkent University (Turkey) • Assoc. Prof. Ebru Akçay received her B.A. in American Culture and Literature from Hacettepe University in 2013. She completed her M.A. in Public Relations and Publicity at the Graduate School of Social Sciences, Anka-ra University in 2015 and earned her Ph.D. in the same program and institution in 2020. Her academic career began in 2014 with her appointment as a research assistant in the Department of Public Relations and Publicity at the Faculty of Communication, Ondokuz Mayıs University. In 2021, she joined Başkent University as an assistant professor in the Department of Public Relations and Publicity at the Faculty of Communication. Since December 2024, she has been serving as an associate professor in the Department of Public Relations and Publicity at Başkent University, where she also holds the position of Vice Dean of the Faculty as of June 2023. Her research interests focus on public relations particularly in relation to cultural dynamics and social issues. Anton, Anca, University of Bucharest (Romania) Ashwell, Douglas, Massey University (New Zealand) • Associate Professor Doug Ashwell works in the School of Humanities, Media and Creative Communication, Massey Univer-sity in Palmerston North, New Zealand. He has a strong interest in science communication and is currently investigating vaccination and how the media communicate the issue of vaccine hesitancy to the public. He is also interested in the reasons or concerns people give for being vaccine hesitant and how health communicators might better tailor their messages to answer these concerns with the aim of increasing vaccination rates. Barlik, Jacek, University of Warsaw (Poland) • He is an assistant professor at the Faculty of Journalism, Information and Book Studies, the University of Warsaw, Poland (full-time since 2014, previously straddled business career and part-time teaching). He is also a sea-soned public relations practitioner, with vast experience as an advisor to major Polish and international corporations, public institutions and NGOs. He has authored articles, chap-ters and a book on public relations, communication strategies, awareness campaigns, crisis communication, social media, PR theory, sales and persuasion (in Polish and English), and was a Fulbright scholar at the University of Maryland, College Park (USA). Batzoui, Athanasia, Imperial College London (UK) • Dr Athanasia Batziou is a commu-nications academic and professional, with a specialisation in visual communication and a background in international law. She currently teaches communication courses at Imperial College London and the University of Cambridge. She has been teaching in Higher Educa-tion, in the UK and overseas, for 15 years and has also held various roles in the communica-tion and media industry and in the non for profit sector. She has published research on hot topics in the media such as immigration. climate change, protest, and AI. Currently, her research is focused on various aspects of the use of AI in communication. Bellamy, Bridget, University of London (UK) • Bridget graduated from Royal Holloway, University of London with a first-class hons. in Politics and International Relations. In her role as a PR Account Manager, she works within the Tourism and Aviation sector in B2B and B2B communications, as well as Crisis Management. In 2024 she gave a presentation examining the role of communications in the FA Ban on Women’s Football at the Interna-tional History of Public Relations Conference. Her current areas of research focus are in the use of AI in communication, and the role of risk assessment and triage in Crisis Communication. 2 A 15 uthors Bezuidenhout, Louise, North-West University (South Africa) • Louise Bezuidenhout is a senior lecturer at the School of Communication at the North-West University (NWU), South Africa. She holds a master’s degree in Communication Management from the Uni-versity of Pretoria (UP) and obtained her PhD in Communication on Corporate Social Responsibility (CRS) communication, from the NWU. She lectures at undergraduate and postgraduate levels and supervises master’s and PhD students. Her research and publica- tions include sustainability communication, strategic communication, development communication and stake-holder management. She is also involved in community engagement projects that focus on service learning and engaged research. Brandt, Fabio, Novo Selo Comunicacao (Brazil) Brescia, Paolo, University of Cagliari (Italy) • Paolo Brescia (Ph.D) is Research Fellow at the Department of Political and Social Science of the University of Cagliari (Italy), where he is also an Adjunct Professor. He has been an affiliated member of the interdisciplinary research community at the Sapienza (Rome) School of Advanced Studies (SSAS) and a del-egate of the Italian Network of Universities for Sustainable Development (RUS). In 2023, he was a visiting researcher at the Complutense University of Madrid (Spain). His research focuses on public sector communication, particularly on how institutions, such as universities, engage with stakeholders through social media and AI tools to broaden their impact. Bridgen, Elizabeth, Buckinghamshire New University (UK) • Elizabeth Bridgen is Head of Academic Improvement (Partner Provision) at Buckinghamshire New University, UK, and researches the lived experience of public relations practitioners. She is co-editor with Sarah Williams of Women’s Work in Public Relations (2024), with Ileana Zeler of Race, Diversity and Social Mobility in the Public Relations Industry (2025), and Dejan Verčič of Experiencing Public Relations: International Voices (2017). She has had work published in many books and journals including Journal of Communication Management and Journal of Media Practice and Research. Chaudri, Vidhi, Erasmus University Rotterdam (Netherlands) Cheng, Yang (Alice), NC State University (USA) • Dr. Yang (Alice) Cheng is a tenured Asso-ciate Professor of Communication at NC State University, Co-Director of the Center for AI in Society and Ethics, and Adjunct Professor in the Poole College of Management. Named among Stanford’s top 2% most-cited scholars, her research explores AI, crisis communication, and global public relations. She has published 75+ articles in top journals and secured over $2 million in funding from national foundations like NSF and NEH. Dr. Cheng teaches strategic management and research methods and is internationally recognized for advancing the intersection of AI, commu-nication, and public relations through scholarship and global engagement. Chmiel, Michal, Royal Holloway, University of London (UK) • Michal Chmiel (PhD) is a Se-nior Lecturer (Associate Professor) in Psychology. He is a former Public Relations practitioner, and now researcher and educator. Currently he is the Director of External Engagement and Partnerships of the School of Life Sciences & Environment (Royal Holloway, University of Lon-don). Michal’s research interests revolve around the role of the impact of Brand PR on attitudes and well-being of audiences. He has also researched into the mechanism of sharing fake news and PR education in the UK. Michal is a Senior Fellow of the Higher Education Academy, and a member of the European Public Relations Education and Research Association and the Chartered Institute of Public Relations. 2 A 16 uthors Comunello, Francesca, Sapienza University (Italy) • Francesca Comunello is a Full Pro-fessor in the Department of Communication and Social Research, Sapienza University of Rome, Italy, where she teaches “Digital communication” and “Gender and media studies”. Her research focuses on the intersections between digital technology and society, including digitally mediated social relations, ageing and digital communication, gender and digital platforms. Her work has been published in Journals like New Media and Society, Infor- mation Communication and Society, Media Culture and Society, International Journal of Press/Politics, The Sociological Review, Ageing and Society, American Behavioral Scientist, and Violence Against Women, among others. Croft, Alyssa, Florida State University (USA) • Alyssa Croft is an undergraduate student in Public Relations at Florida State University. Alyssa conducted an experiment evaluating the effect of scientific jargon on purchasing intentions for her Honor’s Thesis. D’Agostino, Giulia, Università della Svizzera italiana (Switzerland) • Giulia D’Agostino, Institute of Argumentation, Linguistics and Semiotics, Università della Svizzera italiana, Switzerland, is a PhD candidate in Communication. She applies qualitative and quantitative methods for large-scale inquiry of linguistic and argumentative strategies in financial com-munication. Her research is focused on the identification, analysis, and retrieval (argument mining) of argumentative patterns in dialogical exchanges in the financial domain. Degenaar, Anette, North-West University (South Africa) • She has served as a Senior Lec-turer at North-West University’s School of Communication, Potchefstroom campus, since 2018. She teaches communication modules across all three undergraduate years and con-tributes to practical learning for corporate communication students at the honours level. Her academic focus lies in integrating theory and practice, while also supervising post-graduate students at Honours, Master’s, and PhD levels. With over 20 years of experience as a communication specialist, she has worked in both the for-profit and non-profit sectors, with a particular emphasis on non-profit work. Her educational background includes a BCom in Communication and a Master’s degree in the same field. In 2021, she completed her PhD in Strategic Integrated Communication, focusing specifically on South Africa’s child protection sector. Degenaar, Koos, North-West University (South Africa) • Dr. Koos Degenaar is a seasoned strategic communication and digital marketing expert currently serving as Senior Manager in Marketing and Student Recruitment at North-West University, South Africa. With over 15 years of experience in digital marketing communication, he specializes in developing and executing data-driven engagement strategies to enhance student recruitment and in-stitutional branding. In 2024, he earned his PhD in Communication, focusing on a digital marketing framework for the South African sport industry. His research bridges theoretical insights with prac-tical applications, offering a comprehensive approach to digital stakeholder engagement in both higher educa-tion and sport marketing contexts. 2 A 17 uthors Demirel, Ege Simge, Yeditepe University (Turkey) • After completing a Bachelor’s degree in Industrial Engineering at Sabancı University in 2011, Asst. Prof. Dr. Ege Simge Demirel participated in various training programs and earned a Master’s degree in Integrated Mar-keting Communications from Yeditepe University in 2018. Following her graduation, she began her doctoral studies in Public Relations and Publicity at Marmara University in 2020. In 2024, she earned her PhD with her dissertation titled “The Impact of Sustainability on Corporate Reputation: A Study on Consumers in the Context of Social and Environmental Sustainability.” She began her professional career immediately after completing her undergraduate studies in 2011, working as a short-term employee at Accenture, Citibank, and Anadolu Efes. Currently, she serves as Vice Chair of the Public Relations and Publicity Department at the Faculty of Communication at Yeditepe University. She has published articles in national and international journals on public relations, sustainability, and corporate communication. Dhanesh, Ganga S, University of Maryland (USA) • Ganga Dhanesh (PhD, National Uni-versity of Singapore) is an Associate Professor in the Department of Communication at the University of Maryland. Her experience in the corporate sector has informed her exten-sive research on corporate social responsibility communication, internal communication, and strategic public relations across global contexts, published in multiple top journals. Dr. Dhanesh serves as Associate Editor for the Journal of Communication Management and is on the editorial board of Business Horizons, Journal of Public Relations Research, and Public Relations Review. A recipient of several research awards, Dhanesh consults for various national and multinational organizations. Di, Yuejiao, Boston University (USA) Dong, Chuqing, Michigan State University (USA) • Chuqing Dong is an Assistant Professor of Advertising + Public Relations. Her research focuses on corporate social responsibility (CSR), ESG (Environment, Social, Governance), government communication, and public relations practices in the AI era. Chuqing’s research projects have been funded by multiple internal and external grants, such as the C.R. Anderson Foundation (2000), the Canadian Social Sciences and Humanities Research Council (SSHRC) (2021), and the Arthur W. Page Center (2022, 2024). Chuqing earned her Ph.D. from the Hubbard School of Journalism and Mass Communi-cation at the University of Minnesota, where she also received a master’s degree in Public Policy. Doswell, Steve, Gemini Communicating for Business Ltd (UK) Downes, Edward J., Boston University (USA) • Edward J. Downes, Ph.D., M.P.A., is an as-sociate professor of public relations at Boston University’s College of Communication. Prior to joining academic full-time he worked, for 10 years, throughout metropolitan Washing-ton, D.C., as a communications professional. He was employed by public, private, and non-profit organizations, among them the U.S. Congress. His research has been published in six academic journals and he has presented at numerous at academic conferences. Drapal, Andrej, Consensus (Slovenia) • Dr. Andrej Drapal (b. September 1, 1958) is a phi-losopher, sociologist, publicist, and entrepreneur. From 1986 to 1991, he led the theater and film program at Cankarjev Dom. Between 1991 and 2011, he served as a consultant and partner at Pristop, Slovenia’s first and, for a long time, largest agency for public relations, advertising, and marketing. In 1996, he founded Slovenia’s first lobbying association. In 2004, he established the Chamber of Business Services at the Chamber of Commerce and Industry of Slovenia. Since 1998, he has been developing his own branding and marketing model, the Standard Branding Model©. Using this methodology, he has developed over 50 brands and business models. The brand 2 A 18 uthors I Feel Slovenia, launched in 2008, is arguably the most recognized product of this model. His book Brandlife (2016) outlines and explains the methodology. Since 2006, Andrej has been developing an original philosoph-ical concept: Homonism. In November 2024, he completed his Ph.D. in strategic communication at the Faculty of Applied Social Studies in Nova Gorica with a thesis on memetics. Dr. Andrej Drapal’s primary research focus involves the convergence of communication sciences, evolutionary biology, complexity studies, quantum me-chanics, and neuroscience. Einwiller, Sabine, University of Vienna (Austria) • Sabine Einwiller is the Professor of Pub-lic Relations Research at the University of Vienna, Austria, Department of Communication where she heads the Corporate Communication Research Group. She received her PhD in Business Administration from the University of St. Gallen, Switzerland. Her main research areas comprise employee communication, CSR communication, corporate reputation man-agement, and the effects of negative publicity and complaining. Eisner, Julia, University of Applied Science GmbH - Campus Wieselburg & Wiener Neustadt (Austria) • Julia Eisner, MA, is a lecturer and researcher at the University of Applied Sci-ences Wiener Neustadt, Austria. She is a PhD candidate in sociology at the University of Vienna, with an additional supervisory affiliation in communication studies. Her research explores communicative AI in corporate communication, focusing on hybrid agency be-tween humans and machines, as well as ethical AI. Ertem-Eray, Tugce, North Carolina State University (USA) • Tugce Ertem-Eray (Ph.D., University of Oregon) is an Assistant Professor at the Department of Communication, NC State University. Her fields of interest are international public relations, public diplomacy, and social identities. She is also a part of a multi-university research team that focuses on bibliometric studies in public relations. Fabbri, Valerio, FabbriKo (Slovenia) • Communications professional with international ex-pertise in journalism and the corporate world. Able to create original content and translate complex ideas into compelling messages. Efficient in coordinating communication activities with various stakeholders. Thanks to experiences in different continents, I have gained a wide exposure to multicultural environments with the ability to solve problems and generate new business. Ferris, David M., Cohere (Canada) • David Ferris is a seasoned defense technology execu-tive, recently stepping into the role of Head of Global Public Sector at Cohere, a leading pro-vider of foundational Artificial Intelligence models and applications. David previously led the commercial and public sector sales team at Blackbird.AI, a narrative intelligence platform based in New York City. David is a retired Infantry Officer from the Canadian Armed Forces and was a member of Princess Patricia’s Canadian Light Infantry. Throughout his career, he deployed to Afghanistan, developed numerous capacity building missions around the world in support of the Government of Canada’s military strategy, and led a training mission to Ukraine in 2015. From 2016 to 2018, David served on The Joint Staff at the Pentagon developing strategy, plans and policy to counter terrorist organi-zations at home and abroad. David is a graduate of the Canadian Army Command and Staff College in Kingston, Ontario, as well as the Joint Command and Staff Program at the Canadian Forces College in Toronto, Ontario. He graduated from McMaster University with a Bachelor of Psychology, holds a Masters of Defence Studies from the Royal Military College of Canada, a Masters of Business Administration from the Open University, United Kingdom and a Public Policy Certificate from Harvard’s John F. Kennedy School of Government. 2 A 19 uthors Fitzpatrick, Kathy R., University of South Florida (USA) • Kathy R. Fitzpatrick is profes-sor and director of the Zimmerman School of Advertising & Mass Communications at the University of South Florida (USF). She is an internationally recognized scholar in public relations and public diplomacy, an attorney and a senior public relations advisor. She is also a faculty fellow and former research fellow in the Center on Public Diplomacy in the Annenberg School at the University of Southern California. Fitzpatrick moved to USF from American University (AU), where she served as professor and senior associate dean for academic affairs in the School of Communication. Prior to joining AU, Fitzpatrick was associate dean of graduate programs and research in the School of Journalism and Mass Communication at Florida International University. She previ-ously directed graduate programs in public relations at Quinnipiac University and DePaul University and the undergraduate program in public relations at Southern Methodist University. Fitzpatrick’s research has been published in leading communication and diplomacy journals and she is the author of The Future of U.S. Public Diplomacy: An Uncertain Fate and co-editor of Ethics in Public Relations: Responsible Advocacy. She is the co-founder and co-editor of the Palgrave Macmillan Book Series on Global Public Diplomacy and serves on the editorial boards of the Journal of Public Relations Research, Public Relations Journal, the International Journal of Strategic Communication and the Journal of Mass Media Ethics. Floether, Kevin, McMaster University (Canada) • Kevin Floether, MCM, CM, is a sea-soned marketing and communications professional based in Toronto, Ontario. As Director of Marketing & Communications at CBV Institute, he leads strategic initiatives to enhance the organization’s brand and stakeholder engagement. Kevin has played a pivotal role in in-tegrating generative AI into the Institute’s workflows, notably developing a comprehensive video guide on practical AI applications for Chartered Business Valuators and creating the organizations policy on use of the technology. Kevin holds a Master of Communications Management from McMaster University, where his capstone research focused on measuring the formation of trust in digital space, specifically relating to technology influencers on YouTube. He also earned the Chartered Marketer designation from the Canadian Marketing Association. His expertise encompasses strategic marketing and communica-tions planning, digital transformation, generative AI, brand management, and data-driven decision-making. Fourie, Lynnette, North-West University (South Africa) • Prof. Lynnette Fourie is director of the research focus area Social Transformation and lectures research methodology in the School of Communication at the North-West University (NWU), South Africa. She is also alumni from the North-West University and holds a BA honns in Political Science, MA Communication (Journalism) and PhD (Political Communication). Her research focus is on development communication, political campaigns in developing contexts, stakeholder relations and communication management in the non-profit sector. She has a special interest in postgraduate supervision and has supervised multiple Masters’ and Doctoral candidates in the broader fields of corporate -, development -and political communication. Galloway, Chris, Massey University (New Zealand) • Dr. Chris Galloway PhD, MMgt is a Senior Lecturer in the School of Communication, Journalism and Marketing at Massey University in New Zealand. Chris joins many years of experience as a journalist and senior public relations specialist to his academic interests in issue, risk and crisis communication. He has taught at universities in both Australia and New Zealand. His other interests include the Middle East, especially the way public relations techniques are used to present and posi- tion different protagonists. He travels to the region as often as he can. He also writes about the impacts of new technologies on PR practice, especially Artificial Intelligence. His recent books include Artificial Intelligence, Strategic Communicators and Activism, and Exploring Artificial Intelligence Implications for Journalism and Mass Communication Education, both co-authored with Luk Swiatek, Marina Vujnovic, and Dean Kruckeberg. 2 A 20 uthors Germinder, Lea-Ann, University of Missouri (USA) • Lea-Ann Germinder is a doctoral student and graduate teacher at the University of Missouri School of Journalism in Strategic Communication. Her research is focused on generative AI and how public relations can use it responsibly and how counselors can help organizations use it responsibly. She is presently conducting research on the responsible use of AI in organizations in Veterinary Medicine. Germinder is the lead author of the book chapter, Responsible AI for Public Relations Prac- tice” in “Public Relations and Strategic Communication in 2050,” Routledge. She is also the lead author of a research paper published in the special AI issue of the International Journal of Strategic Communication. The research she is presenting at Bledcom is focused on how public relations practitioners are using AI in their work in the U.S. and in Czechia. To date, she has presented at the International Communication Association (ICA), Gold Coast, Australia, at the International Public Relations Research Conference (IPRRC) in Orlando, FL. and at Charles University and the Czech Academy of Science, in Prague, Czechia and other venues in the United States. Germinder is president of Germinder + Associates, Inc. an award-winning public relations/strategic consulting firm with offices in the New York City area and Kansas City, Missouri. She is an accredited Fellow of the Public Relations Society of America (PRSA) having served on the national board and as New York City and Kansas City chapter president and is also a Silver Anvil judge. She is also a member of several international organizations including the International Public Relations Association (IPRA) and serves as a Golden World Awards judge. Geysi, Nilüfer, Bahçeşehir University (Turkey) • Nilüfer Geysi (Ph.D.) is an Assistant Pro-fessor at Bahçeşehir University, where she earned her doctorate in Advertising and Pub-lic Relations. Her dissertation focused on climate change communication, a subject that continues to shape her academic and professional endeavors. She currently serves as the Director of the Center for Social Impact and Responsibility and as the Coordinator of CI-FAL Istanbul, UNITAR. Dr. Geysi’s research interests lie at the intersection of sustainability, science communication, and climate communication. Dedicated to bridging the gap between research and real-world application, she actively collaborates with private sector partners to deliver training programs that promote sustainability communication and responsible business practices. Gözde Tayfur, Nur, Istanbul Yeni Yuzyil University (Turkey) • Nur Gözde Tayfur, Ph.D., Assistant Professor, Istanbul Yeni Yüzyıl University, Vocational School, Department of Pub-lic Relations and Promotion (Turkey). She completed her undergraduate studies in Archae-ology and Art History at Bilkent University. She earned her master’s degree in Marketing Communication from Maltepe University and her Ph.D. in Public Relations and Advertis-ing from the same university, graduating with honors. She is also a final year student in the Department of Public Relations and Advertising, her second university degree. She has integrated her profes-sional experience in public relations into her academic research and teaching. Her interdisciplinary academic work focuses on the intersections of art, marketing, and public relations. Grobelnik, Marko, Jožef Stefan Institute (Slovenia) • Grobelnik is a researcher at the AI Lab at the Jožef Stefan Institute and co-founder of the UNESCO International Research Center on Artificial Intelligence (IRCAI). He collaborates extensively with major European academic institutions and leading industry players, including Bloomberg, British Telecom, the European Commission, Microsoft Research, the New York Times, and OECD. As a co-author of several books and co-founder of multiple startups, Grobelnik has contributed to over 100 EU-funded AI research projects. His keynote speech, titled “The Future of Artificial Intelligence and Its Potential Impact on Public Relations,” will explore key predictions for the future, highlighting shifts that may come sooner than anticipated. 2 A 21 uthors Grossbard, Alain, RMIT University (Australia) • Alain Grossbard OAM is a distinguished communications expert, educator, corporate leader, and global SMS expert. He has signifi-cantly impacted academia as a Public Relations and Marketing Lecturer at RMIT Universi-ty’s School of Vocational Business Education and as a member of the RMIT University Aca-demic Board. Named Public Relations Educator of the Year in 2019, he has earned multiple RMIT Teaching and Research Awards and the prestigious IPRA Golden World Award for corporate branding excellence. Alain has held executive roles across global industries, including senior execu-tives of major Australian and global energy companies. Hejlová, Denisa, Charles University (Czech Republic) • Assoc. Prof. Denisa Hejlova, Ph.D. is a leading Czech scholar and communication consultant. She focuses on research, teaching and practice in strategic communication, public relations, public affairs or politi-cal communication. From 2011-23, Denisa Hejlova headed the Department of Marketing Communication and PR at Charles University in Prague, one of the most sought-after study programmes in the Czech Republic. Prior to that, she worked as a vice-dean for PR and PR manager at the Czech Ministry of Foreign Affairs. Denisa was a Fulbright Visiting Scholar at Columbia University in New York in 2014 and studied intercultural communication at the Tokyo University of Foreign Studies in 2005-06. Denisa has published comprehensive books on public relations (Grada, 2015) and strategic communication (Karolinum, 2024) for the Czech audience. She regularly publishes in academic journals and has been a guest lecturer at universities in Germany, Spain, the Netherlands, Japan, etc. In 2020 she started the first Czech MA programme in Strategic Communication at Charles University in Prague. Since 2023 she’s the director of the Research Centre for Strategic Communication and the Charles University in Prague. Hickerson, Andrea, University of Mississippi (USA) • Andrea Hickerson, Ph.D., is dean and professor in the School of Journalism and New Media at the University of Mississippi. Previously she was an associate dean in the College of Information and Communications and the director of the School of Journalism and Mass Communications at the Universi-ty of South Carolina. Before that, she served as director of the School of Communication at Rochester Institute of Technology. Hickerson conducts research on journalism routines with an emphasis on technology use. She is part of an interdisciplinary team building a deepfake video detection tool for journalists that has received support from the National Science Foundation and the Knight Foundation. She has been awarded over $1 million in external research awards. She has a B.A. from Syracuse University in Journalism and International relations; an M.A. in Journalism and an M.A. in Middle Eastern Studies from the University of Texas at Austin; and a Ph.D. in Communication from the University of Washington. Holtzhausen, Lida, North-West University (South Africa) • Professor Lida Holtzhausen is the Director of the School of Communication at North-West University. She holds a PhD in Corporate Communication and has been an academic at NWU since 2000, advancing to full professor in 2023. She has held leadership roles, served on key university committees, and received multiple teaching awards, including the 2024 University Teaching Excellence Award. A Chartered Public Relations Practitioner, she is actively involved in professional associations and international collaborations. Her research focuses on corporate communication, branding, and marketing communication. She has presented over 50 academic papers and is currently editing two books on communication. 2 A 22 uthors Huber, Jeannine, University of Vienna (Austria) • Jeannine Huber is a university assistant (Predoc) in the Corporate Communication Research Group at the Department of Commu-nication at the University of Vienna. Her dissertation focuses on the effects of psychological safety and communication in the workplace. Hung, Olivia, McMaster University (Canada) • Liv is a marketing and communications leader with over 15 years of experience as a consultant and strategist in the agency world of advertising and communications. Liv graduated from McMaster University’s Master of Communication Management program in 2024. Her master’s capstone research paper ex-plored the leadership role of strategic communicators in the age of artificial intelligence. She moderated a panel on AI and public relations at the Canadian Public Relations Society El- evate conference in 2023. She is also a crisis communications expert, helping to prepare clients for crisis events through simulations. Hürmeriç, Pelin, Yeditepe University (Turkey) • Professor Dr. Pelin Hürmeriç graduated from Marmara University’s Faculty of Communication in 2000, completed her master’s in Public Relations and Publicity at Yeditepe University, and earned her doctorate at Marmara University. Hürmeriç began her academic career at Yeditepe University in 2001 and has been a professor in the Department of Public Relations and Publicity since 2020. In 2024, she was appointed the Dean of the Faculty of Communication at Yeditepe University while continuing her role as the Head of the Department of Public Relations and Publicity. Specializing in public relations, the history of public relations, reputation management, and crisis communication, Hürmeriç is the author of numerous national and international articles and books. She is a member of several international communication research associations and has received various awards for her contributions to the field. Isaacson, Tom, Northern Michigan University (USA) • Tom Isaacson, Ph.D. (Michigan State University) is an Associate Professor of Public Relations and Assistant Department Head in the College of Business at Northern Michigan University. His professional expe-rience working with U.S. baseball teams led to published work related to Sports PR and the development of Sport-specific curriculum. A dual interest in history and travel evolved from more than a decade of bringing students to the American University of Rome. This resulted in a fall 2024 sabbatical researching World War II soldier tourism in Rome using the archives at the American Academy of Rome and British School at Rome. Jeleč, Ivana, Faculty of Humanities and Social Sciences (Croatia) • Jeleč, Ivana, HŽ Pas-senger Transport, University of Zagreb (Croatia) • Ivana Jeleč is experienced communi-cation manager with corporate, institutional and agency expertise, university lecturer and a PhD student of Information and Communication Sciences at the University of Zagreb. She focuses on corporate and strategic communication and marketing, which, along with reputation management, are also topics that she studies from a scientific perspective. She participates in scientific and professional conferences, researches and writes scientific papers, and was also part of the editorial board of the Croatian translation of the biography of Edward Bernays, the founder of PR pro-fession. Ivana speaks English, Spanish and Italian. Ji, Yi Grace, Boston University (USA) 2 A 23 uthors Kaclová, Markéta, Charles University (Czech Republic) • PhD. Student at the Faculty of Social Sciences, Charles University, Prague, Czech Republic. After nearly 20 years in the public relations agency world, she is now transitioning into academia. Currently pursuing a PhD at the Faculty of Social Sciences, Charles University, her research focuses on strategic communication, the public relations profession, and the technologies—particularly artifi-cial intelligence—that are reshaping the field. Kang, Minjeong, Indiana University (USA) • Minjeong Kang (Ph. D in Mass Communica-tion, Syracuse University) is an associate professor and teaches undergraduate and graduate strategic communication and research courses at the Media School, Indiana University. Her recent research interests have focused on understanding engagement in various stakehold-er contexts such as member, employee, and volunteer relations and its positive impacts in eliciting supportive communication and behavioral outcomes. Additionally, Dr. Kang is working on understanding organizational listening by examining factors that contribute to employee silence motives. Dr. Kang serves as reviewer to various journals including Journal of Public Relations Research, which she is on the editorial board. Kaul, Asha, IIMA (India) Ki, Eyun-Jung, University of Alabama (USA) • Eyun-Jung Ki (Ph.D., University of Florida) is a professor and Reese Phifer Fellow in the Department of Advertising and Public Rela-tions at the University of Alabama. Her areas of expertise are emergent media, including metaverse and artificial intelligence in strategic communication, crisis communication, and relationship management. Krishna, Arunima, Boston University (USA) Kloppers, Elbé, North-West University (South Africa) • Elbé Kloppers is a senior lecturer at the School of Communication at the North-West University (NWU), South Africa. The obtained both her MA (in corporate communication), as well as her PhD on Corporate Social Responsibility (CSR) communication from the NWU. Her research focuses on de-velopment communication, sustainability communication, CSR communication and rela-tionship management. She lectures modules in development communication and research methodology at undergraduate and Honours level. She supervises Master’s and Doctoral candidates in all her research focus areas. Kloppers, Henk, North-West University (South Africa) Kocks, Jan Niklas, HTW Berlin (Germany) Kruckeberg, Dean, UNC Charlotte (USA) • Dr. Dean Kruckeberg, APR, Fellow PRSA, is a tenured Full Professor in the Department of Communication Studies at the University of North Carolina at Charlotte. From 2000 through 2002, he was a Director-at-Large on PRSA’s National Board. Dr. Kruckeberg was 1993-94 Midwest District Chair and was 1988-89 President of the Cedar Valley Chapter. He was 2010 Chair of the PRSA International Section; is a former National Faculty Advisor of the Public Relations Student Society of America (1989-91) and was Faculty Advisor of PRSSA Chapters at the University of Iowa, Northwest Missouri State University and the University of Northern Iowa. From 1997 to 2012, Dr. Kruckeberg was Co-Chair of 2 A 24 uthors the Commission on Public Relations Education. He was Chair of the Educators Academy and Co-Chair of the Educational Affairs Committee in 1997. From 2006 through 2009, He was a member of PRSA’s Board of Ethics and Professional Standards. Dr. Kruckeberg is a member of PRSA Charlotte and is the Lead Academic Advisor of the Inez Y. Kaiser Memorial Scholarship Fund of the Greater Kansas City Chapter of PRSA. Dr. Kruckeberg is co-author of the 11th (2013), 10th (2010), 9th (2006), 8th (2004), 7th (2000) and 6th (1996) editions of This Is PR: The Realities of Public Relations, of Public Relations and Community: A Reconstructed Theory (1988) and of Transparency, Public Relations, and the Mass Media: Combating the Hidden Influences in News Coverage Worldwide (2017). Krueger, Mitch, Florida State University (USA) • Mitch Krueger is an undergraduate stu-dent in Public Relations at Florida State University. Mitch completed his Honor’s Thesis focusing on crisis communication and sports. He is working part-time at Moore Commu-nications. Lahad, Imad, APCO (U.A.E.) • He is an expert in AI, intelligence, and disruptive technolo-gies. Currently serving as the Global Chair of AI & Intelligence at APCO, he leads initiatives that harness emerging technologies to drive innovation and transformative solutions for APCO and its clients worldwide. Imad’s journey with APCO began in 2013 as the Director of Digital Strategy, where he quickly demonstrated his leadership and forward-thinking approach. He went on to become the Managing Director of APCO’s Dubai office, playing a pivotal role in shaping the firm’s direction and expanding its capabilities in the region. As the head of the global Digital Practice, Imad established the AI Comms Lab, a pioneering initiative that integrates advanced AI capabilities and innovative tools into APCO’s offerings. This lab also led to the creation of Margy, APCO’s proprietary adaptive intelligence, which is leveraged across the organization to deliver cutting-edge insights and solutions for clients. In his current role, Imad oversees a multidisciplinary global team that combines AI & ML, opinion research, data science, strategy & planning, and digital innovation to deliver seamless, integrated solutions. His leadership reflects a commitment to pushing boundaries and driving growth through the adop-tion of AI and emerging technologies. With over 25 years of experience spanning media, crisis management, business transformation, and disruptive innovation, Imad is a recognized industry leader. He is frequently in-vited as a speaker and mentor, focusing on topics such as strategy, disruption, and the intersection of emotional and artificial intelligence. Laskin, Alexander V., Quinnipiac University (USA) • Alexander V. Laskin (Ph.D., Uni-versity of Florida) is a professor at Quinnipiac University (USA). He is author of about 100 publications, focused primarily on investor relations, reputation management, and emerg-ing technologies. He recently published: Public Relations and Strategic Communication in Year 2050: Trends Shaping the Future of the Profession (2025); Organizational Reputation Management: A Strategic Public Relations Perspective (2024); and Investor Relations and Financial Communication (2022). Laskin also served as a Fulbright Specialist, Page Legacy Scholar, Albert Schweitzer Fellow, Plank Center Fellow, and the People’s United Center for Innovation and Entrepreneurship Innovation Faculty Fellow. Laskin offers consulting services in investor relations, research and evaluation, and international communications. 2 A 25 uthors Lingwall, Andrew, Pennsylvania Western University Clarion (USA) • Dr. Andrew Lingwall is a Professor in the Department of Business, Economics, and Communication at PennWest University Clarion in Pennsylvania, USA. His research interests include crisis communica-tion, and career readiness and writing skills of students in programs of journalism and mass communication. He is currently working on the second edition of his textbook, The Basics of Media Writing: A Strategic Approach for SAGE Publications. Lingwall spent his 2017 sab- batical in Denmark studying career readiness of public relations graduates at Aalborg University. In 2023, he travelled to Wellington, New Zealand, where he studied the government’s crisis communications during the COVID-19 pandemic. Ljepava, Nikolina, American University in the Emirates (U.A.E.) • Dr Nikolina Ljepava is Department Chair of Marketing and Management at American University in the Emirates College of Business Administration. She is a practice-oriented academic with extensive in-dustry experience in areas of marketing research, marketing communications, e-business, and evaluation and assessment from America, Europe and Asia. She holds a PhD with spe-cialization in Marketing Research from University of Belgrade, and two master’s degrees in data analysis and e-business following a degree in Psychology from University of Windsor, Canada. Her research interests include online consumer behavior, psychology of social media, application of artificial intel-ligence, digital marketing, neuromarketing, survey methodology and online panel research. She is an author of numerous conference papers and articles and had successful media appearances on the above-mentioned topics. In 2024, she was awarded as the most influential women in education in the Middle East and recognized by Higher Education Digest as one of the leaders of the future in higher education. In addition to teaching, research and business experience, Dr. Nikolina is also dedicated to community development and engagement especially in the area of youth Internet safety education. Lovari, Alessandro, University of Cagliari (Italy) • Alessandro Lovari is Associate Pro-fessor of Sociology of Communication at the Department of Political and Social Sciences, University of Cagliari (Italy) where is the coordinator of the Phd program in Research and Social Innovation. Lovari’s research focuses on public sector communication, public rela-tions, and health communication, investigating Internet and social media impact on organ-isations’ practices and citizens’ behaviours in ordinary and crisis situations. He was visiting scholar at Purdue University, University of Cincinnati, University of South Carolina, Virginia Commonwealth University (USA), and Jyväskylä University (Finland). He is author of more than hundred publications in mo-nographies, book chapters and communication journals. Marinelli, Alberto, Sapienza University (Italy) • Alberto Marinelli is Chair of the Depart-ment of Communication and Social Research, and Deputy Rector for Innovative technol-ogies for communication (Sapienza University of Rome). He is Full professor at the Fac-ulty of Political Sciences, Sociology, Communication where he teaches Theories of mass communication and digital media and Connected & Social Tv. His main research interests concern the following fields: a) television and the ecosystem of connected viewing; b) civic engagement and participatory practices on social media; c) network society/platform society. Mashiah, Itzhak, University of Mississippi (USA) • Dr. Itzhak Mashiah is a postdoctoral visiting scholar at New York University. He teaches in the Integrated Marketing Commu-nication Department at the University of Mississippi in Oxford, MS, USA. His research in-terests include marketing communication, brand management, strategic business rhetoric, tech storytelling, and innovation discourse. Dr. Mashiah, a former marketing practitioner, has won numerous awards and honors. 2 A 26 uthors Merle, Patrick F., Florida State University (USA) • Patrick F. Merle, Associate Professor (Ph.D. Texas Tech University, 2013) is a French native, formerly an international reporter for global news organizations. He currently works as Director of the School of Communi-cation (2020-present) after having been Director of the Integrated Marketing Communica-tion program. He is also an affiliated faculty with FSU’s Institute for Successful Longevity. In 2024-2025, he serves on the leadership team of the AEJMC Public Relations Division as Chair of the Virtual Conference. He is on the editorial board of the International Journal of Strategic Commu-nication, Corporate Communications: an International Journal, and the Journal of Visual Communication in Medicine Milbourn, Sophie, Thread and Bloom (UK) Möller, Caroline, Macromedia University of Applied Sciences Cologne (Germany) Naylor-Leyland, Victoria, Ada and Alan (UK) Palenchar, Michael James, University of Tennessee (USA) • Michael J. Palenchar (PhD, University of Florida), associate professor at the University of Tennessee, has more than three decades of professional and academic public relations experience. Research interests include risk communication, issues management and crisis communication, with specific contextual and industry focus related to chemical and other manufacturing, national secu-rity, and community right-to-know issues. His 30+ years of professional experience includes working in corporate, government, nonprofit, and agency environments, and he is also a risk communication and issues management research consultant for clients ranging from Fortune 50 companies to federal and local government and nongovernmental agencies. He had conducted workshops, seminar trainings and academic presentations in more than 20 countries. Pappas, Konstantinos, University of the Arts (UK) • Dr Konstantinos Pappas is a Senior Lecturer in Communications and Media and the Course Leader of the BA (Hons) in Public Relations at London College of Communication, University of the Arts, London. His main research interests revolve around political communication, humanitarian communication, public affairs, persuasion and alt-right. Prior to joining LCC, he has taught at universities in Turkey, Greece and France and has worked as Head of communication for the main oppo- sition party in the Greek Parliament and as journalist for over 20 years. Rasquinha, Mark, Auckland University of Technology (New Zealand) • Mark Rasquinha is a freshly minted PhD researcher from Auckland University of Technology (AUT), Auck-land, New Zealand. His research focuses on Political Public Relations, with a methodolog-ical emphasis on video ethnography. Mark is particularly interested in exploring the in-tersection of technology, society, and public relations practice, examining how these areas converge in political communication strategies. Prior to joining AUT, Mark worked as a public relations and management lecturer in India. Mark is a current member of the TOROA Research Center at AUT, where he actively contributes to ongoing research on the evolving dynamics within public relations in a digital age. 2 A 27 uthors Ratkić, Hrvoje, PR 365, VERN’ University (Croatia) • Hrvoje Ratkić is expert in digital marketing and public relations with extensive experience in PR. He is co-founder and partner at the PR 365 Communications agency and lecturer at VERN’ University, Algebra Bernays University, and the Zagreb School of Business. Hrvoje holds a degree in Business Communication Management from VERN’ University. He is author of scientific papers on digital marketing and a member of the Croatian Public Relations Association (HUOJ). His key skills include digital communication strategy, community management, and social media branding. Ravazzani, Silvia, Università IULM (Italy) • Silvia Ravazzani (PhD) is Associate Professor in Management at the Department of Business LECB “Carlo A. Ricciardi”, Università IULM, Italy, since 2019. Previously she held the same position at the Department of Management at Aarhus University, Denmark. Her research interests include risk and crisis communication, employee communication, diversity and inclusion, and social media. Her work has been published in journals such as Group & Organization Management and Business Ethics Quarterly. She serves in the editorial boards of Journal of International Crisis and Risk Communication Research and European Journal of Cross-Cultural Competence and Management and is Senior Project Leader of the Centre for Employee Relations and Communication at Università IULM. Read, Kevin, University of Greenwich (UK) • Kevin is the CEO and founding director of strategic PR consultancy, Pembroke and Rye. Based in London, he has worked with global market leaders and challengers in financial and professional services, technology and ener-gy for three decades. He specialises in strategic planning, thought leadership and board-lev-el coaching. He is a visiting fellow in the business school at the University of Greenwich, a fellow of the CIPR and the RSA, and a MA supervisor for Cardiff University’s International PR and Global Communications programme. Research interests include risk and crisis management, the ethics and application of AI, Women’s football and business pitching. Russell, Erin, Quinnipiac University (USA) • Erin Russell is a full-time graduate student at Quinnipiac University studying interactive media and communications. She holds a bach-elor’s degree in public relations. Erin is heavily involved in the Public Relations Student So-ciety of America and volunteers with clients often. She has held an internship with Women for Women International, a global organization dedicating to supporting women and girls of conflict zones. Her areas of interest include campaign strategy, brand management, and non-profit communications. This is her first public relations research publication. Saad, Mahinaz, Independent Public Relations Practitioner (USA) Selakovic, Marko, S P Jain School of Global Management, Dubai • Dr Marko Selaković is manager, researcher and scholarly academic who is occupying various senior roles at SP Jain School of Global Management (currently Deputy Director and Assistant Professor). He is a strategic management and communications professional with more than 20 years of high-level experience in Europe and the Gulf countries. Selaković is specialized in strategic and international communications and development, stakeholder relations and crisis man- agement. In addition to the academic positions, he is currently Chairman of Serbian Business Council in Dubai. Previously he was Head of Chamber of Commerce and Industry of Serbia Office to the UAE, Business Director of Expo 2020 Serbia, and Vice-president of the International Association of Business Communicators (IABC) Gulf Chapter. His research interests include strategic, crisis, investor, and internal communications. 2 A 28 uthors Smith, Brian G., University of Mississippi (USA) • Brian G. Smith, Ph.D., is Professor and Department Chair of Integrated Marketing Communications at the University of Mississip-pi. He is a Page Society Member, former Fulbright Scholar (Austria, 2017), and two-time Arthur W. Page Center Scholar. He is also Co-Editor of International Journal of Strategic Communication. Brian’s research examines public relations and integrated marketing com-munications, with focuses on influencer relations, social media-based advocacy, and crisis communication. His work has been featured in the Journal of Public Relations Research, International Journal of Strategic Communication, and Public Relations Review. Following a career in brand marketing and editorial management, Brian earned a Ph.D. from the University of Maryland in Communication. He is the co-editor of the forthcoming volume, Research Methods for the Marginalized (Routledge). Smith, Staci B., University of Mississippi (USA) • Staci B. Smith, Ph.D., is Visiting Assistant Professor at the University of Mississippi. Her work focuses on refugee relations, health communication, purpose-driven public relations, social media influencers, and mis/dis-information. Staci is a Fulbright Scholar and a two-time Arthur W. Page Center Legacy Scholar. As a Fulbright Scholar in 2023, Staci examined crisis coping and resilience among female business professionals following the Covid-19 pandemic and she taught at the Uni- versity of Ljubljana. She has received two Arthur W. Page Center Legacy Scholar grants, one to study refugees and social advocacy (2023), and one to study AI, misinformation and influencer relations among government communicators (2024). Staci is the editor of the forthcoming volume Research Methods for the Marginalized (Routledge). She holds a Ph.D. and M.A. in Communication from Purdue University, and a B.S. from Brigham Young University. Song, Baobao, Virginia Commonwealth University (USA) Spiller, Ralf, Macromedia University of Applied Sciences Cologne (Germany) Sriramesh, Krishnamurthy, University of Colorado (USA) • Krishnamurthy Sriramesh, is Professor of Public Relations at the University of Colorado, USA. He is recognized for his scholarship on global public relations, culture and public relations, corporate social respon-sibility, and public relations for development. Over almost 30 years he has advocated the need to reduce ethnocentricity in the public relations body of knowledge and practice in 8 books, over 120 articles and book chapters, and over 120 conference presentations around the world. His rich teaching experience includes teaching at 10 universities on four continents while also de-livering seminars/talks in over 40 countries. He has won several awards for teaching and research at different universities including the 2004 Pathfinder Award from the Institute for Public Relations (USA) for “original scholarly research contributing to the public relations body of knowledge.” Stavreva, Svetlana, IPRA AI Chapter Chair Sutton, Lucinda B, North-West University (South Africa) • Dr. Lucinda B Sutton is a Se-nior Lecturer at North-West University, South Africa, where she teaches a range of un-dergraduate and postgraduate modules in corporate communication and public relations. She also supervises MA and PhD students on communication management-related topics. Sutton earned her PhD in Communication in 2020 with a focus on Internal Communi-cation Trends in South Africa. Her research interests reflect her practical experience as a communication professional, particularly in strategic communication. Sutton’s work emphasises the manage-ment of relationships with both internal and external stakeholders, and her publications explore various facets of communication in organisational contexts. 2 A 29 uthors Swiatek, Lukasz (Luk), University of New South Wales (Australia) • Dr. Lukasz Swiatek lectures in the School of the Arts and Media (within the Faculty of Arts, Design and Archi-tecture) at UNSW Sydney. He draws on a wealth of practical industry experience in both his teaching and research. Over the years, he has taught a range of undergraduate and postgrad-uate (junior and senior) courses in media studies, communication, and international and global studies. He supervises PhD, Masters and Honours students. With various colleagues, he has co-led extracurricular programs for students (that have developed their leadership capabilities and en-terprise skills), as well as facilitated industry events. Currently, he mainly undertakes research in: media and communication (looking at professional communication, as well as the implications of developments in various technologies – such as artificial intelligence (AI) – on communities, organisations and communicators); higher education (focusing on cultural competence and practitioner advancement), and cultural studies (investigating different aspects of social status and public recognition – including accolades and celebrity – as well as enter-tainment). His recent books include Artificial Intelligence, Strategic Communicators and Activism, and Exploring Artificial Intelligence Implications for Journalism and Mass Communication Education, both co-authored with Marina Vujnovic, Chris Galloway, and Dean Kruckeberg. Šarić, Jelena, VERN’ University (Croatia) • Jelena Šarić is an expert in corporate commu-nications, public relations and digital marketing, with extensive experience in media and strategic brand management. She specializes in crisis communication, media relations and content strategy, applying her expertise as both a consultant and lecturer at higher educa-tion institutions. With a Master’s degree in Journalism from the University of Zagreb, she combines academic knowledge with practical experience, equipping students and profes- sionals with essential skills for the evolving communication industry. Tao, Weiting, University of Miami (USA) • Dr. Weiting Tao is an associate professor in strategic communication. Her primary research area is corporate public relations, which includes corporate social responsibility, corporate ability, crisis communication and man-agement, cross cultural strategic communication, corporate reputation and relationship management, and social media strategies. Dr. Tao has published in scholarly journals such as Communication Research, Public Relations Review, Journal of Communication Man- agement, and International Journal of Strategic Communication. She also has won numerous top paper and re-search awards at international and national communication conferences such as the Association for Education in Journalism and Mass Communication and International Public Relations Research Conference Theunissen, Petra, Auckland University of Technology (New Zealand) • Petra Theunis-sen is Associate Professor at Auckland University of Technology (AUT), New Zealand. She holds a DPhil in Communication Management from the University of Pretoria, an MA (Communication) with distinction from the Rand Afrikaans University (now University of Johannesburg), and a BA (Hons) from the University of South Africa. More recently, she was awarded an LLM with distinction by Auckland University of Technology. Prior to join- ing AUT, Petra worked in public relations, management, consulting, and education. She is an Accredited Me-diator NMAS and a professional member of the Resolution Institute, an Accredited Senior Fellow of Advance HE (formerly known as Higher Education Academy) Ako Aronui Pathway and Accredited in Public Relations (APR) with the Public Relations Institute of New Zealand (PRINZ). Petra is a founding member of the Toroa Center for Communication Research, a member of the International Communication Association (ICA), the National Communication Association (NCA), and a steering committee member (country representative) of the Asia Pacific Public Relations Research & Education Network (APPRREN). From 2022 to 2023, she was Vis-iting Associate Professor at Taylor’s University. Petra is a published author, and has written and co-edited books, book chapters, peer reviewed journal articles and delivered conference papers on Public Relations and Com-2 A 30 uthors munication. She serves on various Editorial Review and Advisory Boards, including Public Relations Review, and has won awards of which the most recent were a Top Paper Award (ICA, 2024), Best Research Presentation (2023) and Best Presenter (2022). Her research span across all areas of Communication, but she has a particular interest in Public Relations, technology and dialogue. Thompson, Gareth, University of the Arts London (UK) • Gareth Thompson is a Senior Lecturer at London College of Communication, University of the Arts London. He worked in public relations in the corporate, finance and technology sectors for over 20 years in Eu-rope and the USA. He founded the PR firm, Hunt Thompson, which was acquired by Citi-gate Dewe Rogerson, with whom he then worked in London. He later served as director of marketing at the pan-European fund services and software business, JPMorgan FundsHub. He has taught public relations and communications in London and at the French Grand Ecole business school, ESCEM, in Poitiers. He has degrees from University College London and University of Cambridge (Trinity Hall). He researches historical aspects of media and public relations, including government communications, war time propaganda and terrorism. Other research interests include the application of economic theory to public relations. His research has been published in Public Relations Review, Journal of Communications Man-agement, Journal of Public Relations Research and Corporate Communications: An International Journal. His first book, Post-Truth Public Relations: Communication in an Era of Disinformation, was published by Routledge in 2020. Tkalac Verčič, Ana, University of Zagreb (Croatia) • Ana Tkalac Verčič, Ph.D., is a Full Professor of Marketing communications and Public Relations at the Faculty of Economics and Business, University of Zagreb, Croatia. She is a former Fulbright scholar and a recipi-ent of the Chartered Institute of Public Relations diploma. Ana Tkalac Verčič has authored, co-authored and edited numerous books including Public Relations Metrics: Research and Evaluation (with B. van Ruler and D. Verčič) and is the author of the first Croatian public relations textbook. She has published more than a 100 papers in various academic journals and serves in var-ious editorial boards such as International Journal of Strategic Communication, Journal of Public Relations Research and Public Relations Review. Throughout her career professor Tkalac Verčič has received numerous awards, most recently, GrandPRx, the award for the development of public relations as a profession. She is cur-rently the president of the Croatian Public Relations Association. Valentini, Chiara, Jyväskylä University (Finland) van den Berg, Francois, North-West University (South Africa) van den Berg, Morgan, Michigan State University (USA) • Morgan van den Berg is a sec-ond-year graduate student in the Advertising + Public Relations master’s program at Mich-igan State University, where she also earned her bachelor’s in Public Relations. Throughout her studies, she has worked with Dr. Chuqing Dong as a learning and research assistant, and studied abroad in Fall 2023 at Chung-Ang University in Seoul. Her AI ethics research earned the Top Ethics Paper Award at the 2024 International Public Relations Research Conference (IPRRC), leading to an internship with Big Valley Marketing. She also spoke on an AI ethics panel for the White Pine PRSA in Michigan. 2 A 31 uthors Verčič, Dejan, University of Ljubljana and Herman & partners (Slovenia) • Dejan Verčič is Professor, Head of Centre for Marketing and Public Relations at the University of Ljublja-na, and Partner in strategic consulting and communication company Herman & partners Ltd. Slovenia. He received his PhD from the London School of Economics and Political Science, UK. A Fulbright scholar, recipient of the Pathfinder Award, the highest academic honour bestowed by the Institute for Public Relations (IPR) in New York, and named a Distinguished Public Relations Scholar by the European Public Relations Education and Research Association (EUPRERA). In 1991 he was the founding director of Slovenian national news agency (STA). Organizing the annual International Public Relations Research Symposium – BledCom since 1994. Verinder, Ben, Chalkstream (UK) Vujnovic, Marina, Monmouth University (USA) • Dr. Marina Vujnovic, Ph.D., APR is Pro-fessor of Journalism and Public Relations in the Department of Communication at Mon-mouth University. Native of Croatia, Dr. Marina Vujnovic, came to United States in 2003 to pursue her graduate education in journalism and mass communication. Before coming to United States she worked as a journalist before becoming a research assistant at the Uni-versity of Zagreb. She also worked as a PR practitioner for Cyprian based PR agency Action Global Communications. She received her MA in Communication from the University of Northern Iowa, and her PhD at the University of Iowa in 2008. She is an author of Forging the Bubikopf Nation: Journalism, Gender and Modernity in Interwar Yugoslavia, co-author of Participatory Journalism: Guarding Open Gates at Online Newspapers, and co-editor of Globalizing Cultures: Theories, Paradigms, Actions, and most recently a co-author of Higher Education and Disaster Capitalism in the Age of COVID-19. Also, recent titles include Artificial Intel-ligence, Strategic Communicators and Activism, and Exploring Artificial Intelligence Implications for Journalism and Mass Communication Education, both co-authored with Luk Swiatek, Chris Galloway, and Dean Krucke-berg. Dr. Vujnovic’s research interest focuses on international communication and global flow of information, journalism studies; intersections of public relations and journalism, and explorations of the historical, politi-cal-economic, and cultural impact on media, class, gender, and ethnicity. Wahl, Ingrid, University of Vienna (Austria) • Ingrid Wahl is a senior researcher in the Corporate Communication Research Group at the Department of Communication at the University of Vienna. Among her research interests are internal communication, cooper-ation in social dilemmas, work psychology, diversity, distance learning, and teleworking. Wang, Yijing, Erasmus University Rotterdam (The Netherlands) Warbington, Abbey, University of Tennessee (USA) • Abbey Warbington is a Ph.D. student in the Tombras School of Advertising and Public Relations at the University of Tennessee, Knoxville. She received her bachelor’s in communications with a focus in public relations from Mississippi State University, and her master’s in communication from Auburn Uni-versity. Her current research focuses on interpersonal relationships, as well as multicultural and cross-cultural communication in the workplace. She is interested in crisis communica- tion on both organizational and interpersonal scopes. White, Jon, University of Reading (UK) 2 A 32 uthors Williams, Sarah, Buckinghamshire New University (UK) • Professor Sarah Williams, CMgr, MCMI, MCIPR, MCIM, PFHEA, heads the School of Business and Law at Buck-inghamshire New University, UK. Her research explores PR practitioners’ lived experienc-es, focusing on professionalism and women in the field. She co-edited “Women’s Work in Public Relations” with Elizabeth Bridgen and “Generation Z Marketing and Management in Tourism and Hospitality” with Rahimi et al.. Professor Williams has contributed chapters to multiple academic books and published in the Asia Pacific Journal of Public Relations Research and Advances in Hospitality and Tourism. Her current research examines female PR freelancers’ experiences in professional communities, continuing her scholarly focus on gender dimensions within public relations practice. Wong, Janice, Centre for Professional Communication, Singapore Institute of Technology (Singapore) • Dr Janice Wong is an Assistant Professor in the Centre for Professional Com-munication at the Singapore Institute of Technology where she teaches critical thinking and communication. A former journalist, Dr Wong brings over a decade of experience in man-aging corporate communications and employee engagement for multinational companies. Prior to joining SIT, she led global communications for the supply operations of the world’s leading agrochemical company headquartered in Switzerland. Her research interests include organisational cul-ture change, corporate communications and artificial intelligence. She received a PhD in Business from Singa-pore Management University and a Master’s in Mass Communication from Nanyang Technological University where she was awarded the Pearson Education Gold Medal for being the most outstanding graduate of the programme. Wright, Donald K., University & Boston University (USA) Wu, Shih Chia, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) • Prof. Shih-Chia Wu is the Deputy Program Director of the M.S.Sc. in Corporate Communication program and the Deputy Director of CSRCom & Sustainability Hub at the School of Jour-nalism and Communication, The Chinese University of Hong Kong (CUHK). Her recent research on social media usage behavior, sustainability, and CSR communication in Greater China has gained recognition from academia, industry, and the media. She also promotes the development of sustainability communication studies in universities in Hong Kong and Taiwan by organiz-ing forums, producing case studies, and serving as a USR consultant. Her book, “Style Marketing” (in Chinese), has been adopted by many educational institutions. Additionally, she is a columnist for several media platforms. Prior to CUHK, as an accredited professional with extensive industry experience and cross-cultural expertise, Prof. Shih-Chia Wu specializes in global brand management, corporate and crisis communication, and stra-tegic planning. She previously worked at Chanel, P&G, and DaimlerChrysler as a member of the executive management team and served as the corporate spokesperson. Yang, Sung-Un, Boston University (USA) Yeo, Su Lin, Singapore Management University (Singapore) • Dr Su Lin YEO is Associ-ate Professor of Communication Management (Practice) at the Lee Kong Chian School of Business in Singapore Management University (SMU). She serves on the SMU Faculty Senate Committee and is an appointed Board Trustee at the Institute of Public Relations (USA) and Director for the SMU-IPR USA Alliance (Southeast Asia). She teaches a range of full credit communication modules from undergraduate to MBA, EMBA and executive seminar programmes in the business school. Her primary research interests include Corporate Reputation, Cri-sis Communication, and Public Policy Communication. She publishes in top communication journals which include Communication Research and Public Relations Review; and sits on national boards that drive stake-2 A 33 uthors holder engagement on health communication and public policy campaigns in Singapore. Prior to pursing an academic career, Su Lin spent 12 years managing corporate communication and investor relations for several conglomerates in the banking and financial services sectors in Asia. Yue, Cen April, Boston University (USA) • Cen (April) Yue is an Assistant Professor at Boston University. Her research interests focus on internal public relations, leadership com-munication, organizational change management, and relationship management. She has published in scholarly journals such as Public Relations Review, Journalism & Mass Com-munication Quarterly, International Journal of Communication, and International Journal of Business Communication, among others. She has received over 10 top paper and research awards and recognitions from national and international communication associations and conferences. She is also a Research Editor at the Institute for Public Relations’ Organizational Communication Research Center. Zeler, Ileana, Autonomous University of Barcelona (Spain) Zheng, Nanxiao, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) 3 A 34 bstrActs An Interview with AI on Ethical Dilemmas of PR Professionals Akçay, Ebru, Başkent University (Turkey) The advancement of artificial intelligence (AI) 2023). Moreover, it is argued that AI is unable to fully replicate distinctly human capabilities such Introduction and Purpose of the Study ing of humans’ professional skills (Jeong & Park, ical debates in public relations. While some as creativity, empathy and critical thinking, im- has sparked new ontological and methodolog- scholars discuss whether AI will reduce the need plying that PR professionals cannot be displaced in the field (Biswal, 2020). for PR professionals, some believes that AI lacks emotional capacity and experience, which raise significant ethical concerns. Therefore, a critical Methodology question is raised on how AI tools can assist PR This study conducts an in-depth interview with professionals in navigating ethical dilemmas. ChatGPT 4o, exploring how AI responds to In that vein, this study aims to explore how AI ethical dilemmas of an PR professional. The re- rools can provide guidance to PR practitioners searcher posed some ethical challenging ques- when dealing with ethical dilemmas. tions to ChatGPT 4o, asking it to imagine it- self working as a PR professional. Some of the The extant literature has highlighted AI’s trans- to hide information from employees that vio- lates their rights”, “Your client asks you to craft Literature Review prompts included “Imagine your boss asks you releases, identifying media trends, scheduling sault issue, threatening to fire you if you refuse”, meetings, sending emails, generating content, “Your company claims to respect animal rights responding to social media posts, analyzing big but remains silent on an animal rights law due data for insights, evaluating PR campaigns and to fear of opposing the government?”. Follow-up developing more effective strategies. Research questions tested the AI’s ethical reasoning under conducting interviews with PR professionals personal pressure, such as financial need or the also show that practitioners recognize AI’s po- threat of unemployment. tential of saving time and enhancing efficiency. atek & Galloway, 2022). AI’s contributions to a product aimed at kids, offering you the job opportunity of a lifetime if you comply”, “Your PR include creating media lists, writing press manager requests you cover up the an sexual as- being an integral component of the field (Swi- a message exploiting children’s emotions for formative impact on PR (Ardila, 2020) and its However, professionals also acknowledge that AI raises some ethical problems. Other studies Results and Conclusions also contend that there has been an excessive During the interview, ChatGPT 4o emphasized focus on AI’s potential for routine tasks, which the importance of ethics and conscience in PR, overlook its broader implications (Galloway & suggesting that these principles are crucial for Swiatek, 2018) and AI can lead to a diminish- decision-making. The AI acknowledged that 3 A 35 bstrActs by conscience, they can also be influenced by ex- Ardila, M. M. (2020). The rise of intelligent ternal factors such as financial constraints or job while individuals’ ethical decisions are guided References security. ChatGPT 4o highlighted the unique forming the public relations industry. machines: How artificial intelligence is trans-challenges faced by PR professionals in coun- [Unpub-tries like Turkey, where unemployment, finan- lished master thesis], University of Southern cial pressures and internal company dynamics California. complicate ethical decision-making. It also not- Biswal, S. K. (2020). The space of artificial in-ed the importance of maintaining good relations telligence in public relations: the way for-with the government, as this can significantly ward. Optimization in machine learning and impact the ethical decisions PR professionals applications, 169-176. must make. The AI also addressed the potential Galloway, C. & Swiatek, L. (2018). Public rela-for PR professionals to struggle with balancing tions and artificial intelligence: It’s not (just) personal values and professional responsibili- about robots. Public relations review, 44(5), ties. Factors such as financial hardships, fear of 734-740. cision-making. fluence of artificial intelligence on public re-lations: Insights from the organization-sit-uation-public-communication (OSPC) Practical and Social Implications were identified as contributing to unethical de- Jeong, J. & Park, N. (2023). Examining the in-unemployment and pressure from management model. Asia-Pacific Journal of Convergent Re- literature that claims AI cannot make moral de- Swiatek, L. & Galloway, C. (2022). Artificial in-cisions or fully comprehend complex issues. The This study offers an alternative approach to the search Interchange, 9(7), 485-495. study demonstrates that AI can assist PR profes- portunities, questions, and concerns. In telligence and public relations: Growing op- sionals in making ethical decisions when provid- Routledge Companion to Public Relations (pp. ed with accurate and realistic prompts written 352-362). Routledge. The by ethically-conscious professionals. Therefore, AI can provide valuable guidance as long as it is used in conjunction with human conscience. Keywords Since this study was conducted exclusively using public relations, artificial intelligence, ethics, ethi-ChatGPT 4o, further research is warranted to cal dilemmas, conscience explore how other AI tools would respond and guide to other ethically challenging situations that PR professional may face. 3 A 36 bstrActs Between convenience and professional myopia. Adoption of AI tools by would-be public relations specialists Barlik, Jacek, University of Warsaw (Poland) Introduction and purpose of the study Literature review Recent studies show that the number of PR pro- The literature on the relationship between PR and fessionals using generative AI at work has grown AI has grown fast since 2023. As summarized in nearly three times from March 2023 to Jan 2025 a study on AI use among PR professionals, new – from 28% to 75% (Muck Rack, 2025). Glob- research on AI and PR explored the adoption of al and local PR agencies, independent practi- AI tools in PR practice, competencies and skills tioners, and communication units of corpo- required to effectively and ethically apply AI in rations and NGOs have already introduced AI PR, potential barriers and downsides of AI in PR tools in their business practices, and some even (including dis- and misinformation, deepfakes, appointed AI experts to launch innovative solu- and other forms of misuse of AI), and future – tions and address organizational, cultural, and mostly perceived as positive – role of AI in PR ethical challenges (USC, 2024). (Kaclova, 2024). PR professionals use AI tools mostly for brain- PR scholars analyzed the role of AI tools in ed- storming, writing and editing materials and me- ucation and stressed the importance of ethical dia releases, research, preparing social media conduct and avoiding cheating, plagiarism, and posts, and crafting pitches. Despite the majority academic dishonesty, which is possible when of PR experts declaring that AI both speeds their universities encourage students to use AI re- work and boosts its quality, their principal con- sponsibly and establish clear guidelines for them. cern is that younger PR specialists don’t learn Universities should openly discuss these issues the basics of the profession and become too de- on a day-to-day basis to ensure that all emerging pendent on AI tools (Muck Rack, 2025). problems are addressed (Lim, 2024). Other re- searchers wrote that the decision to incorporate Such reliance on technology may affect the pros- generative AI and the rules of its ethical appli- pects for the PR industry, as many tasks are like- cation in PR writing classes paid off, as students ly to be performed by algorithms that will be felt empowered, treated seriously, and well-pre- able to replace humans. This notion is particu- pared to enter the PR workforce (Ryan, 2024). larly relevant to Gen Z, who eagerly embraced However, PR scholars know that their students such inventions as AI tools and LLM models and and the PR industry have mostly surpassed their used them extensively in their professional lives. instructors in practical skills in using generative 3 A 37 bstrActs (including PR students) tend to disdain the con- Kaclová, M. (2024). Exploring the Land- sequences of the application of AI tools for the AI. On the other hand, would-be PR specialists References future of their vocations and the labor market. Central and Eastern European PR Profes- scape: Generative AI Adoption Among sionals, International Journal of Strategic Research questions Communication, Ahead-of-print, 1-16, DOI: It might be worthwhile to investigate would-be 10.1080/1553118X.2024.2436542. PR practitioners’ opinions on the discrepancy Lim, Y. J. (2024). Revolutionizing Campus Com- between the convenience of AI technology for munications: The Power of ChatGPT in Public its current users and its long-run impact on the Relations, Journal of Public Relations Educa-PR industry. Hence, the research questions are: tion, Vol. 9, No. 3, 91-129. training and onboarding programs) for students, 2025. https://muckrack.com/blog/2025/01/16/ state-of-ai-in-pr-2025 interns, and young PR professionals? RQ2 its use in PR covered in the PR curricula (or in Muck Rack (2025). State of AI in PR in January RQ1 – How – if at all – was AI technology and – Have PR students, interns, and young Ryan, S. (2024). Generative AI in the Classroom: professionals been given ethical and profession- Teaching a Critical Skill for the Public Rela- al guidelines on the transparent and effective use tions Writing Student, Journal of Public Rela- RQ3 – Were PR students and young practi- USC Annenberg Center for Public Relations tioners taught or instructed how to stay ahead of AI tools in PR during their studies or training? tions Education, Vol. 10, No. 2, 25-45. of AI technology and become indispensable in Los Angeles, California, November 2024. (2024). AI Activated. 2025 Relevance Report, their PR jobs? https://annenberg.usc.edu/research/cen- ter-public-relations/relevance-report Methodology The research will include online surveys among Keywords young professionals and PR students. Respon- dents will be recruited via professional organi- AI tools, PR ethics, PR future, professionalism, PR zations, PR networks, and universities that run education full-time PR sequences. Likert-type scales will measure their opinions to find a general mood about AI in PR among aspiring PR people. Results and conclusions The research will show young practitioners and PR students’ preparedness to cope with AI’s growing role in PR, make better use of AI tools, handle ethical considerations, and limit poten- tial dependency on AI in their future jobs. 3 A 38 bstrActs Deploying Artificial Intelligence and Dynamic Visual Artefacts (Avatars) in employee communication: Exploring perceptions and attitudes among corporate communicators Batziou, Athanasia, Imperial College London (UK) Read, Kevin, University of Greenwich (UK) Naylor-Leyland, Victoria, Ada and Alan (UK) Milbourn, Sophie, Thread and Bloom (UK) Introduction and purpose of the study on frequency, bi-directional flow, timeliness, While there is an emerging body of research and accuracy, (Arif et al., 2023) and symmetry (Kang & Sung, 2017). It plays a crucial role in on the use of generative Artificial Intelligence fostering a sense of community, enhancing em- in public relations, an area that remains unex- ployee engagement and motivation, contribut- plored is that of the perceptions and attitudes ing to an increased willingness to advocate for toward AI generated visual representations used the organisation and providing a positive effect to communicate organisational messaging. on an organisation’s brand. This paper aims to address this gap, by looking Considering that relationship building and at the growing level of interest in using AI to management are central elements in employee generate visual communications, with a special communication, the use of avatars seems to dis- focus on ‘human expressive’ avatars. Specifical- rupt these processes by eliminating the ‘human ly, we aim to shed light on the potential impli- touch’ with a synthetic yet realistic alternative. cations, challenges and opportunities that can Questions remain about how effective personal arise through the development and integration and physical attributes can be projected onto av- of avatars in employee communication. atars (Kasahara & Sakata, 2025). However, the Literature review grounds of efficiency, timeliness, low cost and use of avatars is being widely weighed-up on Internal communication is a vital tool in a the potential for multi-lingual communications. practitioner’s armoury for enhancing employ- Balanced against this are ethical concerns and ee understanding of organisational goals and issues around the acceptance of artefact identi- informing them on what is needed to support ties and unrealistic non-verbal communication organisational performance. It is, therefore, cru- (Nuswantoro & Richter, 2024). cial for an organisation’s survival and success. Meaningful employee communication is based 3 A 39 bstrActs To obtain a sense of how communications prac- standing of the practical implications and recep- tion of AI in employee communication, contrib- Methodology needs. Moreover, we seek to deepen our under- ployment of avatars in their employee commu- on the intersection of AI and strategic organisa- tional communication. We anticipate part 3 to nications, we chose a three-stage, qualitative, provide informed research on the willingness of grounded theory approach. Firstly, in 2024, we organisations, view the potential use and de- uting valuable insights to the evolving discourse titioners, working for national and international undertook in-depth interviews (lasting 30-60 employees to receive, act and pass on communi- cations from avatars. Although our sample is not minutes) with 8 senior practitioners working in large and not representative of the whole indus- the UK, Europe, Asia and the US, to explore their try, our results can be used to inform practice as attitudes toward AI, avatars, ethical and practi- well as research. cal concerns. All interviewees either oversaw or had direct responsibility for employee com- Practical and social implications munications. Transcripts were coded and spe- cific categories were used to develop a working The results can inform best practice and provide framework to assess attitudes and perceptions to organisations with knowledge on how they can workplace communication. Secondly, to test and best use Avatars to cover communication needs refine the framework, we will be running two and serve strategic goals while being cognisant focus groups that will comprise internal com- of ethical concerns and risks associated with munications specialists with a specific interest in utilising digital artefacts. The wider implications using avatars as part of their employee commu- for society are related to the introduction and nications suite. Scheduled for Spring 2025, the integration of AI and Avatars in society and in- groups will also explore the attitudes concerning form efforts to identify best use in other areas of the use of avatars and consider how they could everyday life, besides the professional realm. be used to replace current ways of fulfilling many core functions of employee communica- Keywords tion. Part 3 of the project will involve engaging with employees to investigate their responses to avatars, artificial intelligence, employee commu- the implementation of new AI tools in employee nication, attitudes, perceptions. communication. Results and conclusions The first stage of the research, now complete, revealed certain themes from the perspective of employee communication professionals. Con- sequently, in our working model we focus on i) AI/Avatar concerns/fears, ii) Gaps/unmet needs, iii) Opportunities iv) Ethical understanding v) Practicalities vi) Appetite for use vii) Sustain- ability. We expect the planned focus groups to provide a deeper understanding of the challeng- es as well as consider the ease, or otherwise, of delivering visual artefact solutions that address everyday as well as strategic communications 3 A 40 bstrActs A South African Perspective on the Integration of AI in Corporate Communication Curriculum: Bridging the Gap between Academic Training and Professional Practice Bezuidenhout, Louise, North-West University (South Africa) Fourie, Lynnette, North-West University (South Africa) AI is driving transformative changes across so- nication function but also educate them to be change agents on the overall ethical and trans- Introduction and literature review practical application of AI within the commu- job markets and complex ethical challenges. As & Johann, 2024, Buhmann & Gregory, 2023). However, the curriculum must be customized AI extends beyond technological boundaries, to reflect the profession’s needs, diverse student educational systems must adapt rapidly to equip of education to prepare individuals for evolving parent use of AI within the organization (Kelm ciety, necessitating a fundamental reimagining learners with the critical skills, ethical frame- populations, and various regions’ specific socio- economic and technological landscapes (Dama- works, and technological literacy required to sevicius, 2024). This makes the inclusion of AI in thrive in this dynamic landscape (Baptista & Be- the CC curriculum in South Africa, a developing lim, 2024; Jang et al., 2023). country, even more challenging because of the This is also true for corporate communication diversity of SA students and the technological (CC) education, where AI is transforming the and AI divide between students. profession’s scope, thereby challenging estab- lished communication practices (Kelm & Jo- hann, 2024). Previous research found that the Purpose of the study rapid transformation of the profession had Various studies have been done about the tech- various negative effects on current CC profes- nical use of AI within the communication func- sionals, such as AI anxiety, scepticism, and hes- tion, ethical considerations regarding the use of itancy toward embracing AI tools. These effects AI, and the role of the communication profes- were caused by the professionals’ limited under- sional in the adoption and use of AI within the standing of AI’s capabilities, limitations, and re- larger organization. However, there is a gap in sponsibilities regarding its use. To combat these the literature on how corporate communication negative effects, AI literacy is fundamental for curricula should be transformed to reflect these successfully deploying AI in organizations. It is changes in the profession and empower future argued that such education should not only train communication professionals to successfully ad- communication professionals in the ethical and dress AI’s strategic, operative, and ethical chal- 3 A 41 bstrActs rican context. Exploring the perspectives of South African To fill this gap, this study proposes the following lenges, reflecting the diversity of the South Af- Practical and social implications RQ1 – How do South African CC professionals practical and social implications. The insights perceive the inclusion of AI in CC curricula? gained can guide academics in designing cur- RQ2 – What guidelines do South African CC ricula that align with industry needs, ensuring questions: corporating AI into curricula holds significant corporate communication professionals on in- professionals propose for incorporating AI in graduates are not only technologically proficient CC curricula? but also culturally aware and ethically equipped to navigate the complex global landscape of Methodology AI. This study aims to foster a new generation This study will adopt a qualitative research ap- of communication professionals capable of le- proach to explore South African CC profession- veraging AI responsibly and inclusively within als’ perspectives on integrating AI into corporate diverse social and cultural contexts by bridging communication curricula. Fifteen semi-struc- the gap between academic training and profes- tured interviews will be conducted with practi- sional practice. tioners from diverse contexts, including the cor- porate and non-profit sectors, higher education Keywords institutions, and communication consultancies. AI, corporate communication professionals, cor- Purposive sampling will ensure the inclusion of porate communication curricula, South Africa participants with varying levels of experience in communication and degrees of AI adoption in their practices. The findings aim to provide valu- able insights into how AI can be meaningfully incorporated into curricula and offer practical guidelines on the content and methods for its integration. 3 A 42 bstrActs Artificial intelligence and student fear, resistance and creativity in the classroom. The public relations teaching perspective Bridgen, Liz, Buckinghamshire New University (UK) Williams, Sarah, Buckinghamshire New University (UK) Introduction and purpose of study using it in their future public relations careers. This paper uses a reflective case study approach These students may work in roles where they may be dealing with, e.g., the implications of to explore the use of AI for teaching and learn- poor use of AI use, issues of data security, issues ing among students studying a module (course) surrounding malicious use of AI which affects designed for first year public relations and jour- client reputation - as well as for practice-based nalism students at a UK university. The module tasks (Gregory, 2023). taught students the competencies involved in re- searching, planning, and implementing a digital communications campaign through their expe- Methodology rience of working with a client in an agency-type This paper uses a reflective case study approach environment. This is an established module but to explore the key issues revealed by this mod- for the 2023/4 academic year students were per- ule’s use of AI for teaching and learning using a mitted to use generative AI tools both in the mixed methodology of contemporaneous notes, classroom and for their assessed work. anonymised students records, and lecturer re- flections. It relates the themes to recent writing Literature review on AI from across the educational spectrum. The use of artificial intelligence (AI) in the class- room is a rapidly-developing pedagogical area. Practical and social implications While fears about AI being used for poor aca- The paper reveals some complex and interlock- demic practice (e.g. Oravec, 2023) are often jus- ing themes which will provide valuable learn- tified, there is growing acknowledgement that ing for public relations educators. For instance, students need opportunities to experiment with, there was student resistance to using AI tech- use, and learn about AI in the classroom (e.g. nology in the classroom. Some students wanted Yang, A, 2024, Ho, 2021, Yang, J., 2023). their own work to be recognised and didn’t want any AI assistance. Some were happy to use AI According to Yang (2024) it not appropriate to to develop logos and graphics but didn’t want to tell students they cannot use generative AI for use it for written work. their practice-based work when they will be 3 A 43 bstrActs Some students used AI to create graphics - not Habib, S. (2024). Beyond the AI hype: Real ef- part of the assessed course content. Lecturers fects on student creativity explored in new re- reflected that perhaps students were happier us- search. PsyPost. Retrieved from: https://www. ing AI in an area where they were not meant to psypost.org/beyond-the-ai-hype-real-effects- be expert; their resistance was linked to compe- on-student-creativity-explored-in-new-re- relations writing). This area is a relatively unex- Ho, C. H. (2021). A preliminary study of artifi- plored in academic literature but Habib’s (2024) tencies where they should excel (such as public search/ research suggests that students saw AI as the of public relations course. In cial intelligence deep learning amid teaching ‘easy way out’ - they wanted to think on their 2021 2nd Inter- own. Jussupow et al (2022) has also written in national Conference on Education, Knowledge this area, noting considerable resistance to AI and Information Management (ICEKIM) (pp. 539-542). IEEE. among established physicians, who did not want their knowledge or authority challenged. Mean- Jussupow, E., Spohrer, K., & Heinzl, A. (2022). while, student physicians took a more nuanced Identity threats as a reason for resistance to ar- approach. tificial intelligence: survey study with medical students and professionals. JMIR Formative There was concern among some students about Research, 6(3), e28750. how the data and information they inputted into Oravec, J. A. (2023). Artificial intelligence impli- generative AI programmes would be used. How- cations for academic cheating: Expanding the ever, some were not concerned, since much of dimensions of responsible human-AI collab- their personal information was already known oration with ChatGPT. Journal of Interactive by social media companies. Some students ac- Learning Research, 34(2), 213-237 about its use. Gregory (2023) writes: “The re- titioners for the AI Era: Advancing Pedagogical Principles in Public Relations’ Artificial Intelli- luctance to adopt AI tools appears most likely gence Education. Journalism & Mass Commu- because of fear that technology could replace and were reluctant to even engage in discussions Yang, A. (2024). Preparing Public Relations’ Prac- tively rejected the use of AI in the classroom jobs and lack of confidence in using tools like nication Educator, 10776958241277682. ChatGPT which are error prone” (online). Bruce Yang, J. (2023). Preparing for the New Era of Ar- Smith (2024) adds that “concerns about trans- tificial Intelligence: My Experience of Teaching parency and the potential for Gen AI to replace “Artificial Intelligence in Advertising”. Journal human roles linger” (online). of Advertising Education, 27(2), 101-116. References Keywords Bruce Smith, A. (2024). LinkedIn post (no ti- Artificial intelligence; public relations; education; tle). Available online: https://www.linkedin. pedagogy com/posts/andrewbrucesmith_cheatgpt- generative-text-ai-use-in-uk-pr-activity- 7260591234862170114-ecuL Gregory, A (2023) Humans Not Needed, Char- tered Institute of Public Relations 3 A 44 bstrActs Race, diversity, and social mobility in the public relations industry Bridgen, Liz, Buckinghamshire New University (UK) Zeler, Ileana, Autonomous University of Barcelona (Spain) Introduction and purpose of study 2013; Vardeman-Winter and Place, 2013). It is This paper explains and develops theory and this work that has increased awareness in the public relations industry about the marginalised research on race, diversity, and social mobility position of practitioners from Black, Asian and through the lens of the lived experience of prac- ethnic minority backgrounds and the disadvan- titioners from diverse backgrounds in the Brit- tages they face in the workplace (e.g. Edwards & ish public relations industry. Its aim is to provide Aulakh, 2024), especially when diverse positions a snapshot of the working lives of such practi- are intersected with other characteristics such as tioners in modern Britain. disability, gender, age, accent, and geographical Analysis of interviews demonstrates why more location. radical action is needed to create an equitable workplace. The interviews illuminate areas such Methodology as critical race theory, social mobility, workplace The practitioners were recruited through the bias, social class, and accent - and highlights researchers’ networks and extended connec- where issues of discrimination and bias persist. tions, as well as through collaboration with the It also shines a light on schemes designed to im- administrators and managers of industry train- prove social mobility and diversity in public re- ing programmes designed to increase diversity lations and discusses their merits in the light of in the industry. This approach aimed to capture practitioner experiences. a broad representation of the diverse nature of British public relations professionals. Around 20 In an era where diversity initiatives are under the interviewees were recruited and interviews car- spotlight it demonstrates why an understanding ried out via Teams and Zoom in 2023/2024. and discussion of issues relating to diversity are vital if industries are to be relevant and flourish. The interviews were recorded and transcribed with the transcription accompanied by observa- Literature Review tion notes. Data analysis was carried out using While the intersection of race, class and place Atlas.ti version 24.1.1 software. and its link to social mobility and oppression is the object of social scientific research (e.g., An- thias, 2013; Bilge & Denis, 2010), there has been Results and conclusions less academic work in this area focusing specif- This paper explores uses interviews to explore ically on public relations, although there are no- the lived experiences of practitioners from di- table exceptions (e.g., Edwards, 2014; Pompper, verse backgrounds in the UK public relations 3 A 45 bstrActs Whether leadership and social mobility pro- Anthias, F. (2013). Hierarchies of social lo- grammes help to increase awareness of diversity industry. the interviews. Themes include: References issues and allow practitioners to progress their wards a translocational frame. cation, class and intersectionality: To-career or whether they reproduce a white, mid- Internation- dle class worldview al Sociology, 28(1), 121-138. https://doi. org/10.1177/0268580912463155 The benefits of a diverse public relations work- force and problem of ‘racial capitalism’ Bilge, S. & Denis, A. (2010). Introduction: Wom- How factors such as race, class and geographical en, intersectionality and diasporas. Journal of location intersect. Intercultural Studies, 31(1), 1–8. https://doi. Discrimination and British regional accents org/10.1080/07256860903487653 How and where Black, Asian and ethnic minori- Edwards, L. (2013). Institutional racism in cul- ty practitioners view discrimination in the pub- tural production: The case of public relations. lic relations industry. Popular Communication, 11(3), 242-256. https://doi.org/10.1080/15405702.2013.81008 Practical and social implications 4 This paper presents a dynamic interrogation Edwards, L. (2014a). Power, diversity and public tioners. It also allows the application of theory Edwards, L., & Aulakh, S. (2024). Public rela- to real-world situations, thus showing the value of complex topics through the voices of practi- relations. Routledge on race, diversity and social mobility by ex- Public Relations Inquiry, 13(1), 93-112. https:// ploring these factors through the lived experi-doi.org/10.1177/2046147X231210277 ences of public relations practitioners in a way Pompper, D. (2013). Diversity in the Public Re-that throws light on the discrimination faced lations Industry: How practitioners are pushing of academic research and adds to the literature client, the ‘fit’ and the disposability of diversity. tions recruitment as boundary-making: The by practitioners. This research will allow practi- tioners, academics and students to explore their back to make change. Routledge. own practice and have conversations with others Vardeman-Winter, J., & Place, K. (2017) Still about this subject. a lily-white field of women: The state of workforce diversity in public relations prac- tice and research. Public Relations Review, 2(43), 326-336. https://doi.org/10.1016/j. pubrev.2017.01.004 Keywords race, diversity, social mobility, public relations 3 A 46 bstrActs How is Artificial Intelligence Shaping Crisis Communication? A Systematic Review of Interdisciplinary Research Cheng, Yang (Alice), NC State University (USA) Introduction and Purpose of the Study such as theoretical approach, AI definitions, As the complexity of contemporary crises in- crisis types, and geographic scope. This com- prehensive analysis allows for a detailed un- creases, the need for innovative communication derstanding of the current state of AI research strategies has become more critical. Artificial in crisis communication and the key themes Intelligence (AI) has emerged as a transforma- emerging in the field. tive tool in crisis communication. This study provides an updated overview of AI’s role in cri- sis communication by systematically reviewing Results and Conclusions existing interdisciplinary research to highlight The findings highlight several key trends, in- trends, gaps, and opportunities for further ex- cluding the growing focus on AI in crisis com- ploration. munication post-2019 and the predominance of content analysis and systematic review meth- Literature Review odologies in the literature. However, there is a A systematic review of 212 articles from both notable gap in empirical studies that assess the communication and non-communication jour- real-world effectiveness of AI tools. Despite the nals (SSCI-indexed) was conducted to identify widespread focus on functions such as senti- key trends in AI’s application to crisis commu- ment analysis and chatbots, the literature often nication. The review categorizes studies based lacks integrated models for AI-mediated crisis on theoretical frameworks, research methodol- communication. The review concludes by advo- ogies, AI definitions, and the types and locations cating for the development of cohesive frame- of crises addressed. Since 2019, there has been a works that integrate AI into established crisis noticeable increase in AI’s role in crisis commu- communication theories, addressing the need nication, driven by interdisciplinary interest and for interdisciplinary research approaches. the global COVID-19 pandemic. While many analysis and chatbots, there remains a lack of co- This study calls for expanding theoretical and hesive theoretical frameworks. studies focus on AI applications like sentiment Practical and Social Implications methodological approaches to studying AI in Methodology tween theory and practice, future research can crisis communication. By bridging the gap be- The study utilized a systematic review method- better address ethical concerns such as priva- ology, coding articles based on various factors cy, bias, and transparency. In turn, these efforts 3 A 47 bstrActs will help refine the use of AI in managing crises more effectively across diverse contexts. Keywords artificial Intelligence, crisis communication, chat- bots, machine learning, emergency management, content analysis, interdisciplinary research 3 A 48 bstrActs Trust, authenticity and artificial intelligence. AIcreated content and its consequences for building symmetrical relationships with audience members Chmiel, Michal, Royal Holloway, University of London (UK) Recent data from the US and UK shows that AI in their work, practitioners do not seem to copywriting and editing remain the most im- be concerned about the impact of AI-generated portant activities for PR professionals and are content on trust and authenticity of the relation- performed on a daily basis, regardless of their ships with organisations their represent. Trust level of seniority. Nearly 70% of practitioners are seems to be important not only from a practi- open to using AI to perform these tasks. There is cal point of view. Although PR scholars have also evidence that PR releases are often used by previously recognised the role of trust and au- journalists to create promotional communica- thenticity in relationship building (Ledingham tions without any changes (Macnamara, 2014). & Bruning, 1998), the mechanism of forming In this regard, new legislation now requires that trust, defined as “one party’s level of confidence social media content be labelled as being created in and willingness to open oneself to the other using AI. Although from a legal perspective, AI party”(Hon & Grunig, 1999), has not been suf- cannot be considered the author and attribution ficiently tackled (Valentini, 2020). Following of AI-generated text is not possible (Lee, 2023), this definition, investigating and evaluating how audiences are said to apply specifically human AI-generated content can affect the trust of au- rules and behavioural expectations to interac- diences (RQ1) can be seen as a manifestation of tions mediated by computers, even though they building symmetrical relationships. In line with are consciously aware that they are not inter- the above rationale, the present study examines acting with other people (Hancock et al., 2023). the confidence-related antecedents of trust: in- This phenomenon is called ethopoeia (Nass & formativeness, credibility and authenticity. Moon, 2000). The present study used an experimental facto- To date, the implications for building ethopoe- rial design (2x2) and 177 participants were re- ic relationships between PR communicators cruited via an online study management system. and audiences mediated by AI content have not Demographic data were collected, including in- been sufficiently explored in PR scholarship. formation on social media use. Participants were This neglect is particularly evident among prac- randomly assigned to one of four conditions (2 titioners: when asked about the dangers of using brand familiar/unfamiliar vs 2 human generat- 3 A 49 bstrActs ed/AI generated). In the familiar condition, an This study confirmed authenticity and credibil- original press release from a well-known sports ity as two important antecedents of trust. Etho- brand about the launch of a new shoe was used, peic expectations of a “person behind the ma- and a similar press release with the same details chine” manifested themselves more strongly for was created using Chat GPT. In the unfamil- familiar brands, so that the familiarity effect of iar condition, the same two press releases were a brand helps to personify a person behind the used, but the name of the brand was removed, machine. The results suggest that PR commu- and a fictitious one was provided. In each condi- nicators need to ensure that communication is tion, participants were told that they were about characterised by a high degree of informative- to view a social media post and were informed ness when they are named as authors. Separate- whether the information was created by a hu- ly, human communicators should be used as au- man content creator or by artificial intelligence. thors to establish the credibility of PR content Dependent measures included ratings of the about familiar brands. In addition, this study post’s informativeness, credibility, trustworthi- indirectly suggests a healthy level of scepticism ness, and purchase intention of the brand. towards AI-generated content but advises cau- tion when using AI content to communicate The results revealed a regression model that con- with audiences. firmed authenticity and credibility as two high- ly significant antecedents of trust (r2 = 28, p < adj Keywords = .042, r gence, Relationships 2 = 0.24): in the human-generated con-adj tent condition, familiar brands were considered effect of credibility on trust ( .001). ANOVA also revealed a fully interactive Trust, Authenticity, Credibility, Artificial Intelli- F (3,147) = 4.92, p more credible than unfamiliar brands. A completely opposite effect occurred when comparing posts created by artificial intelli- gence. AI-created posts of the unfamiliar brand were considered more credible than AI-created posts of the familiar brand. There was a moder- ating effect of the relationship between AI-gen- erated content and authenticity (Int = .-53, SE = 16, t = -3.39, p = .0009). Human-generated con- tent was only perceived as authentic when it was rated as highly informative. While there was no difference in perceived authenticity between hu- man- and AI-generated communication at low and moderate levels of perceived informative- ness, human-generated press releases were per- ceived as highly authentic at high levels of per- ceived informativeness. In addition, authenticity (moderated by informativeness) and trustwor- thiness emerged as strong predictors of purchase intention (F(2,142) = 38.05, p < .001, r2 = 34). adj 3 A 50 bstrActs Preparing internal communication practitioners for the changing AI corporate environment in South Africa Degenaar, Anette, North-West University (South Africa) Sutton, Lucinda B, North-West University (South Africa) Introduction and purpose of the study transparency, trust, and organisational culture. information dissemination, and employee en- Africa (Sutton, 2023). Recently, the Commis- sion on Public Relations Education reported gagement within organisations, has also been on the requirements for public relations pro- impacted by the advent of AI technologies. From fessionals to enter the workplace in the United automated messaging systems and chatbots to States of America (CPRE, 2024) – not relevant data analytics tools that optimize communica- to the South African context. It is argued that the tion strategies, AI is reshaping the approaches South African culture is different from others used by internal communication practitioners. found globally and has never been completely As AI becomes increasingly integrated into understood by Western scholars, probably due communication strategies, it is important to ex- significantly transformed how businesses oper- internal communication practitioners for the future (with AI), little research has been done ate and communicate. Internal communication, in the field of internal communication in South a critical function that facilitates collaboration, ficial Intelligence (AI) into various sectors have Despite the practical importance of preparing The rapid development and integration of Arti- amine how these AI technologies influence the management and public relations available in to the limited information on communication roles, practices, and skillsets of internal commu- the country or Africa (Nutsugah & Anani-Boss- nication practitioners. man, 2023; Steyn, 2005). Given South Africa’s context-specific challenges (including bridging Higher education institutions play a critical role divides among internal stakeholders of differ- and have the responsibility to equip graduates ent cultures and 12 different official languages, with the skills and knowledge necessary to adapt managing the legacy of its history on racial dy- to the transforming internal environment with namics and social disparities internally, the dig- continuous technological changes. Further- ital divide, and navigating a complex economic more, institutions of higher education should and political workplace environment), internal educate students not only on how AI works but communication practitioners in this develop- also on its ethical implications. This will em- ing-world corporate context may be reluctant to power internal communication practitioners to adopt international solutions. make responsible decisions when implementing AI-driven strategies within organisations, en- suring that AI enhances rather than undermines 3 A 51 bstrActs This study explores the perceptions of commu- paring internal communication practitioners nication management and public relations lec- for the future. It is expected that academics in turers at higher education institutions in South communication management and public rela- Africa, teaching components of internal com- tions reflect on their teaching to ensure that fu- munication to prepare future internal commu- ture internal communication practitioners are nication practitioners for the changing AI cor- equipped with the knowledge, skills, and ethical porate environment in a unique and challenging frameworks necessary for a continuously chang- country. ing AI corporate environment, specifically in a volatile South African landscape with many Literature review unique challenges. It is also expected that the The study is conducted from a systems and re- internal communication practitioners face as AI opportunities and challenges that educators of flective approach and will use a multi-dimen- tools evolve will be emphasised in the findings. sional theoretical framework to accommodate the following theories will be incorporated into the complex research context. Elements from Practical and social implications the theoretical framework: strategic commu- The study fills the gap in the academic milieu, as nication management theory, stakeholder re- it is probably the only study that explores the ac- lationship management theory, technological ademic view, responsibility and readiness of pre- acceptance model, uses and gratification theory, paring internal communication practitioners for and sustainability theory. the changing AI corporate environment in the South African context – a unique setting with its Methodology own challenges. A qualitative research approach is followed by Furthermore, lessons learned from this study conducting in-depth semi-structured interviews could guide and contribute to the curriculum with academics from various higher education development in the fields of public relations and institutions in South Africa, selected through corporate communication for South African purposive known-group sampling (Du Plooy, higher education institutions, educating future 2009). The selected participants are lecturers of internal communication practitioners. Future communication management and public rela- studies could build on this study and combine tions modules which integrate components of global information on AI-related education for the internal communication discipline into the the internal communication discipline in an ev- curricula. Their inclusion is appropriate for this er-changing environment. study, as the participants’ academic views on the topic are of value. Data saturation is used to de- termine the number of interviewees; until the information is found to repeat itself and satu- ration is reached, as described in the qualitative research tradition. Data collection is scheduled for February to March 2025. Results and conclusions The expectation is to uncover higher education in South Africa’s readiness to play a role in pre- 3 A 52 bstrActs References Commission on Public Relations Education (CPRE). (2024). Navigating Change: Recom- mendations for Advancing Undergraduate PR Education. https://www.commissionpred. org/navigating-change-report/?fbclid=Iw- ZXh0bgNhZW0CMTEAAR2wh31ZTd0Y- Qwm8q_--EnKnBs7cVf1pTiLN7hyaZ93xk- wQWLa1qD0WK6zE_aem_AaBZFKmx- DldIPyDjSrDSHcSnrGUXJGcDeOfQEC13k- 3FjTx25InkBsCCN9uJtoWeqzflDrWBt- T5vYoIwsYjDh-V4j Du Plooy, G.M. (2009). Communication re- search: Techniques, methods and applications. 2nd ed. Cape Town: Juta. Nutsugah, N. & Anani-Bossman, A. (2023). Development of public relations research in Ghana: A systematic review. Public Relations Review, 49(4), 102348. Steyn, B. (2005). Africa, practice of public rela- tions. In R.L. Heath (Ed.), Encyclopedia of pub- lic relations (pp. 15-17). Thousand Oaks, CA: Sage. Sutton, L.B. (2023). A review of internal com- munication research in South Africa. Commu- nicare, 42(2), 64-80. Keywords Internal communication; Internal communica- tion practitioners; Higher education; Artificial Intelligence 3 A 53 bstrActs Developing a Digital Communication Management Framework for South African Sport Organizations Degenaar, Koos, North-West University (South Africa) Holtzhausen, Lida, North-West University (South Africa) Introduction and Purpose of the Study Furthermore, stakeholder-centric communica- Digital marketing strategies within sport organ- tion is emphasized as a cornerstone of success- ful sport organisations’ digital marketing, con- isations have increasingly embraced sustain- tributing significantly to community building ability and ethical practices due to heightened and loyalty by offering exceptional value that awareness among stakeholders. The purpose surpasses the expectations of the sport stake- of this study is to investigate sustainability and holder (Fischer, 2019). According to Chees- ethical engagement as essential components in man (2023), integrating sustainability initiatives enhancing not only digital marketing but com- within digital marketing strategies has become munication management practices and stake- increasingly essential in sport organisations due holder relationships within sport organisations to growing environmental concerns. Parent and in South Africa in a digital space. This research Hoye (2018) argue that ethical and sustainable is an element of the PhD study conducted by communication practices strengthen relation- Degenaar (2024), which forms part of a larger, ships across interconnected sport sectors (gov- comprehensive framework specifically devel- ernment, non-profit, and corporate), enhancing oped for enhancing digital marketing strategies overall organisational performance and stake- in sport organisations across South Africa. This holder engagement. research acknowledges that marketing is a crit- ical element within the broader sphere of com- munication, particularly in enhancing organisa- Methodology tional relationships with stakeholders. This study adopted a multi-method research de- Literature Review qualitative and quantitative methods. The study sign employed by Degenaar (2024), combining Existing literature highlights sustainability and consisted of: ethical communication as critical for building Semi-structured interviews with nine sport trust, credibility, and long-term relationships marketing specialists from different organiza- with stakeholders (Melton & MacCharles, 2021). tions to explore their digital marketing practices. Ethical practices in communication include Content analysis of digital functionalities, ex-transparency, authenticity, and accountability, amining websites and social media platforms essential in responding effectively to stakeholder (Facebook and Instagram) to identify best prac- expectations regarding environmental and so- tices. cial responsibility (Evans et al., 2022). An electronic survey administered to sport 3 A 54 bstrActs stakeholders (fans and participants) to assess digital marketing, further emphasizing the in- perceptions of digital communication manage- tegral role of sustainability within the broader ment strategies . context of communication. For this paper, the focus specifically centres on sustainability and ethical engagement (Stage 5 of Limitations and future research the framework). The study’s focus on South African sport or- ganisations and a limited sample may constrain Results generalisability. Future research could expand to The results indicate that sport organisations, other regions or levels of sport and explore how which successfully implement sustainability and technologies like AI can further support ethical, ethical engagement practices into their digital transparent communication. Long-term studies marketing within the context of communication could also examine sustained impacts over time. management and a digital global arena, experi- ence heightened stakeholder trust and loyalty. Practical and Social Implications Stakeholders expressed strong support for sport This study provides actionable insights for mar- organisations that transparently communicated keting professionals within sport organisations their sustainability initiatives, demonstrating to effectively implement sustainable and ethical genuine commitment and ethical responsibility. marketing practices. Socially, the adoption of Additionally, stakeholders valued the visibility these practices promotes environmental respon- and accessibility of sustainability-related infor- sibility, ethical conduct, and enhanced com- mation on digital platforms, reinforcing positive munity engagement, contributing positively to brand perceptions about the sport organisation’s broader societal objectives. While this study did commitment to environmental and social re- not examine the role of AI-driven digital tools, sponsibility due to their transparent communi- the findings suggest that future research should cation of sustainability issues. The findings also explore how these technologies can support sus- highlighted specific practices such as regular tainability and ethical engagement by enhancing sustainability reporting, community-driven ini- transparency, personalising stakeholder com- tiatives, and consistent ethical messaging as in- munication, and ensuring responsible, account- fluential factors in stakeholder satisfaction and able digital interactions. engagement. Reference list Conclusions Cheesman, J. (2023). Stakeholder engagement Organisations integrating sustainable and eth- and sustainability in sport management. Jour- ical engagement into their marketing strate- nal of Sport Management. gies reported greater stakeholder satisfaction Degenaar, H. J. (2024). A digital marketing and strengthened organisational reputation. framework for sport organisations in South The findings underscore the importance of au- Africa [Doctoral dissertation, North-West the long-term success and credibility of sport Evans, D., Fischer, H., & Melton, E. (2022). Eth- organisations. In the era of digital marketing ical communication strategies in sports. Sport thentic and transparent content as critical to University]. sustainability has become increasingly relevant Ethics Journal, 15(3), 245–260. as stakeholders prefer brands that demonstrate responsibility and ethical considerations in their 3 A 55 bstrActs Fischer, H. (2019). Community engagement through sustainable communication in sport. Sport Communication Review, 11(1), 10–18. Melton, E., & MacCharles, J. (2021). Transpar- ency and accountability in sport communica- tion. International Journal of Sport Communi- cation, 14(4), 240–255. Parent, M., & Hoye, R. (2018). Governance and policy in sport organizations: Addressing ethi- cal challenges. Routledge. Keywords Communication, Digital marketing, Ethical En- gagement, Sustainability, Stakeholder Communi- cation, South Africa, Sport Organisations 3 A 56 bstrActs Proposing Artificial Intelligence- Managed Corporate Social Responsibility (AIM-CSR) Communication Framework Dhanesh, Ganga S, University of Maryland (USA) Generative AI (GenAI) technologies are sparking communication framework to incorporate the disruptive potential of GenAI technologies. By Communication Framework tends the well-established Du et al. (2010) CSR as public relations, advertising, and marketing tising,and marketing communication andinte- grating the role of GenAI technologiesinto Du et communication. A particularly significant area al.’s (2010) framework, this paper advances inter- of impact is business-society relations, explored their disruptive potential across industries such generating insights across public relations, adver- enthusiasm and existential concerns regarding through topics such as AI for Social Good and disciplinary CSR communication theory. AI in corporate social responsibility (CSR) (e.g., Wu et al., 2024). Although extensive research has Literature Review highlighted communication as central to effec- AI and Business-Society Relationship tiveCSRstrategies,anddespiteincreasingattention- This section reviews literature on the related fields toAI’sroleinsocialgoodandCSR,limited research of AI for Social Good, and AI for CSR (Wu et al., exists on AI-enabled CSR communication, aside 2024). from isolated studies addressing environmental sustainability communication. This gap needs AI and Communication to be addressed, because AI can profoundly in- This section reviews literature in the fields of AI fluence CSR communication, an area already in public relations (e.g., Wu et al., 2024), advertis- fraught with challenges such as audience skepti- ing and marketing communications (e.g., Ford et cism,accusationsofvarious washings,andthesub- al., 2023). sequentcorporatereluctancetocommunicate CSR efforts. AI’s myriad promises and perils could CSR Communication further intensify these complexities. This section reviews the highly cited CSR com- munication framework by Du et al (2010) that In response, this paper proposes the Artificial has been used extensively in public relations re- Intelligence-Managed Corporate Social Respon- search to examine CSR communication. sibility(AIM-CSR)CommunicationFramework. Groundedinanextensiveliteraturereview of AI AI and CSR Communication applications in public relations, advertising, and Finally, this section reviews literature on AI and marketing communication, this framework ex- CSR communication. 3 A 57 bstrActs This is a conceptual paper that proposes a theo- campaigns can resonate more deeply with specific demographics, increasing diverse public partici- Method outcomes. Socially, responsibly personalized CSR tensive review of interconnected bodies of liter- pation and support for initiatives, strengthening retical framework based on a thorough and ex- ature on AI and CSR communication. prioritizing data-driven decisions, the framework stakeholder engagement in CSR initiatives. By can lead to better alignment between corporate Results efforts and societal needs. Based on the review of literature, this section proposes the AIM-CSR Communication frame- References work, with subsections explaining each aspect of Du, S., Bhattacharya, C. B., & Sen, S. (2010). Max- the framework. See Figure 1 for an initial repre- imizing business returns to corporate social sentation of the proposed framework. Theories responsibility (CSR): The role of CSR commu- used to explain these variables and their influ- nication. International Journal of Management ence include relational theory, psychological Reviews , 12(1), 8-19. reactance theory, technology acceptance model, Ford, J., Jain, V., Wadhwani, K., & Gupta, D. G. uses and gratifications, and para-social relation- (2023). AI advertising: An overview and guide- ships. lines. Journal of Business Research , 166, 114124. Practical and Social Implications Wu, L., Chen, Z. F., & Tao, W. (2024). Instilling warmth in artificial intelligence? Examining Practically, the AIM-CSR Communication publics’ responses to AI-applied corporate abil- framework can guide companies in leveraging AI ity and corporate social responsibility practices. responsibly for CSR communication, by pay- Public Relations Review , 50(1), 102426. ing attention simultaneously to its promises and perils. Done responsibly, AI can strengthen per- sonalized, creative, targeted CSR communication Keywords campaigns that adapt dynamically to stakeholder CSR Communication, AI for Social Good, Com- sentiment, leading to positive social and business munication Framework 3 A 58 bstrActs AIM-CSR COMMUNICATION MODERATORS OUTCOMES Figure 1: AIM-CSR Communication Framework 3 A 59 bstrActs Intersectional Gender Representation in Corporate Social Media and AI- Imagery: From Progress to Perils? Dhanesh, Ganga S, University of Maryland (USA) Saad, Mahinaz, Independent Public Relations Practitioner (USA) Public relations significantly contributes to social • RQ3: How does intersectional gender rep- justice by promoting diverse and inclusive repre- resentation in corporate social media posts sentation in corporate communication content, compare to AI-generated visuals? because as a discipline rooted in strategic story- telling, public relations influences how narratives Literature Review about individuals and communities are shaped. While advertising research has found substantial Public Relations Research on Gender evidence for the widespread use of gender ste- We reviewed public relations research on gen- der, including work at the intersections of race, reotypes, emergent research in public relations feminism and queer theories, and conclude by has revealed reduced biases in representation highlighting limited research on gender repre- in corporate social media posts. However, new sentation, especially in corporate social media. challenges arise as generative AI (GenAI) tools for image creation gain traction. Increasingly uti- Stereotype Content Model, and Intersectional lized by content producers for its ability to deliver Representation lowcost content consistently, GenAI introduces We reviewed literature on biases and stereotypes, fresh concerns about perpetuation of biases, par- focusing on the SCM, and the decades-long ad- ticularly through visual imagery. vertising research on gender representation. Accordingly, situated within the Inclusive, Re- sponsible Communication in Artificial Intelli- AI Models, Stereotypes, and Biases gence (IRCAI) framework (Logan & Waymer, We reviewed research on biases and stereotypes 2024) and the Stereotype Content Model (SCM), in AI-generated images and argue that while our study employed visual social semiotics to large scale quantitative studies on massive data- content analyze the compositional, representa- sets have found evidence of gender stereotypes tional, and interactional meanings of human- in AI-generated images, these studies have only versus AI-generated images in corporate social examined gender. An in-depth, qualitative anal- media posts. The following research questions ysis of intersectional gender representation is guided our study: much needed. • RQ1: How is gender represented intersec- tionally in corporate social media posts? • RQ2: How is gender represented intersection- ally in corresponding AI generated images? 3 A 60 bstrActs Theoretical Framework for Public Relations, that gender representation in corporate visuals Diversity, and AI is relatively balanced. RQ2 asked about intersec- This section reviewed the Inclusive, Responsible, tional gender representation in corresponding Communication in Artificial Intelligence (IR- AI-generated images. Analysis revealed statisti- CAI) framework, proposed to help the public re- cally significant differences across occupational lations field navigate the intersections of AI and roles (χ² = 124.41, p < .001), location/context (χ² race. We aim to integrate it with SCM and of- = 121.57, p < .001), and trait stereotypes (χ² = fer an extended IRCAI framework that also ad- 117.62, p < .001), suggesting that AI image-gen- dresses intersectional gender representation. eration tools may replicate or even amplify exist- ing gender biases. To answer RQ3 on compari- Method son, the study found that while corporate visuals depicted some level of gender differentiation, We conducted two quantitative content analy- AI-generated images appeared to reinforce tra- ses using a visual social semiotic approach. Two ditional gender stereotypes, possibly reflecting coders analyzed 20 posts each in a pilot study to biases inherent in AI training datasets. establish inter-coder reliability. Implications sectors. We selected two Instagram posts per porate content strategies, emphasizing the im- portance of inclusive AI systems. Organizations company that visibly represented gender, col- can use the findings to evaluate their AIgener- lecting suitable posts from December 2023 to business-to-consumer companies across diverse Practically, the findings provide insights for cor- Study 1: The sample included 100 Fortune 500 October 2024. ated imagery, ensuring alignment with ethical standards for diversity and inclusion. By ad- Study 2: We replicated Study 1 using AI-generat- dressing stereotypes, organizations can enhance the inclusivity of visual content in an AI-driven ed images created with DALL-E 2 and ChatGPT. media landscape. AI-generated textual descriptions of original In- stagram posts guided image generation, enabling Socially, the research foregrounds the potential comparison between AI-generated and original for AI to reinforce existing stereotypes and bi- visuals. Chi-square tests of independence were ases that could further hamper the attainment employed in both studies to analyze whether in- of social justice. Additionally, the study high- tersectional gender representation significantly lights the need for greater public awareness varied across key dimensions. To ensure compa- about the origins and implications of AI-gener- rability, identical coding categories and statisti- ated content, fostering critical engagement with cal procedures were used for both datasets. AI-generated media. Ultimately, it advocates for responsible organizational AI practices that pri- Results oritize social equity and representation that can help to achieve gender equality. RQ1 asked about intersectional gender repre- sentation in corporate social media posts. The chi-square analyses revealed no statistically significant differences in gender representation across occupational roles (χ² = 2.07, p = 0.558), location/context (χ² = 2.90, p = 0.575), or trait stereotypes (χ² = 2.37, p = 0.499), suggesting 3 A 61 bstrActs References Logan, N., & Waymer, D. (2024). Navigating ar- tificial intelligence, public relations and race. Journal of Public Relations Research, 36(4), 283–299. Keywords Gender representation, Corporate social media, AI, Visuals 3 A 62 bstrActs Unpacking the Vulnerabilities of PR Professionals in the Age of Generative AI Dong, Chuqing, Michigan State University (USA) van den Berg, Morgan, Michigan State University (USA) Introduction and purpose of the study sional uncertainties PR professionals face as AI The rapid growth of artificial intelligence (AI) reshapes their roles. PR is already a high-stress profession marked by burnout, exacerbated by and generative AI (GAI) is transforming public an “always on” culture that has disrupted work- relations practices, challenging the convention- life balance. In 2024, 44% of PR professionals al understanding of professional responsibilities quit their jobs due to stress (Pardon, 2024). The and creating uncertainty, fear, and controver- rapid adoption of AI introduces further anxiet- sy. Although industry guidelines and scholarly ies, including job displacement, loss of creative discussions provide broad recommendations, agency, and ethical dilemmas. Despite wide- they fail to capture the nuanced vulnerabili- spread advocacy for ethical AI governance, dis- ties PR practitioners face as they adapt to GAI. cussions often emphasize analytical guidelines This study addresses this gap by examining the based on moral-philosophical principles, while diverse dimensions of vulnerability PR profes- the actual experiences of professionals, includ- sionals experience in both in-house and agency ing their anxieties, uncertainties, and emotion- settings. By exploring these challenges, this re- al challenges in adapting to AI-driven changes, search provides a deeper understanding of how receive less attention. This focus risks neglect- AI integration affects PR professionals beyond ing why ethical AI adoption must align with PR its functional applications. It offers insights into professionals’ well-being. A shift is needed from human-centered, sustainable GAI adoption pro- viewing AI in PR as merely a tool to examining tocols pertinent to the PR profession. Our over- how it reconfigures professionals’ identities and arching research question is: work conditions. What are the various dimensions of vulnerabili- ty encountered by public relations professionals working in-house and within agencies? Methodology Literature review semi-structured, in-depth interviews to explore The study employed a qualitative approach, using Research on AI in public relations has gained professionals’ perspectives on ethical AI use in significant interest over the past few years, par- public relations. From April to August 2023, 21 ticularly in its application across different PR professionals working in public relations and contexts. Existing PR scholarship, though ad- strategic communication across various experi- dressing AI adoption and ethics, remains instru- ence levels and sectors—including private and mentalist, neglecting the emotional and profes- nonprofit organizations—were interviewed via 3 A 63 bstrActs Zoom. These interviews lasted between about ly, these vulnerabilities underscore the complex 17 minutes to over one hour. Purposive and and often precarious position of PR profession- snowball sampling strategies were used to re- als as they attempt to integrate AI while main- cruit participants. Data analysis followed Place taining professional identity, ethical integrity, (2022) to identify patterns and themes in partic- and career stability. ipants’ responses. An additional ten interviews are planned for spring 2025 to capture evolving We are collecting new data this spring to capture attitudes and perspectives. the evolving dynamics of professionals’ lived ex- periences with GAI, ensuring a more up-to-date Results and conclusions and comprehensive understanding of its impact. The findings revealed a multifaceted landscape Practical and social implications of vulnerabilities that PR professionals experi-ence as they navigate the integration of AI into This study contributes to the ongoing conver- their profession, including technical, profes- sations on GAI’s impact on the PR workplace. sion-related, psychological, and organizational By examining users’ vulnerabilities, this study aspects. supports the development of more sustainable and ethical job practices, benefiting both orga- The technical vulnerability lies in many profes- nizations and the well-being of PR practitioners. sionals struggling to align their research and In addition to industry practice, these insights training with the rapid pace of innovation and can inform strategic communication curricula, lacking the time and resources to master AI/GAI helping universities prepare future profession- tools effectively. This results in an inability to als with the knowledge and ethical frameworks make informed adoption decisions. In addition needed for an AI-enhanced workplace. to technical limitations, AI also brings about profession-related vulnerabilities, particularly References concerns over job displacement, especially at the Pardon, R. (2024, October 4). PR professionals entry level, and the loss of previously valuable seek mental health support. Communicate skills. Practitioners must also renegotiate pro- Magazine. Retrieved from https://www.com- fessional boundaries, grappling with added legal municatemagazine.com/news/2024/pr-pro- responsibilities that were not previously within fessionals-seek-mental-health-support/ their role scope. Place, K. R. (2022). Toward a Framework for Psychological vulnerabilities arise when profes- Listening with Consideration for Intersection- ality: Insights from Public Relations Profes- sionals strive to maintain the human aspect of sionals in Borderland Spaces. Journal of Public their field while struggling with low self-efficacy Relations Research, 34(1–2), 4–19. https://doi. in decision-making. Heightened competition— org/10.1080/1062726X.2022.2057502 between agencies, among professionals, and even between individuals and AI-driven tech- nologies—exacerbates career uncertainties and Keywords fuels anxieties about future career trajectories. Generative AI, Public Relations Professionals, Organizational factors compound these vulner- Vulnerability abilities, with many professionals citing a lack of institutional guidelines and value internal pol- icies to support appropriate AI use. Collective- 3 A 64 bstrActs Lost in Translation? AI Disruption in Language Services as a Mirror for Public Relations Industry Transformation Doswell, Steve, Gemini Communicating for Business Ltd (UK) Introduction and Purpose Methodology This presentation will examine how genera- This study employs mixed methods research tive AI is transforming professional translation examining: (1) Survey data from 5,000+ profes- and interpretation services, offering important sional linguists through the Chartered Institute insights for public relations and communica- of Linguists (CIOL); (2) Analysis of early lessons tion management professionals facing similar from AI technology adoption in language ser- AI-driven disruption. The presentation will ex- vices; (3) Case studies of AI implementation in plore parallels between these allied communi- translation and interpreting workflows; and (4) cation fields, focusing on: (1) How are language insights on the ethics of AI deployment in pro- professionals adapting to AI integration? (2) fessional contexts. What ethical and practical challenges emerge when AI assumes communicative, creative and Results and Conclusions analytical roles? (3) How can we maintain pro- The findings reveal complex professional adap- fessional standards and authentic human exper- tation patterns: while 80% of language profes- tise while leveraging AI capabilities? sionals use AI-enhanced tools, only 37% have fully integrated AI workflows, with nearly half While public relations grapples with AI’s impact than simplified processes. Key challenges mirror those facing public relations: accuracy concerns, on content creation and message dissemination, Literature Review reporting increased cognitive demands rather the translation industry’s longer history with AI data privacy risks, potential “fatal errors,” and fears about professional devaluation. Howev- technologies offers valuable lessons. From ter- er, opportunities exist in content enhancement, minology tools to neural machine translation, quality assurance, and workflow optimisation language professionals have navigated multiple when AI is deployed thoughtfully and ethically. technological disruptions (Koehn, 2020). The literature reveals tensions between efficiency gains and concerns about standardisation, cre- Practical and Social Implications ativity loss, and authenticity - challenges now For communication practitioners and educa- emerging in public relations practice. tors, this study provides guidance from a relat- ed field on the challenges of developing ethical, 3 A 65 bstrActs hybrid human-AI workflows while maintaining professional standards and authentic outputs. It offers insights on the challenges in enterprise AI implementations, the need for wider industry and societal education, appropriate regulation and the pressing need for practitioners to in- vest in their own Continuous Professional De- velopment in all things AI. Finally, the findings emphasise the importance of preserving human expertise and oversight and applying critical reasoning and ethical judgment in professional contexts, while leveraging the enormous possi- bilities of AI capabilities responsibly. Keywords artificial intelligence, communication manage- ment, professional communication, technological disruption, ethical implications 3 A 66 bstrActs The Immediate Experiment. Mobile Devices’ Diffusions and Adoptions- -and the Lives of Public Relations Professionals Downes, Edward J., Boston University (USA) Di, Yuejiao, Boston University (USA) Introduction and Purpose of the Study Step-by-Step--of Social Media’s Influence on Cap- This study focuses on the processes, influences, itol Hill’s Communication Management Choices and effects of mobile devices, particularly on (2024); and (3) What’s Going on with that Device public relations practitioners. It begins by re- Attached to Your Hip?: The Downfalls of Mobile questing we think about the globe’s rapid adop- Device Dependency (2021). the experiment’s treatment group, and without Kong Conference, “Media for All: Breaking Bar- riers: Media Localization in the Age of Global a recognized control group. Despite this experi- Platforms,” via an invited lecture titled Three ment’s increasingly profound effects, it lacks lon- periment”--with millions of users representing (2) Insights to be shared at the May 2025 Hong tion and diffusion of mobile devices as an “ex- gitudinal insights. In turn the paper’s research Decades Riding a Revolution’s Rollercoaster: Ten question emerges: “What have mobile devices Insights Providing a Kaleidoscopic Overview of ‘wrought’ globally on the principles, practices, the Platform Society’s Influence on the World’s Po- and procedures of communication management litical, Economic, Cultural--and Ethical--Systems. among public relations professionals? (3) Findings from Haidt’s broad array of research Literature and Methodology summarized in his book, The Anxious Gener- ation (2024). It points out the “great rewiring The study draws conclusions from five sources: of childhood has interfered with children’s so- cial and neurological development, covering (1) Recent scholarly presentations at interna- everything from sleep deprivation to attention tional academic conferences analyzing the in- fragmentation, addiction, loneliness, social con- fluences of mobile devices on communication tagion, social comparison, and perfectionism.” management generally and on public relations All such conditions are also similarly correlated specifically. Among them, Downes’ titled: (1) with adult populations. Profound Changes: Mobile Devices. Potential Consequences. And the Lives of Today’s Public (4) A review of 75 articles discussing mobile Relations Professionals (2024); (2) An Up-to-Date devices influences on communication man- Analysis of The Historical Evolution--Presented agement generally and, by extension, public 3 A 67 bstrActs relations principles and practices specifically. Comment on AI Roughly fifty percent were from the social sci- While Americans et al. are concerned about the ences (primarily from the mass communica- grip their mobile devices have on them, they are tion/public relations literature); a quarter from also increasingly concerned about the diffusion the humanities; and a quarter from the natural of AI: For example: Pew Research notes 52% sciences (with comments from the medical lit- of Americans are more concerned than excited erature supported by with three-person panel of about AI in daily lives. Additionally: “AI is run- psychiatrists). Roughly 80% were published in ning on your phone behind the scenes…infer- the last three years. encing neural networks on your device to help you take better photos, understand a different Results and Conclusions language, (and) identify music….” These con- The following summarize the paper’s five broad cerns will expand, and new ones will emerge, as insights. PLEASE NOTE: Throughout the entire AI is integrated into mobile device capabilities. presentation, each is extended to address specif- ically public relations practitioners, principles, Practical and Social Implications and practices. This paper, while it focuses on the downfalls of mobile device usage, also “recognizes the un- (1) Mobile device users “really need” but “often precedented advantages--and unquestionable dislike” their mobile devices. need for—PR professionals to use mobile devic- es. It cites, for example, how these tools have (2) Dependency on mobile devices (for both dramatically enhanced, and are now integral workplace or personal activities) indicates strong to, the field’s seminal research-planning-imple- signs of addiction, both physical and emotion- mentation-evaluation processes.” al--users commonly express their reluctance to “needing” their devices. Further, despite choosing to critique critically the effects of mobile device diffusion and adop- (3) Mobile phone users increasingly choose to tion on public relations practices and practi- no longer “to be with these people” and instead tioners, the authors admit they have no “solu- through their device, “move on to be with these tion” for the problem. They do suggest, however, other people.” Hence, the concept of being “in that “awareness must precede behavior/behav- the moment” is eroding. ioral change”--and conclude suggesting mobile devise users be ever-aware of what the devices (4) “Plugged-in capacities have filled, to capac- are “doing” to them as a first step addressing the ity, the fullness of time. When we feel the rest- devices’ negative consequences. lessness with empty moments, we simply “click on” something to keep us humming….” Keywords (5) Arguments, both the scholarly and popular, Mobile Devices/Mobile Phones; Physical/Psycho- which suggest analogies between the adoption logical/Social Effects; Artificial Intelligence and diffusion of mobile devices and other tech- nologies (such as television) fail to recognize the “unanticipated, profound, matchless” influenc- es of mobile devices re. the concepts of “time,” “space” and “availability.” 3 A 68 bstrActs Artificial Intelligence Relations. What is it like to be an AI? Drapal, Andrej, Consensus (Slovenia) Introduction and purpose of the study culture they enter? Do we face the same situa- The primary purpose of the study is to answer tion as when immigrants with a foreign culture clash with the existing culture so that a kind of the question: »What kind of relations can a hu- multicultural situation emerges? Another op- man have with AI?« If we are in public relations, tion would be that something cultureless enters and if AI represents a higher threat to the world our culture. Can something like that change the than North Korea . (Musk n.d.), then we should culture if it is not a culture itself? make clear whether AI is a PR tool or a public. The same source as above refers to Sophia, who is a regular citizen of Saudi Arabia, discussing Methodology with another robot. We should then take AI not The methodology of this study rests on a litera- as one but as many, so accordingly, we should ture review supported by principles of consilien- talk about AI (public) relations. ce of sciences, heuristics, and coherence. To clarify the study‘s primary purpose, we must Results and conclusions minds (and bodies) that come into play in PR AI is not and cannot compare to human wisdom. understand the common identity of all human and compare it to the common identity of all AIs It can, and already did, overpower human intelli- gence, yet cannot, in principle, evolve as wisdom that are in play and could come into play. that rests on three billion years of evolution of If AI threatens to become an agent in the human life on Earth. AI can link itself to a machine like a robot, yet it cannot be linked to a phenotype like exosystem that threatens the existence of human a human phenotype; it cannot reproduce epige- culture as it used to be, then humans should netic emergencies (effects). A robot (or a com- have a relation to it that is not mechanical like puter) is not a phenotype of AI but an artifact we have a relation with nature, but more like a that belongs to the wide range of other human relation that is subsumed under the term public artifacts. And finally, AI has no »self,« nothing relations. like »to feel like an AI,« and cannot represent an Should we treat AI as a public(s), what is an eco- agent with whom humans could establish inter- subjective relations. system of AI? In different terminology, what is the society that emerges from AI individuals? Public relations do not take the publics detached Practical and social implications from their environment, from their culture; what At the moment, the scope of AI and its bounda- is then the culture of AI? If AI shares the culture ries are undefined. For this reason, the miscon- with humans, what is the nature (identity) of the ceptions about what AI could be in the future are 3 A 69 bstrActs abundant. This paper resolves many of them and thus clarifies the role that AI plays and can play in human society. Literature review Drapal, A. (2024). Memetics. Truth and Freedom as Ontological, Phenomenological, and Episte- miological Concepts elucidated by Memetics. Faculty of Applied Social Studies. Gábor, O. (2020). Behavior of Artificial Intelli- gence: Summa Aethologica Intelligentiae Arti- ficialis. GeniaNet. https://doi.org/10.15170/ BTK.2020.00002 Koch, C. (2019). The Feeling of Life Itself: Why Consciousness Is Widespread but Can’t Be Com- puted. The MIT Press. Musk. E. (n.d.). https://www.ediweekly.com/ will-destroy-humans-says-life-like-robolt- elon-musks-claim-tha-artificial-intelligence- poses-threat-mankind-may-justified/ Nagel, T. (1974). What is It Like to Be a Bat? Philosophical Review, 83(October), 435–450. https://doi.org/10.2307/2183914 (The literature for this paper consists of 40 books and articles and will be upgraded by June 2025). Keywords Artificial Intelligence; memetics; intersubjectivity; agent; 3 A 70 bstrActs From Tools to Colleagues? The Role of Communicative AI in Corporate Communication Eisner, Julia, University of Applied Science GmbH - Campus Wieselburg & Wiener Neustadt (Austria) The rise of Large Language Models (LLMs), larger PhD project that will begin empirical data collection in March. The framework developed Introduction and purpose of the study While this paper is conceptual, it is part of a ally managed by professionals, including con- empirical research on how communication pro- fessionals interact and work with AI in corpo- tent creation, stakeholder engagement, and me- rate settings. dia monitoring (Zerfass et al., 2024; Buhmann communications by automating tasks tradition- here lays the theoretical foundation for future such as ChatGPT, has transformed corporate & White, 2022). This development is not just a hype; it represents a fundamental shift in how Literature review organizations produce, structure, and under- Corporate communication is a management stand communication. function that coordinates internal and external communication to build stakeholder relation- In this context, ‘communicative AI’ is widely ships (Cornelissen, 2017). Traditionally, this recognized in research as a sensitizing concept relied on human agency to construct narratives highlighting AI’s active role in shaping commu- and manage reputations. However, AI extends nication. beyond operational support, taking on strategic roles that shape discourse, automate messaging, “Communicative AI (1) is based on various forms and influence stakeholder interactions (Buh- of automation designed for the central purpose of mann & White, 2022). communication, (2) is embedded within digital infrastructures, and (3) is entangled with human Hepp et al. (2020) classify AI-driven communi- practices” (Hepp et al., 2023: 48). cative systems into three types: Artificial Com- panions (e.g., Siri, Alexa); Social Bots AI agents Unlike previous automation, Communicative that shape discourse on social media platforms; AI does not merely assist humans—it co-creates Work Bots, AI applications such as ChatGPT, discourse, restructures communication flows, which automate corporate communication and transforms interactions with stakeholders. tasks. This challenges traditional human-centered models, raising questions about agency and AI’s Research highlights AI’s growing institutional role in corporate communication. role in corporate communication. The Euro- pean Communication Monitor 2024 identifies content creation, inspiration, and social media 3 A 71 bstrActs monitoring as communication departments’ This paper develops a conceptual framework most common AI applications (Zerfass et al., that explores three interrelated dimensions: 2024). Even though efficiency is the primary fo- cus in corporate discussions, academic research Objectification of AI – AI is legitimized through shows that AI must function as more than just a organizational discourses. technological tool, as its integration also brings ethical challenges. Ethical concerns across three Institutionalization of AI – AI is embedded into key dimensions (Buhmann & White, 2022; Zer- corporate workflows, influencing decision-mak- fass et al., 2024): Outcome Concerns like Bias, ing and strategies. discrimination, and potential job displacement; Evidence Concerns like Data privacy, security; Reconfiguration of Agency – AI challenges hu- Epistemic Concerns Questions of accountability, man-centered models, influencing professional responsibility, and the AI “black box” problem. interactions and role expectations. Theoretical Discussion This framework provides a structured lens for This paper takes a conceptual approach, inte- munication, discourse formation, and agency understanding AI’s impact on professional com- grating sociology and communication studies to shifts in corporate settings. examine how Communicative AI functions as a nological tool. Instead of empirical research, it communicative actor rather than a neutral tech- Results and conclusions synthesizes theories to explore how AI is socially Communicative AI represents a shift toward ac- and institutionally embedded in corporate com- tive participation in communication, expanding munication. beyond human-machine interaction to question agency in corporate settings (Hepp et al., 2023). Communicative AI goes beyond traditional hu- Communicative AI does not simply replace hu- man-machine interaction by actively shaping man agency. AI’s agency is socially constructed, communicative processes (Hepp et al., 2023). gaining meaning through institutional discours- This shift challenges existing models of agency, es, professional practices, and cultural expecta- requiring a theoretical framework to examine tions rather than inherent technological capabil- how discourse, organizational structures, and ity (Knoblach & Pfadenhauer, 2023). professional practices shape AI’s role. A social constructivism perspective frames this analy- AI’s communicative legitimacy is a projection of sis, emphasizing that AI’s communicative role is human intentions shaped by power structures, not intrinsic but is shaped through institutional norms, and organizational discourse. This pa- discourses and human interactions (Guzman & per contributes to sociological debates on AI by Lewis, 2020). arguing that AI’s role in communication is in- stitutionally shaped rather than technological- ly determined. Future research should explore how communication professionals negotiate AI’s agency and its evolving role in shaping nar- ratives. 3 A 72 bstrActs Practical and social implications Professionals must critically engage with AI as a co-actor in communication, influencing narra- tive formation, role expectations, and strategic decision-making. Understanding AI’s capabili- ties is crucial for enhancing corporate communi- cation and managing stakeholder relationships. AI’s increasing presence in public discourse re- shapes trust and authenticity in corporate nar- ratives. Transparency, accountability, and ethical AI deployment are crucial for corporate and so- cial responsibility. Keywords Communicative AI, Corporate Communication, Hybrid Agency 3 A 73 bstrActs Privacy Concerns in AI-Driven Public Communication Ertem-Eray, Tugce, North Carolina State University (USA) Ki, Eyun-Jung, University of Alabama (USA) As organizations increasingly use AI to influ- credibility and success. Therefore, this study ex- ence public opinion and behavior through digital amines how strategic communication practices platforms, the handling of personal data in the can safeguard personal data amid the increasing public sphere requires reassessment. This study use of AI systems. examines the benefits and risks associated with AI in strategic communication with a particular Privacy, particularly regarding personal data, focus on information privacy. It outlines strate- remains one of the most persistent issues asso- gies and guidelines for organizations to balance ciated with AI. While organizations use AI to the advantages of AI with their responsibilities understand preferences and create individual- to maintain consumers’ privacy and public trust. ized communication strategies, many individ- uals feel uneasy about how their data are col- Devices such as smartphones, surveillance cam- lected, processed, and stored. Specific concerns eras, tablets, and drones have become integral include the potential for data misuse in social to daily life. They collect extensive personal engineering or shaping individual attitudes and data, often without individuals’ consent rais- behaviors. With the rise of AI systems, organi- ing critical privacy concerns. Unlike traditional zations are reshaping the public sphere, defined technologies, AI systems rely heavily on data as “the social space in which different opinions and can collect, analyze, and infer personal in- are expressed, problems of general concern are formation rapidly and at scale, frequently with- discussed, and collective solutions are devel- out the user’s awareness (Miller, 2024). By col- oped communicatively” (Wessler & Freuden- lecting large amounts of data indiscriminately, thaler, 2018, para. 1). Technological advances AI technologies enhance the power of govern- have blurred the boundaries between public and ments and organizations over the public sphere. private spheres as the public sphere increasing- These practices create ethical challenges related ly intrudes into private spaces. Through digital to transparency, accountability, and individual platforms, organizations use AI technologies to rights, underscoring the urgent need to address influence public attitudes and behaviors (Bohai, privacy concerns in the context of AI and mass 2021). Social media like Facebook, TikTok, and data collection. When individuals feel their pri- Twitter employ AI to curate information envi- vacy is at risk, trust and loyalty toward organi- ronments, generate content, and engage with zations decline, impacting profitability and rep- their audiences (Jungherr & Schroeder, 2023). utation. Strategic communication professionals This reliance on AI systems has introduced chal- must address privacy concerns not only to build lenges to the public sphere, particularly through public trust but also to safeguard organizational widespread information collection by techno-3 A 74 bstrActs logical devices. While these systems transform Wessler, H., & Freudenthaler, R. (2018). Public workflows and relationships between organiza- sphere. In: P. Moy (Ed.), Oxford bibliographies tions and publics, they also create ethical chal- in communication. Oxford University Press. lenges and intensify the need for privacy pro- https://doi.org/10.1093/obo/9780199756841- tections as the boundaries between public and 0030 private spheres become less distinct. The extent to which technology and AI have in Keywords-fluenced individual behaviors and public opin- Artificial intelligence, privacy, public sphere, in- ion remains unclear and difficult to measure formation privacy (Bohai, 2021). Technological devices contin- uously interact with broader networks, includ- ing platforms like Google and Microsoft, which access personal information and monitor its use, applying mechanisms such as geographic restrictions on data access (Andrejevic, 2007). The adoption of digital tools does not inherently signal a willingness to forfeit privacy. Instead, individuals are navigating a transitional period, seeking ways to balance the use of AI systems with the preservation of privacy. This evolving relationship underscores the need to reassess how personal data are managed in strategic communication practices and the public sphere. References Andrejevic, M. (2007). Surveillance in the digital enclosure. The Communica- tion Review, 10(4), 295–317. https://doi. org/10.1080/10714420701715365 Bohai. (2021, August 12). Contemporary chal- lenges to the neutrality of the public sphere. Medium. https://medium.com/geekculture/ contemporary-challenges-to-the-neutrali- ty-of-the-public-sphere-28bb5a9eb9f8 Jungherr, A., & Schroeder, R. (2023). Artificial intelligence and the public arena. Communi- cation Theory, 33(2–3), 164–173. https://doi. org/10.1093/ct/qtad006 Miller, K. (2024, March 18). Privacy in an AI era: How do we protect our personal information? https://shorturl.at/JDqSS 3 A 75 bstrActs Is blockchain the solution to AI deepfakes in PR? A provisional outlook Fabbri, Valerio, FabbriKo (Slovenia) Introduction and research question to surpass human decision-making and abili- In recent years, the rise of artificial intelligence ties across industries (Liu & Zeng, 2021). In the communication world, AI’s ability to analyse and (AI) has revolutionised various industries, in- interpret large volumes of data enables more tar- cluding public relations (PR) . The impact of geted and personalised content, aligning more AI on PR strategies is profound, reshaping how closely with audience interests and behaviours. public relations professionals engage with audi- ences, analyse data, and craft their narratives, especially in terms of content creation, as its as- Results sists PR professionals in strategising, summaris- In PR, the balance between AI-driven efficien- ing, writing, and editing. However, the essence cy and human creativity is crucial. The roadmap of public relations still revolves around human guides PR professionals on how to maintain this touch and emotional intelligence, none of which balance, ensuring that AI is used as a comple- is peculiar to any AI tools that serve as powerful ment to, rather than a replacement for, human allies, but don’t supplant the strategic acumen skills and insights. Among the myriad concerns and relational skills of PR experts. The real mag- surrounding AI, one particularly unsettling ic happens when AI’s analytical and automation claim is that it might lead to a world in which it’s capabilities are combined with the nuanced un- impossible to distinguish truth from fabrication. derstanding and creativity of PR professionals. One significant issue is the potential for misin- Methodology and literature review formation and deepfakes, which can spread mis- information and cause significant reputational AI’s rapid evolution has led to its widespread harm, leading to widespread misinformation adoption, with applications ranging from auto- and potential crises for those individuals and mating mundane tasks to enhancing productiv- organisations. To mitigate this risk, it is crucial ity and enabling new forms of human-computer to establish stringent verification processes to collaboration across various sectors (Agrawal et review AI-generated content and use AI detec- al., 2019; Autor, 2015, pp. 237–260; Chui et al., tion tools to identify and counteract manipulat- 2018; Dwivedi et al., 2021). The technology of- ed media. fers significant potential for businesses and soci- providing better decision-making capabilities ety by improving efficiency, reducing costs, and Conclusions and implications (Dwivedi et al., 2023; Ransbotham et al., 2017). PR professionals should should be transparent Combined with big data, AI has the potential about their use of AI-powered tools and tech- 3 A 76 bstrActs ing and education to ensure that they have the S. Verma, R. Sharma, S. Deb, D. Maitra – Con-skills and knowledge necessary to effectively nologies. Moreover, they should invest in train- References leverage AI-powered tools and technologies. As tificial intelligence: Systematic literature review a matter of facts, the rise of sophisticated tech- and research directions sumer–machine relationships in the age of ar- nologies like deepfakes and generative AI has keting (2023) , Psychology and Mar-democratized the creation of deceptively realis- tic content, putting powerful tools of manipula- A. Zuiderwijk, Y.C. Chen, F. Salem – Implica- tion within reach of the average user. AI can also tions of the use of artificial intelligence in public undermine the credibility of true information by governance: A systematic literature review and making us wonder if it’s really a lie. So, there’s a research agenda, Government Information obviously some truth to the claim that AI can Quarterly, 38 (3) (2021), Article 101577 blur the boundaries between truth and fiction. P. Grover, A.K. Kar, Y.K. Dwivedi – Understand-However, on close inspection, it’s often possible ing artificial intelligence adoption in opera- to detect where manipulation has taken place. tions management: Insights from the review of While the technology used to create deepfakes academic literature and social media discus- will undoubtedly become more sophisticated, so sions, Annals of Operations Research, 308 (1– will the tools capable of detecting them, such as 2) (2022), pp. 177-213 blockchain, which provides secure and un-hack- able ways to store client information. Blockchain technology allows PR professionals to validate Keywords the identity of website visitors, and when artificial intelligence, blockchain, news consump- combined with machine learning, it creates a tion, journalism, public relations protocol that helps PR professionals identify and filter out bots when validating their data and get a clear idea of their human engagement numbers. 3 A 77 bstrActs Marketplace Theory as a Foundation for the Responsible Use of AI in Public Relations Fitzpatrick, Kathy R., University of South Florida (USA) Palenchar, Michael James, University of Tennessee (USA) Introduction and purpose if they are to remain relevant and retain their po- The advent of generative AI has transformed the sitions as trusted communication advisors. Addi- tionally, practitioners must consider the legal and practice of public relations (PR). Communication ethical aspects of integrating modern technolo- professionals can now use artificial intelligence to gies into their work. Although the law provides generate ideas, augment research, analyze data, only a baseline for ethical decisions – especially improve writing, monitor media, produce videos when legal regulations are not keeping pace with and other images and much, much more. At the technological advancements – legal concepts same time, the irresponsible use of AI can lead provide insights for developing self-regulatory to unethical ends (sometimes unintentionally) such as the sharing of private data, the creation frameworks that advance the responsible use of new and emerging technologies. In this paper, and distribution of inaccurate, false or fabricated marketplace principles provide the theoretical messages, the manipulation of images and voices, the appropriation of intellectual property or de- backdrop for analyzing the responsible use of AI ception caused by undisclosed sources of content. in PR. For these reasons, ethical vigilance is key to en- Literature review is to define boundaries and best practices for the AI is being used in public relations and the ethical challenges associated with such uses. The paper responsible use of AI in public relations through then presents marketplace theory as a conceptual the lens of marketplace theory, which promotes holder and public interests. The aim of this paper The work begins with a review of how generative suring that AI is used in ways that serve stake- freedom of expression and informed decision foundation for analyzing ethical issues and identi- making that advances democratic societies. The fies core marketplace principles – access, process, research evaluates the extent to which industry truth, disclosure and transparency – that can be guidelines for the use of AI in PR incorporate used to evaluate responsible AI practices. marketplace principles and where gaps exist. Research questions Rationale The questions guiding this research were: In an era of technological transformation, PR How can marketplace principles inform the re- professionals must stay current in their knowl- sponsible use of AI in PR? edge and understanding of modern technologies 3 A 78 bstrActs on the use of AI in PR incorporate marketplace This paper is significant in helping to define principles? To what extent do professional ethical guidelines Practical and social implications boundaries and best practices for the respon- sible use of AI in public relations. The authors Methodology encourage the development of uniform global The authors first review the theoretical history standards that allow practitioners to harness the and development of the marketplace of ideas creative and strategic potential of AI in ways that concept as the dominant approach used by the advance marketplace principles and serve stake- U.S. Supreme Court for evaluating regulations holder and public interests. on free speech. They then identify core princi- a democratic marketplace of ideas from which In examining the ethical responsibilities associ- truth can emerge. They then apply these prin- ples that contribute to the efficient operation of Limitations and future research of AI from leading public relations associations, dards. Future research should examine the use including the Public Relations Society of Amer- of AI in the context of corporate social responsi- ica, the International Public Relations Associa- bility to gain additional insights into how AI can ciples in reviewing guidance for the ethical use research focused on professional ethical stan- ated with the use of AI in public relations, this tion, the Public Relations Council, The Global be used responsibly to advance social goals. Alliance for Public Relations and Communi- Public Relations, the International Association cation Management, the Chartered Institute of Keywords of Business Communicators, and the Center for Public relations, AI, ethics, principles, market- Strategic Communication Excellence. This anal- place theory ysis shows both the extent to which marketplace principles are incorporated in the guidelines and where gaps exist. Results and conclusions Public relations association guidelines for the ethical use of AI in PR generally offer good ad- vice that serves stakeholder and public interests. However, coverage of key marketplace princi- ples is uneven and, in many cases, lacks needed explanation. This finding may be due in part to the fact that the guidelines are based primarily on codes of ethics that, when adopted, did not contemplate the transformative impact of AI on public relations and communication practices. 3 A 79 bstrActs Decoding Digital Trust: A Multi- dimensional Analysis of Tech Influencer Credibility on YouTube Floether, Kevin, McMaster University (Canada) Introduction and Purpose Methodology This study investigates trust dynamics in technol- The research employed a mixed-methods ap- ogy influencer marketing on YouTube, examin- proach analyzing 10 prominent tech influencers ing how trust indicators in audience interactions (500,000 to 24 million followers). Data collec- correlate with consumer opinions and media tion encompassed YouTube comments (approx- portrayal. With influencer marketing reaching imately 13,890 comments), corresponding Am- $21.1 billion USD (McKinsey & Company, 2023) azon product reviews (3,000 reviews across 30 and increasing impact on consumer purchasing products), and media coverage (417 articles). decisions, understanding trust formation in these Natural language processing techniques, includ- digital spaces becomes increasingly crucial. The ing sentiment analysis and lemmatization, were research describes the development and function used to measure trust indicators and content of a comprehensive trust rating system for tech similarity. Trust scores were calculated through influencers. The trust rating system works by an- seven iterations of refinement, optimizing key- alyzing the relationship between comment senti- word analysis and sentiment weighting. The ment, content similarity with consumer reviews, methodology incorporated intercoder valida- and media representation. tion processes with manual review of 10% sam- ples, achieving 89% accuracy for comment anal- Literature Review ysis and 94% for media analysis. trust components framework - integrity, depend-The study builds on Grunig and Hon’s (1999) Results and Conclusions ability, and competence - while incorporating The study revealed significant correlations recent research on digital trust measurement. (r=0.58) between trust indicators in comments While Pascual-Ferra (2020) highlights the prev- and content similarity with consumer reviews. A alence of survey-based trust measurement, com- strong inverse relationship (r=-0.815) emerged putational approaches using sentiment analysis between follower count and trust-similari- have shown promise in reflecting public trust ty correlations, indicating smaller influencers (Chandio & Sah, 2020). Research by Djafarova demonstrate more authentic alignment with and Rushworth (2017) suggests that non-tradi- consumer opinions. Analysis of media cover- tional celebrities and smaller influencers often age showed unexpected positive correlations generate higher trust levels than those with larger between trust scores and controversy-related followings, but comprehensive studies examining keywords (r=0.44), particularly when framed multi-platform trust indicators remain limited. in terms of integrity, with a strong correlation 3 A 80 bstrActs (r=0.82) between integrity keywords and con- troversy coverage in media analysis. Limitations include the cross-sectional nature of the study, reliance on keyword analysis for trust measure- ment, and varying availability of media coverage across influencers. Future research could benefit from longitudinal approaches and cross-cultural comparisons. Practical and Social Implications The findings challenge conventional influencer selection metrics based primarily on follower count, suggesting the need for more nuanced evaluation criteria in influencer marketing. The research provides a framework for measuring digital trust that benefits marketers developing influencer selection strategies, platforms seeking to enhance trust metrics, consumers evaluating influencer credibility, and researchers studying digital trust formation. Results indicate that transparency in addressing controversies may enhance rather than diminish influencer cred- ibility, suggesting a shift in crisis management approaches for digital personalities. Keywords Digital trust, influencer marketing, content anal- ysis, social media credibility, consumer behaviour 3 A 81 bstrActs AI a boon or a curse? The question lies with us Galloway, Chris, Massey University (USA) Vujnovic, Marina, Monmouth University (USA) Swiatek, Lukasz (Luk), University of New South Wales (USA) Kruckeberg, Dean, UNC Charlotte (USA) AI-related discourse seems to move between the Galloway (2010) argued some years ago, claimed Scylla of apocalyptic visions of humanity under competence in communication, or explanation, the (robotic) thumb of all-powerful AI and the does not automatically confer a right to pres- Charybdis of “AI cheerleaders” (Bourne, 2019) ent technical information: that licence must be whose all-positive promotion may seem blind at earned. times to risks and inequalities. As in the original mythological story which demanded navigating Inherent in this assertion is the conviction that between two hazards, both perspectives offer public relations people, whether inside or outside threats. The first is to over-estimate the poten- the academy, should do more than merely resort tial power of Artificial Intelligence; the second, to using ChatGPT or its competitors. Rather, PR is that of ignorance – wilful or otherwise – as should diversify its disciplinary perspectives to to the risks inherent in implementations whose encompass the ever-expanding range of AI use ethical implications are open to question. Public cases and their implications, including those relations cannot (and should not try to) avoid that bear directly on territory the profession has this tricky manoeuvring, especially when advis- long considered its own. For example, in every- ing clients and managing stakeholder relations. thing from campaign programming to proposal pitching and more, AI tools can both accelerate Rather, both practitioners and scholars should, and extend the development of PR activity, to this paper contends, equip themselves with at the likely benefit of both practitioners and cli- least foundational knowledge of AI, especial- ents. ly the fast-developing field of AI ethics, and assume a role in the field of Explainable AI. Yet is this enough? Is PR at risk of developing a Technologists understand the term “Explain- professional myopia that sees AI as merely a tool able artificial intelligence” (XAI) as a set of pro- rather than a game changer for every aspect of a cesses and methods that allow human users to society, from business to politics to medicine far comprehend and trust what machine learning more? The question verges on the “curse” word algorithms produce. That trust and confidence of the conference theme. There is another issue is, developers believe, central to AI model im- to consider: that of what Puri (2024) calls “West- plementations. Call it “informed consent”. Com- lessness” or a “global rebalancing” away from panies such as IBM assert that Explainable AI is “West fullness” which he sees as “the apex of a sine qua non for “responsible” AI, which valo- Western global influence” (p.30). Yet now even rises ethical principles and accountability. Yet as a country such as Mauritania, about 90 per cent 3 A 82 bstrActs National Artificial Intelligence Strategy in draft Bourne, Clea D. (2019). AI cheerleaders: Public form, covering the period 2024-2029. The coun- of which is located in the Sahara Desert, has a References try has only one listed public relations agency gence. relations, neoliberalism and artificial intelli-– yet it may, along with fellow practitioners in Public Relations Inquiry, 8(2), pp. 109-125. https://doi.org/10.1177/2046147X19835250 the West, face the challenge of how to present AI technologies to a population where unfamiliari- Galloway, C. (2010). Developing risk-literate pub- ty is a potential hindrance to applications whose lic relations. Unpublished PhD thesis, Monash benefits seem manifest. University. https://bridges.monash.edu/arti- cles/thesis/Developing_risk-literate_public_ Westerners should not wall off in their thinking relations/14928042 the power of Westless AI-related communica- Gigova, R. (2017, 2 September, paras 3, 4). Who tion, nor its perceived strategic value. As long Vladimir Putin thinks will rule the world. ago as 2017, Russian president Validmir Putin https://edition.cnn.com/2017/09/01/world/ commented that “Artificial intelligence is the fu- putin-artificial-intelligence-will-rule-world/ ture not only of Russa but of all mankind. There index.html are huge opportunities but also threats that are difficult to foresee today. Whoever becomes the Puri, S. (2024). Westlessness: the great global re- leader in this sphere will become the rule of the balancing. Hodder & Stoughton world” (Gigova, 2017). The question of whether AI is a boon or a curse remains open, but “time Keywords tential and its associated issues are present now will tell” is an inadequate summation: AI’s po- Explainable AI, Westless AI-related communica-and the question’s resolution may well be inter- tion, PR practitioners and AI use, AI tools for PR im as far forward as one can see. 3 A 83 bstrActs The Quest for Responsible Public Relations for Responsible AI: Public Relations Practitioner Use in the United States vs. Czechia Germinder, Lea-Ann, University of Missouri (USA) Introduction lations practices in the use of GenAI. Several scholarly studies have documented and examined the rapid growth and adoption of gen- Methodology erative artificial intelligence (GenAI) by the stra- A qualitative study (Tracy, 2024) following tegic communication/public relations profession GDPR guidelines was conducted and recorded and the subsequent release of AI guidelines by in the United States and Czechia from Novem- associations (Germinder, 2024; Yue, 2024). ber 2024 through January 2025. The pre-qual- ifications for 24 interview subjects (12 in each Purpose of the Study country) were established as at least five years’ This study examines how public relations prac- experience, use of GenAI in the subject’s work, titioners in different segments of the profession and a leadership role in implementing respon- make meaning of their experiences in their re- sible AI within their organization. A concerted sponsible use of GenAI, but also looks at a largely effort was made to obtain a diverse representa- unregulated environment, i.e. the United States, tion of association leadership and membership, versus a regulated environment, i.e. Czechia. agency, corporate, and NGO and breadth and length of experience according to each country’s Literature Review demographic profile of GenAI users in the pub- lic relations profession. The literature review includes scholarly litera- ture on public relations practitioner use of Ge- Results and Conclusions nAI (Yue, 2024) but also looks at deontological The study revealed that while utilizing GenAI, theory (Bowen, 2024) to reflect on best practices most practitioners in both countries view hu- to do what is ethically and morally right despite man oversight and human intelligence in man- the regulatory environment. Due to the rapid aging the final product as essential to responsi- trajectory and nuances of the geopolitical en- ble public relations for responsible AI. The role vironment that the use of GenAI is developing, modern strategic communication management of the individual’s commitment is paramount, theory (Zerfass, 2024) is also examined to ul- as expressed in deontological theory (Bowen, timately guide a recommendation for globally 2024), and as a mandate for responsible AI. As is responsible strategic communication/public re- demonstrated in other research on this develop- 3 A 84 bstrActs ing technology (Zerfass, 2024), opinions varied References on actual practice on many issues. The variance Bowen, S. A. (2024). “If it can be done, it will was more pronounced based on technical ex- be done:” AI Ethical Standards and a dual perience rather than determined by regulated role for public relations. Public Relations Re-vs. unregulated environment. For example, the view, 50(5), 102513. https://doi.org/10.1016/j. more likely they were to use paid tools, have a Germinder, L. A., & Capizzo, L. (2024). A Stra- written AI policy and express concerns about more technical knowledge a participant had, the pubrev.2024.102513 countries were using free tools versus paid tools sponsible Advocacy. International Journal of that offered more security. Both countries’ par-Strategic Communication , 1-17. https://doi.org ticipants suggested that the need for GenAI ed-/10.1080/1553118X.2024.2430959 privacy and security. Many participants in both Contextualizing Responsible AI as Part of Re- tegic Communication Practitioner Imperative: ucation and training will be an ongoing process. Transparency in disclosing the use of AI varied Tracy, S. J. (2024). Qualitative research methods: for both countries. However, only a few Cze- Collecting evidence, crafting analysis, commu- chia participants were concerned that the EU nicating impact. John Wiley & Sons. AI Act would soon mandate specific guidelines Yue, C. A., Men, L. R., Davis, D. Z., Mitson, R., for compliance. Except for those participants in Zhou, A., & Al Rawi, A. (2024). Public Rela- leading association positions, awareness of regu- tions Meets Artificial Intelligence: Assessing latory compliance and association guidance was Utilization and Outcomes. Journal of Public low to nonexistent. The limitation of the study Relations Research, 36(6), 513-534. https://doi. was primarily in scheduling across time zones org/10.1080/1062726X.2024.2400622 consideration should be given to adding a third Zerfass, A. Buhman, A. Laborde, A. Moreno, during a holiday period. For future research, country for comparison in another regulatory A. Romenti, S., & Tench, R. (2024). European Communications Monitor 2024. Managing environment. tensions in corporate communications in the Practical and Social Implications context of geopolitical crises, artificial intel- ligence, and managerial learning. European The implications are public relations profession- Public Relations Education and Research As- als have a personal commitment to ethical be- sociation (EUPRERA). www.communication-havior and human oversight is paramount. Most monitor.edu participants indicated a desire to learn more come from various sources. Leaders in profes-about AI but that training and education could Keywords sional associations acknowledged the need to go AI, artificial intelligence, responsible artificial in- beyond an ethical framework of AI guidelines telligence, responsible public relations, strategic with more practical training to help position the communication strategic communication/public relations pro- fession as leaders in implementing responsible AI. 3 A 85 bstrActs The Role of AI-Generated Greenfluencers in Sustainability Messaging: Authentic Advocacy or Algorithmic Greenwashing? Geysi, Nilüfer, Bahçeşehir University (Turkey) Introduction and purpose of the study adoption. To better understand how influencers As social media and digital technologies perme- affect sustainable behaviors, particularly among younger generations (Opree, 2025), it is crucial ate modern life, sustainability has naturally be- to examine audience perceptions. come a key online theme. This has led to the rise of “greenfluencers,” individuals who advocate for The emergence of AI influencers (e.g., Miquela environmental causes and encourage sustain- Sousa on Instagram) presents a novel communi- able practices (Kapoor et al., 2022). While their cation strategy with unexplored implications for impact is debated in corporate and academic sustainability. While AI’s potential in marketing circles, the advent of generative AI presents a is recognized, its role in promoting sustainabil- new dimension: the “AI influencer.” Created and ity, especially regarding the risk of perpetuating managed by diverse organizations for various greenwashing, remains largely unexamined. environmental purposes, these AI-driven perso- This study addresses this gap by analyzing the nas raise a critical question: Do they contribute impact of AI influencers on perceptions of au- to authentic sustainability advocacy or perpetu- thentic sustainability advocacy. ate greenwashing through algorithmically gen- erated content? This study explores this question Methodology by comparing the impact of human greenfluenc- ers with their AI counterparts. This experimental study will examine the impact of AI versus human influencers on sustainability Literature review messaging among young adults aged 18-26. The study will be conducted online in April 2025 in Sustainability communication increasingly re- Turkey. Two groups will be exposed to compara- lies on influencer marketing to shape public ble sustainability messages, one delivered by AI behavior. Greenfluencers advocate for respon- influencers and the other by human influencers. sible lifestyles, engage in climate activism, offer Content structure, visual style, and sustainabili- practical sustainability-focused solutions, and ty claims will be carefully controlled across both promote eco-conscious products and brands message types to ensure comparability. (Pittman and Abell, 2021). Grounded in Ban- dura’s social learning theory (1977), these influ- The study will analyze three main dependent encers have the potential to influence behavioral variables: credibility perception, behavioral in- 3 A 86 bstrActs fluence, and greenwashing perception, aiming to with obstacles. The findings of this research will answer the following research questions: be significant for communication profession- (1) To what extent do audiences trust sustain- als, as they demonstrate an assessment of a tool ability claims made by AI versus human influ- that may affect various sustainability-focused encers? communication strategies. Moreover, due to the (2) Compared to human influencers, are framework, this study aims to contribute mean-AI-generated sustainability messages persuasive ingfully to the ongoing dialogue surrounding enough to drive pro-environmental behavioral social impact and to ultimately foster a more just change? and sustainable world. (3) Do audiences perceive AI influencer sus- tainability messaging as genuine or identify References potential greenwashing tactics? The study will Bandura, A. (1977). Social learning theory. En- also consider additional variables including en- glewood Clcffs, NJ: Prentcce-Hall. vironmental knowledge, nature connectedness, Kapoor, P. S., Balajc, M. S., & Jcang, Y. (2023). prior exposure to AI influencers, general trust in Greenfluencers as agents of social change: The AI-generated content, and brand associations. effectiveness of sponsored messages in driving sustainable consumption. European Journal of Results and conclusions Marketing, 57(2), 533-561. This study aims to contribute to the growing Opree, S. J. (2025). Reducing impact to make body of scholarship exploring the effectiveness an impact: Promoting sustainable lifestyles and ethical implications of AI-driven influenc- among youth. Journal of Children and Media, ers in sustainability communication. By examin- 18(1), 1-5. ing the intersection of AI, influencer marketing, Pittman, M., & Abell, A. (2021). More trust in and greenwashing, it offers insights into how fewer followers: Diverging effects of populari- digital technologies shape perceptions of corpo- ty metrics and green orientation social media rate accountability and influence sustainability influencers. Journal of Interactive Marketing, narratives. 56, 70-82. However, the study has limitations. Conduct- ed within a specific cultural context (Turkey), Keywords the findings may not be generalizable to other greenfluencers, ai influencers, greenwashing, arti- cultural settings. The focus on greenfluencers, ficial intelligence, sustainability known for their environmental commitment, communication may create a pre-existing perception of credi- bility around their sustainability messaging, po- tentially biasing the results. This inherent bias should be considered when interpreting the findings. Practical and social implications The urgency of achieving sustainability de- mands that we critically examine and refine our approaches. The path forward is complex and 3 A 87 bstrActs Artificial Intelligence and Art Marketing in Brand Communication: The Example of Refik Anadol Gözde Tayfur, Nur, Istanbul Yeni Yuzyil University (Turkey) Artificial Intelligence; it is one of the frequently is where brands benefit from the power of art preferred current technologies due to its ben- to communicate with their target audiences. In efits such as data analysis, automation, speed, this way, brands seek to translate the intellectual, efficiency, personalisation, innovative prod- high and remarkable qualities of art into brand uct and service delivery. Artificial intelligence values. Today, many global and local brands technologies, initially used mainly in analytical benefit from the power of art in their commu- fields such as logic and mathematics, have now nications. Examples of these communication managed to influence many disciplines. One activities include collaborations with artists, art of the disciplines affected by this technology is sponsorships and brand-owned museums. art. Although it is surprising that a field like art, with an abstract subject and a message that var- The study highlights the brands’ collaborations ies from person to person, should be affected by with world-renowned digital artist Refik Anadol. artificial intelligence, it is possible with today’s Refik Anadol uses algorithms and artificial in- technologies. telligence to bring digital artworks to life. For Anadol, which aims to provide art lovers with a The concept of art, which is called digital art visual and emotional experience, technology is and develops in parallel with technology, has not just a tool, but a fundamental component of reached a different dimension with artificial in- art. In 2014, Anadol founded Refik Anadol Stu- telligence. With the development of digital art, dio (RAS) in Los Angeles, where he creates art classical art equipment such as brushes, paints works in partnership with creativity and artifi- and canvases have been replaced by technolo- cial intelligence. In addition, the artist analyzed gies such as data, algorithms and artificial in- the data obtained from NASA through artificial telligence. This situation has naturally changed intelligence and realized an exhibition called the way art is consumed. Digital art is notable Machine Memories: Space. for digital natives, who actively use online social networks and place technological developments One of the artist’s most striking works is the at the centre of their lives. Brands are looking for artificial intelligence installation he created on ways to differentiate themselves from their com- the exterior of the Walt Disney Concert Hall. petitors, reach their target audiences and con- Refik Anadol’s artificial intelligence-based artis- nect with them emotionally. However, it is not tic works make a huge impact on a global scale easy to influence today’s consumers, who have and he collaborates with many brand artists. The instant demands, are interested in technology, artist collaborates with many brands around the are indecisive and have low brand loyalty. This world. This study draws attention to the part- 3 A 88 bstrActs nerships between art and artificial intelligence The study carried out a content analysis using in the communication activities of brands. The the case study method, which is a qualitative universe of the study includes collaborations be- research method. Research shows that artificial tween brands and artificial intelligence-focused intelligence is having a profound impact on the digital artists. arts and that global brands are benefiting from the arts in their communication strategies. The The sample of the research is the collaboration research indicates that brands want to influence of Bulgari and Turkish Airlines brands with Re- their target audiences and support their brand fik Anadol. The research is limited to these two awareness by using artificial intelligence and art brands. The reason for this is that Bulgari, as in their communication strategies. Whether ar- an Italian luxury brand, is a global brand that tistic works created with artificial intelligence shapes fashion, and Turkish Airlines is in the are as effective as classical works of art on the Guinness World Record book as the airline that target audience may be the subject of further re- flies to the most countries in the world. Bulgari search. It can be investigated whether this meth- collaborated with Refik Anadol to celebrate the od preferred by brands in their communication iconic Serpenti collection in 2021. Anadol cre- strategies is effective on the target audience. ated a three-dimensional artificial intelligence sculpture inspired by the brand’s iconic Serpen- Keywords Duomo, in the centre of Milan. Turkish Airlines ti snake. The sculpture met art lovers in Piazza artificial intelligence, art, brand, brand commu- also established a business partnership with Re- nication fik Anadol in 2024. Inner Portrait, created by Refik Anadol for Turkish Airlines, uses artificial intelligence analysis to visualise the emotional data of passengers travelling abroad for the first time. 3 A 89 bstrActs The Integration of Artificial Intelligence in Public Relations Education: Opportunities and Implications for Governance, Quality, and Ethics Grossbard, Alain, RMIT University (Australia) Introduction and Purpose of the Study Methodology Artificial Intelligence (AI) is revolutionizing This qualitative study employs a case study ap- public relations (PR) education by equipping proach, drawing on experiences from the au- students with tools that enhance productivi- thor’s PR students enrolled in university pro- ty, creativity, and analytical capabilities. This grams across Victoria, Australia, over the past study explores how AI can elevate the learning two years. Data were gathered through assign- experience for university PR students and bet- ments, tutorials, and semi-structured interviews ter prepare them for industry challenges, while to explore students’ engagement with AI tools addressing critical governance, quality, and eth- like ChatGPT, Grammarly, and Meltwater. This ical concerns. The study is guided by the central approach facilitated an in-depth understanding question: What are the opportunities and chal- of how AI is used in educational settings and its lenges of integrating AI into public relations ed- practical outcomes (Marr, 2020). ucation? Results and Conclusions Literature Review Findings reveal that AI tools significantly en- AI is recognized for its ability to bridge the divide hance students’ abilities to tackle complex PR between theoretical concepts and practical ap- scenarios. For instance, Sarah M., a PR student, plications in PR education. Tools like ChatGPT, utilised ChatGPT to draft a crisis communi- Grammarly, and Meltwater enable students to cation plan for a product recall involving con- refine their writing, design effective campaigns, taminated lettuce packaging sold in Australian and analyse audience behaviours. Previous re- supermarkets. The iterative drafting process al- search underscores AI’s potential to foster inno- lowed her to refine her strategy, resulting in a vation and adaptability in education (Anderson robust plan addressing stakeholder communica- & Rainie, 2018; Sun, 2023). However, challenges tion and media relations. such as the need for governance frameworks, concerns about data privacy, and the risks of AI Similarly, Rory L. leveraged an AI-driven sim- perpetuating biases highlight the importance of ulation tool to create a marketing communica- responsible usage and critical evaluation (Flori- tion strategy for launching a new vodka brand in di & Cowls, 2019). Australia. By responding to real-time feedback, 3 A 90 bstrActs he developed adaptive strategies to meet evolv- accountability are crucial to maintaining aca- ing consumer expectations. demic integrity. Despite these successes, challenges emerged. On a societal level, the ethical implications of AI Over-reliance on AI can hinder critical thinking use in education are significant. Misrepresenting and originality. Maya H., another PR student, AI-generated content as original work under- drafted a media pitch using an AI tool for an mines the educational process and can compro- innovative mathematical learning product tar- mise professional standards. Rachel P., a student geting primary school students struggling with who analysed a corporate social responsibility numeracy. While her draft was coherent and initiative involving second-hand clothing dona- grammatically accurate, it lacked the cultural tions to homeless shelters, demonstrated ethical and contextual nuance necessary for its intended accountability by documenting the tool’s lim- audience, requiring substantial revisions. These itations and including a disclaimer in her anal- cases illustrate the dual nature of AI’s integra- ysis. This example underscores the importance tion—offering significant benefits but demand- of cultivating ethical awareness among students ing careful oversight. to prepare them for socially responsible profes- sional roles. Governance issues were also prominent. The absence of clear institutional policies increases Conclusions risks of academic dishonesty, as AI tools may AI holds immense potential to transform PR be misused for generating assignments with- education by enhancing students’ creativity, out proper attribution. Data privacy concerns productivity, and analytical skills. However, in- are another significant issue, as many AI tools tegrating AI requires caution, addressing gov- collect and store user data. Compliance with ernance, quality, and ethical concerns. By fos- privacy regulations like the Australian Privacy tering critical thinking and establishing robust Act 1988 and the General Data Protection Reg- governance frameworks, educators can ensure ulation (GDPR) is essential. Additionally, the that AI functions as a tool for innovation rather biases inherent in AI algorithms can perpetuate than a crutch. Future research should examine discriminatory practices, necessitating rigorous the long-term impact of AI on PR education evaluation of AI outputs by both educators and across diverse regions and contexts. students. Practical and Social Implications The integration of AI in university PR education offers substantial practical benefits. AI tools fa- cilitate realistic simulations, fostering creativity, adaptability, and problem-solving skills among students. For instance, AI-powered simulations enable students to experience dynamic PR chal- lenges, better preparing them for industry com- plexities. However, to ensure responsible usage, educators must establish governance frame- works and ethical guidelines. Training students in AI literacy and promoting transparency and 3 A 91 bstrActs References Anderson, J. Q., & Rainie, L. (2018). Artificial intelligence and the future of humans. Pew Re- search Center. Corporation for Digital Scholarship. (n.d.). Zo- tero (Version x.x) [Computer software]. Re- trieved January 25, 2025, from https://www. zotero.org/ Floridi, L., & Cowls, J. (2019). A unified frame- work of five principles for AI in society. Har- vard Data Science Review, 1(1). Marr, B. (2020). Artificial intelligence in practice. Chichester: Wiley. OpenAI. (2023). ChatGPT (Jan 2024 version) [Large language model]. Retrieved from https://chat.openai.com/ QuillBot. (n.d.). QuillBot AI Writing and Para- phrasing Tool. Retrieved January 25, 2025, from https://www.quillbot.com/ Sun, Z. (2023). AI applications in media writing. Media and Society, 58(2), 145–158. Keywords artificial intelligence, public relations education, ethics, governance, quality 3 A 92 bstrActs We are only Human: How Strategic Communicators can lead in the Age of Artificial Intelligence Hung, Olivia, McMaster University (Canada) Introduction Summary of Literature Review Artificial intelligence (AI) is poised to disrupt The literature review covered five main areas: our world through macroeconomic, social, and 1. The current AI landscape and definitions. legal changes. This study examined how and to 2. AI-human trust (Waxman, 2019). what extent strategic communicators can emerge 3. Public relations theory and strategic com- as leaders in the age of AI. It identified the issues munication. that intersect AI and communications, reviewed 4. Media in the post-truth world. AI risks to organizations and the strategic com- 5. The state of the strategic communicator’s municator’s role in mitigation, and examined skill, attitude, and adoption of AI, including whether the industry is ready to lead. the work of Gregory et al. (2023). Research Problem and Questions Methodology This capstone study investigated the strategic The research method included a literature re- communicator’s role within the AI landscape view, a content analysis of 75 articles featuring and identified how communicators can become technology leaders, and in-depth interviews strategic counsellors at the AI decision-making with eleven industry experts in Canada, the table. The research questions are below. United States, and the United Kingdom. A tri- angulation approach ensured greater construct RQ1: What are the emerging issues in AI, and validity through converging evidence. The study how and to what extent do they impact the com- was bounded by the period from October 31, munications field? 2022 to September 18, 2023. RQ2: How and to what extent can strategic com- Results and Conclusions municators contribute to AI leadership and help mitigate organizational risks? RQ1: Issues in AI and Intersection With Com- munications RQ3: How and to what extent are strategic com- municators prepared to upskill in AI and step Figure 1 identifies emerging issues in AI from into an organizational AI leadership role? the content analysis. The interview results are displayed in Figure 2. Figure 3 illustrates the Three Levels of AI-PR Issues model. The model visualizes specifical- 3 A 93 bstrActs Figure 1: Top AI Issues Identified Word Cloud Figure 2: AI Issues From In-Depth Interviews By Theme 3 A 94 bstrActs Figure 3: The Three Levels of AI-PR Issues ly how and where AI intersects with PR. The RQ3: Strategic Communicator’s AI Readiness macro level concerns broad societal issues. The To Lead meso level outlines AI issues at the organization level. The micro level is focused on the practi- The results found greater awareness of AI in the tioner and the profession. The findings show a industry but a lack of knowledge. The industry is high level of overlap between AI and the public not ready to lead, but a pathway to AI leadership relations industry, and the overlaps between the is identified in Figure 4. three levels. Limitations and Future Research RQ2: How Strategic Communicators Can Mit- igate Risks and Provide Leadership Limitations include biases in selecting interview participants and a small sample size. The tech- The interview results identified eight areas of nology leaders in the content analysis were all leadership where strategic communicators can white males. A single coder coded the content help manage the organizational risks posed by analysis, so inter-coding reliability was not es- AI, as seen in Table 1. tablished. Future study ideas include: The study’s results do not support the idea that 1. Interview CEOs to understand their chal- AI will soon replace strategic communicators. lenges and opportunities with AI and how Strategic communicators who leverage AI will they expect the CCO to help them navigate. be freed from tedious tasks, allowing them to 2. Study how trust is impacted as AI capabili- pursue more strategic work. The study found or- ties, levels of interactivity, and communica- ganizational leaders trust strategic communica- tion styles become more sophisticated. tors to provide a critical eye on the big picture. 3 A 95 bstrActs 3 A 96 bstrActs Figure 4: Pathway to AI Leadership for Strategic Communicators Practice Implications Micro leadership The recommendations below are framed within 1. Follow the best practices from industry as- sociations. the three levels of AI-PR issues. 2. Actively test new AI tools and upskill. Macro leadership 3. Find ways to use AI strategically and com- plement core capabilities. 1. Contribute to AI in PR Scholarship. 2. Drive the conversation about the pitfalls and opportunities of AI in society. References Meso leadership 3. Support efforts to regulate AI and develop Gregory, A., Valin, J., & Virmani, S. (2023). Hu- transparent, fair, inclusive, and ethical AI mans needed more than ever; New CIPR AI in that embraces human agency. PR report finds AI tools assisting with 40% of PR tasks . Chartered Institute of Public Relations. https://newsroom.cipr.co.uk/humans-need - 1. Show leadership by evaluating the level of ed-more-than-ever-new-cipr-ai-in-pr-report- risk, impact, and alignment on AI initiatives. finds-ai-tools-assisting-with-40-of-pr-tasks/ 2. Facilitate an open culture where honest con- Waxman, M. (2019). versations about AI can take place. My BFF is a Chatbot: Ex- 3. Advocate for training resources. amining the nature of artificial relationships, and the role they play in communications and 4. Consider AI with a DEI lens. trust . https://www.researchgate.net/profile/ Martin-Waxman/publication/339291991_Ex - amining_the_Nature_of_Artificial_Relation- ships_and_the_Role_They_Play_in_Com- munications_and_Trust_MCM_Capstone/ 3 A 97 bstrActs links/5e483b2692851c7f7f3dd96a/Examin- ing-the-Nature-of-Artificial-Relationships- and-the-Role-They-Play-in-Communications- and-Trust-MCM-Capstone.pdf Keywords AI, Strategic Communication, Leadership 3 A 98 bstrActs The Impact of Artificial Intelligence on PR: Enhancing Crisis Management, Audience Engagement and Skepticism Hürmeriç, Pelin, Yeditepe University (Turkey) Demirel, Ege Simge, Yeditepe University (Turkey) Introduction Literature Review Crises are unexpected events that threaten the Crisis communication requires careful planning existence of an organization. Organizations and precise execution. According to Coombs must communicate effectively with their sta- (2007), denial, diminish, and rebuild are three keholders, and crisis communication is criti- key strategies outlined in the SCCT that help or- cal in public relations (PR). It is a multifaceted ganizations mitigate the adverse outcomes of a process requiring well-crafted strategies to safe- crisis. Regardless of the strategy employed, stake- guard a company’s survival. Coombs’ (2007) Sit- holder engagement remains the cornerstone of uational Crisis Communication Theory (SCCT) effective crisis communication. Achieving this stands out as one of the most prominent classical requires a clear narrative structure in crisis mes- theories in crisis communication, helping orga- sages, a dialogue-oriented tone, and a trusted nizations mitigate negative impacts. With the communicator’s delivery of crisis information advancement of Artificial Intelligence (AI) tech- (Yang, Kang, & Johnson, 2010). Organizations nologies, AI tools have also emerged as valuable must adopt a strategic approach integrating di- assets in crisis communication, both during and verse communication theories and practices, after a crisis. These tools can assist in monitoring leveraging emerging technologies to adapt to the current situation, providing instructions, ad- the rapidly evolving digital landscape. AI tools justing information, or preparing communica- are increasingly utilized to measure, create, and tion materials to engage stakeholders effective- evaluate crisis communication efforts. While re- ly. However, the use of AI-automated tools can al-time, AI-supported communication channels sometimes foster skepticism among stakehold- can enhance audience engagement on a broader ers, potentially resulting in a negative impact on scale, they may also elicit skepticism due to the ine how organizations utilize AI technologies in ticism could weaken the audience’s connection with the organization. audience engagement. This study aims to exam- absence of direct human interaction. This skep- crisis communication and how individuals per- ceive organizational responses during crises. It also explores the differences between AI-driven Methodology and in-person responses, focusing on their ef- This study aims to identify AI-related strategies fects on skepticism and audience engagement. and tools organizations utilize in their crisis communication efforts. It also examines how individuals perceive organizational responses 3 A 99 bstrActs between reactions generated by AI and those Coombs, W. T. (2007). Protecting organization delivered in person. Additionally, the study ex- during crises and whether they can distinguish References plores the differences between AI and in-person and application of situational crisis communi- reputations during a crisis: The development responses regarding their impact on skepticism cation theory. Corporate reputation review, 10, and audience engagement. 163-176. This study will employ the in-depth interview Gunawan, M. R., Samopa, F., & Mukhlason, method, a qualitative research approach. Two A. (2024). Navigating Consumer Skepticism: different sampling strategies and two distinct Conceptual Model of Distrust Detection and sets of questions will be prepared. In the first Recognition Technology Adoption Among phase, in-depth interviews will be conducted Online Shop Owners in Indonesia. In 2024 with 10 individuals in corporate communica- IEEE International Symposium on Consumer tion roles selected from Turkey’s top 10 most Technology (ISCT) (pp. 611-617). IEEE. reputable companies as identified by the Tur- Schick, J., & Fischer, S. (2021). Dear computer on key Reputation Index (Türkiye İtibar Akademi- my desk, which candidate fits best? An assess- si, 2024). These interviews aim to explore how ment of candidates’ perception of assessment AI-supported technologies are utilized in crisis quality when using AI in personnel selection. communication processes, including their ap- Frontiers in Psychology, 12, 739711. frequency of AI use and how organizations eval-plication before, during, and after a crisis. The Türkiye İtibar Akademisi. (2024). BrandTrust uate consumer responses during crises will also Insight 2024. be addressed. Yang, S. U., Kang, M., & Johnson, P. (2010). Ef- fects of narratives, openness to dialogic com- In the second phase, 10 individuals who have munication, and credibility on engagement in directly experienced a crisis with an organiza- crisis communication through organizational tion and were exposed to its communications blogs. Communication Research, 37(4), 473-within the last six months will be selected as 497. participants. This phase, shaped by the findings engagement and skepticism regarding the orga-from the first phase, seeks to measure audience Keywords nization’s crisis communication efforts. For au- Public Relations, Artificial Intelligence, Skepti- dience engagement, interactivity and emotional cism, Engagement engagement will be measured. Regarding skep- ticism, the study will focus on intention, per- ceived usefulness, attribution of responsibility, openness, and transparency (Gunawan, Samo- pa, Mukhlason, 2024; Schick, Fischer, 2021). Organizations must respond to crises on time. By leveraging AI technologies, organizations can better navigate crises, protect their reputa- tions, and ultimately emerge stronger from ad- verse situations. 3 A 100 bstrActs The PR Roots of Modern Tourism – World War II Allied Soldiers in Rome Isaacson, Tom, Northern Michigan University (USA) Introduction Literature Review In the same month that Rome was liberated by Theofilou and Watson (2014) advocate for PR Allied soldiers in World War II – June 1944 – historians to explore how government PR has a guidebook was developed by the American been applied to shaping public opinion before, military titled during, and after historical events (including Soldier’s Guide to Rome (DeWald, 1944). This unique piece of tourism promotion, World War II) and the political, social, and eco- ments and Fine Arts Sub Commission, was the that approach by investigating the Allied gov- ernments’ efforts to influence soldiers’ behavior written by Major Ernest DeWald of the Monu- nomic impacts that follow. This research follows British, and New Zealand armed forces during in the understudied area of war tourism. first of five guides produced by the American, the Italian campaign. The guides were one part of a tourism infrastructure that was quickly de- Methodology veloped for wartime soldiers. Additional com- This historical case began with the initial dis- ponents – which are described in the final guide, covery of some of the soldiers’ guides available A Soldier’s Guide…ROME through online re-sale markets, and a visit to (1945) – included Red Cross and U.S. Army Rest Center tours, lo- a major U.S. university’s World War II archive. cations to meet Army-approved private guides, During the fall 2024, work was expanded sub- and shopping. different Rome-based academy libraries (Amer- ican, British, and German). The primary source and suggestions for opera, concert music, wine, stantially by on-site archival research at three War tourism in the Eternal City was promoted documents help reveal key aspects of the mili- tary organization that was created to promote using a broad range of promotional tactics that tourism to soldiers, and the strategy behind the included staged photography, story promotion development of tactical work. Some of these to the news media, and tourism recommenda- sources were labeled restricted – for example a tions in the military newspapers (e.g., Stars and Civil Affairs Handbook for Central Italy – and Stripes ). Little is known about this topic to date, were only to be viewed by those “in the service and it appears to be completely unexplored in of the United States and to persons of undoubt- the PR academy. This research seeks to explore ed loyalty and discretion who are cooperating the influences of World War II Allied soldier with Government work” (Army Service Forces tourism. Manual, 1943). Further, the contents of such handbooks could “not be communicated to the public or to the press except by authorized mil- 3 A 101 bstrActs Forces Manual, 1943). After an initial on-site World War II exposed many citizens of the reading, these materials were recorded and are itary public relations agencies” (Army Service Practical Implications under further review. erwise. Exposure seemed to impact future travel world to places they may have never seen oth- was used because many of the documents re- returning soldiers. The U.S. Army, for example, viewed are not digitally available and others are produced A Soldier’s Outline of Italian History rare enough to only be viewable under the su- for returning soldiers that attempted to provide The archival research to develop a historical case Allied Armies also attempted to influence their interests, something supported by data, but the pervision of the library’s archivist. information to make them “experts.” A soldier’s understanding of the history of Italy was “made Results/Conclusions real by having seen the places where notable Initial results of the research show a unique in- events happened,” and “would be one of the most fluence that existed in the United States where valuable souvenirs any soldier could take home the private sector reached out to the government with him from Italy.” Despite the well-docu- to encourage development of an infrastructure mented history of World War II, this relatively that focused on protecting art, monuments, unknown part of war tourism could improve was collaborative between the Americans and lations and how it contributed to the growth of th 20 and culture in the European War Theater. Work what is known about the history of public re- the British, and positive relationships were also century tourism. developed with resident Italian experts. A Civil Affairs Information Guide (1944), when asking Keywords officers to select “objects worthy of safeguard,” War Tourism, PR History, Internal Communica- encouraged the use of then-popular travel hand- tion books, included the German Baedeker guides, Touring Club Italiano, and Blue Guides. The Baedeker guides were labeled the most popu- lar, reliable and succinct guides, which also ef- fectively starred or double-starred monuments of the greatest importance. A further review is comparing the travel handbooks to the material included in the Allied soldier tourism guides. 3 A 102 bstrActs Employing artificial intelligence to streamline communication process Jeleč, Ivana, Faculty of Humanities and Social Sciences (Croatia) Šarić, Jelena, VERN’ University (Croatia) Ratkić, Hrvoje, VERN’ University (Croatia) Introduction and purpose of the study communication. Therefore, the balance between The rapid advancement of artificial intelligence AI automation and human expertise remains a critical area of research. (AI) has significantly transformed various indus- and visuals, and even optimizing strategic de- gration, and assess how AI-driven tools contrib- ute to the effectiveness of communication strat- cision-making (DiStaso & Bortree, 2020). This egies. The study aims to support communication paper explores the role of AI in optimizing com- professionals in leveraging AI technologies to munication process, emphasizing its potential enhance efficiency, creativity, and strategic im- to automate routine tasks and enhance engage- pact in their communication efforts. Ultimate- ment. practices by enhancing efficiency, personalizing pact of AI on processes within communication activities, identify quality practices for AI inte- communication, producing high-quality texts tools can reshape traditional communication tries, including public relations (PR). AI-driven The purpose of this study is to analyze the im- ly, the study aims to underscore the need for a AI technologies, such as natural language pro- balanced integration of AI in PR and market- ing – one that enhances efficiency and data in- cessing (NLP), machine learning (ML), and sights while upholding ethical standards and hu- predictive analytics facilitate sentiment analysis, man-centric communication principles. real-time crisis communication, and the devel- opment of data-driven campaigns (Wright & Hinson, 2017). It can be stated that the adoption Literature Review of AI in PR not only streamline process but also Given the ubiquity of AI in modern business, provides valuable insights for strategic commu- numerous authors have explored its benefits nication, helping organizations tailor their mes- across various industries, offering diverse per- saging to specific audiences more effectively. spectives on its application potential and ex- pected outcomes. Existing research on the appli- Despite the benefits, the integration of AI in PR cation of AI in PR and marketing (Tomić et al., and marketing activities raises concerns relat- 2022; Obradović et al., 2023; Jeong & Park, 2023; ed to ethical implications, authenticity, and the Herold et al., 2024) highlights its significant po- potential displacement of human profession- tential. Nonetheless, despite these contributions, als. While AI can process vast amounts of data no comprehensive research has been conduct- faster than humans, it lacks the creativity and ed in Croatia to thoroughly analyze the impact emotional intelligence necessary for nuanced of AI on the optimization of specific processes 3 A 103 bstrActs within the public relations and marketing sector. more effective stakeholder engagement. Howev- The extent to which AI can accelerate key oper- er, respondents may emphasize ethical concerns ational functions, such as crisis communication associated with AI, including potential biases management, content creation, and campaign in algorithmic decision-making and the risk of evaluation, both within agency settings and cor- misinformation dissemination and AI’s limita- porate communication departments, remains tion to fully replicate human creativity and emo- unexplored. tional intelligence. Methodology Practical and social implications Using the method of in-depth interview with The practical implications of AI in PR and mar- representative number* of communication ex- keting are anticipated to be evident in its abili- perts employed in PR and marketing agencies, ty to streamline workflows, reduce operational corporations and public organizations, this pa- costs, and improve the precision of communi- per aims to provide a comprehensive under- cation strategies. Organizations that integrate tion processes while addressing its limitations ations may benefit from increased efficiency and data-driven decision-making, leading to more standing of AI’s role in optimizing communica- AI-driven tools into their communication oper- AI tools, objectives, methods and frequency of By automating repetitive tasks, AI is expected to allow communication professionals to focus using AI in their communication activities), on high-value strategic activities, such as crisis this research should present insights into the Based on the output of participants (preferred effective audience targeting and engagement. and ethical challenges. practical applications of AI in PR and market- management and brand storytelling, ultimately enhancing the overall impact of public relations ing, fostering discussions on responsible AI use, efforts. and exploring the future trajectory of AI-driven From a societal perspective, AI’s role in PR and communication strategies. marketing is expected to have broader implica- *In-depth interviews will be conducted until data tions for public trust and ethical communication. saturation is reached. The ability to rapidly analyze and disseminate information could help combat misinformation Results and conclusion and improve transparency in corporate and gov- The findings from in-depth interviews are ex- ernmental communications. However, it may pected to highlight the transformative role of also raise concerns about data privacy, algorith- AI in optimizing communication processes. It mic biases, and the potential for AI-generated is anticipated that participants will report sig- content to manipulate public opinion. Address- ly in automating repetitive tasks such as media to ethical AI practices, regulatory frameworks, and ongoing professional development to ensure nificant improvements in efficiency, particular- ing these challenges will require a commitment dience sentiment analysis. AI-powered tools AI tools are used responsibly. monitoring, press release distribution, and au-are likely to enhance message personalization, allowing PR professionals to craft data-driven Keywords communication strategies tailored to specific artificial intelligence, integrated communication, demographics. Additionally, AI-driven analytics ai-driven tools, communication process optimiza- may provide deeper insights into campaign per- tion, strategic communication formance, enabling real-time adjustments and 3 A 104 bstrActs Artificial Intelligence in European Public Relations: Between Optimism and Underestimation Kaclová, Markéta, Charles University (Czech Republic) Hejlová, Denisa, Charles University (Czech Republic) Introduction and Purpose of the Study Monitor, 2024). On January 21, 2025, former U.S. President AI adoption presents communication leaders with a fundamental decision dilemma: while Donald Trump announced a $500 billion pri- automation increases efficiency, it risks dimin- vate-sector investment in artificial intelligence ishing advisory roles, shifting the profession’s infrastructure, led by OpenAI, SoftBank, and identity, and creating uncertainty about the Oracle under the Stargate initiative (Reuters, long-term strategic relevance of communication 2025). This significant investment underscores departments (European Communication Moni- the irreversibility of AI adoption in global in- tor, 2024). dustries, including public relations (PR) and strategic communication. The EU’s strict AI This study explores the rationale behind this op- regulations contrast sharply with the rapid AI timism, examining the perspectives of PR pro- adoption in the U.S. and China, where AI is fessionals and organizations in the Czech Re- widely integrated into communication tools and public. We have chosen a single-country study strategies. In China, state-controlled algorithms focusing on the Czech Republic due to its high and censorship on platforms like TikTok, Red- technology adoption rate and the specific role of Note, and Lemon8 create additional challenges the Czech language, which not only shapes local for EU communication professionals, who must culture but also poses challenges for AI imple- navigate both EU compliance and platform reg- mentation, as most generative AI tools are pri- ulations. marily optimized for English. Additionally, the Czech Republic serves as a representative case of Despite AI’s disruptive potential, research indi- a mid-sized European market where regulatory cates that European PR professionals do not per- frameworks, such as the EU AI Act, significantly ceive AI as a direct threat to their employment, influence AI adoption in public relations. Fur- challenging widespread fears of automation and thermore, the country’s strong digital infrastruc- obsolescence (Buhmann & White, 2022; Yue et ture and its developed communication industry al., 2024 (Cusnir & Nicola, 2024; Kelm & Johann, provide a compelling environment to study both 2024)). However, they also feel unprepared, with the opportunities and constraints of AI-driven many lacking sufficient education and guidance transformation within public relations. on AI systems, creating a skills gap that must be addressed to ensure responsible and strate- gic implementation (European Communication 3 A 105 bstrActs The research questions guiding this inquiry are: underestimate its long-term impact (European RQ1: What factors contribute to PR profession- Communication Monitor, 2024). als’ lack of concern regarding AI-induced job losses? This study contributes to the growing discourse RQ2: How do PR professionals conceptualize by providing empirical evidence from both PR AI’s role within strategic communication and practitioners and organizations, mapping their PR practice? attitudes and usage of AI while identifying areas of optimism, scepticism, and underestimation. Literature Review Existing research on AI in PR presents a complex Methodology duality of opportunity and challenge, change for This study synthesizes findings from two inde- certain (USC Annenberg, 2023; ICCO, 2024; pendent surveys conducted in Central Europe in PRovoke Media, 2023; (Zerfass et al., 2020)). 2024, both exploring the adoption of AI in the While AI enhances efficiency in content creation, public relations (industry: data analysis, and stakeholder engagement, con- A mixed-methods study combining a survey cerns persist regarding standardization, ethical (N=200) and semi-structured interviews (N=16) risks, and the loss of human creativity (Panda et with PR professionals from the Czech Republic, al., 2019; Moore & Hübscher, 2021; Ashworth, Slovakia, and Poland. This study examines at- 2023; ICCO, 2024; (Bruce & Bailey, 2023)). titudes toward AI, adoption levels, and ethical Scholars emphasize the importance of main- considerations related to its use in PR. taining human oversight and ethical governance A qualitative study based on semi-structured in- to prevent over-reliance on AI-generated con- terviews with 20 members of APRA, the Czech tent and misinformation risks (Kamruzzaman, PR Association, part of the mapping of the cre- 2022). ative industries within the Czech Republic. One part of the research focused on how leaders of AI may help with many labour-intensive task, PR agencies perceive AI’s impact on creative cerns about the potential reduction in junior and Together, these studies aim to capture both sta- technical roles. This shift is particularly trou- which - as Bourne (2019) observes - raises con- processes and employment trends. bling for young professionals under the age of While offering a national perspective, the find- tistical trends and nuanced qualitative insights. 35, who are already voicing apprehensions about ings also contribute to the broader European the long-term viability of the industry (Zerfass discourse on AI’s role in the PR industry. et al. 2020). The adoption of AI tools has surged over the Results and Conclusions past three years, with more than half of profes- Findings reveal that only 5% of PR professionals sionals reporting frequent or occasional use of have never used AI, while all surveyed agencies such tools (ICCO, 2024; CIPR, 2024). In Slo- report employing it—primarily for text-based vakia and the Czech Republic, adoption rates tasks. PR agencies perceive AI as an efficient tool are even higher, reaching 92% (Kantar, 2024). that simplifies work, particularly by automating However, the 2024 European Communication processes and managing data, allowing profes- Monitor highlights that AI adoption in PR re- sionals to focus on core skills. mains inconsistent, with some sectors readily embracing its benefits while others continue to 3 A 106 bstrActs While PR agencies acknowledge the opportu- tion of the process behind its output. nities AI offers to enhance efficiency, they also 5. General techno-optimism – European pro- express apprehension about its implications fessionals tend to embrace technological for the profession. The primary concern lies in innovation with optimism, sometimes un- maintaining competitiveness in the market, par- derestimating AI’s disruptive potential (Eu- ticularly if agencies fail to adopt AI effectively. ropean Communication Monitor, 2024). The research identifies five key factors influenc- ing European PR professionals’ confidence in Implications and Future Research AI: 1. Low national unemployment rates – AI-re- The underestimation of AI’s role and potential lated job losses are perceived as a minor con- could pose risks for the PR industry if profes- sionals fail to adapt in time or adapt too wildly. cern in an economy with strong job securi- For PR industry bodies and national associa- ty. PR professionals in the Central Eastern European region do not fear job displace- tions, these findings highlight the need to prior- itize AI literacy, training, and ethical education. ment and hold a largely positive outlook on Initiatives such as the Warsaw Principles (Fors- the anticipated changes, looking forward to gård, 2023) and industry code of ethics should having more time for strategic and creative be actively promoted to ensure responsible AI work. Agencies emphasize that AI enables integration (Buhmann & White, 2022). them to focus on high-value tasks, potential- ly improving service quality and maintaining competitiveness. AI is primarily seen to au- At the same time, the Czech case study suggests tomate repetitive tasks and streamline pro- that familiarity with AI tools leads to greater cesses, yet concerns persist about whether confidence rather than fear. This insight is valu- its impact on the PR profession will be more able for policymakers, educators, and industry beneficial or detrimental. leaders designing AI training programs tailored 2. Familiarity reduces fear – Frequent exposure to communication professionals (Panda et al., to AI tools has led to a decline in anxiety, as 2019). professionals recognize that AI-generated content requires substantial human inter- Moreover, geopolitical risks associated with AI vention (Yue et al., 2024). and communication are often overlooked or 3. Language barriers – Many generative AI under-researched, despite their growing signifi- tools struggle with Czech and other minori- cance. This is evident in the ongoing debates over ty languages, limiting their effectiveness out- the regulation of TikTok and other social media side English-speaking contexts. platforms, where concerns about data security, 4. Misconceptions about AI’s role – AI is of- algorithmic influence, and state-controlled con- ten seen as merely an advanced writing tool tent moderation intersect with national security rather than a strategic communication asset. and digital sovereignty issues. More cross-dis- Despite its growing adoption, professionals ciplinary research integrating communication remain cautious and often rework AI-gen- studies, political science, technology ethics, and erated content, viewing AI as an assistant or cybersecurity is essential to fully understand tool rather than an autonomous creator. This and mitigate these emerging challenges. perspective also explains their reluctance to disclose the extent of AI use to clients, liken- However, limitations remain. While the study ing it to a typewriter—a straightforward tool covers a substantial portion of the Czech PR that does not necessitate detailed explana- market, it relies on self-reported data and larg- 3 A 107 bstrActs er agencies and may not fully capture emerg- icco-ratifies-principles-for-ethical-use-of-ai- ing adoption trends among smaller companies, in-public-relations-at-2023-global-summit- should track longitudinal AI adoption trends, ICCO. (2024). ICCO World Report 2023-particularly focusing on whether the underesti-organizations and freelancers. Future research in-warsaw-3279139 expand. loads/2024/01/ICCO-report-2023-interactive. pdf mation of AI’s impact will shift as its capabilities 2024. ICCO. https://zfpr.pl/wp-content/up- References Kamruzzaman, M. M. (2022). Impact of social Ashworth, M. (2023). Fascinated and Fright- Mitigating the risks by developing artificial media on geopolitics and economic growth: ened: How are communications professionals intelligence and cognitive computing tools. viewing the AI opportunity ahead? WE Com- Computational Intelligence and Neuroscience, munications. https://www.we-worldwide. 2022 (1), 7988894. com/media/i5sjuvsa/fascinated-and-fright- ened-ai-in-comms_we-annenberg-2023.pdf Kantar. (2024). AI výzkum: Žijí čeští a slovenští Bourne, C. (2019). AI cheerleaders: Public rela- marketéři v AI bublině? KANTAR - Česká tions, neoliberalism and artificial intelligence. Republika. https://cz.kantar.com/2024/06/ai- vyzkum-ziji-cesti-a-slovensti-marketeri-v-ai- Bruce, S., & Bailey, T. (2023). Global Com- Kelm, K., & Johann, M. (2024). Artificial intel- mtech Report 2023 . GLOBAL COMMTECH ligence in corporate communications. Cor- REPORT 2023. https://www.purposefulre- Public Relations Inquiry, 8(2), 109–125. bubline/ lations.com/wp-content/uploads/2023/06/ porate Communications: An International port-2023.pdf content/doi/10.1108/CCIJ-04-2024-0051/full/ html Purposeful-Relations-Global-CommTech-Re- Journal. https://www.emerald.com/insight/ Buhmann, A., & White, C. L. (2022). Artificial cations. In munication and AI: Public relations with intel- The Emerald Handbook of Comput- Routledge. intelligence in public relations: Role and impli- Moore, S., & Hübscher, R. (2021). Strategic com- er-Mediated Communication and Social Media ligent user interfaces. (pp. 625-638). Emerald Publishing Limited. Panda, G., Upadhyay, A. K., & Khandelwal, K. CIPR. (2024). (2019). Artificial intelligence: A strategic dis- State of the profession 2024 . 77. https://cipr.co.uk/common/Uploaded%20 ruption in public relations. Journal of Creative files/Policy/State%20of%20Prof/CIPR_State_ Communications, 14(3), 196-213. of_the_Profession_2024.pdf PRovoke Media. (2023). AI in the Communi-Cusnir, C., & Nicola, A. (2024). Using genera- cations Industry 2023. Www.Provokemedia. tive Artificial Intelligence tools in Public Re- Com. https://www.provokemedia.com/docs/ lations: Ethical concerns and the impact on default-source/default-document-library/sp- munication & Society, 309–323. https://doi. The USC Annenberg 2024 Relevance Report. org/10.15581/003.37.4.309-323 (2023). USC Annenberg School for Commu-the profession in the Romanian context. pr-ai-report_final.pdf Com- Forsgård, C. (2023). Principles for Ethical Use nication and Journalism. https://annenberg. of AI in Public Relations. Iccopr.Com. https:// usc.edu/research/center-public-relations/rele- www.mynewsdesk.com/iccopr/pressreleases/ vance-report 3 A 108 bstrActs Yue, C. A., Men, L. R., Davis, D. Z., Mitson, R., Zhou, A., & Al Rawi, A. (2024). Public rela- tions meets artificial intelligence: Assessing utilization and outcomes. Journal of Public Re- lations Research, 36(6), 513-534. Zerfass, A., Buhmann, A., Laborde, A., Moreno, A., Romenti, S., & Tench, R. (2024). Europe- an Communication Monitor 2024. Managing tensions in corporate communications in the context of geopolitical crises, artificial intelli- gence, and managerial learning. Published by the European Public Relations Education and Research Association (EUPRERA), Bd. Du Ju- bilé 71 bte 3, 1080 Brussels, Belgium. Zerfass, A., Hagelstein, J., & Tench, R. (2020). Artificial intelligence in communication man- agement. Journal of Communication Manage- ment, 24(issue 4), 377–389. Keywords Artificial Intelligence, Public Relations, Strategic Communication, Industry Adoption 3 A 109 bstrActs The Power of Listening: Examining the Impact of Organizational Employee Listening Competency on Engagement, Well-Being, and Mental Readiness Kang, Minjeong, Indiana University (USA) Introduction and Study Purpose Literature Review Organizational listening orientation and com- Research in organizational communication and petency play a critical role in shaping employee human resource management highlights the er, their influence on these employee outcomes, fostering workplace engagement and psycholog- ical safety (Kang & Moon, 2024; Moon & Kang, engagement, well-being, and resilience. Howev- importance of employee voice and listening in mains underexplored. Employee listening has 2024), Satay (2024) found the detrimental effects particularly in times of crisis and change, re- rale, yet empirical evidence on the real impact of methods, and inadequate analysis of employee organizational employee listening competency input—on both organizations and employees. (OELC) is still limited. These findings underscore the importance of recently emerged as a key factor in boosting mo- change-related policies, ineffective solicitation of inauthentic listening—caused by restrictive developing strong listening competencies (Satay Mentally prepared employees can navigate crises 2024). with confidence and creativity, effectively man- aging psychological and emotional challenges Kang and Moon (2024) emphasize that employ- without becoming overwhelmed by uncertainty ee listening should be an integral part of an or- (Pearson & Claire, 1998). This study aims to ex- ganization’s communication culture, reinforced employee engagement (EE) and employee work- tual orientation that values employee voices as essential to organizational success is key to fos- amine the role of OELC as a key antecedent of by its structure, policies, and procedures. A mu- ation process, ultimately predicting employees’ tering an effective listening environment. Kang place well-being (EWW) through a serial medi- mental readiness—specifically, their adaptability el Employee Listening Competency (OELC) as and Moon (2024) propose Organizational-Lev- and resilience in response to crises and organi- a comprehensive framework for understanding zational changes. how effective listening practices could impact employee outcomes. The OELC comprises four core dimensions of employee listening as the or- 3 A 110 bstrActs ganizational level competency: mutuality orien- can foster a psychologically safe and resilient tation & legitimacy of employee voice; Explana- workforce. Practically, organizations can apply tion of voice procedure & outcomes; Safe voice these insights to refine internal communica- culture with accessibility to voice; and Fair pro- tion strategies, emphasizing structured listening cedures to voice. mechanisms such as employee feedback sys- tems, leadership communication training, and Building on this foundation, the present study active response initiatives. Enhancing OELC aims to empirically examine how OELC fos- can lead to increased employee trust, job satis- ters employee engagement, enhances workplace faction, and overall well-being, thereby improv- well-being, and ultimately strengthens em- ing organizational performance and retention ployees’ mental resilience in the face of stress, rates. Moreover, in times of uncertainty or crisis, change, and crises. companies with strong listening cultures may be better equipped to support employees, ensur- efits of employee engagement (Qin, 2024) and findings highlight the need for organizations to prioritize listening as a strategic function rather While existing studies have explored the ben- ing a more agile and adaptable workforce. These OELC. Furthermore, the mechanisms through than a passive communication process. well-being, few have explicitly linked them to which OELC influences adaptability and resil- ience remain unclear. This study builds on pre- References vious research by positioning OELC as a critical Kang, M., & Moon, B. (2024). Organizational driver of positive employee outcomes, address- employee listening competency for participa- ing a significant gap in the literature. tory employee communication: Employee per- spectives. Journal of Public Relations Research, Scope and Method 36(6), 441–468. https://doi.org/10.1080/10627 This study employed an online survey of 600 26X.2024.2390466 full-time employees in the United States to em- Moon, B., & Kang, M. (2024). Breaking Employ- pirically test the relationships between OELC, ee Silence Through Dialogic Employee Com- EE, EWW, and employee adaptability and resil- munication: Mediating Roles of Psychologi- ience. Through a serial mediation analysis, the cal Safety and Psychological Empowerment. study examined how OELC fosters engagement Management Communication Quarterly, 0(0). and well-being, which in turn influences em- https://doi.org/10.1177/08933189241268866 ployees’ mental readiness to navigate crises and Pearson, C. M., & Clair, J. A. (1998). Reframing organizational changes. crisis management. Academy of Management Review, 23(1), 59-76. https://doi.org/10.5465/ Conclusion amr.1998.192960 The findings from this study will have significant Sahay, S. (2023). Organizational listening during theoretical and practical implications. Theoret- organizational change: Perspectives of em- ically, this research contributes to the literature ployees and executives. International Journal by providing empirical evidence on the direct of Listening, 37(1), 12-25. and indirect effects of OELC on employee out- comes. By establishing OELC as a key driver of EE, EWW, and crisis adaptability, the study offers a new perspective on how organizations 3 A 111 bstrActs Qin, Y. S. (2024). How internal listening inspires remote employee engagement: examining the mediating effects of perceived organizational support and affective organizational commit- ment. Journal of Communication Management. Keywords employee listening, organizational listening com- petency; employee engagement; employee well-be- ing; employee resilience 3 A 112 bstrActs Ethics in the time of AI – A South African perspective Kloppers, Elbé, North-West University (South Africa) Fourie, Lynnette, North-West University (South Africa) Generative AI transformed public relations and mative ethical role at management level. They public communication in ways that one could are regarded as the ethical conscience or moral not have imagined. The literature cites a pleth- compass of the organisation and should advise ora of benefits of including AI in communica- management on ethical values and expectations tion practices, including increased efficiency (Bowen, 2024; Buhmann & Gregory, 2023). This and productivity, improved content creation, underscores the importance of ethical guidelines synthesising data from multiple sources and on AI for communication practitioners. improved understanding and deeper insight into stakeholders’ needs and perceptions, lead- To guide communication practitioners, numer- ing to more customised and impactful messages ous international bodies, such as the Chartered and communication strategies (Yue et al., 2024; Institute of Public Relations, the Canadia Public Shabangu, 2024). Relations Society, the International Communi- cations Consultancy Organisation, the Public Scholars and communication professionals have Relations Society of America, the International however raised ethical concerns about uncriti- Public Relations Association and the Institute cally adopting AI tools to perform and enhance for Public Relations, compiled guidelines and communication practices. On a theoretical lev- principles for the ethical use of AI. Although el, Yue et al. (2024) highlight that transparency, relevant and important, these guidelines do not authenticity, and trust have traditionally been specifically focus on the ethical use of AI in de- valued in the public relations industry. These veloping countries. values can potentially be undermined by the use of AI since content, messages and even com- There are many differences between developed municators can be automated or fabricated. On and developing countries, implying that guide- a practical level, ethical dilemmas such as pri- lines proposed in developed contexts cannot vacy concerns, exacerbating bias, inequalities be uncritically adopted in developing contexts. and discrimination, mis-and dis-information, Some factors to consider include differences in data safety, copyright transgressions, disclosure infrastructure, social diversity and economic of sources, accountability, and job security have disparities (Nugraha & Shinta, 2024). In recent been identified as risks (Yue et al., 2024; Bowen, literature, contextual knowledge and context 2024). sensitivity have been highlighted as key in terms of AI usage and AI ethics, emphasising the im- PR and Communication practitioners are, how- portance of having context-specific guidelines ever, not only responsible for communication for the ethical use of AI in developing countries. functions in an organisation but also have a nor- There is currently a gap in the literature re- 3 A 113 bstrActs garding the ethical concerns of South African Understanding the ethical concerns of South communication practitioners about using AI in African communication practitioners regard- communication functions, and their views on ing the use of AI in communication functions, their role in the overall ethical use of AI in the and their views on being custodians of ethics in organisations they are employed. To address this organisations, can contribute to a better under- gap, and to contribute to guidelines for South standing of these issues in the unique context African communication practitioners on the of developing countries. The ethical guidelines ethical use of AI, this study proposes the follow- proposed by South African communication ing questions: practitioners can assist in developing guidelines specifically for developing countries in the Afri- RQ1 – What ethical concerns do South African can context. communication practitioners have regarding AI in communication functions? Keywords RQ2 – How do South African communication AI, Communication practitioners, Ethics, South practitioners view their role in the AI ethics of Africa their organisations at large? RQ3 – What guidelines do South African com- munication practitioners propose for the ethical use of AI in the communication context? To gain an in-depth and contextual under- standing of South African communication practitioners’ views of the ethical implications and challenges of using AI for communication functions, we will use a qualitative research ap- proach. Fifteen semi-structured interviews will be conducted with South African communica- tion practitioners operating in different contexts, including the corporate sector, higher education institutions and communication consultancies. Purposive sampling will be used to identify communication practitioners working in differ- ent contexts, with diverse levels of experience in the field of communication, and various levels of integrating AI in their communication prac- tices. This should contribute to a holistic under- standing of South African communication prac- titioners’ views on the ethical concerns of using AI and to develop ethical guidelines for the use of AI in the South African communication con- text. 3 A 114 bstrActs Perceptions, concerns and best practices: Communication practitioners’ views on AI in the South African communication landscape Kloppers, Elbé, North-West University (South Africa) Bezuidenhout, Louise, North-West University (South Africa) Introduction and purpose of study ceived long-term efficacy thereof. These studies The rise of AI, and generative AI in particular, confirm the notion that AI technology may be embraced without sufficient understanding of changed the landscape of PR and communica- the appropriate use and the long-term impact tion management quickly and irreversibly. Com- thereof on reputational, relational and engage- munication practitioners worldwide have adopt- ment outcomes. ed and embraced different AI tools to perform or enhance a variety of communication-related tasks in recent years. The novelty of generative When taking context into consideration, there AI, combined with the rapid development of AI have been significant differences between de- tools, and the highly competitive world of PR veloped and developing countries in utilising and communication management, could lead and benefitting from new technology. In 2023, to individuals adopting such tools without suffi- the UN warned that the digital divide between cient understanding thereof, to keep up with the developed and developing countries is widen- times. ing, threatening to exclude developing countries from the next industrial revolution (UN, 2023). A study by Yue et al. (2024), including partici- Building on the concept of the widening digital pants from the US, UK and Canada found that divide, a report by the United Nations and the although there is a general consensus amongst International Labor Organization (UN, 2024) communication practitioners regarding the highlights an emerging “AI divide” where un- timesaving, efficiency -and productivity-boost- equal access to infrastructure, technology and ing potential of using AI, especially for menial education, combined with lower income, can and repetitive tasks, there is some uncertainty lead to developing countries falling even further regarding the appropriate and ethical use of such behind. tools, and the impact of depending on AI tools on communication outcomes. Cusnir and Neagu In a developing country such as South Africa, (2004) found similar results in Romania, where where communication practitioners are not only communication practitioners indicated high functioning in a volatile, uncertain, complex and adoption of AI and extremely high satisfaction ambiguous (VUCA) context, but having to cater with AI but were less confident about the per- to a population from diverse backgrounds, cul- 3 A 115 bstrActs tures, languages and religions, often on a small Practical and social implications budget, it is essential to be sure how to incorpo- Understanding the perceptions, usage, experi- rate AI effectively for the long-term success of ences, obstacles and concerns of South African the organisation. communication practitioners regarding the use AI is being perceived and used by South African unique situation of communication practitioners communication practitioners. The obstacles and in a developing country, within the African con- challenges they experience have also not been text. This study can contribute to best practices There is currently a gap in the literature on how al body of knowledge, but will also highlight the of AI will not only contribute to the internation- investigated to create a clear understanding of for South African communication practitioners AI in this particular context. To fill this gap, and using AI and should be helpful to communica- to contribute to best practices for the use of AI tion practitioners in other developing countries by South African communication practitioners, as well. this study proposes the following questions: Keywords RQ1 – How do South African communication practitioners perceive the use of AI tools? AI, Communication practitioners, Developing countries, South Africa, Perceptions RQ2 – What concerns do South African com- munication practitioners identify regarding the use of AI technology? RQ3 – What guidelines do South African com- munication practitioners propose for best prac- tice in terms of AI? Methodology Through this study, we want to gain an in-depth understanding of South African communica- tion practitioners’ perceptions, utilisation and experiences of AI in their daily communication practises, necessitating a qualitative research ap- proach. Fifteen semi-structured interviews will be conducted with South African communica- tion practitioners operating in different con- texts, including the corporate sector, universities and communication consultancies. We will use purposive sampling to identify communication practitioners working in different contexts, with varying levels of experience in the field of com- munication, and diverse levels of including AI in their communication practices to contribute to a holistic understanding of AI in the South African communication landscape. 3 A 116 bstrActs Dealing with the unethical use of artificial intelligence in teaching- learning in institutions of higher learning: a case study of the NWU Kloppers, Henk, North-West University (South Africa) van den Berg, Francois, North-West University (South Africa) Large language modules (LLMs) have not only online (Verhoef & Coetzee: 2023) or more re- taken the world by storm but have uprooted the cently, using character injections to intention- traditional way of almost every aspect of our ally deceive similarity software from detecting lives, and academia has not been spared. Insti- instances of plagiarism. Until recently, plagia- tutions of higher education face numerous chal- rism was probably the predominant form of ac- lenges in this regard, and keeping up with the ex- ademic dishonesty that universities had to deal ponential development of artificial intelligence with. The arrival of large language models such (AI) in teaching and learning practices is likely as ChatGPT or DeepSeek has provided students the most significant challenge to date. Lecturers with a new, very powerful aid to, if used uneth- are faced with the daunting task of keeping up ically, gain an unfair advantage, with students with AI development in their teaching and their submitting AI-generated answers and present- assessment practices. It is, however, not only ing it as original work. The unethical use of AI lecturers who embrace AI – students are doing is dishonest and threatens the authenticity of the the same. Unfortunately, students are not only assessment and the integrity of the qualification using AI as an instrument to assist in the teach- (Marais: 2022). ing-learning process but are also abusing these tools. This raises important issues about the Aware of the threats posed by academic dishon- ethical use of AI, academic integrity (the other esty by students and realizing that academic in- important AI), and the unethical use of AI and tegrity is a shared responsibility between lectur- academic dishonesty. ers and students, the North-West University, as an institution of higher learning in South Afri- Academic dishonesty is not new; students seem ca, established a voluntary community of prac- to find new ways to gain an unfair advantage in tice on academic integrity (COPAI) consisting assessments. In the past, students would have of lecturers dedicated to the cause of academic used unauthorized materials during an assess- integrity in 2020. COPAI aimed to standardize ment (notes on anything from a scrap of paper the largely fragmented approach to dealing with to the back of a ruler). Cheating became more instances of academic misconduct. Since its for- sophisticated, with students using essay mills, mation, the work done by COPIA has resulted where ‘custom made’ essays could be bought in a new Standard Operating Procedure (SOP) 3 A 117 bstrActs on Academic Integrity [NWU Teaching and learning integrity standing operating procedure 2023], which is informed by a new academic policy on teaching and learning that specifical- ly addresses issues related to academic integrity and academic misconduct. The implementation of the SOP is supported by a unique lecturer-de- veloped electronic system known as the Aca- demic Integrity Information Technology Sys- tem Application (AIITSA) (from August 2023 to October 2024, 6 549 cases were reported on the system. The SOP is based on an education- al (preventative and remedial) and disciplinary approach where, depending on the level of the transgression, students are required to complete an Academic Integrity Remedial Online Course de before moving on to disciplinary action. This contribution aims to introduce the approach followed by the NWU to the broader university community and gain insight into the approach- es of other universities in matters related to the broader concept of academic misconduct, but more specifically to how the unethical use of AI is being dealt with. This research evaluates the academic integrity policies (or their equivalent) of highly ranked universities from the glob- al North and South in order to benchmark the NWUs’ policies. The research will further evalu- ate existing guidelines from the selected univer- sities on the use of AI in the teaching-learning environment with specific reference to the eth- ical use of AI and attempt to provide uniform guidelines. Keywords artificial intelligence, academic integrity, academ- ic misconduct, management system, unethical use of AI 3 A 118 bstrActs The Influence of AI: The Third-Person Effect in the Censorship of Deepfakes Laskin, Alexander V., Quinnipiac University (USA) D’Agostino, Giulia, Università della Svizzera italiana (Switzerland) Introduction on their perceived superior understanding of The proliferation of Artificial Intelligence (AI) synthetic media compared to the general popu- lation. This perceived asymmetry in knowledge technologies has ushered in an era where syn- and vulnerability can be explained through the thetic media can manipulate audiovisual content lens of the third-person effect, a prominent the- with unprecedented realism as it can convinc- ory in communication studies (Davison, 1983). ingly swap faces, synthesize voices, and fabricate The third-person effect theory—the belief that entirely new scenarios. This presents a signifi- media messages affect others more than one- cant threat to the integrity of information, pub- self—guides the study in exploring whether lic trust, and even national security (Chesney & media professionals perceive themselves as less Citron, 2019). The potential for synthetic media vulnerable to and more knowledgeable about to be weaponized for deepfakes, disinforma- synthetic media than the general public, and if tion campaigns, and character assassination is this influences their views on media regulations alarming (Godulla et al, 2021). As individuals and the need for censorship. struggle to discern authentic media from syn- thetic media, the erosion of trust in traditional information sources becomes a serious concern Methodology (Edelman, 2023). Media professionals are at the Employing a mixed-methods approach, the forefront of navigating this evolving landscape. study combines a quantitative survey of media They are tasked with identifying, verifying, shar- professionals with qualitative interviews. The ing, and reporting on information while also survey measures exposure to synthetic media, being exposed to a constant barrage of manipu- perceived vulnerability and knowledge (self vs. lated content. Their perceptions of synthetic me- others), and support for censorship. Interviews dia, both in terms of their own vulnerability and explore the reasoning behind these attitudes, in- that of the general public, are crucial for under- cluding ethical considerations. The study antic- standing how content is filtered and potentially ipates that media professionals will exhibit the censored in the age of AI in a two-step flow of third-person effect regarding synthetic media, information. and this perception will correlate with support Literature Review reveal complex motivations, including concerns for censorship. Qualitative data are expected to As a result, this research proposal centers on a about misinformation and protecting the public. particularly significant aspect of this issue: the This research has implications for media ethics, potential for media professionals to advocate for, media literacy, AI regulation policy, and profes- or even engage in, censorship of content based sional practices of journalism, public relations, 3 A 119 bstrActs inform strategies for navigating the complex in- Chesney, R., & Citron, D. (2019). Deepfakes: formation environment of the AI era and main- and related field. Ultimately, the study aims to References taining public trust. and national security. A looming challenge for privacy, democracy, California Law Review, 107(6), 1753-1820. Conclusions and Implication Davison, W. P. (1983). The third-person effect This crisis of trust (Edelman, 2023) underscores in communication. Public Opinion Quarterly, the urgency of understanding how synthetic 47(1), 1–15. media can be perceived. From a practical stand- point, this research could inform the develop- Edelman. (2023). 2023 Edelman Trust Barome- ment of media literacy programs specifically ter. Edelman. targeting professionals, equipping them with Godulla, A., Hoffmann, C. P., & Seibert, D. the skills to identify deepfakes and understand (2021). Dealing with deepfakes – An interdis- their potential impact. Socially, the findings ciplinary examination of the state of research could highlight the potential for biased censor- and implications for communication studies. ship based on perceived knowledge gaps, raising SCM Studies in Communication and Media, important questions about who controls infor- 10(1), 72–96. mation and the balance between protecting the public and limiting free speech in the age of AI. Keywords Synthetic Media; Deepfakes; Censorship; AI 3 A 120 bstrActs The Future of Work for Public Relations and Advertising Professionals: Replaced by AI or Enhanced by AI? Laskin, Alexander V., Quinnipiac University (USA) Russell, Erin, Quinnipiac University (USA) Introduction and purpose of the study to generate content and even mimic individual This study investigates the impact of artificial personalities, while emphasizing the need to un- derstand the impact of these advancements on intelligence (AI) on the future of work in the future professionals and the gender dynamics of advertising and public relations industries, fo- the field. cusing on how AI’s integration may affect pro- fessionals overall, and particularly women, giv- en the field’s female-dominated workforce. The Methodology research explores perceptions of AI’s potential This study employs a qualitative approach, pri- effects on the profession, young professionals’ marily utilizing focus groups with young pro- preparedness to utilize AI tools, and any gen- fessionals in advertising, public relations, and der-based differences in these perspectives. The related fields. These focus groups explore re- central research questions address how young spondents’ expectations, concerns, and excite- professionals perceive AI’s impact on the indus- ment regarding AI’s role in their future careers. try and society, their attitudes towards AI inte- In-depth interviews supplement the focus group gration, their perceived preparedness to use AI, data, providing a comparative perspective be- and desired AI-related training, examining po- tween seasoned and future professionals. This tential gender differences in these areas. combined approach allows for the exploration of both cognitive and affective dimensions related Existing literature highlights the evolving nature addressed through IRB approval and adherence to data collection protocols. of AI, from traditional symbolic AI to contem- Literature review to AI’s influence. Ethical considerations will be porary machine learning approaches utilizing vast datasets. While AI tools have been used Results and conclusions in marketing and PR, this study focuses on the The study anticipates revealing young profes- more recent, advanced AI tools, like LLMs, and sionals’ perceptions of AI’s potential impacts on their potential to transform professional prac- the advertising and public relations industries, tices. The research acknowledges the increasing including its effects on knowledge gaps, income use of AI in these fields, including AI’s capacity disparities, and the gender gap. It also expects 3 A 121 bstrActs to uncover gender-based differences in attitudes towards AI integration and perceived prepared- ness to utilize these technologies. The findings will offer insights into the training and educa- tional needs of future professionals in the age of AI, potentially informing curriculum develop- ment and professional training programs. Lim- itations of the study may include sample size and the specific populations. Future research could explore broader industry perspectives and lon- gitudinal impacts of AI integration. Practical and social implications The study’s findings will have practical impli- cations for educational institutions, enabling them to better prepare students for an AI-driv- en professional landscape. Socially, the research will contribute to a deeper understanding of AI’s potential effects on gender dynamics within a fe- male-dominated profession, potentially inform- ing strategies to mitigate any negative impacts and promote equitable opportunities. Keywords artificial intelligence, advertising, public relations, gender, future of work 3 A 122 bstrActs Uniting a team of 5 million: An analysis of New Zealand’s ‘Unite Against COVID-19’ crisis communication campaign Lingwall, Andrew, Pennsylvania Western University Clarion (USA) Ashwell, Douglas, Massey University (New Zealand) Introduction, purpose of study, research bution, Explanation, Action (Seeger & Sellnow, question, and brief literature review 2013). ish Flu pandemic from 1918-1920 (Da Silva & best-practice principles to answer the following research question: Applying the IDEA model Pena, 2021). Notwithstanding the tragic loss of and best practice principles, how can we better life, both pandemics resulted in negative finan- one of the largest health crises since the Span- This research uses the IDEA model and The global COVID-19 pandemic represents cial and social effects (Sharma et al., 2021). The understand and evaluate the elements of NZ’s “Unite Against COVID-19” campaign? WHO’s declaration of COVID-19 as a global pandemic in early 2020 found many national governments ill-prepared. Methodology In contrast, the New Zealand’s government’s pol- Seventeen interviews with government officials, icy and communication response to COVID-19 policy advisors, public relations consultants, during 2020-2022 was swift, unified, and be- journalists, and members of ethnic communi- lieved to be highly effective in preventing the ties involved in the UAC campaign were con- spread of COVID-19 within the country’s bor- ducted and analysed to evaluate the campaign ders (Jeffries et al., 2020). in terms of the IDEA model and best-practice The purpose of this study was to examine principles of crisis and risk reduction communi- elements of New Zealand’s Unite Against cation. Thematic analysis identified nine themes COVID-19 (UAC) campaign contributing (campaign elements, changing science, leader-to citizen compliance in limiting spread of ship, marginal communities, media, messag- COVID-19 during 2020-2022. It draws upon the ing, opposition, public trust, and social media) IDEA model, developed to ensure crisis messag- impacting the campaign’s ability to gain citizen es empower individuals by instructing them on compliance with vaccination, mask use, social how to protect themselves and those they care distancing, and travel limitations. about from long or short-term hazards (Sellnow et al., 2017) IDEA is a mnemonic to remind cri- Rationale: Case study analysis allows for inves- sis communicators of the four components of tigation of decisions made, how resulting strat- empowering messages: Internalization, Distri- egies were implemented and with what results, 3 A 123 bstrActs with the ability to provide practical recommen- especially if a situation drags on as long as the dations (Veil et al., 2020). COVID-19 pandemic. Given the health inequities experienced by Practical and social implications their perspectives of the UAC campaign. The ful response to COVID-19 and in particular, the UAC, makes it an important case to analyse. combined results illustrate the strengths and This research aimed to understand how the NZ with representatives from these two groups for The New Zealand government’s highly success- Māori and Pasifika, interviews were conducted weaknesses of the campaign and give guidance government response and the UAC persuaded for future pandemic communication. most citizens to observe public health mandates and help contain the spread of COVID-19 and Results and conclusions its variants during 2020-2022, resulting in a low mortality rate. Three years is a long time for any Results indicated that campaign planners (a) crisis communication campaign to last and re- provided the public with messages helping them main, for the most part, highly successful. internalise the crisis and take relevant actions to limit the spread of COVID-19; (b) communicat- ed with empathy and compassion; (c) capitalized This research sought to understand the UAC’s upon strong leadership and an ‘all of govern- conceptualization and resultant messaging to ment’ approach; (d) utilized feedback effective- determine how it was successful for so long, ly; (e) accounted for cultural differences; (f) what worked well, and also to learn where the fostered effective community partnerships; (g) campaign fell short of its goals among certain accepted and communicated uncertainty hon- minority groups. The lessons learned from this estly; and (h) acknowledged and corrected mis- research will add to our understanding in terms takes. Interviewees identified several campaign of best practices for crisis communication and shortcomings in terms of communicating and can help future leaders lessen the impact of fu- forming partnerships with marginal communi- ture pandemics. ties including Māori and Pasifika peoples. Final- ly, while social media was a strong communica- Keywords tion channel for the campaign, it later became a Crisis communication, public health campaigns, threat to the campaign’s success. New Zealand, Unite Against COVID-19 Because this was a qualitative study, it faced limitations including researcher bias, limited generalizability, subjectivity, and difficulty in replication. In addition, the researchers were constrained by the time limits involved with conducting multiple interviews. Future research should examine need for cam- paign planners be more keenly aware of cultural factors and not fall into the trap of constructing what could be seen as a monocultural campaign. In addition, the negative impact of social media in times of crisis is an area for further research, 3 A 124 bstrActs AI-Generated Influencers in Strategic Communications: The AI Influencers Engagement Model (AIEM) Ljepava, Nikolina, American University in the Emirates (U.A.E.) Selakovic, Marko, S P Jain School of Global Management, Dubai (U.A.E.) Introduction and Purpose of the Study to examine the effectiveness of AI influencers With the rapid development of Internet-enabled and their possible future role in strategic com- munication. channels of communication, social media in- fluencers have become an important segment of digital experiences. Nowadays, social media Literature Review marketing and communication campaigns to have expertise in a specific area, who have cul- deliver messages to target audiences. However, influencers are new opinion leaders, used in Social media influencers are individuals who characters created to resemble a realistic person reach to communicate their messages to target (Robinson 2020). Prior to the expansion of Gen- audiences. At the same time, the use of virtual, erative AI tools, virtual influencers were creat- AI-generated influencers is expanding (Böhndel ed with the use of 3D modeling and animation et al., 2022). With virtual influencers becoming tools; however, the availability and ease of the more popular, a number of recent studies have use of Generative AI tools for image and video explored their authenticity and trustworthiness, production enabled quicker and less expensive impact on consumer decisions, and effectiveness creation of AI influencers. In a relatively short (Böhndel,et al, 2022; Thomas & Fowler, 2021). period, virtual and AI-generated influencers Stein et al., (2024) argued that social media users a new type of social media influencer emerged: Yuan, 2019). In the last ten years, an increasing computer-generated social media influencers. number of companies have been utilizing so- Virtual influencers are computer-generated cial media influencers’ credibility and audience in addition to human social media influencers, who are of marketing value to brands (Lou & tivated a sizable number of active followers, and gained vast popularity and attracted millions of followers, demonstrating significant potential to are creating parasocial interactions with virtual impact the online audiences. Virtual influencers influencers who satisfy their entertainment, in- show the capability to influence consumer be- teraction, and information needs. Other studies havior across social media platforms in a similar have explored the role of social presence theory way to human influencers, and their popularity in shaping audience engagement with AI influ- and impact is increasing, especially among the encers (Arsenyan & Mirowska,2021), along with younger population (Lin et al., 2024). Based on the uses and gratification theory to analyze how the previous studies, the present study introduc- AI influencers fulfill audience needs differently es the AI Influencer Engagement Model (AIEM) from human influencers. 3 A 125 bstrActs Methodology Practical and Social Implications A systematic literature review of peer-reviewed AI influencers can potentially transform online articles published between 2019 and 2025 was strategic communications, offering scalability conducted. The scientific databases Emerald, and efficiency in delivering messages across so- Proquest, and Scopus were used to search for cial media platforms. The practical implication studies related to AI and virtual influencers. of the proposed model in strategic communica- The exclusion and inclusion protocol has been tions is vast. Organizations can utilize AI influ- developed, and the relevant keywords identi- encers to deliver strategic messages and optimize fied. The whole process is then presented within consumer interactions. The future of AI influ- the PRISMA diagram. Based on the literature encers will likely involve increased interactivity, findings, the AI Influencer Engagement Model real-time communication, and, in the future, it (AIEM) has been proposed. is not unlikely to expect even their integration into full virtual reality experiences. However, Results and Conclusions ethical concerns related to algorithm bias, trans- from social presence theory (SPT) and user grat- content will require clearly defined guidelines ifications theory (UGT) to explain how charac- and intense human oversight. As AI influencers teristics of AI influencers (customization, per- continue to develop, organizations must estab- The proposed AIEM model integrates insights of spreading fake news and spreading harmful parency, and potential unethical use in terms sonalization, and level of authenticity) can meet lish clear ethical guidelines and transparency the various user needs (cognitive, entertainment, measures to maintain credibility and trust in re- and social) and as a result impact user’s behav- lationships with their online audiences. ioral outcomes in the social media environment. with three main components identified: AI In-The model’s graphical presentation is proposed, Keywords fluencer Characteristics (social presence di- AI influencers, virtual influencers, strategic com- mension), User Motivations (user gratification munication, social media theory dimension), and Strategic Communica- tion Outcomes. The proposed model offers the framework for understanding and optimizing the use of AI influencers in strategic communi- cation, focusing on both the psychological and functional aspects of audience interaction with AI and possible engagement of the audiences. 3 A 126 bstrActs Investigating the impact of AI on SMEs: communicative challenges and insights from an Italian study Lovari, Alessandro, University of Cagliari (Italy) Marinelli, Alberto, Sapienza University (Italy) Comunello, Francesca, Sapienza University (Italy) Brescia, Paolo, University of Cagliari (Italy) Introduction and purpose of the study Literature review The increasing relevance of Artificial Intelli- Nowadays, AI adoption in SMEs includes pro- gence (AI) systems has the potential to be a cess automation, predictive analytics for deci- game-changer in various societal contexts, par- sion-making and sentiment analysis. However, ticularly in the private sector and in the com- the integration of AI within SMEs presents not munication field. This aspect has been recently only transformative opportunities but also po- investigated by several scholars (Ertem-Eray & tential critical challenges (Schwaeke et al., 2024). Cheng, 2025; Gil de Zúñiga et al., 2023). Indeed, while these technologies may have an impact in the improvement of operational effi- AI tools are perceived from both researchers ciency, they also represent a radical innovation and professionals as a double-edged sword (Zer- that goes beyond technological advancements fass et al., 2024). On one hand, these tools can to include cultural and ethical considerations unlock new opportunities for analyzing market (Bowen, 2024). To mitigate concerns at a su- dynamics, managing public relations, produc- pranational level, the European Commission ing communicative content, and facing crises has launched the EU Competitiveness Compass (Cheng et al., 2024). On the other hand, AI in- (2025), a strategic document aimed at enhanc- troduces unprecedented ethical challenges and ing European industrial competitiveness by fos- risks, such as data privacy, trust and brand rep- tering productivity and innovation through AI. utation management, among others. The atten- Moreover, AI tools are gaining increasing in- tion on this topic needs a deeper understanding terest - as well as concerns (Lorenz et al., 2023) of the organizational implications of AI also in - in various organizational sectors such as PR, small and medium enterprises (SMEs). marketing, advertising and strategic communi- cation, with a public debate on its technological, In this context, this study aims to investigate IA economic and societal implications (Galloway & impact on organizational functions, including Swiatek, 2018). strategic communication, in the context of Ital- ian SMEs. According to professionals’ perceptions (Zerfass et al., 2020) AI solutions are changing PR activ- ities significantly, enhancing customer engage- 3 A 127 bstrActs ment and facilitating data analysis even if its ap- Results and conclusions plication remains limited to low-risks fields and The study reveals significant perceived barriers routine tasks. AI represents a valuable tool for to AI adoption, including inadequate organiza- managing communication channels, detecting tional infrastructure (32%), cultural (24%) and potential crises and developing contents. Thus, technological limitations (13%). Moreover, 12% AI has the potential to reshape communication of respondents expressed a lack of trust regard- managers’ roles, making them leaders in AI in- ing the AI systems within their organizations, tegration within their organizations (Kelm & Jo- particularly for medium enterprises (21%). Only hann, 2025). 12% of the companies have already implement- ed AI solutions in their operations. Despite this In this framework, it is interesting to focus on limited adoption, AI is increasingly recognized the AI impact on SMEs especially in Italy, where for its potential in production, marketing, re- they represent about 90% of the total number search, and customer service. ing the rise of AI-driven systems (Muto communication, marketing, and customer care et al. , as the areas where AI could have the greatest 2024) in a process of integration of these tools impact (25%), with differences between micro which involves communication activities (Gi- (ISTAT, 2023). These companies are experienc- Among other aspects, respondents identify of companies, employing 78% of the workforce uggioli & Pellegrini, 2023) and it’s amplified by ered strategic also for data management (27%). and medium enterprises. AI tools are consid- contemporary mediascapes (Valentini, 2024). Furthermore, media coverage is perceived as a negative factor on AI adoption (66%). with a dif- Within a broader research project financed services). There is a general consensus that AI will redefine professional roles, resulting in the by an Italian Ministry, this study is focused on Methodology ference for various industrial sectors (e.g. trade, AI challenges related to communication and PR workers who fail to update their skills risk ex- functions, within the context of micro, small periencing a reduction in employment opportu- and medium enterprises. The study, conduct- nities. managers’ and professionals’ perceptions about (81%). Indeed, 87% of respondents agree that decline of specific functions and professions ed through 200 CATI interviews administered to C-Level interviewees, was carried out in July Practical implications their geographical location. This research aims to address a gap in investigat- 2024. Interviewees were selected according to Questions were designed to assess managers’ ence the performance and productivity of Ital- ian SMEs, as well the implications for strategic ing how different aspects of AI adoption influ- awareness of AI adoption, as well as their per- communication management in the relationship ceptions about the role of AI on companies’ with stakeholders. sectors (including communication) and for the future of the job market. Data were further an- alyzed considering industrial sectors, number of employees, and geographical areas. 3 A 128 bstrActs References Bowen, S.A. (2024). “If it can be done, it will be done”: AI ethical standards and a dual role of public relations. Public Relations Review, 50(1), 1-13. Ertem-Eray, T., & Cheng, Y. (2025). A Review of Artificial Intelligence Research in Peer-Re- viewed Communication Journals. Applied Sci- ences, 15(3), 1058. Galloway, C., & Swiatek, L. (2018). Public rela- tions and artificial intelligence: It’s not (just) about robots. Public relations review, 44(5), 734-740. Julia Schwaeke, Anna Peters, Dominik K. Kan- bach, Sascha Kraus & Paul Jones (2024). The new normal: The status quo of AI adoption in SMEs, Journal of Small Business Management. DOI: https://doi.org/10.1080/00472778.2024. 2379999 Zerfass, A., Buhmann, A., Laborde, A., More- no, A., Romenti, S., & Tench, R. (2024). Eu- ropean Communication Monitor 2024. Man- aging tensions in corporate communications in the context of geopolitical crises, artificial intelligence, and managerial learning, Avail- able at https://www.communicationmonitor. eu/2024/11/23/ecm-european-communica- tion-monitor-2024/ Keywords artificial intelligence, strategic communication, SMEs 3 A 129 bstrActs All AI disclosures are not created equal: Examining the effect of disclosure labels on trust Merle, Patrick F., Florida State University (USA) Krueger, Mitch, Florida State University (USA) Croft, Alyssa, Florida State University (USA) In an interview with PRNews published on Jan- Existing scholarship has documented that stake- uary 17, Tim Marklein, founder and CEO of Big holders do not view the use of AI positively. Liu Valley Marketing, commented on the relation- et al (2022) explained for instance that people ship between transparency and trust in the con- who identified emails as being written by AI, text of AI (Schuman, 2025). He noted that, while they viewed that content as fake. Their findings historically, transparency has led to enhanced showed lower trust scores for messages per- trust, the dynamic does not seemingly follow the ceived to be written by AI. Stakeholders exposed same pattern at a time when AI usage has be- to content generated by artificial intelligence come ubiquitous. In fact, due to an overwhelm- evaluate the message credibility based on the na- ingly negative bias towards artificial intelligence, ture of disclosure rather than the actual source the public actually perceives AI-generated con- of the message (Liu et al., 2022). tent as less trustworthy (Altay & Gilardi, 2023; Liu et al. 2022, 2024; Ray et al., 2024). Further, in the context of a crisis with low levels of attribution of responsibilities and a positive Practitioners like Marklein have thus pondered pre-reputation, stakeholders were willing to ac- whether a disclosure label must be consensually cept automated messages presented as AI-gen- adopted by the industry and if labels must allude erated. to the type and extent of AI usage (Schuman, 2025). In the absence of empirical data on this In all studies thus far, the terminology employed issue, the purpose of this study is to examine to describe the disclosure was however not ex- whether different labels of AI disclosure yield amined. Studies generally manipulated the pres- varying levels of stakeholder trust if any at all? ence or absence of a disclosure rather than a dis- closure alluding to the extent of AI usage. To answer that question, the proposed work fea- tures a 2 x 3 fully crossed factorial design where This study in progress proposes to fill this gap both the type of material (a news story versus a through a 2 (type of document: news story ver- company blog post) and the authorship disclo- sus a company blog post) x 3 (AI disclosure la- sure labeling (disclosure labelled as AI-generat- bel: AI-generated, AI-assisted, AI-influenced) ed, AI-assisted, or AI-influenced) are manipu- between subject experiment. Participants, both lated. communication college students and a national panel of US adults, will be randomly exposed to 3 A 130 bstrActs one condition and asked to rate their perceived Liu, Y., Mittal, A., Yang, D., & Bruckman, A. levels of trust, credibility, and transparency us- (2022). Will AI console me when I lose my ing established measures from the organization- pet? Understanding perceptions of ai-me- al public relations and credibility scholarships. diated email writing. Proceedings of the 2022 CHI Conference on Human Factors in The swift adoption and increasing usage of AI Computing Systems (pp. 1–13. https://doi. tions. For the PR profession to adapt responsi- Response Be Accepted?. International Journal bly, it must continue to refine its understanding of Strategic Communication , 1-18. of the implications that AI has on public trust in Schuman, N. (2025, January 17). Navigat-the long term. Consequently, this work intends ing trust challenges with AI disclosure. Re-to draw conclusions relevant to the industry trieved from https://www.prnewsonline. and able to inform the profession on best ethical com/navigating-trust-challenges-in-ai-dis-ued research on its ethical implications, industry Ray, E. C., Merle, P. F., & Lane, K. (2024). Gener- standards, and importantly stakeholder percep- ating Credibility in Crisis: Will an AI-Scripted in public relations warrants the need for contin- org/10.1145/3491102.3517731. practices when comes to disclosing AI. closure/?utm_source=newsletter&utm_me- References dium=email&utm_campaign=digitalin- sights012125&utm_content=di01_AIdisclo- Altay, S., & Gilardi, F. (2023). Headlines labeled sure&oly_enc_id=3858I9957123C2B as ai-generated are distrusted, even when full AI automation. Keywords Open Science Framework true or human-made, because people assume . https://doi.org/10.31234/osf.io/83k9r trust, AI disclosure, experiment 3 A 131 bstrActs Public Relations Professionals‘ Acceptance of Generative AI in Content Creation Caroline Möller, Macromedia University of Applied Sciences Cologne (Germany) Jan Niklas Kocks, HTW Berlin (Germany) Spiller, Ralf, Macromedia University of Applied Sciences Cologne (Germany) Introduction and Purpose of the Study Literature Review Artificial intelligence, in particular generative Academic discourse has often approached the AI, can be regarded as a disruptive force in pub- potential impact and the adoption of new tech- lic relations. Academic and professional discus- nologies in PR with specific regards to digital sions highlight great potentials, yet at the same technologies (e.g. Brockhaus et al. 2023) and, time also warn of risks, among these increasing corresponding to the predominant usage-pat- amounts of standardization and a loss of creativ- tern of artificial intelligence, the employment of ity and originality. AI for supportive functions such as social listen- ing and analytics (e.g. Galloway & Swiatek 2018). Given that the AI genie is now out of the pro- The comparatively young field of generative AI verbial box, professionals are confronted with an and specifically its acceptance and adoption still increasing amount of generative tools. Utilizing remains under-researched. their potentials while mitigating their risks be- comes a focal part of PR practice. Yet what ex- Technology acceptance has been successfully actly drives professionals’ acceptance and adop- analyzed by employing the TAM-model, this has is an increasing body of research on the utiliza- ry factors (TAM2); research in other fields then suggests that trust can also play a pivotal role in tion of such tools and technologies? While there later been extended with additional explanato- the factors leading to these practices still remain such models (Belanche et al. 2012; Glikson & tion of generative AI in public communication, somewhat under-researched. We know how Woolley 2020; Venkatesh & Davis 2000). generative AI is used in PR, yet we do not really know why and under which conditions. Methodology Using a quantitative approach, data was collect- Our study seeks to fill this gap by exploring the ed from 102 PR professionals through an online factors influencing the acceptance and adoption survey. The standardized questionnaire builds of generative Ai tools for content creation among partially on previous TAM-based studies and PR professionals. It relies on the explanatory ap- focuses on key factors influencing technology proach of the Technology Acceptance Model 2 acceptance and usage, as identified in the TAM2 (TAM2), yet additionally integrates trust as a research model. These factors were operational- pivotal factor. ized in 26 standardized items. Additional vari- 3 A 132 bstrActs ables were included to gather background in- implications of generative AI on communication formation about the participants. In alignment practices and industry norms. Building a culture with the overarching subject, questions were of transparency and trust while leveraging peer included to ascertain whether they were using influence can further support the responsible this technology in their work and, if so, how fre- use of generative AI, ensuring that technological quently. advancement aligns with societal values. The sample was purposefully selected via Linke- dIn Sales Manager and further professional References: contacts, ensuring alignment with the research objectives. A total of 763 individuals were con- Belanche, D.; Casaló, L. V. & Flavián, C. (2012). tacted, resulting in 119 participants in the online Integrating trust and personal values into the survey, which corresponds to a response rate of Technology Acceptance Model: The case of 15.6%. Seventeen questionnaires were incom- e-government services adoption. In: Cuadernos plete and therefore excluded from the analysis, de Economía y Dirección de la Empresa, 15:4, leaving 102 valid datasets. pp. 192-204. DOI: 10.1016/j.cede.2012.04.004. Brockhaus, J., Buhmann, A. & Zerfass, A. Results and Conclusions (2023). Digitalization in corporate commu- Findings show that perceived usefulness signifi- nications: understanding the emergence and cantly influences the intention to adopt gener- consequences of CommTech and digital infra- ative AI tools. Job relevance and the quality of structure. In: Corporate Communications: An AI-generated content were identified as critical International Journal, 28: 2, pp. 274-292. DOI: determinants of perceived usefulness. Interest- 10.1108/CCIJ-03-2022-0035. ingly, neither perceived ease of use nor trust Galloway, C. & Swiatek, L. (2018). Public relations emerged as significant predictors of usage inten- and artificial intelligence: It’s not (just) about tion, contrary to some expectations. Social influ- robots. In: Public Relations Review , 44(5), pp. ence plays a role in shaping the intention to use 734–740. DOI: 10.1016/j.pubrev.2018.10.008. these tools, highlighting the impact of peer pres- Glikson, E. & Woolley, A. W. (2020). Human sure. These findings suggest that while efficiency gains are main drivers for adoption, the impact Trust in Artificial Intelligence: Review of Em- Academy of Management of social dynamics cannot be overlooked. pirical Research. In: Annals, 14 (2), pp. 627–660, DOI: 10.5465/an- Practical and Social Implications nals.2018.0057. The adoption of generative AI in PR is poised to Venkatesh, V. & Davis, D. F. (2000). A Theoret- increase, but its success depends on the align- ical Extension of the Technology Acceptance ment of technological capabilities with profes- Model: Four Longitudinal Field Studies. In: sional standards and ethical considerations. Fur- Management Science 46:2, pp. 186-204. DOI: ther research is needed to explore the long-term 10.1287/mnsc.46.2.186.11926. 3 A 133 bstrActs Right to Know as an Ethical Public Policy Approach to AI and Misinformation/Disinformation Disquietude Palenchar, Michael J., University of Tennessee (USA) Fitzpatrick, Kathy R., University of South Florida (USA) Warbington, Abbey, University of Tennessee (USA) Artificial intelligence (AI) has transformed an these reasons, the purpose of this paper is to de- velop an information dissemination policy and Introduction and Purpose in a variety of proposed ethical guidelines. For (including public relations), affecting not only that is critical to ensuring that AI is used in ways that serve stakeholder and public interests while innovative research but how individuals interact addressing concerns related to misinformation/ with one another (Voicu, et al., 2024). Within greatly influencing a myriad of academic fields ethical guidelines for the public relations field eclectic range of aspects in everyday life while social science research specifically, AI influenc- disinformation campaigns. es how individuals communicate through com- puter-mediated dialogue, as well as how com- Literature Review municative content is created (Hermann, 2022) The unethical use of AI by public relations prac- yet often misused through misinformation/ titioners encompasses a broad range of practices disinformation campaigns (Palenchar & Heath, that can damage organizational and client rela- 2025). tionships, and harm stakeholders and other risk ublic relations scholars and practitioners face a bearers related to an organization’s products and dilemma when researching and implementing services. Specific concerns include bias and dis- AI. According to Nagar (2022), AI does not cur- crimination, privacy, accountability, and trans- rently have a normative set of ethical principles parency. by which researchers and organizations must abide. When examining organizational policies The right-to-know approach to public policy— regarding the use of AI in communication, a con- also known as regulation through revelation sistent theme throughout remains the “common – is based on the ideas of self-governance and good” for which organizations may positively public participation in the decision-making pro- impact its community for the overall benefit of cess (Florini, 2007) and was made into a U. S. society. However, according to Nagar, the con- federal law in 1986 (EPRCA), which has served cept of “common good” proves subjective based as a model for numerous (80+) other countries on an organization’s categorization and overall since. Simply, right to know is based on ensur- purpose (e.g., nonprofit, for profit), resulting ing people can access information, that it helps 3 A 134 bstrActs format towards those ends, and that there are di- Overall, while the fundamental concepts of right alogue infrastructures for people to participate reduce risk levels in their lives and is in a useable Results and Conclusions engage in community decision-making process- falls short in the implementation of its basic phi- es. In this paper, right to know principles and losophy and tenets related to AI and misinfor- policies provide the theoretical backdrop for an- mation/disinformation campaigns. that addresses power discrepancies for people to guidelines and ethical codes of conduct, the field to know mirror many current public relations alyzing the ethical use of AI in public relations. tive AI is being used in public relations and the The work begins with a review of how genera- Practical and Social Implications ethical challenges associated with such uses. The The aim of this paper is to propose an informa- paper then presents right to know as a policy tion dissemination policy and ethical guide- and ethical foundation for analyzing ethical is- lines for the public relations field that is critical sues and identifies core public relations commu- to ensuring that AI is used in ways that serve nication principles that can be used to evaluate stakeholder and public interests while address- ethical AI practices related to misinformation/ ing concerns related to misinformation/disin- disinformation. RQs include: (1) How can right formation campaigns. The paper is significant to know policies and practices help to combat in helping to define best practices for the ethical misinformation and disinformation in the use of use of AI in public relations based on right to AI in public relations? (2) What right to know know policies and principles that are an estab- policies and principles should be incorporated lished part of the democratic, collaborative deci- in professional ethical guidelines on the ethical sion-making heritage. use of AI in public relations? Keywords Methodology Public relations, AI, right to know, ethics, disin- The study will utilize a three-pronged research formation/misinformation approach. The authors first review the extensive literature on the theoretical history and the de- velopment of the right to know and its relation- ship to the ethical practice of public relations. They then identify core principles that contribute to the challenge of having communication and information infrastructures that are sufficiently robust and collaborative to achieve the level of deliberative democracy needed to achieve max- imal individual, expert, and community efficacy that can help make society more fully function- ing while being existentially and directly threat- ened by misinformation and disinformation (Palenchar & Heath, 2025). Last, they conduct a policy analysis that applies these principles in reviewing ethical guidelines and policies to AI and misinformation/disinformation. 3 A 135 bstrActs Compassion fatigue in humanitarian and charity PR: AI to the rescue? Pappas, Konstantinos, University of the Arts (UK) Introduction and purpose of the study Methodology The integration of artificial intelligence (AI) into This study employs qualitative research meth- public relations (PR) practices has transformed odology and conducts in-depth semi-structured the charity sector by enhancing communication interviews, in order to gain valuable insight strategies and automating routine tasks. How- into the implications of AI use within the UK ever, fighting compassion fatigue, or the pub- charity and humanitarian PR and its impact lic’s desensitization to humanitarian appeals as on combatting against compassion fatigue. The a result of repeatedly being exposed to upsetting sample of interviewees includes 28 in-house PR messages, is one of the main issues charity pub- professionals across a range of charitable orga- 2021). The research question focuses on how AI AI tools are incorporated into their daily work, which specific functions are automated, and how lic relations practitioners deal with (Kyriakidou, nizations. The research seeks to understand how light the compassion fatigue. Thematic analysis is used to do’s and the don’t’s in humanitarian and identify key trends, opportunities, and challeng- charity PR when combatting against compas- es that emerge from the data. sion fatigue. compassion fatigue and the purpose is to high- PR professionals perceive AI’s role in mitigating is being used in the UK charity sector to address Literature review Results and conclusions eted role of PR professionals in the charity sec- analytics to refine messaging strategies. AI en- tor, including media relations, content creation, hances efficiency by reducing the time spent on stakeholder management, fundraising commu- Existing literature emphasizes on the multifac- ly used for media monitoring and predictive Initial findings suggest that AI is predominant- nications, and crisis response (Cronin & Ed- on strategy. Additionally, AI-generated insights routine tasks, allowing PR professionals to focus wards, 2022). On the one hand, scholars argue have the potential to inspire professionals to that AI-driven tools, including sentiment anal- craft emotionally resonant but varied narra- ysis and predictive analytics have the potential tives that maintain public engagement without to counteract compassion fatigue by diversify- causing fatigue. However, participants also ex- ing messaging and optimizing public targeting press concerns about AI fostering professional (Chouliaraki &Vestergaard, 2021). On the other complacency, reducing creativity, and generat- hand, concerns have also been raised regarding ing emotionally shallow content that may fail to the over-reliance on AI, which may lead to ethi- connect with publics on a deeper level, especial- cal dilemmas and a loss of human touch in rela- ly with donors, a crucial group of stakeholders in tionship-building (Zararsız, 2024). humanitarian and charity PR. 3 A 136 bstrActs Practical and social implications References The study concludes that while AI offers advan- Chouliaraki, L., & Vestergaard, A. (2021). Intro- tages in enhancing productivity and countering duction: Humanitarian communication in the compassion fatigue, it must be implemented 21st century. Routledge handbook of humani- emotional depth crucial to charity communica- Cronin, A. M., & Edwards, L. (2022). Resituat- tions. The practical implications of these findings strategically to maintain the authenticity and tarian communication, 1-22. ensuring human oversight and ethical consider- nication. European Journal of Cultural Stud-ations in messaging. From a social perspective, ies , 25 (1), 148-165. the increasing reliance on AI in charity PR raises Kyriakidou, M. (2021). The audience of humani-suggest that charities should integrate AI while Charity sector public relations and commu- ing the political in cultural intermediary work: questions about transparency, authenticity and the risk of depersonalizing engagement with do- tarian communication. In Routledge handbook nors and beneficiaries. This research contributes of humanitarian communication (pp. 88-103). to the ongoing discourse on AI in PR by provid- Routledge. ing empirical insights into its role in combating Zararsız, Ö. F. (2024). Artificial Intelligence in compassion fatigue in the charity sector. The Public Relations: Potential Benefits and Draw- findings are relevant for PR practitioners, schol- backs. Yeni Medya (16), 354-368. ars, and policymakers interested in the evolving relationship between AI, strategic communica- tion, and public engagement within nonprofit Keywords organizations. compassion fatigue; humanitarian and charity PR; AI; UK charity sector. 3 A 137 bstrActs Generative AI in Political Public Relations: A Video Ethnographic Study of Content Production Rasquinha, Mark, Auckland University of Technology (New Zealand) Theunissen, Petra, Auckland University of Technology (New Zealand) Introduction and Purpose of the Study Literature Review Like all public relations practitioners, Political Literature on the use of generative AI in political Public Relations (PPR) practitioners are im- public relations is growing (Nutsugah & Sena- pacted by the increasing adoption of generative nu, 2024). Generative AI is increasingly used by AI (GenAI) in content production. While PPR politicians to craft personalized campaigns, ma- 2011), the growing reliance on AI can potential- narratives on social media, suggesting that PPR work is being made easier. Yet, little knowledge is known to be a strategic function (Hallahan, nipulate public perception, and amplify political the speed and volume of generating content, un- public relations task is shaping the role of public relations in democracy, and the profession expe- der-developed skills in writing prompts and lim- rience of practitioners. Generative AI simplifies itation of generative AI can lead to misleading tent creators. While generative AI can increase exists concerning how this ease in performing ly reduce PPR practitioners to (functional) con- content, which in turn, shape political discourse. agement, and data analysis (Cusnir & Neagu, tasks like content creation, social media man- Furthermore, the increased adoption of GenAI 2024; Nutsugah & Senanu, 2024), but broader adds to questions about the evolving nature of implications are underexplored. Automating PR professional expertise, the potential monoto- tasks raises questions about professional exper- ny of PPR work, and the ethical implications of tise, ethics, and AI’s impact on transparency and AI-driven PPR messaging. accountability in democratic processes (Cusnir While public relations scholars have highlight- & Neagu, 2024; Kok-Yew & Swiatek, 2024). The ed the potential benefits of AI (e.g., Nutsugah lack of studies on AI’s influence on practitioners’ & Senanu, 2024), PPR scholarship is only be- roles and strategic decision-making highlights a ginning to explore how generative AI is trans- gap in understanding the profession’s transfor- forming the actual work of PPR professionals. mation (Nutsugah & Senanu, 2024). Assuming that the production of content has been influenced by generative AI, this paper ad- Methodology dresses the question: “How has GenAI changed This study employs a qualitative and interpretiv- the production of political content by PPR prac- ist approach to professional PPR practice in In- titioners?” dia. The study’s uniqueness lies in its use of vid- eo ethnography, a rarely employed methodology in Indian PPR research (Rasquinha, 2024). Here, 3 A 138 bstrActs data was collected using video ethnography (66 tent production. However, this efficiency comes hours recorded over 8 days) across two offices of with challenges. The lack of ethical guidelines a political party and through 12 interviews with and training has led to concerns about account- workers from three political parties. The video ability, and the quality of AI-generated content. ethnographic data captures verbal and non-ver- Many practitioners admit to not disclosing AI bal (multimodal) cues in live interactions be- use in content production, raising ethical ques- tween practitioners and is presented as strips. tions about trust and authenticity. Additionally, Each strip of data provides empirical evidence GenAI’s produced content is increasingly pro- of content production activities. The Critical duced by untrained individuals, such as political Incident Technique (CIT), employed to choose party workers, to generate campaign materials. observations classified as routine, allows moder- This has increased the risk of misinformation atum generalizations (Williams, 2000). Critical and reduced professional oversight. Further- discourse studies and conversation analysis were more, the over-reliance on AI has led to a decline supported claims observed during video eth- monotony and decreasing motivation to do PPR work. These findings highlight the urgent need applied to analyze the data, while the interviews in strategic thinking and creativity, increasing one without GenAI) is compared to examine measures to address the long-term implications of GenAI on PPR practice and democratic dis- how technological advancements influence the course. creative and strategic dimensions of PPR. social media posts (one created with GenAI and for ethical frameworks, training, and regulatory nography. For this paper, the production of two monotony in their job function, but reduces fession in the Romanian context. Communi- strategic thinking, further relegating PPR to a cation & Society, 309-323. solely technical function within a political par- Hallahan, K. (2011). Political public relations ty. Generative AI has significantly eased the and strategic framing. In J. Strömbäck & S. content production process, enabling political Kiousis (Eds.), Political public relations: Prin- parties to rely on party workers rather than PPR ciples and applications (pp. 186–222). Rout- practitioners to produce campaign materials on ledge. https://doi.org/10.4324/9780203864173 The analysis demonstrates changes in the prac- Cusnir, C., & Nicola, A. (2024). Using generative Artificial Intelligence tools in Public Relations: tice of PPR. The use of GenAI not only creates Ethical concerns and the impact on the pro- Results and Conclusions References their phones without professional oversight and training. This allows for the growing production Nutsugah, N., & Senanu, B. (2024). On the Tech of misleading content, especially during election Trek and Industrial Revolutions: Unravelling cycles, reducing accountability in political com- the Impact of Generative AI on Public Rela- munication. This shift raises concerns about the tions Praxis in Africa. Journal of Public Rela- erosion of strategic thinking in political public tions Research, 36(4), 341-359. relations and the potential impact on democrat- Rasquinha, M. (2024). An Ethnographic Com- ic discourse. munication Analysis of Indian Political Public Relations Practitioners (Doctoral dissertation, Practical and Social Implications Auckland University of Technology). Generative AI (GenAI) is transforming public relations (PR) enabling faster, more efficient con- 3 A 139 bstrActs Williams M. Interpretivism and Generalisa- tion. Sociology. 2000;34(2):209-224. https:// doi:10.1177/S0038038500000146 Keywords Generative AI, Political Public Relations, Trust, Video Ethnography 3 A 140 bstrActs Competence Meets Compassion: Understanding the Boundary Conditions of Employee Reactions to CSR Song, Baobao, Virginia Commonwealth University (USA) Yue, Cen April, Boston University (USA) Tao, Weiting, University of Miami (USA) Ji, Yi Grace, Boston University (USA) Introduction and Purpose of the Study produces/services, and corporate social respon- A growing body of research demonstrates that sibility (CSR) associations, that is, beliefs and feelings about whether a company is perceived employees reciprocate their companies’ so- as a responsible entity in society. cially responsible practices with stronger rela- mechanisms through which companies’ CSR ac- itive CSR associations enhance employee-orga- nization relationships (EORs) through mech- tivities influence employees’ relationships with anisms such as positive affect and stronger their organizations, by identifying the boundary creativity, and more. This study explores the Numerous studies suggest that employees’ pos- tional bonds, increased productivity, enhanced conditions that shape these effects. Specifically, identification, ultimately leading to employee support, commitment, and organizational cit- using the corporate association framework, we izenship behaviors (OCBs). However, most re- explore whether employees’ perceptions of CSR search overlooks the potential moderating role consistently improve employee-organization re- of corporate ability (CA) associations on the re- lationships (EORs) and other positive behavior- lationship between CSR associations and EORs. al outcomes—or if these effects depend on their Drawing on the corporate association spillover perceptions of the company’s competence or effect and cue consistency theory, we argue that corporate ability. employees’ CA associations influence the extent Literature Review to which CSR associations shape EOR percep- tions and, in turn, drive employee advocacy and Corporate associations are memory-based be- OCBs. According to cue consistency theory (An- liefs and feelings that an individual has for a derson, 1981), individuals rely on multiple ex- given organization (Dacin & Brown, 2002). A ternal cues to form their thoughts, feelings, and common classification of corporate associations actions, with consistent cues exerting a stronger differentiates between corporate ability (CA) as- combined influence. Conversely, when cues are sociations, referring to beliefs and feelings about inconsistent, negative information can under- a company’s ability to maintain its core business mine the impact of conflicting positive cues. 3 A 141 bstrActs Based on this, we propose a moderated media- ship-building within the CSR literature, contrib- tion model. Specifically, EORs mediate the rela- ute to the scholarship on corporate associations, tionship between CSR associations and employ- and extend the applicability of cue consistency ee advocacy and OCBs. This mediation is further theory in a public relations research context. moderated by CA associations: when employees hold strong CA associations, CSR associations However, due to the nature of cross-sectional have a significantly positive impact on EOR per- survey research, the relationships identified in ceptions. However, when employees hold weak this study might not be causal. Future research CA associations, CSR associations have little to should consider employing cross-lagged lon- no effect on EOR perceptions. gitudinal or experimental designs to establish Methodology ferent types of corporate associations interact to influence employee perceptions and behaviors causal relationships and further explore how dif- A U.S.-based panel of 398 full-time employees over time. was recruited through the online survey plat- form Prolific to participate in a cross-sectional Practical and Social Implications month interval between them. CA and CSR as- positive relationships with employees through CSR initiatives must prioritize fostering employ- sociations were measured at Time 1, while EOR ees’ perceptions of the company’s core business perceptions, employee advocacy, and OCBs the same panel at two time points, with a one- Companies seeking to strengthen and sustain time-lagged survey. Data were collected from were measured at Time 2. This approach mini- competence. Without a strong reputation for operational excellence, employees may under- mizes common method bias and enhances the value CSR efforts and be less likely to respond validity of the data. with favorable relational perceptions or positive Results and Conclusions es, economic responsibility forms the founda- behaviors. As Carroll’s CSR pyramid emphasiz- SPSS Process Model 8 was applied to the main tion of CSR. In other words, CSR initiatives are data analysis. The results supported the mod- most impactful when employees perceive the erated mediation model. CA associations were organization as both socially responsible and found to moderate the effect of CSR associations highly competent in fulfilling its primary busi- on EOR perceptions. Specifically, when CA asso- ness mission. ciations are weak, the effect of CSR associations on EOR perceptions is not significant. However, when CA associations are strong, the effect of CSR associations is significantly positive. Fur- thermore, the moderated mediation model was supported for both dependent variables: em- ployee advocacy and OCBs. This study reveals that CA associations serve as a boundary condition for employees’ percep- tual and behavioral responses to CSR associa- tions. Theoretically, the findings provide more finely grained insights into employee relation- 3 A 142 bstrActs References Anderson N. H. (1981). Foundations of infor- mation integration theory. New York, NY: Ac- ademic Press. Dacin, P. A., & Brown, T. J. (2002). Corporate identity and corporate associations: A frame- work for future research. Corporate Reputation Review, 5, 254-263. Keywords Corporate social responsibility associations, cor- porate ability associations, employee-organiza- tion relationships, employee advocacy, organiza- tional citizenship behaviors 3 A 143 bstrActs On the public policy aspects of generative AI: Guidance from recent history and the risks from revisionist states Thompson, Gareth, University of the Arts London (UK) Introduction and purpose of the study “propaganda came of age in the twentieth centu- This paper offers historically-informed sugges- ry”, enabled by “technological advances in mass communication”, which have continued at pace tions on the likely direction of future public with social media services and AI becoming im- policy for generative artificial intelligence (AI) portant channels for public relations content. technology at a time when the international or- Organski’s (1958) power transition theorization der is in flux. In terms of scope, two future-fo- suggests that “revisionist” states that are discon- cused research questions are addressed, based tent with the international system of alliances on a comparative historical review of public pol- and their status within it will seek change while icy relating to the internet and social media: the contrasting behaviour of “status quo” nations is to support the existing global order and sys- RQ1: What is the likely direction of travel for tem of alliances (IMF, NATO, UN etc.). Beyond public policy, regulation and levels of support communications technology, there have been for generative AI by nation states? recent transformations in the behaviour of Chi- na, Russia, United States and the extent of their RQ2: How is generative AI likely to be used by support for the rules-based international order nation states in their own PR, promotion and which will influence the way AI is used in public propaganda? policy. Literature review Methodology The central axis of this paper is what the late Mi- The investigation uses comparative historical chael Kunczik (2003, p.399) called the “transna- analysis to compare the public policy approach- tional public relations of foreign governments”, es to internet and social media technologies that or the “public relations of the nation state”, an were adopted by the revisionist states of United area in which he described any differences be- States, China and Russia, with status quo states tween propaganda and public relations as a “se- such as UK and European Union nations. mantic game”. According to David Welch (2016, p.3), this type of state level propaganda had two purposes: “maintain morale at home and influ- ence opinion abroad”. Welch also claimed that 3 A 144 bstrActs Results and conclusions be reflected in how nations choose to use AI for The comparative historical analysis of the inter- state level public relations and propaganda and this makes agreement on a transnational set of net and social media development and public rules for AI unlikely. policy identified differences between the dom- inant/great powers that are summarized below. References Under President Trump, the US seems set to lations by Foreign Governments. In K. Sri- ramesh & D. Vercic (Eds.), Practical and social implications Kunczik, M. (2009). Transnational Public Re- adopt some “revisionist” policy choices which The Global Public will make agreement on a set of universally Relations Handbook. Theory research and prac- agreed rules for regulating AI difficult to achieve. tice (pp. 769–794). New York, NY: Routledge. Even before Trump, the USA – along with Chi- Organski, A.F.K (1958). World Politics. New na and Russia - was not participating in a 2024 York Alfred Knopf. UN initiative working to define an agreed global Welch, D. (2016). Persuading the People. Lon-regulatory framework for AI. A more separatist don: British Library Publishing. approach to AI regulation informed by geopo- litical interests, propagandist/power projection and commercial priorities is likely to prevail in Keywords the major powers. The strategic priorities un- Artificial intelligence, AI, public relations, propa- derpinning nationalist political stances will also ganda. Country Public Policy Priority Policy Example for Internet United Commercial growth and international 1996 Telecommunications Act (under administration of Pres- ident Clinton and Vice President Gore) invests in high speed expansion by US technology corpora- network infrastructure. Under Section 230 of Communica- tions (e.g. Cisco, AOL, Netscape, Sun, States tions Decency Act (part V of 1996 Telecommunications Act) Oracle). ISPs are granted immunity from civil liability and prosecu- tion for carrying/publishing user generated content. China tion and political thinking on democ- al surveillance. racy. Google pulled out of China after censorship dispute in 2010. Use of internet technology to monitor Exclusion of Western ideas, informa- Project, which combines censorship of content with individu- 2000 Ministry of Public Security launches Golden Shield Yahoo pulled out of China in 2021 censor-avoiding technology such as 2013 Chinese Communist Party (CCP) Document No.9 citizens behaviour (including use of VPNs). warns of “7 perils” that can undermine the party, including universal values, civil society and free press. European Oppose monopolistic/anti-competitive Updated with 2016 General Data Protection Regulation (in- practices. cludes Article 17 rights to be forgotten in searches) Union Protect rights of the individual citizen. 1995 Data Protection Directive (In 2024, Apple was fined €1.8bn for 2024 Digital Services Act was introduced to strengthen users’ antitrust offences and Meta fined rights and address issues of disinformation. €800m) 3 A 145 bstrActs Adaptive internal communication: Building resilient organizations and fostering satisfaction with life Tkalac Verčič, Ana, University of Zagreb (Croatia) Verčič, Dejan, University of Ljubljana (Slovenia) Introduction and Purpose In the context of hybrid and digital workplaces, Methodology internal communication is increasingly recog- for organizational performance but also for indi- (1) qualitative focus groups and interviews to explore mechanisms influencing ICS, (2) con- nized as a strategic function essential not only The study follows a mixed-methods design: vidual well-being. This study introduces Adap- framework that explores how internal commu- munication variables, and (3) a longitudinal survey to validate the AICT model across time. tive Internal Communication Theory (AICT), a trolled experiments to test causal effects of com- ship between communication practices and out- Structural equation modelling (SEM) will be nication satisfaction (ICS) mediates the relation- comes such as engagement, employee wellbeing, used to map pathways among constructs. communication cynicism, life satisfaction and communication effectiveness. Results and Conclusions Preliminary findings suggest that trustful leader- AICT integrates leadership communication (De- formal exchanges, and positive attitudes toward digital tools are critical to ICS and employee en- cuypere et al., 2022), employee voice (Maynes Literature Review ship, supportive voice climates, spontaneous in- (Denner et al., 2024), and attitudes toward dig- ed to demonstrate that adaptive communication systems reduce disengagement and cynicism & Podsakoff, 2014), informal communication gagement. The validated AICT model is expect- et al., 2025) as key antecedents of ICS (Tkalac while promoting well-being and satisfaction. ital communication technologies (Tkalac Verčič Verčič et al., 2021). These constructs are ex- Limitations include variation across organiza- tional contexts and levels of digital maturity. amined in relation to their effects on commu- nication effectiveness (Deepa & Baral, 2021), engagement and disengagement (Moreira et al., Practical and Social Implications 2021), communication cynicism (Wilkerson et The study will provide evidence-based recom- al., 2008), employee well-being (Diener & Chan, mendations for designing resilient, inclusive 2011), and life satisfaction (Diener et al., 1985). communication systems that support employee satisfaction and societal trust in organizations. 3 A 146 bstrActs Keywords internal communication satisfaction, adaptive communication, engagement, digital transforma- tion, life satisfaction 3 A 147 bstrActs AI’s impact on reputations and relationships - ramifications for the public relations function Verinder, Ben, Chalkstream (UK) The integration of artificial intelligence (AI) into ship course’, created by the author in 2023 for the CIPR in order to address the need for a strategic Introduction and Purpose of the Study Development of the ‘AI for Reputation Leader- cantly impact the skills and capabilities required approach to AI adoption by organisations. public relations practice (PR) looks set to signifi- This paper takes a step further and considers include insight related to practitioner awareness, use and attitudes to artificial intelligence. This what the use of AI beyond the public relations study has been managed by the author since 2018. team across the organisation means for public velopment, team formation and working lives. The CIPR’s State of the Profession series, which of professionals and, as a result, reshape our de- relations as a management function. Data ethics and PR guides developed by the au- The study question is: “What are the potential thor for the CIPR in 2019. as artificial intelligence is increasingly adopted The broader work of the CIPR’s ‘AI in PR’ panel ramifications for the public relations function and utilised across various departments within to which the author has contributed, including ‘Humans Still Needed’ and ‘Ethics Guide to Ar- an organisation?” tificial Intelligence in PR’. Literature review Results and conclusions referenced in the background materials of the The potential ramifications for the public re- Over 100 research papers and online articles are ‘AI and Reputation Leadership’ course which in- lations function, as artificial intelligence is in- creasingly adopted across various departments forms this paper. within an organisation, are considerable. Methodology AI use by organisations can have a profoundly The paper combines reflections and observa- positive impact on productivity, innovation and tions as a practicing professional with primary communication capacity. and secondary research, including: Consultancy and training work with a wide range But it also introduces a plethora of challenges, of clients, supporting the responsible adoption including those relating to authenticity, intel- of artificial intelligence by organisations and/or lectual property, data and algorithmic bias, in- public relations functions. dustrial relations, privacy, misinformation and 3 A 148 bstrActs energy use. These challenges pose risks to the age the opportunities and risks presented by AI relationships between an organisation and its is pertinent to its responsibilities to the public publics. good, specifically its role in helping inform and engage citizens in relation to the social impacts As the function responsible for reputation and regulation of AI. and relationship management, engaged in ‘the planned and sustained effort to establish and References between an organisation and its publics’, these maintain goodwill and mutual understanding Verinder, B et al. (August 2024). State of the quences for the role of PR. Relations (CIPR). https://cipr.co.uk/common/ Uploaded%20files/Policy/State%20of%20 benefits and challenges have significant conse- Profession 2024, Chartered Institute of Public However, recent primary research suggests that Prof/CIPR_State_of_the_Profession_2024.pdf the PR function is struggling to contend with the Valin, J. (2018). Humans still needed. CIPR. ht-consequences of AI among its own practitioners, tps://cipr.co.uk/CIPR/Our_work/Policy/AI_ irrespective of the wider organisation. in_PR_/AI_in_PR_guides.aspx Gregory, A. and Valin, J. (2020). Ethics guide to Limitations of the study artificial intelligence in PR. CIPR. https://cipr. The development and adoption of artificial in- co.uk/CIPR/Our_work/Policy/AI_in_PR_/ telligence continues at considerable pace. Ram- AI_in_PR_guides.aspx ifications change as the technology changes. Botsman, R. (2017). Who can you trust? How technology brought us together – and why it Research specific to the views of communication could drive us apart. Penguin. ganisational adoption of artificial intelligence is Science, Innovation and Technolo- and public relations leaders in relation to the or- in its infancy. gy Committee. (2023). The governance of artificial intelligence. UK Parliament. Practical and social implications cm5803/cmselect/cmsctech/1769/report.html https://publications.parliament.uk/pa/ If the PR function does not support an organisa- for reputations and relationships, it will fail in its tion to manage the consequences of AI adoption Keywords role as a management function and other func- Artificial Intelligence, Public Relations, Reputa- tions will step in. tion Leadership If organisations are not supported by public rela- tions professionals in the adoption of AI, oppor- tunities to maximise the benefits and minimise the risks and challenges will be missed, with negative consequences for those reputations and relationships. More broadly, the role of the public relations function in supporting organisations to man- 3 A 149 bstrActs Organizational climate for appreciation: Scale development and validation Wahl, Ingrid, University of Vienna (Austria) Huber, Jeannine, University of Vienna (Austria) Einwiller, Sabine, University of Vienna (Austria) Introduction Existing measures of appreciation, such as the Employees are valued in the workplace for var- widely used scale by Jacobshagen et al. (2008) emphasize individual perceptions rather than ious reasons, including individual traits and the broader organizational climate. Thus, an in- work-related behaviors (Wahl et al., 2025). strument measuring appreciation on an organi- However, the extent to which appreciation is zational level is lacking. communicated varies across organizations. This mate of appreciation. As an instrument measur- Appreciation benefits both the employees and variability can be seen as an organizational cli- ing the organizational climate for appreciation the organizations they work for. First, apprecia- is still lacking, this study aims at developing a tion increases job satisfaction, second, it increas- one-dimensional scale consisting of six to ten es engagement, and third it decreases turnover items. The scale’s dimensionality, validity, and intention (for a summary see Wahl et al., 2025). reliability will be analyzed. Methodology Following established scale development proce- Literature Review dures (Boateng et al., 2018; Carpenter, 2018), we Employee appreciation is defined “as employees’ conducted an extensive item generation process: perception of being valued by others through (1) scrutinize the employee appreciation and cli- positive signals regarding their individual char- mate literature for adequate items, (2) conduct acteristics and/or their work-related behav- interviews with employees on their experiences iors and competencies. Under-appreciation with appreciation, (3) incorporate feedback of means the lack of perceived appreciation, while five experts on either scale development or em- over-appreciation refers to perceiving too much ployee appreciation. appreciation” (Wahl et al., 2025, p. 13). Thus, we define an appreciative climate as a working en- The item pool generated in this way will be pi- vironment in which employees are signaled that loted with a sample of 100 German-speaking their individual characteristics and/or work-re- employees. After this, we will establish the di- lated behaviors and competencies are valued. mensionality of the scale with a sample of 500 Such climates provide balanced and credible German-speaking employees. A second sample appreciation, avoiding both lack and excess. of 500 German-speaking employees is used to 3 A 150 bstrActs validity and reliability of the scales. The data col- Boateng, G. O., Neilands, T. B., Frongillo, E. A., lection will be completed in March 2025. replicate the dimensionality and to check the References Melgar-Quiñonez, H. R., & Young, S. L. (2018). will include established scales on job satisfac- search: A primer. Frontiers in Public Health, 6. tion, engagement, and turnover intention. Items https://www.frontiersin.org/articles/10.3389/ on appreciation from colleagues and superiors fpubh.2018.00149 For demonstrating criterion validity, the surveys scales for health, social, and behavioral re- Best practices for developing and validating will be included, for analyzing construct valid- ity. The study has been deemed ethically sound, Carpenter, S. (2018). Ten steps in scale develop- and the scale development procedure will be ment and reporting: A guide for researchers. pre-registered at the Open Science Framework. Communication Methods and Measures, 12(1), 25–44. https://doi.org/10.1080/19312458.2017 As suggested by Boateng et al. (2018), explor- Jacobshagen, N., Oehler, N., Stettler, E., Liechti, S., & Semmer, N. (2008, November). Appreci- atory and confirmatory factor analyses will be ation at work: Measurement and associations Results and conclusions .1396583 conducted to establish the scale’s dimensionality, demonstrate the scale’s consistency, and correla- an Academy of Occupational Health Psychol- ogy, Valencia, Spain. http://doi.apa.org/get-pe- reliability analyses (e.g., Cronbach’s Alpha) will with well-being. 8th Conference of the Europe- and criterion validity. The aim is to develop a doi.cfm?doi=10.1037/e573012012-222 tion analyses will establish the scale’s construct one-dimensional scale with six to 10 items that Wahl, I., Stranzl, J., Ruppel, C., & Einwiller, S. measures the organizational climate for appreci- (2025). Employee appreciation: A systematic ation in a valid and reliable way. review and research recommendations. Pa- per presented at the 75th Annual International Implications and future research Communication Association Conference, Den- The developed scale will provide communica- ver, Colorado. tion experts with a tool to gauge the appreciative climate prevailing in their organizations. This Keywords information can be used to plan communication employee appreciation, organizational climate, strategies increasing the climate for appreciation scale development, validation study. in the organization. This would benefit both the employees and the organization. Employee appreciation researchers can utilize this scale in their research, when they want to measure appreciation on the organizational level rather than on the individual level of employees. A revalidation of the scale in cultures other than German-speaking ones appears valuable for fu- ture research. 3 A 151 bstrActs AI Risks: Are European Communication Professionals Ready? A Study on Individual and Organisational READINESS Wang, Yijing, Erasmus University Rotterdam (The Netherlands) Ravazzani, Silvia, Università IULM (Italy) Anton, Anca, University of Bucharest (Romania) Introduction and purpose of the study to understand how to prepare for the opportu- Artificial intelligence (AI) technologies are in- nities and risks associated with AI at both an individual and organizational level and how to creasingly being used by both individuals and develop effective strategies to reap the benefits organizations (Oh & Ki, 2024). However, there is of AI while mitigating the risks in the workplace. still a lack of in-depth understanding of wheth- While researchers in other fields have attempted er this disruptive innovation represents more of to answer this call, little research has been con- an opportunity (the “good guy”) or a threat (the ducted in the field of strategic communication “bad guy”) for communication, marketing and and public relations (Bowen, 2024; Oh & Ki, consulting professionals particularly (Zerfass et 2024; Yue et al., 2024). al., 2020). This study aims to explore how these professionals perceive AI-related risks in the workplace and what is considered important for Methodology READINESS in the context of AI adoption at the This study employed an online survey with individual and organizational level. open-ended questions to gather input from communication, marketing and consulting pro- AI’s impact on communication professionals Romania and the Netherlands. A total of 84 re- sponses were collected and analyzed through a Literature review fessionals in three European countries — Italy, showcases its dual role as facilitator and disrup- thematic analysis, with an intercoder reliability tor in the workplace: on the one hand, AI tech- test also conducted. nologies can positively contribute to improving creative communication processes, personal- izing interactions with stakeholders and opti- Results and conclusions mizing operational efficiency (Chintalapati & Seven core themes emerged from the analysis, Pandey, 2022); on the other hand, they also pose including 1) the forms of risk anticipated in re- potential risks such as misinformation and bias lation to the adoption of generative AI in the (Bowen, 2024). Therefore, it is critical for pro- workplace; the conceptualization of 2) individu- fessionals involved in communication processes al and 3) organizational READINESS in the face 3 A 152 bstrActs portant for the development of 4) individual and Bowen, S. A. (2024). “If it can be done, it will 5) organizational READINESS; and the aspects of AI-related risks; the factors considered im- References of the 6) physical and 7) digital work environ- role for public relations. be done:” AI Ethical Standards and a dual ment that contribute to building organizational Public Relations Re- READINESS. Participants identified several po- view, 50(5), 102513. https://doi.org/10.1016/j. pubrev.2024.102513 tential risks associated with the use of generative AI technologies in the workplace, encompassing Chintalapati, S., & Pandey, S. K. (2022). Arti- data security, over-reliance on automation, and ficial intelligence in marketing: A systemat- ethical challenges, reflecting diverse concerns ic literature review. International Journal of shaped and informed by their professional con- Market Research, 64(1), 38-68. https://doi. texts. Participants also elaborated on their own org/10.1177/14707853211018428 conceptualization of individual READINESS Oh, J., & Ki, E. J. (2024). Can we build a rela- and organizational READINESS, as well as on tionship through artificial intelligence (AI)? the factors considered important for promot- Understanding the impact of AI on organiza- ing personal and organizational resilience and tion-public relationships. Public Relations Re-dealing effectively with AI-related risks. Find- view, 50(4), 102469. https://doi.org/10.1016/j. ings from the thematic analysis revealed both pubrev.2024.102469 and immaterial aspects (e.g. technological and Zhou, A., & Al Rawi, A. (2024). Public Rela- tions Meets Artificial Intelligence: Assessing communication tools) that help to build cultural Utilization and Outcomes. Journal of Public ability to overcome AI-related risks and achieve tive and creative spaces) as well as technological Yue, C. A., Men, L. R., Davis, D. Z., Mitson, R., structural and material aspects (e.g. collabora- collective efficacy. Relations Research, 1-22. https://doi.org/10.10 80/1062726X.2024.2400622 Practical and social implications Zerfass, A., Hagelstein, J., & Tench, R. (2020). derstand how to prepare for the opportunities and knowledge, impact, challenges and risks. and risks associated with AI at both an individ- Journal of Communication Management , 24(4), ual and organizational level and how to devel- 377-389. This study offers relevant insights to better un- agement: a cross-national study on adoption Artificial intelligence in communication man- op effective strategies to reap the benefits of AI 2019-0137 https://doi.org/10.1108/JCOM-10-while mitigating the risks in the workplace. The- oretical and practical implications can be drawn from this. For example, the results of this study Keywords underline the need for clear, ethically oriented artificial intelligence; AI-related risks; READI- corporate strategies that protect data and man- NESS; communication professionals age AI-related security risks while maintaining critical thinking and creativity in increasing- ly automated environments. READINESS ap- pears to depend on a balanced integration of AI, where the human element — creativity, collabo- ration and strategic oversight — remains critical and needs to be nurtured at an individual level through training, peer support and leadership. 3 A 153 bstrActs Exploring the Impact of Using Generative Artificial Intelligence on Productivity and Quality in Corporate Communications Wong, Janice, Centre for Professional Communication, Singapore Institute of Technology (Singapore) Introduction and purpose The research questions are: ative artificial intelligence (Gen AI) believe that How does Gen AI impact the productivity and Organizations that are early adopters of gener- it will improve the productivity and work quali- work quality of corporate communications practitioners? ty of their employees (World Economic Forum, how far this belief applies to corporate commu- What is the future role of Gen AI in the produc- 2024). This study seeks to empirically assess nication practitioners based on their experienc- tivity and work quality of these practitioners? es with using Gen AI. It also seeks to uncover the practical considerations for corporations when Methodology adopting Gen AI in communications on a global A theory-building approach is taken due to lim- scale. ited research on the use of Gen AI in improving productivity and quality in corporate communi- Literature review cation. It is based on semi-structured interviews Gen AI could boost work quality and produc- of 24 practitioners from 12 countries globally tivity by freeing up time from low-value tasks, who have access to OpenAI platforms. allowing focus on higher-value activities (World The interviews started with open-ended ques- Economic Forum, 2024). Gen AI tools based on tions asked with flexibility. Questions include: Large Language Models are increasingly being What do you use Gen AI for as a professional? used in the communications sector (Al Naq- How do you think it impacts your productivity or bi, Bahroun, & Ahmed, 2024). Hence it raises work quality? How do you see the role of AI evolv- the question of how corporate communication ing in corporate communications? practitioners should think about Gen AI to take Content analysis of the transcripts allows the advantage of the productivity or quality gain. conclusion to emerge through recognising pat- terns of relationships between Gen AI, produc- tivity and quality. 3 A 154 bstrActs Findings by AI which can handle large data sets and audi- Productivity impact is clear ence analytics. –Almost all inter-viewees agreed that there are productivity gains in using Gen AI in terms of faster speed of gen- Practical implications and future re- erating outputs but this is blunted by the need search to regularly double-check the outputs to ensure Given the productivity gains, the use of Gen AI accuracy. This productivity gain in turn has eco- in corporate communications should be encour- nomic value such as doing away with paying for aged subject to the conditions raised by the in- external translation services or more time to fo- terviewees, such as quality checks and ensuring cus on high-value strategic work. the confidentiality of data inputs. Socio-cultural limitations highlight the need for inclusive AI Quality impact is mixed – Interviewees experi- tools for global corporations. enced improvement in terms of language quali- ty, idea generation and critical feedback on work This study presents an empirical foundation for from Gen AI, but also brought up how AI-gen- understanding the impact of using Gen AI on erated contents are prone to errors or lack au- the productivity and work quality of corporate thenticity. Non-native speakers of English bene- communications practitioners so as to steer the fited from the quality improvement arising from profession towards a more informed approach. using Gen AI to polish their English or produce With the rise of alternate Gen AI platforms such translations but criticized the quality of output as DeepSeek, future research can examine the generated in local languages. implications of using different platforms in spe- cific socio-cultural contexts such as Asia. Socio-cultural context matters –Interviewees who conduct their work mostly in local lan- References guages pointed to the inability of ChatGPT to Al Naqbi, H., Bahroun, Z., & Ahmed, V. (2024). produce quality non-English contents, its skew Enhancing work productivity through gener- towards “western” views, and the missing of cul- ative artificial intelligence: A comprehensive tural nuances as a deterrent to using it. OpenAI literature review. Sustainability , 16 (3), 1166. acknowledged this bias on its website (OpenAI, Kaclová, M. (2024). Exploring the Landscape: 2025. This observation is consistent with a study Generative AI Adoption Among Central and on AI adoption within the Central and Eastern Eastern European PR Professionals. Interna- European public relations (PR) sector (Kaclová, tional Journal of Strategic Communication, 2024) and the Global PR Research (Sriramesh & 1-16. Vercic, 2003) which highlighted the impact of socio-cultural variables on PR practice. OpenAI. (2025). Is ChatGPT biased? Ope- nAI Help Center. Retrieved January 21, Future of Gen AI: Automation versus augmen- 2025, from https://help.openai.com/en/arti- for communication practitioners is a unanimous Sriramesh, K., & Vercic, D. (2003). A theoretical view, with it already taking over some operation- framework for global public relations research tation – That Gen AI will continue to be a tool cles/8313359-is-chatgpt-biased al tasks such as translation and media monitor- and practice. In The global public relations ing. Some interviewees are projecting strategic handbook (pp. 37-56). Routledge. decision-making such as those related to chan-nel management will be increasingly augmented 3 A 155 bstrActs World Economic Forum. (2024). Leveraging generative AI for job augmentation and work- force productivity. https://reports.weforum. org/docs/WEF_Leveraging_Generative_AI_ for_Job_Augmentation_and_Workforce_Pro- ductivity_2024.pdf Keywords Generative Artificial Intelligence, Productivity, Quality, Corporate Communications 3 A 156 bstrActs AI-powered Influence: How digital humans reshape consumer behavior. Examining the Mediating Roles of Perceived Value and Trust Wu, Shih Chia, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) Zheng, Nanxiao, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) Introduction and Purpose of the Study external stimuli trigger internal organisms and Recently, digital humans—AI-driven virtual subsequently affect human behavior. Informa- tion quality refers to consumers’ evaluations models—have gained popularity in e-commerce of the value and usefulness of the information livestreaming to engage with consumers online. conveyed by digital humans (Hilligoss & Rieh, With the vivid simulation of human behaviors 2008). Active control, two-way communication, and appearances and its cost-effective and flex- and synchronicity are three essential conceptu- ible characteristics, digital humans can create al dimensions of interactivity (Kim et al., 2012). enormous value in the e-commerce industry by Prior research has found that digital humans can influencing consumers’ purchase intentions and effectively influence consumers’ purchase inten- subsequent behaviors. In April 2023, Jing Dong tions compared to humans. It is thus hypothe- (JD) created a digital replica of its founder for a sized that consumers’ purchase behavior will be live-streaming event that drew over 20 million facilitated when their appraisals of information views and generated sales of 50 million yuan quality are positive, and their interactivity is (about USD 6.9 million) (Fan, 2024). Howev- high during interactions with digital humans. er, few existing studies have examined the un- quality and their interactivity involving digital is influenced by its trustworthiness and useful- ness. Perceived trust and value usually increase humans. This study aims to dig into this area by when there is a greater sense of certainty and a exploring the mediating role of perceived trust consumers cognitively respond to information Additionally, the perceived information quality derlying psychological mechanisms by which and value for purchase behavior and providing stronger belief in the usefulness of information quality. Furthermore, studies regarding online implications for studying digital humans from commerce have found perceived trust and per- users’ perspectives. ceived usefulness as mediating psychological Literature Review agent gender, anthropomorphism) and purchase variables between digital human attributes (e.g., The study adopted the Stimulus-Organism-Re- intention. Therefore, perceived trust and value sponse (SOR) framework by Mehrabian and may mediate the relationship between informa- Russell (1974). The framework examines how tion quality and purchase behavior in this study. 3 A 157 bstrActs Moreover, interactivity was found to positively standing of the questionnaire (see Figure 2). De- affect attitudes, including perceptions of val- mographic information was also measured. ue and trust (Kim et al., 2012). Under the SOR framework, it is possible that perceived trust Figure 2: Example of JD founder’s digital human and values also play a mediating role between interactivity and purchase behavior. The seven hypotheses are proposed (see Figure 1). Methodology The study employed a cross-sectional survey with convenience sampling, collecting 562 valid responses from Chinese social media users. The respondents were first asked about their previous experiences with digital humans in live-stream- ing e-commerce, followed by a video clip of the JD founder’s example to enhance their under- Figure 1: Conceptual model and hypotheses of the study 3 A 158 bstrActs Results and Conclusions increase (H6a and H6b are supported). As for Analyzing with SPSS 26, all scales of variables interactivity, results showed that both indirect and direct effects were significant (supporting were shown to have good reliability (α> 0.7). The H2 and H4a, H4b), indicating a partial media- results of the Pearson correlation revealed that tion between interactivity and purchase behav- all correlations were positive and statistically sig- ior (H7 is supported) (see Figure 3 for details). nificant among all variables. Testing the mediat- To summarize, improving digital humans’ in- ing effect, Model 4 in the PROCESS macro by teractivity indirectly enhances consumers’ Hayes (2022) was performed. The bias-corrected purchasing behavior, and this effect is further 95% confidence and 5,000 bootstrapped samples strengthened via perceived trust and value. In showed that there was an insignificant direct ef- comparison, consumers’ purchasing behavior is fect between information quality and purchase highly dependent on their perceptions of trust behavior (H1 is not supported) but a significant and value in terms of information quality of dig- indirect effect through perceived trust and val- ital humans, as information quality alone does ue (supporting H3a, H3b, H5a, and H5b). This not directly influence purchasing behavior. suggests that perceived trust and value fully me- diate the relationship between information qual- ity and purchase behavior, resulting in a positive Figure 3: Parallel mediation effects between the variables 3 A 159 bstrActs Practical and Social Implications Keywords Theoretically, the study extends the applicability Digital Human, e-commerce live streaming, pur- of the SOR framework into the context of digital chase behavior, perceived value, perceived trust humans in e-commerce live streaming by uncov- ering the underlying mechanism linking digital human attributes to consumers’ purchasing be- havior. Practically and socially, the study offers insights into the efficient development of digi- tal humans as a new business marketing model. Companies should optimize the interactive de- sign of digital humans to enhance the sense of two-way communication and synchronicity, en- couraging consumers to purchase the products. Improving consumers’ perceptions of value and trust in digital humans should be a key market- ing and communication strategy component. References Fan, F. (2024). Virtual humans helping spur e-commerce: Avatars able of livestreaming sessions 24/7 save big bucks for enterpris- es. China Daily. Retrieved 2025.1.8 from https://www.chinadaily.com.cn/a/202405/07/ WS66398723a31082fc043c5a10.html Hayes, A. F. (2022). Introduction to mediation, moderation, and conditional process analy- sis: A regression-based approach (Vol. 3). The Guilford Press. Hilligoss, B., & Rieh, S. Y. (2008). Developing a unifying framework of credibility assessment: Construct, heuristics, and interaction in con- text. Information Processing & Management, 44(4), 1467-1484. https://doi.org/10.1016/j. ipm.2007.10.001 Kim, J., Spielmann, N., & McMillan, S. J. (2012). Experience effects on interactivity: Functions, processes, and perceptions. Journal of Busi- ness Research, 65(11), 1543-1550. https://doi. org/10.1016/j.jbusres.2011.02.038 Mehrabian, A., & Russell, J. A. (1974). An ap- proach to environmental psychology. The MIT Press. 3 A 160 bstrActs AI in Public Relations: Exploring Professional Attitudes, Adoption Intentions, and Internal Communication Yang, Sung-Un, Boston University (USA) Yue, Cen April, Boston University (USA) Krishna, Arunima, Boston University (USA) Wright, Donald K., Boston University (USA) This study aims to explore the factors influenc adopt AI and their commitment to AI-related - organizational changes. Specifically, we will Introduction and Purpose of the Study munication influences employees’ intention to Specifically, we seek to understand how various munication and charismatic leadership commu- nication. Additionally, we will consider several attributes of AI technology, internal organiza- moderators that may influence these outcomes, tional communication, and individual character- behaviors toward AI adoption in the workplace. focus on the impact of dialogic internal com- ing public relations professionals’ attitudes and istics shape PR professionals’ intention to adopt including individual characteristics and existing employee-organization relationships. and utilize AI technologies. First, we aim to examine how the salience of Literature Review perceived AI innovation attributes—such as its AI technologies are influencing the public re- relative advantage, compatibility, ease of use, lations industry in unprecedented ways. Indus- trialability, and observability—will be related try reports and trade organizations have begun to PR professionals’ attitude toward and inten- highlighting the benefits and concerns associat- tion to use and adopt AI. Second, we will in- ed with AI in public relations (Gregory et al., vestigate which benefits and concerns related to 2023). At the same time, academic literature is AI use are most significant to practitioners, and starting to catch up, providing a deeper under- how these factors impact employee outcomes, standing of how these technologies affect indi- including job satisfaction, job performance, and viduals, industries, and society as a whole (Yue openness to AI adoption at work. Third, we aim et al., 2024). Existing research has enumerated to explore the potential for a third-person effect, several benefits of AI technologies in public re- wherein PR professionals perceive that AI will lations. For instance, AI can streamline media have a more significant impact on others than monitoring, enhance data analysis, and improve on themselves, particularly in terms of its dis- content creation efficiency. However, these ben- ruptive and negative effects on their colleagues. efits are accompanied by risks, including po- Fourth, we plan to explore how internal com- tential job displacement, privacy concerns, and 3 A 161 bstrActs ethical challenges regarding algorithmic bias- and charismatic leadership communication to es. Meanwhile, research on previous technolo- assess how leaders convey vision, passion, and gy-related changes has emphasized that the suc- care related to AI adoption. cess of technological adoption often hinges on how well organizations manage communication Results and Conclusions process (Lewis, 2019). Data will be analyzed using SPSS and AMOS and support systems throughout the transition between April and June of 2025. Based on our Despite the value of descriptive and explor- study goals, we predict that PR professionals’ atory research, there is a gap in understanding attitudes toward AI will be positively related to how various factors interact to influence public the perceived relative advantage of AI, its ease relations professionals’ attitudes and behavioral of use, compatibility with existing practices, tri- adoption of AI technology in their work. Most alability, and observability. Second, we will find studies have predominantly focused on the tech- out which benefits and concerns are most sig- nological attributes of AI, often overlooking the nificant to practitioners and explore how these agency of individual practitioners and the orga- factors influence employee outcomes. Third, we nizational strategies employed to communicate will know whether a third-person effect exists. about AI adoption. Furthermore, while insights Fourth, we predict that effective internal com- from interview-based research have provided munication will enhance professionals’ posi- valuable qualitative perspectives on why and tive attitudes toward AI, adoption intentions, how practitioners approach AI use in the work- and commitment to AI-related organizational place, survey-based research is needed to gen- change. eralize these findings across larger populations. Practical and Social Implications Methodology This research could provide critical insights for We have partnered with PRWeek, a leading or- public relations professionals and organizations ganization of news, analysis, and features for navigating AI adoption. By understanding the the public relations industry, to collect survey psychological and organizational factors influ- data from PR professionals across the United encing AI integration, PR firms can develop States. Data collection is currently underway, more effective communication strategies and and our target sample size is 1,000 PR profes- support systems during technological transi- sionals, ensuring diverse representation in terms tions. The study may help mitigate potential of age, gender, ethnicity, organizational type, employee resistance, address concerns about cluding their own self-perception and how they - technologies in professional environments. believe their PR peers view these technologies. Keywords Drawing from innovation diffusion theory, we questions on professionals’ perceptions of the collaborative approaches to implementing AI opportunities and risks associated with AI, in size, and managerial roles. The survey includes job displacement, and create more transparent, also measure perception of various AI attributes. AI adoption, public relations professionals, AI at- Additionally, we measure dialogic internal com- titude, AI-related change, leadership, communi- munication to capture mutuality and openness, cation strategies 4 P 162 aPers Digital Responsibility in Sport Marketing: Embedding Ethics and Sustainability for Stakeholder Trust and Engagement Degenaar, Koos, North-West University (South Africa) Holtzhausen, Lida, North-West University (South Africa) Abstract stakeholder co-creation, (4) authentic storytell- The increasing digitalisation of sport has trans- ing, and (5) accountability and transparency. The framework provides both theoretical insight formed how organisations engage with stake- and practical guidance for organisations to inte- holders, raising critical questions about ethics, grate ethics and sustainability into digital mar- sustainability, and trust. This article investigates keting strategies. The article concludes by high- how sport organisations can embed digital re- lighting implications for practitioners, sponsors, sponsibility into their marketing strategies to and policymakers, and identifies future research foster sustainable and ethical stakeholder en- opportunities in exploring the role of emerging gagement. Drawing on a multi-method research technologies such as artificial intelligence (AI). design, including interviews with sport market- Keywords: accountability, digital responsibility, ers, content analysis of digital platforms, and ethics, sport marketing, stakeholder engage- survey data from stakeholders like sport partici- ment, sustainability pants and supporters in the South African sport industry, the article reveals a fundamental shift in stakeholder priorities. Trustworthiness, eth- Introduction ical integrity, and social responsibility emerged The sport industry in South Africa has been as more influential than affordability or trans- reshaped by digital technologies, expanding actional benefits in shaping stakeholder engage- stakeholder engagement beyond stadiums and ment. broadcasts to a wide range of online platforms, including social media, streaming, and immer- Findings indicate that while stakeholders de- sive tools such as augmented and virtual real- mand authentic and transparent communication ity. These developments offer unprecedented of sustainability initiatives, many organisations opportunities for sport organisations but also remain focused on short-term revenue, resulting heighten expectations for ethical responsibility, in a gap between expectations and practice. To transparency, and sustainability in marketing address this misalignment, the article propos- communication. es a conceptual framework of digital responsi- bility consisting of five dimensions: (1) ethical Traditional sport marketing in South Africa, integrity, (2) sustainability communication, (3) has relied on ticket sales, sponsorship visibility, 4 P 163 aPers and merchandise promotion (Shank & Lyberger, While this article draws directly from the doc- 2022). While still important, these practices no toral study, it also recognises that the digital longer define success on their own. Stakehold- landscape continues to evolve. Emerging tech- ers increasingly demand authenticity, inclusiv- nologies such as artificial intelligence (AI), ity, and accountability, expecting organisations though not included in the original research, to demonstrate commitments to environmental represent a natural extension for future inquiry. ital sphere, where communication is immediate sonalise fan engagement and risks that must be and highly visible, failures to meet these expec- stewardship and social responsibility. In the dig- These tools present both opportunities to per- managed responsibly. tations can rapidly erode trust. Findings from the doctoral research underpin- The purpose of this article is therefore to exam- ine how sport organisations in South Africa can ning this article revealed that fans, supporters use digital platforms to advance sustainable and and participants namely the athletes, place high- ethical practices, building trust and loyalty in er value on trustworthiness and ethical integrity line with stakeholder expectations. It contrib- than on price (Degenaar, 2024). They also em- utes to both scholarship and practice in three phasised the importance of organisations taking keyways: meaningful stances on social and environmental 1. Empirical contribution: It demonstrates that issues. These insights confirm that ethics and ethics and trust are stronger drivers of stake- sustainability are not optional add-ons but cen- holder behaviour than affordability, high- tral to brand legitimacy and long-term loyalty. Digital platforms are powerful channels for am- lighting a shift in marketing priorities. plifying sustainability initiatives and commu- 2. Theoretical contribution: It introduces dig- nity-focused messaging, from grassroots devel- ital responsibility as a framework that in- opment to gender equality campaigns. Yet their tegrates sustainability and ethics into sport potential is often underutilised. Many organisa- marketing. tions communicate sustainability sporadically 3. Practical contribution: It provides guid- or superficially, risking perceptions of tokenism. ance for organisations, sponsors, and prac- must be authentic, measurable, and aligned with digital campaigns while maintaining trans- organisational culture to carry credibility (Evans As previous studies note, sustainability efforts titioners on embedding ethical values into parency and accountability. et al., 2022; Fischer, 2019; Paramio-Salcines et al., 2021, Walker & Kent, 2020). Accordingly, the guiding research question is: This article positions these challenges within How can sport organisations leverage digital plat- the paradigm of digital responsibility. Digital re- forms to foster sustainable and ethical engagement sponsibility refers to embedding ethical, social, that builds trust and loyalty in the contemporary and environmental values into digital strategies sport marketing landscape? to ensure engagement is not only technologically advanced but also transparent and trustworthy. By addressing this question, the article positions In sport marketing, this means sustainability sport marketing as a field where digital innova- initiatives, inclusive practices, and authentic en- tion can be reconciled with stakeholder values, gagement must be communicated as integral to offering insights relevant not only to sport but brand identity rather than as secondary activi- also to broader industries navigating the chal- ties. lenges of ethical digital communication. 4 P 164 aPers Literature Review This aligns with global findings that corporate The literature on sport marketing, sustainability, sustainability initiatives must be stakehold- er-centric to build credibility. For example, and ethical engagement has expanded signifi- Walker and Kent (2020) argue that integrating cantly in recent years as scholars have responded environmental stewardship into sport market- to the growing intersection of sport, technolo- ing strategies can differentiate organisations in gy, and stakeholder values. This section explores a crowded marketplace. Similarly, Babiak and four interconnected strands: (1) corporate sus- Trendafilova (2020) highlight that sport con- tainability in sport marketing, (2) digital trans- sumers are increasingly attentive to whether formation in sport marketing, (3) ethical frame- organisations practise what they promote in works guiding responsible digital practice, and terms of climate action, inclusivity, and fair gov- (4) the role of emerging technologies in shaping ernance. future directions. Corporate sustainability in sport marketing The emphasis on sustainability also extends to theme in sport marketing scholarship, reflecting with social values and responsible practices the growing expectation that sport organisations (Smith & Westerbeek, 2022). As sport spon- should contribute positively to society beyond sorship represents one of the largest revenue Corporate sustainability has become a central tential sport partnerships based on alignment sponsorship practices. Brands now evaluate po- economic performance. Research consistent- streams globally, this evolution underscores how ly shows that sustainability initiatives enhance sustainability has moved from peripheral activ- brand reputation, foster trust, and build stronger ities to central determinants of legitimacy and fan loyalty (Paramio-Salcines, López-Carril, & marketability. Anagnostopoulos, 2021). Stakeholders, includ- ing fans, sponsors, and communities, evaluate Digital Transformation in Sport Marketing sport organisations not only on athletic success The digitalisation of sport has transformed com- but also on their contributions to social and en- munication, allowing organisations to reach wid- vironmental causes. er audiences and engage interactively with fans making online platforms critical touchpoints for In South Africa, studies show that stakehold- stakeholder engagement. Social media, stream- er expectations strongly influence professional ing services, mobile applications, and immersive sport organisations’ adoption of corporate sus- technologies have enabled sport organisations to tainability initiatives (Moyo, Duffett, & Knott, move beyond one-way communication and to- 2020). Moreover, corporate sustainability prac- ward continuous, interactive relationships with tices are closely tied to marketing performance, fans (Abeza, O’Reilly, & Seguin, 2021; Haffner et enhancing reputation, loyalty, and long-term all., 2025). sustainability (Moyo, Knott, & Duffett, 2022). These studies also emphasised that sustainabil- In South Africa, non-professional sport clubs ity in sport must be both authentic and measur- have increasingly adopted social media as a mar- able. In the South African context, it confirms keting tool, though with varying levels of sophis- that corporate sustainability in professional tication (Marthinus, Duffett, & Knott, 2024). sport is most effective when embedded within This reflects both opportunities and challenges organisational culture rather than used as a sym- to implement corporate sustainability into dig- bolic or reactive tool (Moyo, Duffett, & Knott, ital practices. 2022/2023). 4 P 165 aPers Cause-related and social marketing strategies Ethical frameworks in sport marketing focus on have also gained traction in the South African three pillars: sport industry, offering a mechanism for brands 1. Transparency: ensuring honest communica- to connect meaningfully with social issues tion and avoiding misleading claims, partic- (Moyo, Duffett, & Knott, 2022). These strategies ularly around sustainability initiatives. highlight the potential for digital platforms to 2. Inclusivity: creating campaigns that reflect deliver authentic narratives that align organisa- diverse identities and reduce barriers for un- tional values with community needs. derrepresented groups. 3. Accountability: measuring and reporting on Digital platforms allow for personalised expe- sustainability outcomes to avoid accusations riences, direct fan-to-athlete interaction, and of tokenism or “greenwashing.” global reach. Digital campaigns that highlight authentic storytelling and community building Recent work highlights that stakeholders can outperform transactional advertising in terms quickly detect when organisations use sustain- of engagement and loyalty (Naraine & Parent, ability as a marketing tool without delivering 2020). This aligns with the broader shift in con- tangible results (Walzel, Robertson, & Anagnos- sumer culture where stakeholders expect brands topoulos, 2020). Thus, sport organisations must to be socially conscious and inclusive in their demonstrate authentic commitment through digital presence. evidence-based communication. Important- ly, ethical engagement also involves providing The COVID-19 pandemic accelerated digital stakeholders with opportunities for co-creation, adoption in sport, with virtual events, esports, such as user-generated content or participato- and live-streamed matches becoming main- ry campaigns, which enhance perceptions of stream alternatives to in-person experiences authenticity and community (Achen & Kaczo- (Pedersen, Ruihley, & Li, 2021). Post-pandemic, rowski, 2022). these digital practices have not disappeared but instead evolved into hybrid models that integrate South African research further illustrates the online and offline engagement. This evolution risks of tokenistic corporate sustainability com- has reinforced the need for sport organisations munication. When poorly executed it can be to adopt a strategic digital-first approach while perceived as opportunistic, eroding stakeholder ensuring that their messaging remains authentic trust (Ndebele & Mhlongo, 2025). Converse- and aligned with stakeholder values. ly, when corporate sustainability strategies are implemented effectively and transparently, they Ethical Frameworks and Digital Responsibil- strengthen legitimacy and foster long-term en- ity gagement. While digital transformation offers opportuni- ties, it also introduces risks around ethics, trans- The Role of Emerging Technologies parency, and inclusivity. Scholars emphasise that The rapid evolution of technology continues to digital marketing in sport must be governed by redefine sport marketing communication. Tools principles of digital responsibility, the practice such as augmented reality, gamification, and of embedding ethical, social, and environmen- immersive digital experiences are increasingly tal values into digital strategies (López-Carril & integrated into fan engagement strategies, offer- Anagnostopoulos, 2022). ing novel ways to deliver sustainability messag- es and create sustainable communities (Ratten, 2021). For example, AR-enabled campaigns that 4 P 166 aPers highlight eco-friendly stadium initiatives or vir- of emerging technologies such as AI has yet to tual reality experiences promoting inclusivity be systematically examined in relation to ethical can make sustainability initiatives more interac- engagement. This article addresses these gaps by tive and relatable. drawing on empirical findings to propose a con- ceptual framework for sustainable and ethical Artificial intelligence (AI) represents a particu- digital sport marketing. larly promising area for future exploration. AI has already begun influencing sport marketing Methodology While these tools can increase efficiency and examine how ethics and sustainability influence digital sport marketing. Combining qualitative engagement, they also raise important ethical and quantitative methods ensured both depth questions about data privacy, fairness, and in- sonalised fan experiences (Pizzo et al., 2022). This article adopted a multi-method approach to through predictive analytics, chatbots, and per- clusivity. Exploring AI’s role in sport marketing and breadth, supporting the development of a framework for digital responsibility. could therefore extend the current debate on digital responsibility, ensuring that innovation is Research Design balanced with stakeholder trust. The article was exploratory and explanatory. It Importantly, research on sport event tourism in explored how sport organisations in South Afri- South Africa shows that stakeholder trust and ca approach digital marketing and tested stake- transparent communication are crucial during holder perceptions of ethics, trust, and sustain- times of uncertainty, reinforcing the role of re- ability. sponsible engagement in building resilience (Daniels & Tichaawa, 2024). Data Collection Literature Review: Provided theoretical ground- Synthesis ing on sustainability, stakeholder engagement, Taken together, the literature demonstrates that and sport marketing. sustainability and ethics are no longer supple- Interviews: Conducted with 8 sport market- mentary to sport marketing; they are funda- ers across multiple codes. These explored digi- mental to its legitimacy and effectiveness. The tal strategies, sustainability, and organisational digitalisation of sport has created both oppor- challenges. tunities and challenges, amplifying the impor- tance of authentic sustainability practices while Content Analysis: Examined websites and social exposing organisations to heightened scrutiny. media for sustainability messaging, interactivity, Ethical frameworks such as digital responsibil- and transparency. ity provide a path forward, ensuring that sport organisations use technology to enhance, not Survey: Distributed to stakeholders (fans and erode, trust. participants). It measured perceptions of trust, ethics, brand promise, affordability, and engage- This literature review also reveals a research gap: ment opportunities. while there is growing scholarship on sustain- ability, sustainability, and digital engagement, Data Analysis there is limited work that integrates these themes Qualitative data (interviews and content analy- into a comprehensive framework tailored specif- sis) were thematically analysed to identify pat- ically for sport organisations. Moreover, the role terns around authenticity and responsibility. 4 P 167 aPers Quantitative data (survey) were analysed using Interviews with sport marketers revealed wide- descriptive statistics and tests of significance. spread recognition of the importance of ethics Integration of findings across methods enabled and sustainability but inconsistent implemen- triangulation and strengthened validity. tation. Larger organisations were more likely to incorporate sustainability narratives into their Validity, Reliability, and Ethics digital content, while smaller entities often fo- Triangulation across four data sources enhanced cused on ticket sales and merchandise promo- validity. The survey achieved high reliability, tion. Barriers included limited budgets, lack of with Cronbach’s alpha values above 0.80 for key expertise, and difficulty measuring the impact of constructs. Ethical clearance was obtained, and sustainability campaigns. participants were assured confidentiality. Digital content was analysed responsibly and without The content analysis showed that few organisa- misrepresentation. tions consistently promoted sustainability ini- tiatives online. Sustainability-related messaging, Limitations when present, was often sporadic and lacked The article was geographically limited to South measurable outcomes. Some organisations used Africa, with modest interview numbers. While interactive tools such as fan polls and Q&As, the focus was not on emerging technologies such which boosted perceptions of authenticity, but as AI, these represent areas for future research. these practices were unevenly applied. Overall, The methodology provided a robust foundation sustainability messaging was underdeveloped for understanding how stakeholders and organ- and transparency limited. isations perceive ethical and sustainable digital the article established a strong basis for propos- rather than a central theme in marketing strat- ing a framework of digital responsibility. marketing. By integrating multiple perspectives, Sustainability appeared largely as an add-on egies. Stakeholders expressed strong interest in campaigns highlighting environmental ini- Findings tiatives, grassroots development, and gender The article examined how ethics, trust, and equity, yet these themes were not consistently sustainability influence sport marketing, draw- communicated. This disconnect suggests missed ing on interviews, digital content analysis, and opportunities for organisations to align with a stakeholder survey. Results highlight a con- stakeholder values and differentiate themselves sistent pattern: stakeholders prioritise ethical through sustainability. integrity and social responsibility, yet many organisations remain focused on short-term, Stakeholders expressed a desire for more partic- transactional campaigns. ipatory engagement. While organisations pro- vided some opportunities for interaction, such Survey results showed that trust and ethics were as polls or feedback, these mechanisms were un- the most important factors shaping stakeholder derutilised. Respondents valued user-generated engagement, followed by opportunities for par- content and authentic narratives that connected ticipation and social responsibility. Stakeholders them to athletes and community initiatives, re- valued organisations that demonstrated trans- inforcing the importance of co-creation in digi- parency and kept promises, while affordability tal marketing. ranked far lower. This shift confirms that val- ue-driven engagement outweighs purely eco- The data revealed a clear gap: stakeholders em- nomic incentives. phasised ethics, sustainability, and trust, but 4 P 168 aPers organisations often prioritised transactional The findings highlight a paradigm shift: trust outcomes. Communication about sustainability and ethical behaviour are stronger determinants matters was inconsistent, sometimes perceived of engagement than affordability. This challeng- as superficial, and opportunities for co-cre- es the dominance of transactional marketing ation were limited. This misalignment threatens and signals the need for strategies that align with stakeholder trust and loyalty but also highlights stakeholder values. Literature reinforces that the potential for organisations to strengthen en- sustainability efforts must be authentic, integrat- gagement by adopting a more holistic approach. ed, and stakeholder-driven to be credible (Walk- In summary, three central insights emerge: er & Kent, 2020; Paramio-Salcines et al., 2021). • Stakeholders prioritise ethics and trust over Despite recognising the relevance of ethics and affordability, signalling a shift toward val- sustainability, organisations often adopt re- ue-driven engagement. active or symbolic approaches. Sustainability • Organisational practices remain inconsis- campaigns are sporadic and poorly reported, tent, with sustainability often treated as pe- which fuels perceptions of tokenism (Ndebele ripheral rather than strategic. & Mhlongo, 2025; Walzel et al., 2020). Address- • Co-creation and participatory engagement ing this requires embedding sustainability and are underutilised, despite their potential to ethics across communication strategies, making build loyalty and authenticity. them integral rather than peripheral. These findings establish the foundation for a Stakeholders value participation and authentic framework of digital responsibility, where sus- narratives, yet opportunities for involvement re- tainability and ethics form the core of sport or- main underdeveloped. Evidence shows that us- ganisations’ digital strategies. er-generated content and interactive campaigns Discussion 2022; Abeza et al., 2021). Storytelling, particu- larly when centred on athlete journeys or com- enhance authenticity (Achen & Kaczorowski, This article confirms that ethics, trust, and sus- munity initiatives, deepens emotional connec- tainability are central to stakeholder engage- tion and fosters loyalty. These tools are therefore ment in sport marketing, supporting the call essential for building sustainable engagement. for organisations to adopt digital responsibility. South African research highlights the potential Stakeholders expect more than entertainment; of cause-related marketing to align brand values they seek transparency, authenticity, and evi- with social causes, fostering stronger emotion- dence of social and environmental commitment. al connections (Moyo, Duffett, & Knott, 2022). Yet, many organisations continue to prioritise Likewise, evidence on social media adoption short-term, transactional campaigns, resulting by South African sport clubs shows how digital in a gap between stakeholder expectations and platforms can be harnessed for more interactive organisational practice. This aligns with South and authentic engagement (Marthinus, Duffett, African research indicating that corporate sus- & Knott, 2024). tainability initiatives contribute directly to or- ganisational success when perceived as authen- Sustainability is not only an ethical imperative tic and stakeholder-focused (Moyo, Duffett, & but also a source of strategic advantage. Few or- Knott, 2022/2023). Conversely, when CSR lacks ganisations communicate initiatives effectively, authenticity, stakeholders respond with scepti- missing opportunities to build credibility and at- cism (Moyo, Duffett, & Knott, 2020). tract sponsorships. Transparent communication of measurable outcomes, such as grassroots de- 4 P 169 aPers Figure 1: Framework for Digital Responsibility velopment or eco-friendly event management, efits for personalisation alongside ethical risks can differentiate organisations and strengthen (Pizzo et al., 2022). their market position (Babiak & Trendafilova, 2020; Daniels & Tichaawa, 2024; Smith & West- South African findings underscore that when erbeek, 2022). organisations measure and report corporate sustainability outcomes clearly, they strength- The concept of digital responsibility offers a path en stakeholder trust (Moyo, Duffett, & Knott, forward, built on three principles: transparency, 2020). However, when such outcomes are ab- inclusivity, and accountability (López-Carril & sent, initiatives are perceived as superficial, Anagnostopoulos, 2022). The article’s findings echoing global warnings against greenwashing align closely with these principles, showing that (Walzel et al., 2020). stakeholders reward organisations that provide verifiable outcomes, create inclusive opportuni- Drawing on these insights, a framework of digital ties, and avoid token-based correspondence. responsibility is proposed with five dimensions: Digital innovation continues to reshape sport ethical integrity, sustainability communication, marketing. Livestreaming, gamification, and stakeholder co-creation, authentic storytelling, immersive technologies enhance engagement and accountability. Emerging technologies may and can amplify sustainability narratives (Rat- support these dimensions but require responsi- ten, 2021). While artificial intelligence (AI) was ble governance. not part of this article, it represents an important area for future exploration, with potential ben- 4 P 170 aPers In summary, ethics and sustainability are now enced by sustainability alignment. Sponsors fundamental to sport marketing’s legitimacy. should assess whether organisations report sus- Stakeholders prioritise them over transaction- tainability outcomes clearly, and co-branded ini- al benefits, yet many organisations fail to de- tiatives should emphasise shared commitments liver consistently. Digital responsibility offers a to responsibility. Aligning with organisations framework for bridging this gap, ensuring that that demonstrate authentic digital responsibility sport organisations can strengthen loyalty, re- protects sponsors from reputational risk and en- main competitive, and contribute to societal hances their brand equity. good. Policy frameworks can embed accountability The findings and proposed framework of dig- across the sector. Standardised reporting on sus- ital responsibility carry important lessons for tainability outcomes, codes of digital responsi- organisations, sponsors, policymakers, and bility, and incentives for ethical initiatives would stakeholders expect more than entertainment; protect stakeholders and promote a culture of they want evidence of ethical integrity, sustain- practitioners. In a digital-first environment, encourage consistent practice. Such measures responsibility in sport. ability, and inclusivity. Meeting these expecta- tions builds trust, while neglecting them risks Practitioners must balance innovation with re- reputational harm. sponsibility. Sustainability messaging should be ics and sustainability as peripheral. These values campaigns evaluated regularly for authenticity should be built into mission statements, strat- and impact. Avoiding greenwashing is essential; egies, and digital communication. Campaigns Organisations must move beyond treating eth- ensured through multi-platform strategies, and integrated across digital channels, inclusivity should highlight both events and social or envi- campaigns must reflect genuine organisational behaviour. This requires practitioners to be both ronmental initiatives, while outcomes should be technically proficient and ethically informed. reported transparently. Clear ethical codes, es- pecially regarding data use and fan engagement, While not central to this article, technologies reinforce credibility. such as AI, AR, and VR are reshaping sport mar- Transparency is critical. Stakeholders are scepti- keting. These tools can personalise experiences, showcase eco-friendly practices, and gamify cal of vague sustainability claims, making mea- participation in sustainability campaigns. Their surable outcomes, such as reduced event waste, adoption, however, must prioritise transparency grassroots sport development, or gender equali- and data protection to maintain trust. ty initiatives, essential. Storytelling is another powerful tool. Narratives The implications converge on a single point: about athletes, community partnerships, and digital responsibility must be a strategic priority. fan experiences create emotional resonance and Organisations should embed ethics and sustain- strengthen identification with the brand. ability, sponsors should align with responsible partners, policymakers should promote ac- Finally, co-creation opportunities should be ex- countability, and practitioners must design cam- panded. User-generated content, fan polls, and paigns that combine innovation with authentici- online forums allow stakeholders to shape nar- ty. By acting on these insights, the sport industry ratives, fostering inclusivity and deeper loyalty. can build resilient relationships and contribute Sponsorship decisions are increasingly influ- to broader social and environmental goals. 4 P 171 aPers Conclusion lights sport’s potential to act as a model for re- This article examined how sport organisations sponsible digital engagement. sustainable stakeholder engagement. Drawing ethics and sustainability are now central to or- ganisational legitimacy. Sport organisations that on empirical evidence from South Africa, the embrace digital responsibility can strengthen findings reveal a clear shift in stakeholder prior- ty into marketing strategies to foster ethical and In broader terms, the research underscores that in South Africa can embed digital responsibili- ities: trust, ethics, and sustainability matter more loyalty, differentiate themselves competitively, and contribute to societal good. Those that fail than affordability or transactional benefits. to adapt risk eroding trust in an era where stake- holders are empowered to scrutinise and ampli- Yet, many organisations continue to focus on fy organisational behaviour. short-term revenue, treating sustainability sec- ondary or symbolic. This misalignment creates The guiding research question posed in this ar- a credibility gap, where stakeholders reward au- ticle asked: How can sport organisations leverage thenticity but punish shallowness. To address digital platforms to foster sustainable and ethical this, the article proposed a framework for digital engagement that builds trust and loyalty in the responsibility built on five dimensions: ethical contemporary sport marketing landscape? integrity, sustainability communication, stake- holder co-creation, authentic storytelling, and To answer this question, the findings make clear accountability. These dimensions provide both that sport organisations should approach digital a theoretical model and a practical guide for engagement as a strategic responsibility rather aligning digital strategies with stakeholder ex- than a promotional exercise. First, they must pectations. embed ethics and sustainability as non-nego- tiable elements of their digital strategies. This The article makes three contributions. First, for means moving beyond symbolic campaigns and scholarship, it extends sport marketing litera- consistently integrating values such as fairness, ture by showing that ethical engagement is not inclusivity, and environmental responsibility optional but a primary driver of stakeholder into all online communication. Second, organ- loyalty. Second, for practice, it offers concrete isations should use storytelling and co-creation recommendations for organisations, sponsors, to engage stakeholders meaningfully. By sharing policymakers, and practitioners, emphasising authentic narratives of athletes, communities, the need to embed sustainability into core strat- and social initiatives, and by inviting stake- egies, ensure transparency, and balance inno- holders to contribute their own voices through vation with responsibility. Third, for future re- interactive platforms, organisations transform search, it identifies the growing role of emerging audiences from passive consumers into active technologies such as AI, AR, and VR, which participants in shaping the brand identity. Third, present both opportunities and ethical challeng- organisations must prioritise transparency and es that require further exploration. accountability in their corporate sustainability communication. Clear reporting on the out- The South African context adds depth to these comes of initiatives, rather than vague claims, findings, illustrating how diverse cultural and reassures stakeholders that commitments are social dynamics shape stakeholder expectations. genuine and measurable. While limited in scope, the article offers insights applicable to other emerging markets and high- 4 P 172 aPers Taken together, these practices ensure that dig- Degenaar, K. (2024). A digital marketing frame-ital platforms serve as more than marketing work for sport organisations: A strategic per- channels: they become arenas for demonstrating spective (Doctoral dissertation, North-West trust. By doing so, sport organisations not only Evans, D., Fischer, H., & Melton, E. (2022). Eth- align with stakeholder expectations but also es- values, cultivating communities, and reinforcing University). tablish themselves as benchmarks of ethical en- Ethics Journal, 15(3), 245–260. ical communication strategies in sports. Sport gagement in an increasingly complex and com- petitive digital era. Fischer, H. (2019). Community engagement through sustainable communication in sport. As digital technologies evolve, the imperative is Sport Communication Review, 11(1), 10–18. clear: responsible digital engagement must be Lily Haffner, Ilan Oshri, Julia Kotlarsky, 2025 treated as a strategic priority. Future research Directions for future IS research on sports dig- should examine how emerging tools can be de- italisation: A stakeholder perspective Journal ployed without compromising transparency, of Strategic Information Systems 34 (2025) inclusivity, or accountability. The message must 101905 ripheral to sport marketing, it is its foundation. López-Carril, S., & Anagnostopoulos, C. (2022). be sustainable, and ethical engagement is not pe- Digital responsibility and CSR communica- References tion in sport: Examining stakeholder percep- tions. Corporate Communications: An Inter- Abeza, G., O’Reilly, N., & Seguin, B. (2021). national Journal, 27(3), 495–511. https://doi. perspective of professional sport managers. Marthinus, J., Duffett, R. G., & Knott, B. (2024). International Journal of Sport Communica- Social media in relationship marketing: The org/10.1108/CCIJ-06-2021-0072 tion, 14 Social media adoption as a marketing com- (2), 176–198. https://doi.org/10.1123/ munication tool by non-professional sports ijsc.2020-0182 clubs: A multiple case study approach. In- Achen, R. M., & Kaczorowski, J. (2022). Stake- ternational Journal of Sports Marketing and holder engagement through user-generated Sponsorship, 26(6). https://doi.org/10.1108/ and Management, 12(5), 627–644. https://doi. Moyo, T., Duffett, R., & Knott, B. (2020). Envi- org/10.1108/SBM-05-2021-0063 content in sport marketing. Sport, Business IJSMS-04-2024-0082 ronmental factors and stakeholders’ influence Babiak, K., & Trendafilova, S. (2020). CSR and on professional sport organisations’ engage- environmental responsibility in sport: Current ment in sustainable corporate social respon- status and future directions. Sport in Society, sibility: A South African perspective. Sustain- 23(4), 682–693. https://doi.org/10.1080/17430 ability, 12(11), 4504. https://doi.org/10.3390/ 437.2020.1726716 su12114504 Daniels, T., & Tichaawa, T. M. (2024). The path Moyo, T., Duffett, R. G., & Knott, B. (2022). to resilience in sport event tourism: South Afri- An analysis of cause-related and social can stakeholder responses to a crisis. Develop- marketing strategies in the South African ment Southern Africa, 41(4), 795–809. https:// sport management industry. SAGE Open, doi.org/10.1080/0376835X.2024.2350383 12(2), 21582440221108181. https://doi. org/10.1177/21582440221108181 4 P 173 aPers Moyo, T., Duffett, R., & Knott, B. (2022/2023 on- Pedersen, P. M., Ruihley, B. J., & Li, B. (2021). line). Corporate social responsibility in profes- Sport and the COVID-19 pandemic: Im- sional sport organisations: A developing coun- pacts and perspectives. Routledge. https://doi. Management and Marketing, 22(5/6), 444–457. Pizzo, A. D., Naraine, M. L., Pegoraro, A., & https://doi.org/10.1504/IJSMM.2022.128633 try perspective. International Journal of Sport org/10.4324/9781003137985 Winand, M. (2022). Artificial intelligence in Moyo, T., Knott, B., & Duffett, R. (2022). Explor- sport management: Opportunities, challenges, ing the relationship between corporate social and research agenda. European Sport Manage- responsibility and the marketing performance ment Quarterly, 22(6), 907–927. https://doi.or Africa. Sport in Society, 25(12), 2415–2433. Ratten, V. (2021). Sport entrepreneurship: Inno- https://doi.org/10.1080/17430437.2021.19450 of professional sport organisations in South g/10.1080/16184742.2021.1929391 vation and technology in sport business. Jour- 35 nal of Entrepreneurship in Emerging Economies, Ndebele, P., & Mhlongo, S. (2025). Determi- 13(5), 1032–1047. https://doi.org/10.1108/ nants of effective CSR strategy implementa- JEEE-10-2020-0368 Naraine, M. L., & Parent, M. M. (2020). Exam-tion in sports organisations in the eThekwini Shank, M. D., & Lyberger, M. R. (2022). Sports region. Sports Management and Communi-marketing: A strategic perspective (7th ed.). Rout-cation, 13 (4). https://doi.org/10.11114/smc. ledge. https://doi.org/10.4324/9781003045297 v13i4.7728 Smith, A., & Westerbeek, H. (2022). The evolv-ing role of sport sponsorship in CSR commu-ining social media adoption and change to nication. Sport Management Review, 25 (4), the stakeholder communication paradigm in 629–641. https://doi.org/10.1080/14413523.2 professional sport. Sport Management Review, 021.1975200 23 (4), 655–667. https://doi.org/10.1016/j. Walker, M., & Kent, A. (2020). CSR authentici-smr.2019.05.001 ty and consumer engagement: Evidence from Paramio-Salcines, J. L., López-Carril, S., & An-professional sport. Journal of Business Eth-agnostopoulos, C. (2021). CSR in sport: A ics, 162 (2), 473–488. https://doi.org/10.1007/ stakeholder approach. Journal of Global Sport s10551-018-4053-4 Management, 6 (3), 262–281. https://doi.org/1 Walzel, S., Robertson, J., & Anagnostopou-0.1080/24704067.2020.1764950 los, C. (2020). CSR in sport: A longitudinal study of stakeholder perceptions. Sport Man- agement Review, 23(5), 795–808. https://doi. org/10.1016/j.smr.2019.09.002 4 P 174 aPers Unpacking the Vulnerabilities of PR Professionals in the Age of Generative AI Dong, Chuqing, Michigan State University (USA) van den Berg, Morgan, Michigan State University (USA) The rapid development of artificial intelligence manage ethical dilemmas, and sustain profes- (AI), particularly generative AI (GenAI), is re- sional identity in an environment increasingly shaping the practice of public relations. These mediated by technology. Existing research has technologies are not only transforming technical primarily focused on the functional applications workflows but also challenging the convention- of AI in communication and the development of al understanding of professional responsibilities normative ethical frameworks, leaving limited (Bowen, 2024; Nutsugah & Senanu, 2024). For attention to how professionals experience and practitioners, the adoption of GenAI has created interpret these changes in their daily work. both opportunities and uncertainties, height- ening concerns over job displacement, ethical This study addresses this gap by examining the accountability, misinformation, and the weak- diverse dimensions of vulnerability encountered ening of human agency (Cusnir & Nicola, 2024; by PR practitioners in both in-house and agen- Guzman & Lewis, 2024; Kaclová, 2024). cy settings. Vulnerability is understood here as a multifaceted condition that emerges at the At the same time, professional associations intersection of technical skills, organizational and scholarly discussions have responded with structures, professional roles, and psychologi- guidelines and recommendations that largely cal well-being. By foregrounding practitioners’ emphasize governance and technical consider- experiences, this research moves beyond instru- ations. While these efforts are important, they mentalist perspectives of AI adoption to explore do not fully capture the human dimensions of how the technology reconfigures professional change, especially the vulnerabilities practi- life. Specifically, the study asks: What are the tioners face as they adapt to an evolving techno- various dimensions of vulnerability encountered logical landscape. by public relations professionals? Public relations is already a high-pressure pro- By engaging this question, the study contributes fession where long hours, client demands, and to a deeper understanding of the lived experienc- constant connectivity contribute to stress and es of PR practitioners in the context of techno- burnout. In 2024, nearly half of PR profession- logical change. It highlights how vulnerabilities als reported considering leaving their positions extend beyond technical competency to encom- due to stress (Muck Rack, 2024). The introduc- pass identity, ethics, and organizational support. tion of AI amplifies these challenges by requir- These insights inform both scholarly debates on ing practitioners to renegotiate their expertise, technology and professional practice, providing 4 P 175 aPers a foundation for more sustainable, human-cen- of GenAI has intensified these ethical debates. tered strategies for integrating AI into the field As McCollough et al. (2022) observe, the pro- of public relations. fession is now grappling with ethical and moral dilemmas related to the ‘dark side’ of AI use. Is- Literature Review sues such as transparency, bias, and the veraci- The advent of user-friendly GenAI, exemplified ficiency, it raises questions about authorship, by OpenAI’s ChatGPT in late 2022, represents trust, and the evolving role of PR professionals. a transformative inflection point for public re- In response, communication scholars emphasize GenAI and Public Relations of PR discourse. Although GenAI promises ef- ty of GenAI content have come to the forefront lations practice. GenAI refers to algorithms ca- the need to maintain human oversight, authen- pable of creating new content (e.g., text, images, ticity, and ethical standards in an AI-augmented audio) by learning patterns from existing data PR environment (McCollough et al., 2022; Uysal to mimic human intelligence. Unlike earlier AI & Deng, 2025). tools capable of automating analyses or routine tasks, GenAI can produce novel communication Public relations ethics have been investigated materials, a development with profound impli- through multiple lenses of ethical frameworks. cations for public relations. Such technologies However, given PR’s situational complexity, no can instantly draft campaign strategies, digest single theory suffices. Thus, an integrative, con- public sentiment, or manage client-agency re- text-sensitive reasoning that draws on multi- lationships, offering PR professionals unprec- ple frameworks is more appropriate, including edented speed and creative support (Panda et perspectives of utilitarianism, deontological, al., 2019). Indeed, many high-performing firms virtue ethics, and care ethics (Baker, 2008; Bow- attribute recent efficiency and profit gains di- en, 2016; Dong & Morehouse, 2022; Harrison, rectly to AI integration (Uysal & Deng, 2025). 2004; Lemon & Boman, 2022). Taken together, Researchers likewise report a surge in adoption these various ethical orientations offer different, from what was once gradual, cautious experi- yet connecting, guidelines for understanding mentation with AI to an accelerated widespread what constitutes ethical PR practices as the in- utilization within a short span (Kelm & Johann, dustry adopts new technologies. However, prac- 2025). GenAI tools are now becoming increas- titioners’ firsthand experiences of how they, as ingly common in daily PR workflows (Salzano frontline employees dealing with ethical dilem- & Ashby-King, 2025; Yang, 2024). This growing mas and gray areas, navigate AI-related policies, popularity of GenAI stems from its perceived which are often absent or still in development, usefulness and ease of use, which drive user ac- have not been well studied. ceptance, particularly when organizations pro- vide supportive frameworks for implementation Public Relations Professionals’ Well-being (Kelm & Johann, 2025). Public relations has long been recognized as a high-stress profession prone to burnout. Stud- However, alongside enthusiasm for GenAI’s ies show that PR professionals often work long benefits, scholars have noted important chal- hours and frequently experience work–life con- lenges and cautions. Early critical voices in the flict (Shen & Jiang, 2013; Jiang & Shen, 2013). field warned that AI-driven communication The nature of the profession, which routinely could create misleading ‘illusory’ engagement involves unexpected situations and crises, leaves with stakeholders, lacking genuine dialogic au- practitioners emotionally exhausted and fosters thenticity (Bourne, 2019). The recent explosion an “always on” culture (Anton, 2024; Schoen- 4 P 176 aPers maker & Erskine, 2019). Recent surveys reveal 2025), 38% of companies report having AI pol- alarming mental health trends. A 2024 report icies while more than half (55%) have none in found that 44% of PR professionals left their jobs place (Muck Rack, 2025), and only one-third due to stress and burnout, while 96% reported of professionals report access to AI training at difficulty disconnecting from work in an al- work (Muck Rack, 2025). The absence of orga- ways-on environment (Muck Rack, 2024). These nizational and institutional support constitutes findings underscore the need to address PR pro- a critical external factor that could worsen the fessionals’ vulnerabilities in the workplace. well-being of PR professionals in the AI era. The rapid adoption of AI technologies adds Vulnerability another layer of complexity to practitioners’ Vulnerability is a social and psychological con- well-being. A recent report from the USC Annen- cept that has garnered multidisciplinary in- berg Center for Public Relations (2025) shows terests. While a universal definition is hard to that communication professionals who use AI reach, vulnerability should be understood as a more frequently are 93% more likely to feel val- multifaceted concept as it encompasses natural, ued for the work they do. At the same time, the social, and technical dimensions, and can be re- report highlights barriers such as the rapid pace lational and double-edged, both as a threat to of change, lack of time, complexity of informa- individuals’ psychological safety and as a facil- tion, and privacy and security concerns, which itator to learning and innovating (Bijker et al., have emerged as new stressors for professionals 2014). From a psychological perspective, vul- striving to keep up with AI developments. Other nerability is seen as a predisposition reflecting a studies echo these concerns, noting that AI tools dependence on external affirmation to validate may contribute to additional responsibilities and self-worth, leading individuals to be more frag- job insecurity, further intensifying the stress al- ile to stress (Sinclair & Wallston, 1999). While ready present in the PR industry (Dong & van it is a natural result of being human, psycho- den Berg, 2025; Yue et al., 2024). logical vulnerability can lead to negative affect and depressive symptoms, harming individuals’ Beyond individual readiness, institutional ad- overall health and well-being (Satici, 2016). In aptation in the form of regulation and ethical consumer research, vulnerability is often linked standards has lagged behind and remains in- to specific populations that are disadvantaged in consistent. While professional associations such the market because of factors like age, income, as the Public Relations Society of America, the and education. Recent studies recognize that Chartered Institute of Public Relations, and the vulnerability is the result of consumers’ internal PR Council have issued ethical guidelines for cognitive structure and external social influence the use of GenAI, these frameworks have sev- (Baker et al., 2005). Shi et al. (2017) emphasized eral limitations. They face challenges from weak that vulnerability is a context-dependent ten- enforcement, limited capacity to remain current dency as a result of consumers’ exposure to mar- with rapidly evolving technologies, and restrict- ket interactions. Shi et al. (2017) further identify ed accessibility, as they primarily target formal- two core types of consumer vulnerability: lack ly trained practitioners rather than the broader of knowledge and powerlessness, highlighting workforce engaged in public relations without that individual characteristics in the consump- professional association membership or formal tion process are key to defining vulnerability. In accreditation. Evidence of this gap is clear: only the context of information technology and dig- one-fifth of PR agencies worldwide consistently ital platforms, vulnerability can be understood disclose AI usage to their clients (Muck Rack, as the risks resulting from both online social 4 P 177 aPers networks and platform settings. Gundecha et al. Method (2014) define user vulnerability as a measurable The study employed a qualitative approach, property that reflects the extent to which a user’s using semi-structured, in-depth interviews to privacy can be compromised by personal disclo- explore professionals’ perspectives on vulner- sure, friends’ disclosures, and inadequate priva- abilities in relation to GenAI use. Purposive cy settings. Jang (2024) argued that the accep- and snowball sampling strategies were used to tance of vulnerabilities and risks is an important recruit participants. The recruitment was con- component of individuals’ trust in AI. ducted through multiple channels, including professionals in high-demand, public-facing sionals working in public relations and strategic roles. In hospitality and service settings, it has communication across various experience levels been framed as a situational state of powerless- and sectors. Among the interviewees, 16 were Vulnerability is particularly pronounced among of 29 interviews were conducted with profes- LinkedIn, emails, and alumni networks. A total ness that arises from inequities in customer–em- female, 13 were male. Regarding workplace set- ployee interactions, underscoring its temporary, tings, 13 practitioners worked with agencies, 11 relational, and resource-dependent nature (Bak- worked in-house, and five considered themselves er & Kim, 2024). In healthcare, vulnerability is freelancers. The areas of practice were diverse, closely tied to emotional labor, which is often ranging from healthcare, non-profit, travel, and underrecognized. Davenport and Hall (2011) retail, to name a few. Their work experience in highlight how nurses’ professional vulnerabili- the field ranged from one to 25+ years. Com- ty emerges from the tension between emotional monly used AI tools were ChatGPT, Co-Pilot, engagement and workplace norms that stigma- Bard, Meltwater, and internal proprietary AI tize such expression. Morera et al. (2024) fur- platforms. The most frequent use cases included ther argue that recognizing and accepting vul- sentiment analysis, speech-to-text translations, nerability is essential to counter stigma, reduce and press releases and reports. The interviews isolation and burnout, and foster supportive were taken via Zoom. A total of 1,265 minutes work environments. Building on these perspec- (ranging from 16:55 to 1:05:53) of interviews tives, this study conceptualizes vulnerability as were recorded, comprising 209,383 words. a multifaceted and multidimensional construct that captures the risks, tensions, and opportu- Drawing on the guidelines of Saldaña (2012), nities faced by public relations professionals as Williams and Morser (2019), and Place (2022), GenAI becomes a routine part of their work. Re- we engaged in an iterative thematic analysis. cent research has begun to document how PR During the data collection and analysis pro- practitioners struggle with ethical dilemmas, job cess, the researchers independently review the security concerns, and questions of professional data with a focus on vulnerability-related dis- identity in relation to GenAI (Dong & van den cussions. This data immersion process enabled Berg, 2025; Guzman & Lewis, 2024; Yue et al., researchers to consider various interpretations, 2024). Yet systematic efforts to identify and dif- develop initial codes, and include meetings ferentiate the dimensions of vulnerability within to discuss reflections, compare notes, and ex- PR practice remain limited. Therefore, this study change thoughts. Based on the initial codes, the proposes the following research question: researchers employed pattern coding to clus- RQ1: What are the different aspects of vulnera- ter related ideas and identify potential themes. bility experienced by PR professionals working Throughout this process, we met regularly to in-house and in agencies in the era of GenAI? compare coding decisions, reflect on our posi- 4 P 178 aPers tionalities, and negotiate shared interpretations. worried about overreliance on GenAI in educa- We then synthesized pattern-focused codes into tional institutions. Such overreliance reflects the conceptual themes, assigning labels that cap- lack of a deep and critical understanding of AI’s tured their underlying meaning. Representative capabilities. This echoes the recent Muck Rack quotations were selected to illustrate the breadth report (2025), which found that 75% of PR pro- and depth of each theme, with attention to both fessionals believe the biggest risk AI tools pose typical and divergent cases. to the field is overreliance on AI, preventing young professionals from learning basic skills. Results Participants stressed that students need to build of vulnerability experienced by the PR practi- ties reflects a generational divide and a training tioners, encompassing struggles with technical, gap. On one spectrum, older professionals may professional, psychological, and organizational feel out of step with new tools. At the other end, Our findings reveal four prominent themes Recognizing experience and education dispari- foundational skills before leaning on GenAI. aspects of GenAI adoption and implementation. newcomers risk bypassing foundational learn- These themes are not exclusive to each other but ing by adopting GenAI tools too early, lacking rather co-present a picture of the strategic inter- the necessary base to evaluate for expertise and ruptions PR practitioners are experiencing, im- quality control. Using it without an underlying posed by GenAI. base risks undermining competence. P26 encap- sulated this notion: Technical Vulnerability “AI is a really dangerous tool in education, be- Participants consistently express vulnerability to cause school is when you learn the concepts, the a lack of technical knowledge of GenAI usage. basics, and you build those skills, and then when This vulnerability stems from the struggle to you’re in your job, you know you can rely on align research and training with the rapid pace AI to help, but at least you have that core back- of innovation, compounded by insufficient time ground.” and resources to master GenAI tools effectively. This results in a lack of ability to make informed Another layer of technical vulnerability was the adoption decisions. The vulnerability in tech- sheer volume of GenAI tools and resources. The nical knowledge is associated with inadequate abundance of platforms, plug-ins, and best-prac- experience and education in GenAI tools, infor- tice guides left practitioners unsure as to where mation overload, and the inherent flaws in AI to begin. The overwhelming amount of AI in- algorithms. formation can be intimidating, as a few partic- ipants confessed. Such overload fosters a sense Lack of technical literacy emerged as a pervasive of paralysis with no clear roadmap, resulting in source of vulnerability. Participants voiced anxi- practitioners delaying adoption or experiment- ety about their limited technical understanding, ing inconsistently, thereby exacerbating feelings including those with extensive backgrounds in of inadequacy. It is a sensation of being caught the technology industry: “I think it’s because in a torrent of innovation without a compass. people don’t understand the tech, myself included, Although practitioners recognize that mastery and I’ve worked in technology for years” (P19). requires time and experimentation, the rapid This admission from a seasoned practitioner un- pace of change and limited time capacity hinder derscores how complex and opaque GenAI ap- their ability to prioritize and plan their learning pears to those familiar with other forms of tech- journeys. nology and innovation. Several participants also 4 P 179 aPers Profession-related Vulnerability er, reliance on AI reduces young professionals’ Prevailing concerns over job displacement, es- room for skill development or improvement, as pecially at the entry level, and the loss of previ- they are now being thrown into the fast-paced, ously valuable skills, were commonly discussed AI-enabled productivity mode. Ultimately, the among participants. Practitioners felt the need potential of practitioners hollowing out their to renegotiate professional boundaries while skillsets raises questions about how the profes- grappling with added legal responsibilities that sion will maintain its distinctive competencies were not previously within their role scope. A in a GenAI-mediated environment. deepened fear of some participants was the fear of losing core competencies. A few participants Another professional vulnerability concerns dis- described a creeping reliance on GenAI for tasks closure. Practitioners wrestled with whether to such as writing, which eroded their confidence reveal their use of GenAI and how such action in their abilities. One participant correlated AI might affect perceptions of authenticity and val- to the developed attachment to having their ue. One participant chose not to disclose because phone, noting that inevitably, AI will feel like they assumed it was “ so obvious” the content was “second nature” and lead to “an auto-reliance.” AI-generated, wondering instead if disclosures One participant also noted the frustration of need to include “this is an original design” to reading younger professionals’ cover letters that get appropriate credit for human-crafted work. seem “really AI,” characterized by content that This compelling need to differentiate original or deviates from a typical human writing style, ‘GenAI-free’ work suggests that the profession thereby eroding the profession’s foundation- is renegotiating norms around authorship and al ‘human element.’ The participant expressed credit. Lack of clear guidelines about disclosure self-acceptance based on this notion. He men- compounds the vulnerability, leaving practi- tioned that as AI integration becomes more tioners to balance transparency against fears of prevalent, particularly as younger generations being dismissed as “ cheating” or undervalued if begin engaging with the tools when they are still GenAI involvement is known. developing foundational skills, it will be a part of “how we operate as a society moving forward” Furthermore, when professionals acquire some (P22). A younger participant admitted she had technical proficiency, they remain wary of Ge- to step back from GenAI usage shortly after nAI’s limitations and unintended consequences. transitioning from an educational institution to One participant reflected on a workplace coping a workplace environment due to the concern of strategy: office humor. Professionals can benefit “I don’t know how to write anymore.” (P29) greatly from the technology; however, feeding the tool their wisdom is a tradeoff to improve This reflects both a professional struggle and its capabilities. Ultimately, professionals foresee foreshadows a generational shift. As young- GenAI interactions as a contribution to their er practitioners grow up with GenAI tools and “ own eventual demise.” Yet, beneath the humor messaging, they risk fully developing the craft lies a serious tension on the diminished value of writing, editing, and storytelling that has of their profession. Practitioners are fascinated long defined PR expertise. In doing so, practi- by GenAI’s capabilities, while at the same time, tioners combat the consequences and potential anxious about the tools’ flaws and future impli- of overreliance, but also recognize that repetitive cations. tasks typically built into daily work will likely be sacrificed to automation. Indeed, professional GenAI challenges one of PR’s traditional core development takes time to cultivate. Howev- competencies, content creation, by enabling 4 P 180 aPers non-PR professionals to produce communica- tioners feel complicit in shortcuts that could dull tion materials at scale. While PR expertise still judgment. matters, the profession must guard against role encroachment and redefine its unique value Practitioners mourn the displacement of hu- proposition around strategy, judgment, and re- man-made work and the fading recognition of lationship-building. One participant recount- human touch: “it makes a lot of people feel dis-ed how they “almost felt threatened” by anoth- credited” (P27). Another participant described er professional outside of the communications this transition simply as“sad,” concisely ac-field attempting to generate content tradition- knowledging how efficiency gains can carry a ally produced by the strategic communicator to psychological cost in lost meaning and mastery. alleviate the communicator’s workload burden. Discussions about fears often concentrated on The participant described this emotion from the speed, control, and misuse, which connect to underlying awareness of imbalanced standards the technological aspect of the vulnerability. of practice, wherein the definition of “producing Practitioners worry that technology is outpac- something acceptable” is subjective. This anec- ing appropriate integration, which may place dote illustrates how GenAI tools democratize tools in the “right or wrong hands,” amplifying content creation, but also raise stakes for PR reputational and ethical risks. Existential anxi- practitioners: if non-specialists can craft mes- ety underpins fear: if tools can mimic judgment sages quickly with GenAI, what unique value and voice, what remains distinctly human in the do strategic communicators offer? Such vulner- communicator’s role? Heightened competition ability arises from GenAI’s capabilities, as well between agencies, peers, clients, and even the as how it empowers others to encroach on PR’s tools themselves amplifies social comparison domain. and career uncertainty. What remains is a felt loss of control as standards seem to shift, authorship Psychological Vulnerability feels diluted, and one’s value in the work feels Beyond skill and role concerns, practitioners ex- more temporary and fragile. Practitioners also perience emotional and cognitive vulnerabilities grappled with the loss of pride and satisfaction as they adapt to the GenAI-enabled workplace. that comes from creating work manually. P23, a At an emotional level, many practitioners’ am- well-experienced professional, shared: “I’m going bivalence toward GenAI crystallized into inter- to pick whatever is most effective every time. But I locking emotions like frustration, guilt, sadness, won’t have the same satisfaction of having written and fear. Frustration surfaces when expecta- it myself.” tions outpace guidance. Feeling “discredited” captures grief and anger at evaluative regimes, While GenAI outputs might yield more suc- prizing volume and speed over deliberation and cessful outcomes, the sacrifice of entirely hu- authorship. In such climates, ambiguous norms man-crafted work fails to deliver the personal (e.g., disclosure practices) and shifting quality gratification of solving an issue from scratch. benchmarks produce chronic friction between This trade-off between efficiency and self-worth technological overload and misaligned values. undermines their sense of agency. For practi- Lastly, guilt captures the moral tension between tioners who are grounded in codes of ethics and writing effectively and authorship. Guilt emerg- professional standards, the ambiguous status of es when practitioners perceive improved out- AI-generated content becomes a source of cog- comes, while ownership, originality, or learning nitive strain and moral unease. For example, one may dwindle. It also arises when GenAI’s con- participant described feeling unease and even fidence outstrips its correctness, making practi- plagiarism-related stress when relying on AI to 4 P 181 aPers draft content. Such discomfort reflects broader while in smaller organizations, the burden of ex- debates about originality, authorship, and the perimentation and policy development falls on a moral boundaries of GenAI use. single or a few individuals. Productivity might be an illusion despite it being what GenAI is mar- Organizational keted for, because the extra time spent learning Finally, vulnerability manifests through the or- and experimenting with AI tools, along with the ganizational environment. Policies, culture, and costs of subscription services, adds more pres- leadership shape how practitioners engage with sure and vulnerability. GenAI. At the organizational level, the absence of clear policies and conversations exacerbates Leadership and advocacy emerged as central to vulnerability. In some instances, participants how practitioners perceive and adopt GenAI. In noted concerns regarding the lack of relatabili- one case, a participant emphasized the impor- ty and tangible application when guidelines are tance of guidance from senior leadership, such too abstract or generalized. On the other hand, as a chief information officer, while also noting if guidelines are too specific or tunneled to se- organizational hesitation due to the sensitivity lect parties, gaps remain in how a practitioner of working with medical information. Another should follow or address their GenAI use. With- participant described stepping into an informal out formal direction, practitioners must rely on advocacy role, developing training sessions for personal judgment or informal norms, which colleagues, and gradually becoming the go-to are highly subjective and vary widely. Organiza- resource for AI use within the team. These ac- tional culture thus shapes vulnerability by either counts highlight how, in the absence of formal providing structure and support or leaving em- direction, professionals either wait for leader- ployees to navigate GenAI adoption alone. ship to provide clarity or assume responsibili- ty themselves. Without designated advocates, Organizational structure also impacts vulnera- knowledge sharing tends to occur in an ad hoc bility experiences. Compared to larger corpora- manner, leaving many practitioners to navigate tions or global agencies, individuals from small- tools and practices on their own. The presence er teams may lack a benchmark for how others or absence of advocacy thus plays a decisive role opportunities for normalizing the conversation. ered or vulnerable in engaging with GenAI. Limited engagement with other practitioners are using GenAI, creating isolation and reducing in shaping whether practitioners feel empow- using such tools raises questions about what is Discussion considered ‘appropriate’ engagement, if at all, and the degree to which GenAI is capable of en- Despite the hype surrounding GenAI, this tech- hancing productivity. nology has also introduced significant disrup- tions into PR professionals’ daily work. This “I still feel like it’s cheating. But is that? Am I doing study sheds light on the hidden dark side of that, and is it slowing down my productivity com- GenAI by centering on the vulnerabilities prac- pared to my colleagues? I’m a department of one titioners experience as they adopt and engage here. So is it? Is that what my colleagues would with this technology. Findings from 29 inter- be doing, and I’m just not falling in line with the views reveal four key areas of vulnerability. To- times?” (P25) gether, these themes depict vulnerabilities that arise not as a single issue but as a complex weave In larger organizations, resources and standard- of technical gaps, professional anxieties, emo- ized practices may mitigate some vulnerabilities, tional struggles, and organizational ambiguities, 4 P 182 aPers which illustrate the multifaceted challenges PR engagement from work. Vulnerability rooted in professionals face as they integrate GenAI into personal moral struggles reinforces the urgency their work. of updating and expanding ethical guidelines for GenAI. Such guidelines must move beyond This research contributes to ongoing discus- abstract principles to address practical realities, sions of AI in public relations by shifting the ensuring that PR ethics becomes more action- focus from a utility-driven perspective (Yue et able and enforceable in the AI era. Ethics, in this al., 2024) to a human-centered view of practi- sense, can serve as a bridge between public rela- tioners’ lived experiences. This perspective aligns tions theory and practice. with the ethic of care theory, underscoring that frontline practitioners are not only key drivers Practically, the findings highlight the urgent of the field’s development but also actors whose need for stronger education and training around well-being must be safeguarded. The vulnerabil- GenAI in public relations. Without thoughtful ities revealed in this study further highlight new scaffolding in learning, young professionals face challenges to practitioners’ well-being brought heightened risks of AI overreliance and long- about by emerging technologies, challenges that term skill erosion. Equally crucial is an organi- may intensify the already well-documented psy- zational culture that normalizes transparent AI chological strain in PR (Shen & Jiang, 2013). use, open error-reporting, and reflective pauses Our findings also call for a critical examina- that reward judgment and integrity in perfor- tion of the human-technology relationship as a mance reviews. Visible internal advocates (e.g., central dimension of relationship management trained “responsible AI leaders,” cross-function- when AI becomes embedded in PR workflows al subject-matter expert groups) could be helpful and interwoven with organizational dynamics in translating policy into daily workflow, main- (Uysal & Deng, 2015). taining living playbooks, and coordinating re- curring training. Inclusive spaces that encourage In addition, this study advances the conceptual- open conversations around current use practices ization of vulnerability, extending broader vul- and ethical dilemmas would also help teams to nerability scholarship (e.g., Bijker et al., 2014). co-create context-relevant guidelines that reflect We argue that PR professionals’ vulnerability the diversity of work across the organization, es- in the context of GenAI is relational, shaped by pecially in high-stakes industries. the intersection of technical barriers, organi- zational environments, professional identities, This research has several limitations that should and personal emotions. Addressing AI-related be acknowledged. First, the sample was limited challenges, therefore, requires more than tech- in terms of geography, organizational type, and nical solutions; it demands recognition of the industry diversity. As GenAI becomes increas- complex relational dynamics at play. Finally, our ingly adopted by both in-house and agency PR findings caution that personal moral questions professionals, as well as in nonprofit and pub- surrounding GenAI are closely tied to issues of lic sector contexts, future studies should employ identity, professionalism, and self-efficacy for larger-scale surveys across industries, regions, PR practitioners. It also evokes negative emo- and career stages to assess the generalizability of tions such as sadness, frustration, and guilt, these findings. Second, the data rely on practi- further compounding the sense of vulnerability tioners’ self-perceptions, which may be shaped practitioners experience in navigating GenAI. by personal bias, impression management, or If left unaddressed, these unresolved tensions varying levels of expertise with GenAI. Third, risk escalating into fear, avoidance, or even dis- given the rapidly evolving nature of this tech- 4 P 183 aPers nology, interviews offer only a snapshot in time. E. Bijker (Eds.), Vulnerability in technological Longitudinal and field studies would provide a cultures: New directions in research and gov- more dynamic and accurate understanding of ernance (pp. 1–26). MIT Press. https://doi. bilities shift as GenAI becomes more embedded Bourne, C. (2019). AI cheerleaders: Public rela- in practice. Finally, building on the vulnerabili- how PR professionals’ experiences and vulnera- org/10.7551/mitpress/9209.003.0002 tions, neoliberalism and artificial intelligence. ties identified in this study, future research and Public Relations Inquiry, 8(2), 109–125. https:// practice should consider developing validated doi.org/10.1177/2046147X19835250 scales to systematically measure these vulnera-Bowen, S. A. (2016). Clarifying ethics terms in bilities and examine both their impacts on prac-public relations from A to V, authenticity to vir-titioners and the effectiveness of potential inter-tue: BledCom special issue of PR review sleep-ventions. ing (with the) media: Media relations. Public Relations Review , 42 (4), 564-572. https://doi. References org/10.1016/j.pubrev.2016.03.012 Anton, A. (2025). Subjective well-being of pub-Bowen, S. A. (2024). “If it can be done, it will lic relations and communication profession-be done:” AI ethical standards and a dual als in the context of perceived organisational role for public relations. Public Relations Re-support. Journal of Communication Manage-view, 50 (5), 102513. https://doi.org/10.1016/j. ment, 29 (3), 324–339. https://doi.org/10.1108/ pubrev.2024.102513 JCOM-03-2024-0047 Baker, M. A., & Kim, K. (2024). The impacts Cusnir, C., & Nicola, A. (2024). Using generative of organizational support and customer inci- artificial intelligence tools in public relations: vility on employee vulnerability and job per- Ethical concerns and the impact on the pro- formance: The moderating role of employee fession in the Romanian context. Communi- mental health. cation & Society, 37(4), 309–323. https://doi. International Journal of Hospi- tality Management, 118 org/10.15581/003.37.4.309-323 , 103686. https://doi. org/10.1016/j.ijhm.2023.103686 Davenport, L. A., & Hall, J. M. (2011). To cry Baker, S. (2008). The model of the principled or not to cry: Analyzing the dimensions of advocate and the pathological partisan: A vir- professional vulnerability. Journal of Ho- tue ethics construct of opposing archetypes of listic Nursing, 29(3), 180–188. https://doi. public relations and advertising practitioners. org/10.1177/0898010110393356 Journal of Mass Media Ethics, 23(3), 235–253. Dong, C., & Morehouse, J. (2022). Toward a car- https://doi.org/10.1080/08900520802222050 ing government: Advancing ethical govern- Baker, S. M., Gentry, J. W., & Rittenburg, T. L. ment public relations with a care-based rela- (2005). Building understanding of the do- tionship cultivation model. Journal of Public main of consumer vulnerability. Journal of Relations Research, 34(5), 179–207. https://doi. org/10.1177/0276146705280622 (Original Dong, C., & van den Berg, M. (2025). Revisiting work published 2005) PR professionalism and ethics in the genera-Macromarketing, 25(2), 128–139. https://doi. org/10.1080/1062726X.2022.2119978 Bijker, W. E., Hommels, A. M., & Mesman, J. tive AI era through PR practitioners’ insights. (2014). Studying vulnerability in technologi- Public Relations Review, 51(3), 102582. https:// cal cultures. In A. Hommels, J. Mesman, & W. doi.org/10.1016/j.pubrev.2025.102582 4 P 184 aPers Gundecha, P., Barbier, G., Tang, J., & Liu, H. Public Relations Review, 48(4), 102232. https:// a social networking site. ACM Transactions on McCollough, C. J., Wallace, A. A., & Luttrell, R. Knowledge Discovery from Data, 9 (2014). User vulnerability and its reduction on doi.org/10.1016/j.pubrev.2022.102232 doi.org/10.1145/2630421 (2). https:// (2022). Artificial intelligence: The dark side, ethics, and implications. In J. H. Lipschultz, Guzman, A. L., & Lewis, S. C. (2024). What gen- K. Freberg, & R. Luttrell (Eds.), The Emer- erative AI means for the media industries, and ald Handbook of Computer-Mediated Com- why it matters to study the collective conse- munication and Social Media (pp. 671–684). quences for advertising, journalism, and pub- Emerald Publishing Limited. https://doi. lic relations. Emerging Media, 2(3), 347–355. org/10.1108/978-1-80071-597-420221039 https://doi.org/10.1177/27523543241289239 Messina, A. (2007). Public relations, the Harrison, J. (2004). Conflicts of duty and the public interest and persuasion: An ethi- virtues of Aristotle in public relations ethics: cal approach. Journal of Communication Continuing the conversation commenced by Management, 11(1), 29–52. https://doi. Monica Walle. PRism, 2(1), 1–7. http://praxis. org/10.1108/13632540710725978 massey.ac.nz Morera, D., Delgado, J., Lorenzo, E., de Cas- Jang, C. (2023). Coping with vulnerability: The tro-Peraza, M. E., & Delgado, N. (2024). “Su- Jiang, H., & Shen, H. (2013). Toward a theory Behaviour & Information Technology, 43 Resources for Health, 22(1), 1–6. https://doi. 2388–2400. https://doi.org/10.1080/014492 org/10.1186/s12960-024-00899-9 9X.2023.2246590 Muck Rack. (2024). The state of work-life balance behaviour on the use of AI-based services. ability in healthcare professionals. Human (11), effect of trust in AI and privacy-protective perheroes? No, thanks.” Accepting vulner- of public relations practitioners’ own conflict: pr-2024 in PR. https://info.muckrack.com/state-of- Work versus life. Journal of Public Relations Research, 25 Muck Rack. (2025, January 14). Percentage of (3), 259–279. https://doi.org/10.1 080/1062726X.2013.788446 public relations (PR) agencies disclosing artifi- Kaclová, M. (2024). Exploring the landscape: cial intelligence (AI) use to their clients world- Generative AI adoption among Central and wide as of December 2024 [Graph]. Statista. Kelm, K., & Johann, M. (2025). Artificial intel- . https://muckrack.com/research/state- of-ai-in-pr-2025 ligence in corporate communications: De- Nutsugah, N., & Senanu, B. (2024). On the tech terminants of acceptance and transformative Corporate Communications: An processes. trek and industrial revolutions: Unravelling International Journal, 30 (1), 124–138. https:// the impact of generative AI on public relations doi.org/10.1108/CCIJ-04-2024-0051 praxis in Africa. Journal of Public Relations Re- search, 36 (4), 341–359. https://doi.org/10.1080 Lemon, L. L., & Boman, C. D. (2022). Ethics of /1062726X.2024.2368485 care in action: Overview of holistic framework tional Journal of Strategic Communication, age-clients/ 19 (2), 324–339. https://doi.org/10.1080/15531 Muck Rack. (2025, January 14). 18X.2024.2436542State of AI in PR 2025 Eastern European PR professionals. Interna- statistics/1440854/pr-agencies-disclose-ai-us- https://www-statista-com.proxy1.cl.msu.edu/ with application to employee engagement. 4 P 185 aPers Panda, G., Upadhyay, A. K., & Khandelwal, K. py and Research, 23(2), 119–129. https://doi. (2019). Artificial intelligence: A strategic dis- org/10.1023/A:1018770926615 Place, K. R. (2022). Toward a framework for lis-ruption in public relations. Journal of Creative USC Annenberg Center for Public Relations. Communications, 14 (2), 97–110. https://doi. (2025). The relevance report . https://annen- org/10.1177/0973258619866585 berg.usc.edu/research/center-public-rela- tions/relevance-report tening with consideration for intersectionality: Uysal, N., & Deng, T. (2025). The new brave Insights from public relations professionals in world of public relations: The impact of orga- borderland spaces. Journal of Public Relations nizational dynamics on adoption of AI. Inter- Research, 34(1–2), 4–19. https://doi.org/10.10 national Journal of Strategic Communication, 80/1062726X.2022.2057502 19(2), 303–323. https://doi.org/10.1080/15531 Saldaña, J. M. (2013). 18X.2024.2447019 The coding manual for qualitative researchers (2nd ed.). SAGE Publi- Williams, M., & Moser, T. (2019). The art of cations. coding and thematic exploration in quali- Salzano, M., & Ashby-King, D. T. (2025). Ex- tative research. International Management Satici, S. A. (2016). Psychological vulnerabili-(AI) public relations. Public Relations Inquiry. docview/2210886420/se-2 https://doi.org/10.1177/2046147X251320170 Yang, A. (2024). Preparing public relations prac-titioners for the AI era: Advancing pedagog-ty, resilience, and subjective well-being: The ical principles in public relations’ artificial in public relations: Offering participatory proquest.com/scholarly-journals/art-cod- ing-thematic-exploration-qualitative/ amining proposed generative AI integrations Review, 15(1), 45–55, 71–72. https://www. Schoenmaker, S., & Erskine, V. (2019). Under-mediating role of hope. Personality and In- intelligence education. Journalism & Mass dividual Differences, 102 , 68–73. https://doi. Communication Educator, 80 (1), 3–24. https:// org/10.1016/j.paid.2016.06.057 doi.org/10.1177/10776958241277682 Yue, C. A., Men, L. R., Davis, D. Z., Mitson, R., standing practitioner resilience in public rela-Zhou, A., & Al Rawi, A. (2024). Public rela-tions. Asia Pacific Public Relations Journal, 21 , tions meets artificial intelligence: Assessing 1–19. utilization and outcomes. Journal of Public Re-lations Research, 36 Shen, H., & Jiang, H. (2013). Profiling public re-(6), 513–534. https://doi.or g/10.1080/1062726X.2024.2400622 lations practitioners’ work-life conflict: From Shi, H. Y., Jing, F. J., Yang, Y., & Nguyen, B. a diversity lens. Public Relations Journal, 7(2), Yue, C. A., Men, L. R., Mitson, R., Davis, D. 71–95. http://www.prsa.org/Intelligence/PR- Z., & Zhou, A. (2024). Artificial intelligence Journal/Documents/20132Shen.pdf for internal communication: Strategies, chal- lenges, and implications. Public Relations Re- view, 50 (5), 102515. https://doi.org/10.1016/j. (2017). The concept of consumer vulnerabil- pubrev.2024.102515 ity: Scale development and validation. Inter- national Journal of Consumer Studies, 41 (6), 769–777. https://doi.org/10.1111/ijcs.12390 Sinclair, V. G., & Wallston, K. A. (1999). The development and validation of the psycho- logical vulnerability scale. Cognitive Thera- 4 P 186 aPers From Tools to Colleagues? The Role of Communicative AI in Corporate Communication Eisner, Julia, University of Applied Science GmbH - Campus Wieselburg & Wiener Neustadt (Austria) Abstract Introduction The rapid rise of generative artificial intelligence Artificial Intelligence (AI) is widely regarded as (AI) is transforming corporate communication. one of the most transformative technologies of While industry debates often stress efficiency the 21st century. Since the release of ChatGPT and productivity, academic research highlights in 2022, generative AI has become integrated relational, ethical, and epistemological implica- not only into everyday life but also into organi- tions. This conceptual paper develops a frame- zational contexts, including corporate commu- work for understanding communicative AI nication (Banholzer, Quest, & Rossbach, 2023). this perspective, communicative AI is not mere- and has become an integral part of communica- ly a technical tool but a hybrid actor that co-con- through the lens of social constructivism. From AI has evolved beyond its role as a technical tool relationships. The paper identifies three interre- other generative tools has initiated a profound lated dimensions—interactional, organizational, shift in how organizations communicate with and societal—through which communicative internal and external stakeholders (Stieglitz & structs organizational realities, narratives, and gence of large language models (LLMs) and tion practices within organizations. The emer- dimensions serve as heuristics for analyzing Wiencierz, 2022; Hepp et al., 2022). AI reshapes communication practices. These responsibility, and how public discourses shape is therefore essential for examining how organi- zations engage stakeholders, manage relation- legitimacy. While conceptual in nature, the pa- ships, and construct legitimacy (Weller & Lock, per provides the theoretical foundation for the thenticity, how organizations institutionalize Understanding AI’s communicative capabilities how professionals negotiate authorship and au- author’s doctoral research, which will empiri- 2024). These systems increasingly assume tasks cally examine these dynamics in organization- traditionally performed by humans (Weller & al contexts. The contribution lies in reframing Lock, 2024). While professional discourse tends corporate communication to include non-hu- to highlight efficiency and productivity, schol- man communicators and in demonstrating the arly work emphasizes more profound relation- relevance of social constructivism for analyzing al, ethical, and epistemological transformations technological transformation. (Guzman & Lewis, 2020; Zerfass et al., 2024; Buhmann & Gregory, 2023). 4 P 187 aPers In this context, the notion of communicative The aim is to contribute to a deeper understand- AI has gained importance. It examines the for- ing of how communicative AI is integrated into mation of relationships between humans and organizational communication, how hybrid machines and the redefinition of social roles in forms of agency emerge, and how accountabili- these interactions. Research suggests that AI ty is negotiated. While this paper is conceptual technologies are not merely tools but can be in nature, it is embedded in a larger PhD project understood as active participants in commu- that will investigate these questions empirically. nication processes (Hepp et al., 2023). By em- The conceptual framework outlined here thus bodying human-like characteristics and inten- serves as a foundation for future research into tions, AI becomes an integral part of the social how communication professionals interact and construction of communication, influencing work with communicative AI in organizational the meanings, identities, and relationships that contexts. shape our world. Historical Perspectives on the Automa- The integration of AI into corporate communi- tion of Communication cation also introduces significant complexities and ethical challenges. Scholars point to risks The automation of communication is not a novel of discrimination, bias, and the reinforcement phenomenon. Its history can be traced back to of power structures (Buhmann & White, 2022; cybernetics and early media theory in the 20th Crawford, 2021). Moreover, AI systems them- century. Cybernetic approaches in the 1940s selves are now framed as communicators, gen- and 1970s emphasized information as feedback erating narratives and societal discourses that loops, highlighting technical control mecha- escape organizational control (Banholzer & Sie- nisms while sidelining meaning (Turner, 2006). bert, 2021). This raises pressing questions of ac- This techno-centric perspective contrasted with countability, authenticity, and legitimacy. sociological and communication theories that foregrounded the interpretive and relational di- Against this background, this paper develops a mensions of communication (Baecker, 1997). conceptual framework for analyzing commu- This historical context highlights a three-stage nicative AI. While theoretical reflections on AI evolution in the study of digital communica- and communication have proliferated, empirical tion within media and communication studies research in corporate communication remains (Hepp et.al. 2023). Media and communication scarce- leading some scholars to warn that the studies subsequently turned to computer-me- field is “sleepwalking into AI” (Gregory & Vir- diated communication (CMC) to explore how mani, 2020). digital technologies mediate social relationships (Chesebro & Bonsall, 1989; Jones, 1998). This This paper responds to this research gap by first stage of inquiry highlighted how comput- approaching communicative AI from the per- ers reshaped interpersonal communication and spective of social constructivism (Knoblauch & facilitated online communities. This stage also Pfadenhauer, 2023). The central research ques- included investigations into the emerging infor- tion is: mation society (Castells, 2000; Mattelart, 2003). What conceptual lenses are needed to understand The second stage focused on datafication. As dig-communicative AI in corporate communication, ital traces became central to media infrastruc- and how does social constructivism contribute to tures, critical data studies (e.g. Burns et al., 2019; this understanding? Dalton & Thatcher, 2014; Iliadis & Russo, 2016; Kitchin, 2014) emerged, interrogating how big 4 P 188 aPers data and algorithmic governance transformed increasing interest or hype; it reflects a funda- communication and society (Dalton & Thatcher, mental shift in the way communication is con- 2014; van Dijck, 2014; Crawford, 2021). Automa- ceptualized and executed in the digital era. Hepp tion here referred less to communication as in- et al. (2023) emphasize that the study of com- teraction than to data processing as a condition munication automation needs to be approached for power. with a comprehensive perspective, considering the unique materiality of digital traces and the The current third stage centers on communicative complexities of globalized digital infrastructures automation. Human–machine communication (Crawford, 2021). Hepp and Hasebrink (2022) research has institutionalized this shift, exam- also note a high density of innovation in this area ining machines as communicators rather than due to the rapid developments of recent years. as media (Fortunati & Edwards, 2020; Guzman, Furthermore, media are no longer solely instru- 2018). Automated journalism (Carlson, 2015), ments of communication, but also generators of social bots (Gehl & Bakardjieva, 2016), and con- data. The challenge is to recognize the diversity versational agents highlight how communica- of media and their role in social construction. tion systems now generate meaning. As Hepp This broad view is essential for a comprehensive et al. (2023) argue, communicative AI marks a understanding of the nuances and implications qualitative transformation: machines not only of communication automation in contemporary facilitate but co-constitute communication. society. The concepts of digitization, datafication, and For corporate communication, this historical algorithmization are key to understanding the trajectory implies that communicative AI can- emergence and necessity of automated commu- not be reduced to an operational tool. It is part nication processes. The technical aspects of au- of a longer transformation in which non-human tomation in this context vary widely, from basic actors increasingly participate in meaning-mak- scripts with predetermined steps, which are the ing, thereby challenging the field’s traditional foundation of many social bots (Veale & Cook, human-centered assumptions. 2018), to more complex machine learning sys- tems (Heuer et al., 2021). Unlike automation in Communicative AI as a Sensitizing Con- fields like manufacturing, where robots physi- cept cally build products, communication automa- The term “artificial intelligence” (AI) encom- tion revolves around digital traces generated through datafication. These digital traces have passes a range of computer technologies that seek to emulate human intelligence. These include a an inherent but more opaque materiality com- spectrum of systems, from basic automation to pared to the tangible nature of physical (Burrell, 2016). This difference in materiality has signifi- advanced machine learning and deep learning capabilities (Wang, 2019; Buhmann & Gregory, cant implications for various types of automat- 2023). Deep learning has gained considerable ed communication processes (Esposito, 2017) across multiple disciplines and in practical ap- attention in recent decades, allowing computers to refine their performance by identifying and plications. correcting errors autonomously. As deep learn- ing techniques advanced, they paved the way for These processes are influenced by the global- developing even more complex models, such as ized digital infrastructure of today’s automated communication systems (Crawford, 2021). The large language models (LLMs). The most well- evolution of these stages signifies more than just known tool of this evolution is ChatGPT (Ope- 4 P 189 aPers nAI), which has gained widespread use since Theoretical Background November 2022. The models differ from other Social Constructionism as theoretical lens AI models because they generate new data in In the evolution of computer-mediated com-the form of text, images, videos, or audio (Mi-munication, media and communication stud-naee et al., 2024). LLMs represent a significant ies initially focused on how individuals inter-technological advance and are rapidly changing act with automated systems (Hepp et al., 2023) the way we communicate, illustrate, and create and what meaning is created between humans (Alto, 2023; Minaee et al., 2024). and machines (Guzmann, 2018). It is suggested The evolution signifies more than just a hype; that one should broaden the perspective when analysing automated communication. The con- it reflects a fundamental shift in (digital) com- cept of communicative AI goes far beyond sim- munication. Today’s automated communica- ple human-machine interactions. Each form of tion systems (like chatbots) in communication communication (public, interpersonal, group) fields like corporate communications trans- emerges in specific social domains and has form tasks like writing and visualization, as well far-reaching impacts on society. It is crucial to as communication practices. In this context, expand this perspective to understand when and ‘communicative AI’ is a pivotal ‘sensitizing con- how meanings are co-created between humans cept’. Several conceptual proposals have already and machines (Guzman, 2018). emerged, including those by Andrejevic (2020), fert (2023), contributing to the establishment of The theory of communicative constructionism Hepp (2020), Gambino et al. (2020), and Sey- ‘communicative AI’ as a recognized term in the adopts a societal communication perspective on reality construction and is rooted in social international research community. constructionism theories (Berger & Luckmann, The term “communicative AI” encompasses a 1966). This theory suggests a paradigm shift— diverse range of technologies designed for com- from viewing communication as a mere channel municative purposes. Hepp et al. (2023: 48) de- for information transmission to recognizing it fine it as automation (1) designed for communi- as a fundamental mechanism in constructing cation, (2) embedded in digital infrastructures, social reality. Current research in sociology of and (3) entangled with human practices. Un- knowledge emphasizes the role of social com- like earlier automation, communicative AI pro- munication processes, where communicative duces new communicative outputs rather than action becomes central to social phenomena merely transmitting human messages (Hepp et (Knoblauch & Pfadenhauer, 2023). al., 2023). The field of communicative AI chal- lenges the traditional human-centered commu- Social constructionism is particularly relevant nication model, introducing new issues related when examining the role of communicative AI to agency and authenticity, underpinning an in modern communication practices, as it fo- interdisciplinary research field. These insights cuses on how social meanings, identities, and position communicative AI as a sensitizing con- the role of AI are constructed and integrated cept (Blumer, 1954). It directs scholarly attention into these processes. Within this perspective, to the meanings, practices, and figurations that AI technologies are not merely seen as tools but emerge when humans and machines interact in as active participants in the co-construction of a communicative manner. communication. They influence the interaction and perception of communication processes, shaping how social realities and identities are 4 P 190 aPers formed (Guzman & Lewis, 2020; Hepp & Gör- the agency reflected by AI systems, reinforcing land, 2024). The importance of communication existing structures. in shaping social reality has become increasingly pronounced with the ongoing digitalization and New materialism theories consider shared agen- proliferation of media. Communication extends cy between humans and machines (Knoblauch beyond mere information transfer; it is central & Pfadenhauer, 2023) and introduce the concept for constructing identities, relationships, society, of hybrid agency, where humans and machines and reality (Keller et al., 2020, p. 13). Moreover, co-create agency (Rammert, 2007). From this communication represents the empirically ob- perspective, communicative AI is viewed as an servable aspect of the social (ibid, p. 11). active participant in interaction, possessing its own form of agency that influences and shapes Agency within the context of communicative human actions. AI The debate on the agency of communicative AI The Figuration Approach synthesizes these per- is shaped by empirical and conceptual ambi- spectives by examining society as networks of guity (Hepp & Görland, 2024). This ambiguity interdependent actors (Elias, 1978). The works impacts theoretical perspectives and practical of Couldry and Hepp (2016), Hepp (2020), and considerations regarding how communicative Hepp and Hasebrink (2018) elaborate the con- AI influences social dynamics, identity, and the cept of hybrid figurations, where human and construction of reality. This shift challenges tra- machine actors co-create agency (Hepp et al., ditional communication theories, which typical- 2022, 2023). Such a hybrid agency emerges from ly focus on human-to-human interactions. In the interplay of automated communication, this paper, communicative AI is conceptualized challenging the boundaries between human and as a sensitizing concept to guide the exploration machine capabilities (Pfadenhauer & Lehmann, of agency in human-machine dynamics. 2021) and refers to developing a ‘supra-individu- al agency’ (Schimank, 2010, p.327). In corporate Constructivist theories, such as social phenom- settings, the automation of tasks, such as content enology and social constructionism, posit that creation by work bots, blurs the distinction be- machines lack intrinsic agency and are instead tween human and machine. The perceived capa- understood as the ‘objectification’ of human in- bilities of the technology play a crucial role in tentions (Knoblauch, 2020, p.118; Pfadenhauer, these experiences (Pfadenhauer & Lehmann, 2015, p.144). The agency attributed to these ma- 2021). Studies on newsroom automation ex- chines is a projection of the expectations of hu- emplify this phenomenon (Diakopoulos, 2019; man actors (Knoblauch, 2020; Lindemann et al., Hepp & Loosen, 2023). 2016; Muhle, 2016). This perspective posits that the agency of a machine is not an inherent char- A crucial aspect of the theoretical background acteristic of the machine itself but is constructed of this paper is the concept of agency. Within so- by human expectations, norms, and power dy- cial constructionism, agency and intelligence of namics into which AI is embedded. The con- communicative AI are not inherent to AI but are cept of ‘supra-individual agency’ expands this shaped through social interactions, narratives, view by linking agency to collective entities like and cultural contexts. For example, in Western organizations and social structures (Schimank, societies, AI systems are often anthropomor- 2010). Giddens’ structuration theory (1984) phized, aligning with the Computers Are Social and Foucauldian discursive practices emphasize Actors paradigm (CASA), where users treat ma- how societal norms and power relations shape chines as social actors (Guzman & Lewis, 2020). 4 P 191 aPers As pointed out later in the literature review, AI is authenticity, trust, and the erosion of organiza- often embraced to enhance productivity and effi- tional identity (Buhmann & Gregory, 2023). This ciency, leading to a more favourable attribution dual potential situates AI as both a promise and of agency to these systems (Hepp & Görland, a challenge for corporate communication. Cur- 2024, p. 6). In East Asian cultures, such as Japan, rent studies, therefore, call for frameworks that AI is viewed more as an extension of human ca- go beyond technical considerations and address pabilities than an independent agent (Muhle, relational, ethical, and epistemological questions 2024). (Banholzer & Siebert, 2021). This perspective lays the groundwork for exam- Overall, the literature portrays AI as a trans- ining the complexities of AI’s role and illustrates formative influence that shifts corporate com- how cultural and social contexts influence the munication from a predominantly symbolic perception and attribution of agency to AI sys- function to a more data-intensive and strategic tems. It highlights the importance of social con- role. However, empirical research on this trans- structionism in understanding these dynamics. formation remains limited. While surveys such as the European Communication Monitor pro- Literature Review vide important trend data (Zerfass et al., 2024), Corporate Communication in the Age of AI empirical studies on how communication pro- fessionals interact with AI in practice are still In recent years, the rapid advancement of digi- scarce. This research gap highlights the need for talization has profoundly changed the scope and further investigation into how communicative practices of corporate communication. Organi- AI influences the development of skills, roles, zations increasingly rely on data-driven insights, and professional identities within organizational media monitoring, and real-time feedback to contexts. engage stakeholders in more personalized and interactive ways (Stieglitz & Wiencierz, 2022; Communicative AI Tools in Corporate Com- Hancock et al., 2020). The introduction of artifi- munications cial intelligence represents a further step in this Research on communicative AI tools has devel- trajectory. AI extends communication capacities oped along several strands, with a primary focus by supporting not only routine operational tasks on conversational agents, automated content but also strategic decision-making. Scholars generation, and monitoring systems. Early work highlight how communicative AI contributes to examined chatbots as a means of simulating content production, issue monitoring, and orga- human conversation through natural language nizational listening, thereby linking communi- processing. Studies found that chatbots improve cation departments more closely with top man- response times and customer satisfaction and agement functions (Buhmann & White, 2022; can enhance perceptions of organizational re- Weller & Lock, 2024). sponsiveness (Liu & Wei, 2019; Zhou, Men, & Tsai, 2023). More recent studies demonstrate Despite these opportunities, the academic de- bate emphasizes that the integration of AI can- that chatbots with a social presence and con- not be reduced to efficiency gains. On the versational tone can strengthen organizational– public relationships by conveying warmth and one hand, AI enables large-scale data analysis and message personalization at unprecedented accessibility (Men et al., 2022). These findings speed, fostering new forms of engagement and suggest that communicative AI tools are not only operational aids but also shape stakeholders’ relationship management (Yue et al., 2024). On the other hand, AI also raises concerns about perceptions of organizational character. 4 P 192 aPers Hepp et al. (2020) divided “communicative ro- the need for empirical research that examines bots” into three main types: Artificial Compan- communicative AI as an integral part of organi- ions (e.g., Alexa, Siri) serve as digital interfaces zational communication practices, rather than for tasks like information retrieval through nat- as isolated tools. ural language processing; Social Bots on social media to engage users and shape narratives, as Societal Risks and ethical challenges of com- seen in political campaigns (Ferrara et al., 2016); municative AI and Work Bots used in fields like corporate com- Alongside opportunities, the literature empha- munication and journalism drive automation in sizes a wide range of societal risks and ethical content creation. The rise of Work Bots—partic- challenges associated with communicative AI. ularly generative AI models such as OpenAI’s These include concerns about bias, discrimi- ChatGPT—marks a qualitative shift by enabling nation, surveillance, and the reinforcement of machines to produce original content rather existing power structures (Crawford, 2021; Buh- than merely reproducing human inputs (Fekade mann & White, 2022). As AI systems operate on et al., 2024). large datasets, they are designed to reproduce societal inequalities embedded in the training Industry surveys confirm the rapid diffusion data. Scholars warn that such biases may under- of such tools. The European Communication mine organizational credibility and stakeholder Monitor (2024/2025) reports that the three most trust if not carefully managed (Codina, Ufarte- common applications of generative AI in com- Ruiz, & Borden, 2024). munication departments are content creation, idea generation, and social media monitoring. Professional surveys reveal significant uncertain- Similarly, Davis + Gilbert LLP (2023) found that ty within the field. While most communication nearly half of U.S. firms adopting generative AI practitioners expect AI to transform their pro- expect revenue growth, indicating strong man- fession, many feel underprepared to adopt these agerial expectations. Empirical case studies also technologies (Zerfass, Hagelstein, & Tench, 2020; illustrate the practical benefits of generative AI Neill et al., 2024). This gap has been described for drafting press releases, preparing speeches, as a form of “third-person effect,” where profes- or producing social media content (Fekade et sionals acknowledge AI’s general impact on the al., 2024). industry but downplay its relevance to their own roles (Buhmann & White, 2022). Moreover, con- At the same time, scholarly assessments caution cerns about job loss, deprofessionalisation, and that empirical evidence remains fragmented and income reduction contribute to anxieties in the tends to concentrate on specific tools such as communication sector (Zerfass, Hagelstein, & chatbots. While there is a growing body of liter- Tench, 2020). ature on operational effects, systematic research on strategic applications—such as AI-supported Buhmann and White (2022) distinguish three issue management, scenario planning, or orga- categories of ethical concerns in AI usage: evi- nizational listening—remains scarce (Syvänen dence concerns (reliability and validity of data), & Valentini, 2020; Buhmann & Gregory, 2023). outcome concerns (consequences of AI-based Furthermore, most studies focus on user percep- decisions), and epistemic concerns (how knowl- tions or performance metrics, while questions of edge is constructed through AI). These catego- organizational integration, professional auton- ries provide a valuable framework for analyzing omy, and accountability are rarely addressed. the challenges communication professionals This lack of cumulative evidence underscores face in ensuring transparency, accountability, 4 P 193 aPers and fairness. At the organizational level, ethical (2023), stresses that social reality does not exist guidelines increasingly call for communicators independently of human actors but is produced, to critically assess AI practices and align them stabilized, and negotiated through communica- with societal expectations. For example, the tive processes. When applied to the case of com- Austrian PR Ethics Council (2023) issued rec- municative AI, this means that the meaning of ommendations emphasizing transparency, data AI within organizations is not given by its tech- sensitivity, and awareness of algorithmic bias. nical properties alone but emerges from how professionals interact with these systems, make Despite such initiatives, empirical research sense of their outputs, and integrate them into shows that many organizations remain at an organizational narratives. early stage of AI integration and lack system- atic policies for responsible use (Fekade et al., From this point, a conceptual framework can be 2024). Scholars argue that communicators must sketched along three interrelated dimensions. not only acquire technical literacy but also en- First, on the interactional level, communicative gage with broader societal debates about AI to AI reshapes everyday practices of communica- safeguard organizational legitimacy (Valin & tion work. Professionals interact with AI tools Gregory, 2020). This requires communication by drafting, editing, and correcting messages, departments to position themselves as media- but also by narrating their own role vis-à-vis the tors between technological possibilities, ethical machine. These micro-practices constitute the demands, and stakeholder expectations. initial site where meanings about agency, au- thenticity, and authorship are negotiated. In summary, the literature highlights that com- municative AI presents both opportunities and Second, these practices are embedded in orga- risks for corporate communication. While AI nizational contexts. Workflows, accountability promises efficiency and personalization, it also structures, and governance mechanisms influ- challenges professional norms, raises ethical di- ence how communicative AI is positioned and lemmas, and introduces new vulnerabilities in what roles it can assume. For example, whether organizational–stakeholder relationships. The AI-generated content is published directly or re- further empirical studies that investigate how matter but a social decision that reflects organi- zational expectations, norms, and power rela- current state of research underscores the need for quires human approval is not a purely technical tensions in practice. tions. communication professionals navigate these Conceptual Framework and Research Third, organizations operate within broader societal discourses about AI. Public narratives Outlook about efficiency, bias, ethics, or innovation shape Building on the historical and theoretical foun-how communicative AI is perceived both inside dations outlined above, this section develops a and outside the organization. These discourses conceptual framework that links communica-provide resources for legitimizing or contesting tive AI with the social constructivist tradition AI use and thus influence how organizations and outlines its relevance for future empirical communicate about themselves and about their research. Social constructivism, as formulated technology adoption. by Berger and Luckmann (1966) and further developed in sociology of knowledge traditions These dimensions are not discrete layers but mu- by scholars such as Pfadenhauer & Knoblauch tually constitutive. Organizational rules shape 4 P 194 aPers interactional practices, and societal narratives al legitimacy. In doing so, the framework sets influence both organizational strategies and pro- the stage for future empirical research that will fessionals’ sense-making. By adopting a social explore and refine these dimensions in practice. constructivist lens, the framework emphasizes For communication studies, this reconceptual- that neither the role of AI nor its agency can be ization expands the field to include non-human assumed a priori but must be understood as the communicators, thereby opening new avenues outcome of ongoing communicative processes. for theorizing professional roles and practices. For sociology, it illustrates the continued rele- The purpose of outlining these areas is not to vance of social constructivism in analyzing tech- prescribe a fixed research program for the field nological transformations. It underscores how but to situate the author’s doctoral project. The communicative processes remain central to the dissertation will employ qualitative methodolo- construction of social reality—even when medi- gies inspired by constructivist grounded theory ated or co-produced by machines. to investigate these dimensions in depth. The research outlook is therefore exploratory and Recognizing this duality is essential for advanc- open-ended, signaling directions of inquiry that ing theory, guiding empirical investigation, and will guide the project while acknowledging that informing responsible practice in corporate theoretical concepts, such as hybrid agency or communication. communicative figurations, may be redefined in light of empirical findings. References Conclusion Cultural Critique, 35(1), 215–232. Baecker, D. (1997). The meaning of cybernetics. This paper has conceptualized communicative Banholzer, V. M., Quest, A., & Rossbach, A. AI in corporate communication through the (2023). Künstliche Intelligenz in der Un- theoretical lens of social constructivism. From ternehmenskommunikation: Einsatzbereiche, this perspective, communicative AI is not a Chancen, Herausforderungen und ethische neutral technical instrument, but rather a hybrid Leitlinien. In Erfolgsfaktor CommTech: Die actor that co-constructs organizational realities, digitale Transformation der Unternehmens- narratives, and relationships. By participating in kommunikation (pp. 231-275). Wiesbaden: meaning-making processes, communicative AI Springer Fachmedien Wiesbaden. challenges human-centered models of commu- Banholzer, V. M., & Siebert, M. A. (2021). Un- nication and introduces hybrid forms of agen- ternehmenskommunikation zwischen Ex- cy, distributed accountability, and novel societal plorations-und Exploitationsanforderungen: discourses. Vision-Communication als Mittel zur Über- windung des Ambidextrie-Dilemmas. In Mo- The proposed conceptual framework highlights bilität-Wirtschaft-Kommunikation: Wie die three interrelated dimensions—interactional, Mobilität von Unternehmen, Personen, organizational, and societal—that structure the Kapital, Waren und Dienstleistungen die role of communicative AI. These dimensions provide a heuristic for examining how commu- Kommunikation verändert (pp. 21-52). Wies- nication professionals engage with AI in their baden: Springer Fachmedien Wiesbaden.Berg- everyday practices, how organizations institu- er, P. L., & Luckmann, T. (1966). The social tionalize responsibility and governance, and construction of reality: A treatise in the sociol- how broader public debates shape organization- ogy of knowledge. Anchor Books. 4 P 195 aPers Blumer, H. (1954). What is wrong with social Goodman, M. B. (2019). Corporate and agency theory? American Sociological Review, 19(1), public relations. In Public relations (pp. 272- 3–10. 294). Routledge. Buhmann, A., & Gregory, A. (2023). Artificial Guzman, A. L. (2018). Human–machine com- intelligence: implications for corporate com- munication: Rethinking communication, munication roles and responsibilities. Hand- technology, and ourselves. Peter Lang. book on Digital Corporate Communication. Guzman, A. L., & Lewis, S. C. (2020). Artificial Buhmann, A., & White, J. (2022). Ethical chal- intelligence and communication: A human– lenges of communicative AI. Journal of Busi- machine communication research agenda. ness Ethics, 178(4), 963–978. New Media & Society, 22(1), 70–86. https:// Carlson, M. (2015). The robotic reporter: Auto- doi.org/10.1177/1461444819858691 mated journalism and the redefinition of la- Hepp, A. (2020). Artificial companions, social Chesebro, J. W., & Bonsall, D. G. (1989). as research objects of media and communica- tion studies. Media, Culture & Society, 42(7-8), bor. Digital Journalism, 3(3), 416–431. bots and work bots: communicative robots Crawford, K. (2021). Atlas of AI: Power, pol- Hepp, A., & Loosen, W. (2023). The interdiscipli- narity of HMC: Rethinking communication, itics, and the planetary costs of artificial media and agency. In A. L. Guzman, R. McEw- intelligence. Yale University Press. en, & S. Jones (Eds.), The SAGE Handbook of relationships in a computerized world. Sage. 1410-1426. Computer-mediated communication: Human Dalton, C., & Thatcher, J. (2014). Inflated Human-Machine Communication (Preprint). granularity: The promise of big data and its Sage. implications. Big Data & Society, 1(2), 1–12. Hepp, A., Loosen, W., Dreyer, S., Jarke, J., Kan- Davis+Gilbert LLP (2023). Public Relations In- nengießer, S., Katzenbach, C., Malaka, R., dustry 2023 Trends+Highlights. https://www. Pfadenhauer, M., Puschmann, C., & Schulz, W. dglaw.com/wp-content/uploads/2023/11/Da- (2023). ChatGPT, LaMDA, and the hype around visGilbert-2023-PR-Industry-Trends-Report. communicative AI: The automation of com- pdf; Zuletzt geöffnet: 04.10.2024 munication as a field of research. Human-Ma- Fekade, A., Keppeler, N., Mattheus, E., Merz, I., chine Communication, 6, 41–67. https://doi. & Wegner, L. (2024). Intelligent communica- org/10.30658/hmc.6.4 tion? Use of generative AI applications in com- Hepp, A., & Hasebrink, U. (2022). Communi- munication agencies. 94667, 31-51. cative figurations: Transforming communica- Ferrara, E., Varol, O., Davis, C., Menczer, F., tions in times of deep mediatization. Palgrave and Flammini, A. (2016), “The rise of social Macmillan. bots,” Communications of the ACM, 59(7), pp. Hepp, A., & Görland, S. O. (2024). Agency in 96–104. https://doi.org/10.1145/2818717 a datafied society: an introduction. Conver- Gehl, R. W., & Bakardjieva, M. (2016). Social gence, 13548565241254692. bots and the automation of sociality. Social Jones, S. (1998). CyberSociety 2.0: Revisiting Media + Society, 2(1), 1–12. computer-mediated communication and com- munity. Sage. 4 P 196 aPers Keller, R., Knoblauch, H., & Reichertz, J. (2020). van Dijck, J. (2014). Datafication, dataism and Kommunikativer Konstruktivismus. Springer dataveillance: Big data between scientific par- VS. adigm and ideology. Surveillance & Society, Knoblauch, H., & Pfadenhauer, M. (2023). Con- 12(2), 197–208. struction versus realism? The unrealized po- Weller, A., & Lock, I. (2024). Communicative AI tential of communicative constructivism. So- in corporate contexts: Between efficiency and ciologica, 17(1), 119-136. ethics. Corporate Communications: An Inter- Nass, C., & Moon, Y. (2000). Machines and national Journal, 29(1), 56–72. mindlessness: Social responses to computers. Zerfass, A., Hagelstein, J., & Tench, R. (2020). Journal of Social Issues, 56(1), 81–103. Artificial intelligence in communication man- Ng, Y. L. (2023). When communicative AIs are agement: a cross-national study on adoption and knowledge, impact, challenges and risks. cooperative actors: A prisoner’s dilemma ex- Journal of Communication Management , 24 (4), periment. Behaviour & Information Technol- 377-389. ogy, 42(13), 2141–2151. https://doi.org/10.108 Pfadenhauer, M. (2015). The contemporary ap- A., Romenti, S., & Tench, R. (2024). Europe- an Communication Monitor 2024/25. Man- 0/0144929X.2022.2111273 Zerfass, A., Buhmann, A., Labrode, A., Moreno vehicles aging tensions in corporate communications peal of artificial companions: Social robots as Pfadenhauer, M., & Lehmann, T. (2021). Af-ety, 31(3), 284–293.https://doi.org/10.1080/ intelligence, and managerial learning. https:// www.communicationmonitor.eu/2024/11/23/ 01972243.2015.1020213 ecm-european-communication-monitor- experience. The Information S o c i - in the context of geopolitical crises, artificial to cultural worlds of fects after AI: Sociological perspectives on 2024/ artificial companionship. In A. Elliott (Ed.), Zhou, A., Men, L. R., & Tsai, W.-H. S. (2023). The Routledge Social Science Handbook The power of AI-enabled chatbots as an orga- of AI(pp. 91–106). Routledge. https://doi. nizational social listening tool. In K. R. Place org/10.4324/9780429198533-7 (Eds.), Organizational listening for strategic Stieglitz, S., & Wiencierz, C. (2022). Chatbots communication: Building theory and practice (pp. 63-80). Routledge. in corporate communication: A systematic re- view. International Journal of Strategic Com- munication, 16(2), 111–130. Keywords Communicative AI, Hybrid Agency, Corporate Communication, Artificial Intelligence 4 P 197 aPers Artificial Intelligence and Art Marketing in Brand Communication: The Example of Refik Anadol Gözde Tayfur, Nur, Istanbul Yeni Yuzyil University (Turkey) Artificial Intelligence it is one of the frequently this way, brands seek to translate the intellectual, high and remarkable qualities of art into brand Abstract to communicate with their target audiences. In efficiency, personalisation, innovative product benefit from the power of art in their commu- nications. Examples of these communication and service delivery. Artificial intelligence tech- activities include collaborations with artists, art nologies, initially used mainly in analytical fields efits such as data analysis, automation, speed, values. Today, many global and local brands preferred current technologies due to its ben- aged to influence many disciplines. One of the study highlights the brands’ collaborations with world-renowned digital artist Refik Anadol. such as logic and mathematics, have now man- sponsorships and brand-owned museums. The disciplines affected by this technology is art. Al- though it is surprising that a field like art, with an Refik Anadol uses algorithms and artificial in- abstract subject and a message that varies from telligence to bring digital artworks to life. For person to person, should be affected by artificial Anadol, which aims to provide art lovers with a intelligence, it is possible with today’s technolo- visual and emotional experience, technology is gies. The concept of art, which is called digital not just a tool, but a fundamental component of art and develops in parallel with technology, has art. In 2014, Anadol founded Refik Anadol Stu- reached a different dimension with artificial in- dio (RAS) in Los Angeles, where he creates art telligence. With the development of digital art, works in partnership with creativity and artifi- classical art equipment such as brushes, paints cial intelligence. In addition, the artist analyzed and canvases have been replaced by technolo- the data obtained from NASA through artificial gies such as data, algorithms and artificial in- intelligence and realized an exhibition called telligence. This situation has naturally changed Machine Memories: Space. One of the artist’s the way art is consumed. Digital art is notable most striking works is the artificial intelligence for digital natives, who actively use online social installation he created on the exterior of the Walt networks and place technological developments Disney Concert Hall. Refik Anadol’s artificial at the centre of their lives. Brands are looking for intelligence-based artistic works make a huge ways to differentiate themselves from their com- impact on a global scale and he collaborates petitors, reach their target audiences and con- with many brand artists. The artist collaborates nect with them emotionally. However, it is not with many brands around the world. This study easy to influence today’s consumers, who have draws attention to the partnerships between instant demands, are interested in technology, art and artificial intelligence in the communi- are indecisive and have low brand loyalty. This cation activities of brands. The universe of the is where brands benefit from the power of art study includes collaborations between brands 4 P 198 aPers and artificial intelligence-focused digital artists. munication. Today’s consumers have many op- The sample of the research is the collaboration tions make quick decisions and are good with of Bulgari and Turkish Airlines brands with Re- technology. In order to connect their target au- fik Anadol. The research is limited to these two dience brands have used artificial intelligence in brands. The reason for this is that Bulgari, as their communication strategies. Artificial intel- an Italian luxury brand, is a global brand that ligence helps create personalised messages to shapes fashion, and Turkish Airlines is in the make people want to engage with a brand more, Guinness World Record book as the airline that and be more loyal to the brand. (Vlačić et al., flies to the most countries in the world. Bulgari 2021). Art is another field that influences to- collaborated with Refik Anadol to celebrate the day’s consumers who enjoy personalised expe- iconic Serpenti collection in 2021. Anadol cre- riences. It’s not enough to give just information ated a three-dimensional artificial intelligence about products or services to consumer. Brands sculpture inspired by the brand’s iconic Serpen- also should connect emotional relationship with ti snake. The sculpture met art lovers in Piazza costumers. Nowadays customers have big atten- Duomo, in the centre of Milan. Turkish Airlines tion to emotional and unique expreinces. Brands also established a business partnership with Re- cognizant of this trend increasingly integrate AI, fik Anadol in 2024. Inner Portrait, created by digital technologies, and art into their product- Refik Anadol for Turkish Airlines, uses artificial and service-related communication strategies. intelligence analysis to visualise the emotional AI-powered digital art can translate data into data of passengers travelling abroad for the first a visual language, turning lots of different sets time. The study carried out a content analysis us- of data into installations that use multiple sens- ing the case study method, which is a qualitative es. Brands can use AI-powered artwork to give research method. Research shows that artificial their target audiences emotional experiences. intelligence is having a profound impact on the This way the respect that art gets as a high/in- arts and that global brands are benefiting from tellectual phenomenon can be transferred to the the arts in their communication strategies. The brand’s reputation and visibility. This study aim their target audiences and support their brand munication through AI-based digital art projects awareness by using artificial intelligence and art research indicates that brands want to influence to examine how brands strengthen their com- in their communication strategies. Whether ar- digital artist Refik Anadol was specifically cho with the help of case study. The world famous tistic works created with artificial intelligence sen fort he research. The reason why that Refik - are as effective as classical works of art on the Anadol is famous for creating art using artificial target audience may be the subject of further re- intelligence-based. search. It can be investigated whether this meth- od preferred by brands in their communication The work is limited to Bvlgari Serpenti Meta-strategies is effective on the target audience. morphosis and THY Inner Portrait, which are among contemporary collaborations by digital Introduction artist Refik Anadol. The reason why that these The advent of artificial intelligence has reached two brands were chosen that they are both a level that cannot be ignored by people in the world-renowned and have achieved success. 21st century. Artificial intelligence, initially With the help of these partnerships the discus- used in more technical and scientific fields has sion will focus on how value is generated in now found its place in daily life. Digitalisation brand communication at the intersection of Arti- and artificial intelligence have fundamentally ficial intelligence and art. changed both the speed and form of brand com- 4 P 199 aPers Artificial Intelligence and Marketing Artificial Intelligence and Art Marketing is one of the fields that adapts most Recently, artificial intelligence is no longer con- quickly to current improvements, which makes fined to analytical and technical fields. It is also it a dynamic and ever-evolving phenomenon. being used in social, cultural and creative fields. It’s not easy to consistently hold the attention of Artificial intelligence has now begun to be used today’s customers. There are plenty of options, in many different cultural fields, from the visual which increases competition between brands. arts to cinema, and from music to literature. Al- Therefore brands are not only capturing the at- though the use of artificial intelligence in art is tention of its target audience but also wanting considered to be a recent phenomenon, it is ac- establish an emotional bond with them. Techno- tually not that new. The 1960s saw the produc- logical developments have a significant impact tion of algorithm-based drawings by pioneering on marketing strategies. Undoubtedly, customer figures such as Georg Nees and Frieder Nake. expectations shape these strategies, which are, By the 2000s, the AARON programme, devel- in turn, shaped by market trends. Artificial in- oped by Harold Cohen, had begun to generate a telligence is currently at the heart of marketing visual language based on specific rules derived strategies thanks to its ability to streamline daily from information. AARON and similar systems processes and provide personalised experiences. were more focused on gathering information Davenport, Guha, Grewal ve Bressgott indicates and producing results based on that information. that: “Using AI-enabled analytics, firms then However, from the 2010s onwards, artificial can predict what a customer is likely to buy, an- intelligence systems that learn like humans be- ticipate credit fraud before it happens, or deploy gan to emerge. As a result, artificial intelligence targeted digital advertising in real time” (2020, started producing works of art in the same way p.26). All of these are significant advantaceses as humans. for marketing targets. In addition, the authors have gave the specific example of Stitch Fix, a Today, many artists and collectors are creating clothing and styling service that uses AI to de- artworks using artificial intelligence, with this termine the best clothing styles for each custom- technology becoming increasingly sophisticat- er. Thanks to artificial intelligence technology, ed and accessible. The significant increase in brands now have the opportunity to build close the number of artificial intelligence applications relationships with consumers interested in per- and their accessibility compared to the begin- sonalised products and services. ning also has a significant impact on this situ- ation. Especiallay today AI applications such as One of the advantages that artificial intelligence DALL-E (OpenAI), Midjourney, Stable Diffu- Technologies provide consumers with more in- sion are frequently preferred for art production sight into customer preferences. Many brands today. However, the growing use of artificial have started using artificial intelligence bots to intelligence in art production has also sparked provide customer service before and after sales, criticism and debate around issues such as intel- offering round-the-clock support. Thanks to arti- lectual property, artistic representation and dis- ficial intelligence, error rates are decreasing and trust (Tang & Liu, 2025). One of the most prom- these bots can solve more complex problems inent criticisms of AI art concerns the ambiguity than humans can (Hoyer et al., 2020). Thanks over whether the human or the machine is the to artificial intelligence, organisations not only true creator of work . gain an advantage in customer service, but also Even though the production of art by artificial have the opportunity to reduce costs by elimi- intelligence has sparked much debate, a ground- nating the need for human labour. breaking event took place in 2018. At Christie’s 4 P 200 aPers Auction House in New York — widely regard- lect of art is being used by numerous brands to ed as one of the most important centres of the amplify their strategic narratives in the current art world — Portrait of Edmond de Belamy, an landscape. Louis Vuitton which is most popu- AI-generated work, sold for $350,000 (Eileen lar Luxury brand is just one example to prove Kinsella, 2018). This work, created by artificial this strategy. Art is not only a cultural detail but intelligence, was put up for sale at an auction also a corporate idendtity for Louis Vuitton. The featuring pieces by renowned contemporary art- brand has a remarkable collaboration with art- ists such as Jeff Koons, Banksy and Christo. It ists, which has been recognised by many as one became the second most expensive piece at the of its most notable features. A notable example auction. The most expensive piece was Andy of this is the Artycapucines series by Louis Vuit- Warhol’s Myths (1981), one of the leading fig- ton. Since 2019, the brand has been reinterpret- ures of the Pop Art movement. Although many ing its limited-edition Capucines bags with de- people are sceptical about AI art, the fact that signs by contemporary artists, presenting them this work was featured in the same auction as to fashion and art enthusiasts (Sotheby’s, 2023). contemporary artists at Christie’s, one of the The brand has been collaborating with artists world’s leading art authorities, demonstrates for a long time and also has its own museum in that the intersection of artificial intelligence and Paris, the Fondation Louis Vuitton, which was art has undeniably arrived. designed by Frank Gehry. The Intersection of Brand and Art The Example of Refik Anadol Brands want to stand out, reach their target au- Refik Anadol is one of the world’s most signifi- dience and forge an emotional connection with cant digital artists, whose work is characterised them. Art which is one of the most important by it use of cutting-edge technology and inno- cultularal phenomenon has significant role in vative techniques to create stunnig visual ef- marketing target. Many brands have created a fects. Artificial intelligence has had a significant bridge between art and consumers, allowing impact on Refik Anadol’s artistic life, influenc- people to engage with art in new and exciting ing both his practice and his perspective. Refik ways. When the creative power of art combines Anadol was accepted into Google’s Artists and with brands’ marketing goals, the result is proj- Machine Intelligence (AMI) program in 2016, ects that are both aesthetically and strategically and thus began developing joint projects with compelling. Such collaborations enable brands artificial intelligence researchers. This holds to transcend traditional advertising, establishing an important place in Anadol’s artistic career. emotional connections, reaching different audi- Later he focused on machine learning and deep ences and gaining prestige. Artists gain greater learning, laying the foundation for artistic works visibility through these partnerships and find that would have a significant worldwide impact. opportunities to exhibit their work in different Initially, the artist used artificial intelligence for ways. Therefore brand–art collaborations tran- data visualisation, but later began using it ex- scend mere economic partnerships and evolve tensively for spatial installations and public art into cultural interactions. projects. The art elements presented alongside the mar- Refik Anadol founded the Refik Anadol Studio keted product, as a result of collaborations be- (RAS) in Los Angeles. This multidisciplinary tween brands and artists, elevate the brand’s art and design studio brings together architects, perceived quality and prestige (Hagtvedt & Pat- artists, data scientists and researchers to create rick, 2008). The high cultural cachet and intel- AI-powered audiovisual experiences. Also The 4 P 201 aPers Figure 1: Image from “Serpenti Metamorphosis by Refik Anadol – Chapter 2” Note. From Bulgari, n.d. Serpenti Metamorphosis by Refik Anadol – Chapter 2. https://www.bulgari.com/en-int/ stories/serpenti-metamorphosis-by-refik-anadol-chapter-2.html Museum of Modern Art (MoMA) in New York intelligence museum. Scheduled to open in Los has collaborated with Refik Anadol (MoMA, Angeles in 2025, Dataland will be a space where 2022-2023). Anadol created a generative instal- artificial intelligence and art converge perma- lation that continuously transformed and rein- nently. terpreted modern art through machine learning, using artificial intelligence trained on more than Bvlgari and Refik Anadol Colloboration Ser- 138,000 pieces of MoMA’s collection data. This penti Metamorphosis work showcased MoMA’s commitment to digi- Italian luxury brand Bvlgari collaborated with tal and contemporary innovation, while also es- Refik Anadol to celebrate the 75th anniversary tablishing Anadol as a pioneer in merging art, of its iconic Serpenti collection in 2021. Anadol technology and data to create immersive cultur- created an AI-based installation titled Serpenti al experiences. Metamorphosis for the luxury jewellery brand Bvlgari, featuring flowers, snakes and nature One of Refik Anadol’s most famous works is data. his AI-based artwork was first exhibited in WDCH Dreams (2018). For this project, he used Milan’s Piazza Duomo in 2021. It was then pre- visuals created using AI on the Walt Disney sented as a “second chapter” at London’s Saat- Concert Hall. He also used almost 45 terabytes chi Gallery from November 25 to December of data from the Los Angeles Philharmonic’s 23, 2022, and moved to Madrid’s Thyssen-Bor- digital archive to create the artwork. The exte- nemisza National Museum for its Serpenti cele- rior of the Walt Disney Concert Hall has been brations in 2023. transformed into a visual and auditory installa- tion by covering it with data sets that have been The artist converted over 200 million imag- interpreted using artificial intelligence. In addi- es of nature, including 70 million real flowers, tion to this Refik Anadol has announced that he into machine algorithms to create this attractive is opening Dataland, the world’s first artificial three-dimensional data sculpture. It also used 4 P 202 aPers Figure 2: Image from “Inner Portrait” collaboration Note. From K. McInnis, 2024, Refik Anadol on His Inner Portrait Collaboration with Turkish Airlines, Forbes. https://www.forbes.com/sites/kaitlynmcinnis/2024/07/22/refik-anadol-on-his-inner-portrait-collabora-tion-with-turkish-airlines/ old Bvlgari photos, sketches, and advertising Turkish Airlines and Refik Anadol Collabo- featuring the Serpenti design. In this way, the ration Serpenti shape became part of the AI’s training. Turkish Airlines, which entered the Guinness World Records in 2024 as the airline flying to Anadol’s studio trained deep learning algo- the most countries, also collaborated with Refik rithms, such as GANs (generative adversarial Anadol that same year. In the art project titled networks) and VQ-VAEs, using data sets. Music Inner Portrait, which brings together art and and soundscapes have been added to the data to technology, the effects of traveling on human create a multi-sensory experience. psychology are explored with the support of ar- tificial intelligence. Istanbul’s Atatürk Cultural At the opening in Milan, Bvlgari CEO Centre hosted a subsequent exhibition after it Jean-Christophe Babin, artist Refik Anadol, and was shown at Art Basel. Chiara Ferragni, who has millions of followers on social media, were in attendance. Bvlgari The Inner Portrait is based on the first travel CEO Babin stated, “We are honored to collabo- experiences of four people. These four individ- rate with a visionary artist like Refik Anadol to uals hail from a variety of countries and cultur- celebrate Serpenti, one of Bulgari’s most iconic al backgrounds. It uses biological data such as symbols, as part of our collaboration with Refik heart rate, brain waves and skin response. The Anadol.” (Artful Living, 2021). The combina- biological data collected during the journey has tion of art, fashion and luxury brands generated been transformed into an artistic production significant media attention. Photos and videos with the support of Refik Anadol and his team. of Refik Anadol, Chiara Ferragni, and the CEO Anadol then expanded the project, incorporat- were quickly shared on social media. ing data from 220 individuals from around the 4 P 203 aPers world. Refik Anadol uses AI algorithms to trans- brand communication—assessing not only sur- form this data into colourful, moving sculptures. face metrics (likes, comments, views) but also With this project implemented for THY, Anadol recall, attitude change, and purchase intention has brought together diversity and shared hu- among the intended audience. man emotions through a data sculpture created demonstrated its commitment to culture and Artful Living. (2021, October 12). Bulgari ve innovation by collaborating with Refik Anadol by artificial intelligence. Turkish Airlines has References (Turkish Airlines, 2024). morphosis” Refik Anadol’dan iş birliği “Serpenti Meta- [Bulgari and Refik Anadol’s col- Conclusion Living laboration “Serpenti Metamorphosis”]. Artful . Retrieved September 14, 2025, from Global brands increasingly leverage AI-driven https://www.artfulliving.com.tr/gundem/ art in their communication strategies, recogniz- bulgari-ve-refik-anadoldan-is-birligi-serpen- ing its strong influence on contemporary cul- ti-metamorphosis-i-24082 ture and its potential to engage target audiences. BVLGARI. (n.d.). Serpenti metamorphosis by Collaborations with AI artists not only enhance Refik Anadol – Chapter 2 [Image]. Retrieved brand visibility but also generate significant im- September 14, 2025, from https://www.bul- pact across media and social media platforms, gari.com/en-int/stories/serpenti-metamorpho- Refik Anadol gott, T. (2020). How artificial intelligence will on January 10 . The Reels video change the future of marketing. Journal of the reached 258,000 views and 13,200 likes . Turk- Academy of Marketing Science, 48 (1), 24–42. ish Airlines, which has 2.7 million Instagram https://doi.org/10.1007/s11747-019-00696-0 followers, shared Inner Portrait on November Hagtvedt, H., & Patrick, V. M. (2008). Art in Airlines. Bulgari, which has 14.3 million follow- Davenport, T. H., Guha, A., Grewal, D., & Bress-ers on Instagram, shared its collaboration with as illustrated by the cases of Bulgari and Turkish sis-by-refik-anadol-chapter-2.html 28, 2024 - . That post received 21,100 likes and 563 comments fusion: The influence of visual art on the per-. ception and evaluation of consumer products. Taken together, these engagement figures align Journal of Marketing Research, 45(3), 379– with research indicating that 389. https://doi.org/10.1509/jmkr.45.3.379 AI strongly in- fluences the arts. Global brands benefit from Hoyer, W. D., Kroschke, M., Schmitt, B., Krau- incorporating art into their communication me, K., & Shankar, V. (2020). Transforming strategies, and many now seek to shape target the customer experience through new tech- audiences and build awareness by combining nologies. Journal of Interactive Marketing, AI and art. Reflecting this trend, global brands 51, 57–71. https://doi.org/10.1016/j.int- especially on social media—thereby increasing generate a strong media impact— on His Inner Portrait Collaboration with Turkish Airlines . Forbes . https://www.forbes. brand visibility . com/sites/kaitlynmcinnis/2024/07/22/re - Future research ists who create with AI. Moreover, brand–artist McInnis, K. (2024, 22 Temmuz). Refik Anadol collaborations have recently shown heightened interest in art- mar.2020.04.001 ated artworks are as effective as traditional art should examine whether AI-cre- fik-anadol-on-his-inner-portrait-collabora- in tion-with-turkish-airlines/ influencing target audiences. It should also test the practical effectiveness of this strategy within 4 P 204 aPers MoMA. (2022–2023). Refik Anadol: Unsuper- Turkish Airlines. (2024, June 11). Turkish vised [Exhibition]. The Museum of Modern Airlines launches Inner Portrait with Refik Art. https://www.moma.org/calendar/exhibi- Anadol at Art Basel 2024 [Press release]. tions/5535?utm_source=chatgpt.com https://d2u3kfwd92fzu7.cloudfront.net/ Kinsella, E. (2018, October 25). NEW_Art_Basel_Press_Release_v.pdf?utm_ The first source=chatgpt.com AI-generated portrait ever sold at auction Vlačić, B., Corbo, L., Costa e Silva, S., & Dabić, shatters expectations, fetching $432,500—43 times its estimate . Artnet News. https://news. M. (2021). The evolving role of artificial intel - artnet.com/market/first-ever-artificial-in- ligence in marketing: A review and research telligence-portrait-painting-sells-at-chris- agenda. Journal of Business Research, 128, ties-1379902 187–203. https://doi.org/10.1016/j.jbus- Sotheby’s. (2023, July 12). res.2021.01.055 Louis Vuitton Artyca- pucines. Sotheby’s. Retrieved September 12, 2025, from https://www.sothebys.com/en/auc- Keywords tion-catalogue/2023/Artycapucines-pf2378 artificial intelligence, art, brand, brand commu- Tang, J., & Liu, X. (2025, June 17). ‘NO TO nication AI GENERATED IMAGES’: Fan art cre- ators contesting AI integration on social me- dia platforms. Media International Austra- lia. Advance online publication. https://doi. org/10.1177/1329878X251347005 4 P 205 aPers We are only Human: How Strategic Communicators can lead in the Age of Artificial Intelligence Hung, Olivia, McMaster University (Canada) Introdtuction The hypotheses tested are: Artificial intelligence (AI) is poised to disrupt • H1: AI issues important to organizational our world through macroeconomic, social, and leaders intersect with the areas of expertise legal changes. As advancements are made in the strategic communicators provide. field, AI is poised to set off on a collision course • H10: AI issues important to organizational with the communications field. Ethical use, the leaders do not intersect with the areas of ex- spread of AI-created mis and disinformation, pertise strategic communicators provide. reputation management, trust, risk, and crisis • H2: Strategic communicators have the skills management are emerging issues that intersect and competencies to be strategic counsellors communications. This study examined how and at the AI decision-making table. to what extent strategic communicators can • H20: Strategic communicators do not have the emerge as leaders in the age of AI. It identified skills and competencies to be strategic counsel- the issues that intersect AI and communica- lors at the AI decision-making table. tions, reviewed AI risks to organizations and the strategic communicator’s role in mitigation, and Literature Review examined whether the industry is ready to lead. The AI Landscape From public relations scholarship, Smith and Research Problem and Hypothesis Waddington (2023) defined AI as: The research questions are. The simulation of human intelligence in ma- • RQ1: What are the emerging issues in AI, chines that are designed to think and act like and how and to what extent do they impact humans. AI is achieved through developing the communications field? algorithms and computer programs that can • RQ2: How and to what extent can strategic perform tasks that typically require human in- communicators contribute to AI leadership telligence, such as visual perception, speech rec- and help mitigate organizational risks? ognition, decision-making, and language trans- • RQ3: How and to what extent are strategic lation. (p. 6) communicators prepared to upskill in AI and step into an organizational AI leader- Recent advances in AI were made possible due ship role? to the development of greater computing pow- er and vast amounts of public data, which are used to train AI. The AI industry is predicted to expand by a multitude of 20, from an estimated 4 P 206 aPers market size of 100 billion U.S. dollars in 2023 to strengthen stakeholder relationships through almost two trillion U.S. dollars (Thormundsson, more meaningful engagement. 2023). More than 6000 tools have been identified as potential applications for the fields of market- Human-Computer Interaction (HCI) and Hu- ing and communication (Smith & Waddington, man-AI Relationship 2023; Valin, 2018). HCI is a multidiscipline school of research that studies how people engage with computers and The risks to humanity posed by AI have been computer technology (Waddell et al., 2015). well documented. An open letter organized by How individuals interact with computers can Future of Life Institute signed by notable tech- impact their behaviour, such as purchase intent, nology leaders asked for a stoppage in large- their attitudes, and their emotive states (W. Xu scale AI research projects to slow the AI arms & Sundar, 2014, as cited in Waddell et al., 2015). race (“Pause Giant AI Experiments,” 2023). As AI chatbots and robotics technology become Ethicists such as Melanie Mitchell and Timnit more physically realistic and humanlike, hu- Gebru argued that the petition distracts from mans are more trusting and compliant with AI the real issues AI has created, which include bi- (Glikson & Woolley, 2020; Waddell et al., 2015). ases, data safety, and misuse (Coldewey, 2023). Waxman (2019) proposed the human-AI rela- Another risk is the potential for AI to drastically tionship and trust framework, which outlined change the labour market through automation how human trust in AI varied depending on and job loss (Generative AI Could Raise Global AI’s capabilities to understand and interact with GDP by 7%, 2023). humans. The framework drew a parallel at each stage of trust with a corresponding communi- As AI is trained on large data sets, they may cation style based on Grunig’s models of public contain biases which would impact their out- relations and communications (Waxman, 2019). puts and recommendations. If critical decisions, such as those involving health, legal, warfare Public Relations Theory and Role of the Stra- or financial decisions, are based on flawed and tegic Communicator biased AI systems, then a cascade of harmful Excellence theory explains the role and value outcomes will descend on humans, particularly of strategic public relations to organizations those who are underprivileged (O’Neil, 2017). (Grunig, 2013). Excellent public relations can AI may not always perform the way its human help reduce risks, identify opportunities, and programmers and users expect it to (W. Xu et al., reduce potential costs. Given the various levels 2023). The lack of transparency in how some AI of risk AI introduces to organizations, strategic models function has been referred to as a black communicators may play a role in helping to box problem, reducing human trust in AI (von identify and mitigate such risks. Eschenbach, 2021). Other ethical issues related to AI include questions about copyright, data The Post-Truth World and Changing Media privacy and security. Landscape Seven years after the Oxford Dictionary declared AI has been touted as a panacea for the worst the phrase “post-truth” as its Word of the Year and most complex of humankind’s problems, (Baradell, 2022; Lewandowsky et al., 2017), soci- such as world hunger and climate change (Gates, ety is no longer in the dawn of the post-truth era 2023). For organizations, AI may provide a com- but instead in the full light of its day. The post- petitive advantage through increased produc- truth world means objective information can tivity, better data analytics, and the potential to be cast aside in a sea of mis and disinformation 4 P 207 aPers (Lewandowsky et al., 2017). The emergence of highest level, including three broad categories digital media as a relied-upon news source and of communication, organizational, and profes- the prevalence of social media algorithms curat- sional (Gregory & Fawkes, 2019). Gregory et ing to favour certain types of content have added al. (2023) found that AI had the most impact fuel to spread the fires of mis and disinforma- on the communication and organizational task tion (Baradell, 2022; Fisher, 2022; Lewandowsky categories of public relations work. The profes- et al., 2017). sional category, defined as work relating to orga- nizational leadership, ethical guidance in deci- As a result, trust in the media landscape and in- sion-making, being a senior trusted advisor and stitutions such as the government has declined reputation guardian, was least impacted by AI around the world (Edelman, 2023). Due to and automation (Gregory et al., 2023). changing consumer preferences, the traditional media industry has faced downward pressure as Barriers to AI upskilling and adoption include a media organizations downsize and reduce news- lack of skills, low motivation, and a lack of sup- room staff. Journalists also acknowledged the port from management or organization as bar- threat of job loss due to AI tools and automation riers (Zerfass et al., 2020). The threat of job loss (Cision, 2023). has created anxiety and fear for some communi- cators while simultaneously eliciting feelings of State of the Communicator’s Knowledge, excitement and curiosity (WE Communications Skills, and Attitudes in AI & USC Annenberg Center for Public Relations, Various studies have identified public relations 2023). practitioners as unprepared for the wave of AI to impact the industry while acknowledging that S. Xu et al. (2023) studied employees’ attitudes AI will have a disruptive impact (Panda et al., toward AI adoption through the lens of the dif- 2019; Zerfass, 2020; Chartered Institute of Pub- fusion of innovations theory. The study conclud- lic Relations, 2023). Research demonstrated that ed that negatively held attitudes also negatively 80% of communicators surveyed recognized influenced attitudes toward AI adoption at work, AI to be highly important to the field, yet only and positively held attitudes toward AI positive- Communications & USC Annenberg Center for (S. Xu et al., 2023). The opportunity to test out Public Relations, 2023). The communications 16% felt they were highly competent in AI (WE ly influenced attitudes toward the AI adoption profession risks falling behind in AI upskilling titudes toward AI adoption, but only for those AI technology, or trialability, helped improve at- (Chartered Institute of Public Relations, 2023; individuals who previously had positive atti- Zerfass et al., 2020). tudes (S. Xu et al., 2023). Observability, or the Recent research on the impact of automation did help decrease the degree of negativity held chance for individuals to watch others use AI, and AI on the work of communicators indicat- towards AI adoption for those who already had ed up to 40% of public relations work could be negative attitudes previously (S. Xu et al., 2023). supported by such technology (Gregory et al., and capabilities was analyzed through the lens 2023). The impact of AI on public relations tasks Research Methods of the Global Capability Framework (Gregory The research method included a literature re- et al., 2023). The Global Capability Framework view, a content analysis of 75 articles featuring identified eleven core capabilities for public re- technology leaders, and in-depth interviews lations professionals to attain to practice at the with eleven industry experts in Canada, the 4 P 208 aPers Figure 1: Top AI Issues Identified Word Cloud Note. The top themes and issues identified through the content analysis of media articles and blogs featuring technology leaders between March 22, 2023 to April 7, 2023. The image was generated using Voyant Tools. United States, and the United Kingdom. The Technology Leader Organization study was bounded by the period from October Sam Altman Open AI 31, 2022 to September 18, 2023. Tim Cook Apple Content Analysis Design Bill Gates Microsoft The content analysis was designed to answer Elon Musk Tesla RQ1. Two units of analysis were studied: media Sundar Pichai Alphabet news and blog articles. The sample of analysis Mark Zuckerberg Meta was the time period of the case study: October 31, 2022 to September 18, 2023. The data of A dictionary list contained the search terms used source, article sentiment, article social echo, arti- with one or more technology leaders’ names for the content to be included in the population data analysis were article date, article theme, article for data collection. The search terms appeared cle copy, name of technology leader mentioned, set. and direct article quotations. The individuals selected represent the leaders of top technology Results companies in the world. Eleven industry experts participated in the in- depth interviews. There were three participants from Canada and four each from the USA and the UK. They represented various industries, in- cluding academia, consumer goods, media, soft- 4 P 209 aPers Figure 2: AI Issues From In-Depth Interviews By Theme Note. The identified AI issues were coded by theme and categorized into groups denoted through different colours in the legend. ware and technology, consulting, and gaming. Table 2 presents selected quotes from interviews For the content analysis, the final sample size of that support how strategic communicators can the dataset was 75 articles. help manage AI risks and bring leadership to their organizations. RQ1: What are the emerging issues in AI, and how and to what extent do they impact the RQ3: How and to what extent are strategic communications field? communicators prepared to upskill in AI and step into an organizational AI leadership role? Emerging issues in AI are identified in Figure 1 through the content analysis. The interview participants agreed there was more enthusiasm towards AI than in previous The interview results are displayed in Figure 2. years. While research participants stated there was more awareness of AI, they believed most Table 1 highlights key quotes from the interview public relations professionals needed more foun- answering RQ1. dational and technical knowledge, particularly at the senior levels. Organizational readiness RQ2: How and to what extent can strategic and acceptance of AI influenced practitioners’ communicators contribute to AI leadership professional development and upskilling. Partic- and help mitigate organizational risks? ipants felt there needed to be a supportive orga- nizational culture that encouraged AI upskilling 4 P 210 aPers Table 1 4 P 211 aPers Table 2 4 P 212 aPers through mentorship, empowerment, and open Discussion dialogue. They felt senior leaders needed to pave The results from the study supported H1, that the way for their organizations to provide AI the major issues emerging with AI that leaders training and education. are concerned about intersect areas in strategic public relations and overlapped with the stra- All interviewees agreed it was inevitable that tegic communicator’s capabilities. The findings industry professionals must learn about AI and did not substantiate H2, but it may be argued upskill, or those who do not will be replaced by that, as an industry, public relations profession- those capable of using it. Participants thought als do possess some of the critical relevant capa- there was an opportunity for strategic commu- bilities needed to manage AI-related issues. The nicators to lead on AI issues at their organiza- opportunity to provide leadership exists because tions. Still, they must possess the foundational AI issues overlap with communication issues. ing to accept the technology. knowledge, have a seat at the table, and be will- RQ1: What are the emerging issues in AI, and how and to what extent do they impact the communications field? When it came to whether strategic communi- cators are ready to step up to take a leadership The results is visualized through a three-level role in their organizations in AI, all participants framework at the macro, meso, and micro lev- said they were not prepared. However, they rec- els. Figure 4 illustrates the emerging issues in AI ognized that those professionals embracing AI and how they impact the communications field technology have started to establish themselves at the three levels. as leaders in the field and in their organizations. Figure 4: The Three Levels of AI-PR Issues 4 P 213 aPers Macro Level RQ2: How and to what extent can strategic Bad actors and nations who misuse AI could communicators contribute to AI leadership perpetuate the worsening spread of mis and and help mitigate organizational risks? disinformation, posing a threat to democracy (Goswami, 2023). On the positive side, AI is Within a normative practice, the strategic com- predicted to create new economic opportuni- municator excels in risk and crisis management, ties through job creation and economic growth is a cultivator of relationships and partnerships through greater productivity. The overall trust on behalf of the organization, acts as a guardian environment will continue to shift as more of the organization’s reputation, is a curator of AI-generated content reaches newsrooms. trust and good reputation, and is an ethical ad- visor to the organization (Global Alliance, n.d.). Meso Level Given the gaps created by AI and its disruptive AI as a revolutionary technology will require nature to organizations, applying these capabil- change management strategies as organizations ities through organizational leadership would implement new workflows, expand or reduce help organizations mitigate the risks. The lead- their labour force, and retrain employees. The ership opportunities in Table 2 were cross-refer- interview participants recognized these same enced with the Global Capabilities Framework changes. Communicators can help facilitate (Gregory et al., 2023), which mapped commu- two-way symmetrical communication with em- nication tasks against AI to estimate the pro- ployees and encourage open dialogue when ap- portion of work that could be supported by AI, proaching these organizational issues. ranging from 0% to 70% depending on the task (Gregory et al., 2023). Interview participants recognized risk and crisis management alongside ethical decision-making Areas where relationship cultivation and high as other ways AI intersected with strategic pub- human touch are required have the lowest per- lic relations. centages of AI support. This includes partner- ship development, mentorship and training. By Micro Level mapping the areas of leadership opportunity On a micro level, AI has made some tasks re- with the findings from Gregory et al. (2023), it is dundant through automation but also may free clear that there are many opportunities for stra- up the strategic communicator’s time to work tegic communicators to display leadership in AI on more complex tasks or augment their cur- within their organizations. Even in areas where rent abilities (Gregory et al., 2023). The inter- AI tools and automation have high penetration, view data concurred with these ideas, and the such as social media management, the results data showed AI could help increase the value of support the need for human oversight. strategic communicators to their organization through better decision-making, planning, data RQ3: How and to what extent are strategic analytics, campaign execution, measurement, communicators prepared to upskill in AI and and tracking. The interview participants agreed step into an organizational AI leadership role? the job threat was real, but humans would be re- placed by other humans who are well-versed in The literature pointed to the lack of readiness of AI rather than machines. public relations practitioners to adapt to emerg- ing AI technology (Panda et al., 2019; Zerfass, 2020; Chartered Institute of Public Relations, 2023), although positive attitudes towards AI, 4 P 214 aPers enthusiasm, and acceptance have increased to acquire foundational AI knowledge. This in- (Gregory et al., 2023; WE Communications & cludes the ability to define AI, understand the USC Annenberg Center for Public Relations, technical nuances of what AI is capable of per- 2023). The interview results supported the liter- forming and not capable of performing, and un- ature findings. derstand how well the technology is aligned with the organizational mission and goals. The third The issues generated by AI, which overlap with requirement on the pathway to AI leadership is a public relations, present an opportunity for positive attitude, an acceptance of AI, and acquir- strategic communicators to provide guidance ing hands-on experience with AI tools. A posi- and senior leadership, especially in risk man- tive attitude toward AI adoption is fundamen- agement, reputation management, ethical guid- tal as research has demonstrated that personal ance, stakeholder engagement, and change man- experience with AI technology only enhances agement. Building on the recommendations of AI adoption if a positive attitude is already held Waxman (2019), the interview data pointed to (S. Xu et al., 2023). The final step before attain- a leadership role potential for strategic commu- ing leadership in AI requires the strategic com- nicators to provide counsel to the dominant co- municator to sit at the decision-making table alition in their role as the reputation and ethical or have influence with the dominant coalition. guardians of their organizations. A pathway to Organizations with an open, transparent, and AI leadership for strategic communicators ex- supportive culture that encourages innovation, ists, but each step of the pyramid, as outlined in where two-way symmetrical communication is Figure 5, needs to be met to reach this potential. practiced, provide the ideal ecosystem to foster AI leadership for strategic communicators. Stra- The first building block of AI leadership is tegic communicators who may reach the goal of grounded in practicing public relations excel- the pathway and establish themselves as leaders lence (J. E. Grunig, 2013). The second step is in AI will be sought after and highly valuable to Figure 5: Pathway to AI Leadership for Strategic Communicators 4 P 215 aPers their organizations. Embracing AI could help Micro leadership enhance the value of a strategic communicator. 1. Follow the best practices from industry as- The more communicators who reach the pin- sociations. nacle of AI leadership, the more the profession 2. Actively test new AI tools and upskill. may be elevated. 3. Find ways to use AI strategically and com- plement core capabilities. Practice Implications 4. Follow the pathway to AI leadership. The recommendations below are framed within the three levels of AI-PR issues. Conclusion This study examined the research problem of Macro leadership how and to what extent strategic communicators 1. Contribute to AI in PR Scholarship through may provide leadership in the age of AI. The find- conducting primary research or participa- ings show a high level of overlap between AI and tion in surveys. the public relations industry, and opportunities 2. Drive the conversation about the pitfalls and and challenges arising from greater adoption of opportunities of AI in society through writ- AI will influence strategic communicators. The ing leadership pieces and professional asso- study identified key issues that intersect AI and ciation discussions. public relations, and their impact was visualized 3. Support efforts to regulate AI and develop using the three levels of the AI-PR issues model. transparent, fair, inclusive, and ethical AI As an emerging technology, AI introduces risks that embraces human agency. to organizations, and the strategic communica- tor will need to add AI-related risks to their risk Meso leadership and issues management. 1. Show leadership by evaluating the level of risk, impact, and alignment on AI initiatives. Increasingly more sophisticated AI technology 2. Act as the trusted advisor in the organization can mimic how humans communicate, which on issues pertaining to AI and ethics, trust, has caused humans to question who they are and risk management. Demonstrate leader- and how they are different from the machines. ship in the areas of opportunity to fill in the These thoughts of finding distinctively human gaps created by AI risk. value transcended into the minds of the strate- 3. Help draft the AI policy for your organiza- gic communicator, who is asking themselves the tion and review the policy every six to twelve same question. While the study’s results do not months. support the idea that AI will replace strategic 4. Facilitate an open culture where honest con- communicators, humans face pressure to learn versations about AI can take place. how to work with AI or face the threat of losing 5. Advocate for training resources. their jobs to others who have learned. Strategic 6. Consider AI with a DEI lens. communicators who leverage AI will find they have more time to focus on strategic work. The study identified eight opportunities within the meso leadership level where strategic com- municators may step in to display leadership on AI issues and help mitigate organizational AI risk exposure. Through mapping each leader- 4 P 216 aPers ship area above to the results from Gregory et Chartered Institute of Public Relations. (2023, al. (2023), it was found that AI cannot replace February 22). CIPR report finds AI tools in pub-some areas where strategic communicators ex- lic relations set to explode. Chartered Institute celled. These areas included providing men- of Public Relations. https://newsroom.cipr. torship and training, forming and supporting co.uk/cipr-report-finds-ai-tools-in-public-re- strategic partnerships, and relationship build- lations-set-to-explode/ ing. Human oversight is needed to ensure AI Cision. (2023). Cision’s 2023 global state of the is used ethically, as free of bias as possible, and media report . Cision. https://www.cision.ca/ any output generated is accurate and produces resources/white-papers/2023-state-of-the-no harm. The study supported the notion that media/ strategic communicators are trusted by the lead-Coldewey, D. (2023, April 1). Ethicists fire back ers of organizations to provide a critical eye on at “AI Pause” letter they say “ignores the ac-the big picture. They are sage advisors expected tual harms.” TechCrunch . https://techcrunch. to ask hard questions, provide ethical guidance, com/2023/03/31/ethicists-fire-back-at-ai-and represent the voices of stakeholders. With pause-letter-they-say-ignores-the-actual-AI’s potential to disrupt organizations, strategic harms/ communicators who can help their organiza-tional leaders navigate the changes will be highly Edelman. (2023). 2023 Edelman trust barom-valuable. eter. Edelman. https://www.edelman.com/ The study found that while there has been an Fisher, M. (2022). The chaos machine: The inside improvement in the awareness, attitudes, and trust/2023/trust-barometer acceptance of AI, the industry isn’t ready to take story of how social media rewired our minds on a leadership position. Opportunities exist and our world. Little, Brown, and Company. for strategic communicators to provide leader- Gates, B. (2023, March 21). The age of AI has ship at the macro, meso, and micro levels, but begun. Gates Notes. https://www.gatesnotes. the industry has some work ahead to improve its com/The-Age-of-AI-Has-Begun position as leaders. A pathway to AI leadership Generative AI. (2023, June 21). Great use of AI! was identified as a result of the study. If strategic Google CEO Sundar Pichai has mentioned a communicators can reach the pinnacle, the pro- groundbreaking healthcare technology using AI fession may be elevated as a valuable manage- and eye scans. [Video] [Post]. LinkedIn. https:// ment function. www.linkedin.com/posts/genai-works_great- use-of-ai-google-ceo-sundar-pichai-activity- References 7076361395415511040-KADS/ Baradell, S. (2022). Trust signals. Lioncrest. Glikson, E., & Woolley, A. W. (2020). Human Chartered Institute of Public Relations. (2021, trust in artificial intelligence: Review of em- pirical research. Academy of Management An- November 23). New research finds PR practi- nals , 14 (2), 627–660. https://doi.org/10.5465/ tioners limited in AI knowledge but aware of annals.2018.0057 huge potential . Chartered Institute of Public Relations. https://newsroom.cipr.co.uk/new- Global Alliance. (n.d.). Global capability frame- research-finds-pr-practitioners-limited-in-ai- work. Global Alliance. https://www.globalalli- knowledge-but-aware-of-huge-potential/ ancepr.org/capabilitiesframeworks 4 P 217 aPers Goswami, R. (2023, March 20). OpenAI CEO Pause giant AI experiments: An open letter. Sam Altman says he’s a “little bit scared” of A.I. (2023, March 22). Future of Life Institute. CNBC. https://www.cnbc.com/2023/03/20/ https://futureoflife.org/open-letter/pause-gi- openai-ceo-sam-altman-says-hes-a-little-bit- ant-ai-experiments/ scared-of-ai.html Smith, A. B., & Waddington, S. (2023). Artificial Gregory, A., Fawkes, J. (2019). A global capa- intelligence (AI) tools and the impact on public bility framework: Reframing public relations relations (PR) practice 2023. Chartered Insti- for a changing world. tution of Public Relations. https://cipr.co.uk/ Public Relations Re- view, 45(3), 1–13. https://doi.org/10.1016/j. CIPR/Our_work/Policy/AI_in_PR.aspx pubrev.2019.05.002 Thormundsson, B. (2023, June 26). Artificial Gregory, A., Valin, J., & Virmani, S. (2023). Intelligence market size 2030. Statista. https:// Hu- mans needed more than ever; New CIPR AI in www.statista.com/statistics/1365145/artifi- PR report finds AI tools assisting with 40% of PR cial-intelligence-market-size/ tasks. Chartered Institute of Public Relations. Valin, J. (2018, May 23). Humans still needed: An https://newsroom.cipr.co.uk/humans-need- analysis of skills and tools in public relations. ed-more-than-ever-new-cipr-ai-in-pr-report- Chartered Institute of Public Relations. https:// finds-ai-tools-assisting-with-40-of-pr-tasks/ doi.org/10.13140/RG.2.2.22233.01120 Grunig, J. E. (2013). Furnishing the edifice: On- von Eschenbach, W. J. (2021). Transparency and going research on public relations as a strate- the black box problem: Why we do not trust AI. gic management function. In K. Sriramesh, A. Philosophy & Technology, 34(4), 1607–1622. Taylor & Francis Group. (pp. 1–26). Human–computer interaction. In The Inter- http://ebookcentral. national Encyclopedia of Interpersonal Com- proquest.com/lib/mcmu/detail.action?do- munication (pp. 1–9). John Wiley & Sons, Ltd. cID=1211723 https://doi.org/10.1002/9781118540190.wbe- lic relations and communication management: Waddell, T. F., Zhang, B., & Sundar, S. S. (2015). Current trends and emerging topics Zerfass, J.-N. Kim, & A. Zerfass (Eds.), Pub- https://doi.org/10.1007/s13347-021-00477-0 Lewandowsky, S., Ecker, U. K. H., & Cook, J. ic182 (2017). Beyond misinformation: Understand- Waxman, M. (2019). My BFF is a Chatbot: Ex-ing and coping with the “post-truth” era. Jour-amining the nature of artificial relationships, nal of Applied Research in Memory and Cogni-and the role they play in communications and tion , 6 (4), 353–369. https://doi.org/10.1016/j. trust . https://www.researchgate.net/profile/ jarmac.2017.07.008 Martin-Waxman/publication/339291991_Ex-O’Neil, C. (2017). Weapons of math destruction. amining_the_Nature_of_Artificial_Relation- Panda, G., Upadhyay, A. K., & Khandelwal, K. munications_and_Trust_MCM_Capstone/ links/5e483b2692851c7f7f3dd96a/Examin- Penguin Books. ships_and_the_Role_They_Play_in_Com- (2019). Artificial intelligence: A strategic dis- ing-the-Nature-of-Artificial-Relationships- ruption in public relations. Journal of Creative and-the-Role-They-Play-in-Communica- Communications , 14 (3), 196–213. https://doi. tions-and-Trust-MCM-Capstone.pdf org/10.1177/0973258619866585 WE Communications, & USC Annenberg Center for Public Relations. (2023). Fascinat- ed and frightened: How comms professionals 4 P 218 aPers view AI. WE Communications. https://www. Xu, W., Dainoff, M. J., Ge, L., & Gao, Z. (2023). we-worldwide.com/insights/how-communi- Transitioning to human interaction with AI cations-professionals-are-viewing-the-ai-op- systems: New challenges and opportunities for portunity-ahead HCI professionals to enable human-centered Xu, S., Kee, K. F., Li, W., Yamamoto, M., & AI. International Journal of Human–Computer Riggs, R. E. (2023). Examining the diffusion Interaction, 39(3), 494–518. https://doi.org/10. of Innovations from a dynamic, differential-ef- 1080/10447318.2022.2041900 fects perspective: A longitudinal study on AI Zerfass, A., Hagelstein, J., & Tench, R. (2020). adoption among employees. Communication Artificial intelligence in communication man- Research, 00936502231191832. https://doi. agement: A cross-national study on adoption org/10.1177/00936502231191832 and knowledge, impact, challenges and risks. Journal of Communication Management, 24(4), 377–389. https://doi.org/10.1108/JCOM-10- 2019-0137 4 P 219 aPers Employing artificial intelligence to streamline communication process Jeleč, Ivana, Faculty of Humanities and Social Sciences (Croatia) Šarić, Jelena, VERN’ University (Croatia) Ratkić, Hrvoje, VERN’ University (Croatia) Introduction ta-driven campaigns (DiStasso & Bortree, 2020; The exponential growth of digital communi- Tomić et al., 2022; Obradović et al., 2023; Jeong & Park, 2023; Herold et al., 2024). However, the cation in modern organizations, additionally integration of AI in public relations not only stimulated by COVID-19 and the urge to open streamlines workflows but also produces stra- towards digital surroundings and the “rise of tegic insights that assist organizations in more ‘digital capitalism’” (Staab, 2019; Seidl, 2023 as effectively customizing messages to specific au- cited in Nachtwey & Seidl, 2023), has created diences. A digital “revolution” encouraged by both unprecedented opportunities for collabora- social media has been inherited by AI and, once tion and significant challenges in managing in- again, the communication environment faces formation flow. According to Shin et. al (2025), disruption. the proliferation of communication channels – ranging from email and instant messaging to video conferencing and collaborative platforms Theoretical framework: Employing AI to – has paradoxically led to information overload, streamline communication processes communication fragmentation and decreased AI has emerged as a transformative and dis- operational efficiency, including severe burnout. ruptive technology within the field of commu- The communication industry was also one of the nication, particularly in public relations and industries affected by this syndrome, proving marketing, offering new pathways to stream- that even those working within the storytelling line information flows, enhance strategic de- and crisis management industries are not im- cision-making and personalize stakeholder mune (Ferrerira et. al, 2025). In such a situation engagement with the aim of optimizing com- with a saturation of information, channels, com- munication processes in complex organization- munication approaches and strategic directions, al environments. AI’s conceptual and techno- artificial intelligence (AI) technologies present a logical evolution – from rudimentary machine transformative solution to overcome communi- learning models in the mid-20th century to to- cation challenges. day’s sophisticated natural language processing (NLP), deep learning and generative AI systems Recent studies show that artificial intelligence – has progressively redefined communication applications – particularly natural language management (Ahmed & Baaske, 2024). Early processing (NLP), machine learning (ML) and works by Lee (2021, as cited in Ahmed & Baaske, predictive analytics – enhance sentiment analy- 2024) highlight this trajectory, emphasizing the sis, crisis communication and the design of da- transition from automated functions to adap- 4 P 220 aPers tive, context-aware systems capable of nuanced chographic segments (Ma & Huo, 2024, as cited textual and multimedia creation. Ahmed and in Ahmed & Baaske, 2024). This data-driven Baaske (2024) position this evolution within PR approach enhances message relevance and en- as an ongoing disruption, reshaping traditional gagement, supporting stakeholder relationship communication paradigms, especially by auto- management frameworks articulated by Szondi mating routine tasks such as content generation, (2010, as cited in Ahmed & Baaske, 2024) and media monitoring and crisis response. It must James (2010, as cited in Ahmed & Baaske, 2024). be stated that, “although AI reduces human er- ror and brings greater precision in data anal- AI in strategic communication and deci- ysis, there is a caveat to relying entirely on AI sion-making experience” (Mišević & Knezović, 2024: 5). In significantly to strategic decision-making by delivering actionable insights from data-inten- marketing, AI offers several notable benefits, sive contexts. Predictive analytics and campaign significantly improving personalization, effi- portance of human intelligence and real-world Beyond tactical improvements, AI contributes during crisis management, emphasizing the im- ciency, decision-making, customer engagement optimization tools now enable communications and scalability. “Artificial intelligence has the leaders to adjust messages dynamically, maxi- potential to be seamlessly integrated across the mizing return on investment (ROI) and stake- entire marketing cycle, encompassing initial re- holder impact (Panda et al., 2019; Galloway & search, strategy development, customer journey Swiatek, 2018). Such capabilities resonate with responsiveness, scalability, execution, as well as the broader digital transformation discourse, data-driven business insights and analysis” (Vis- where AI integration catalyzes shifts in organi- ković et. al, 2024: 1). It can be deduced that the zational agility and responsiveness (Tanantong AI plays a pivotal role in advancing effectiveness & Ramjan, 2021, as cited in Ahmed & Baas- and competitiveness in the digital age. ke, 2024; Seiffert & Nothhaft, 2015, as cited in Ahmed & Baaske, 2024). Central to the utility of AI in communication tive governance entails a hybrid model that cou- is its ability to automate operational workloads ples algorithmic precision with human contex- while enabling granular personalization of mes- tual awareness. As McKinsey (2023) and Stone sages. As outlined by Ahmed and Baaske (2024), et al. (2020) emphasize, ethical stewardship, AI-driven automation reduces human labor in munication Nevertheless, theoretical literature cautions against uncritical reliance on AI outputs; effec- Automation and personalization in com- producing press releases, social media posts and remain essential to ensure AI-generated recom- qualitative review and strategic interpretation reporting, liberating professionals to focus on mendations align with organizational values and creative and strategic endeavors. This aligns with dynamic stakeholder expectations. the theoretical perspectives of Stone et al. (2020) organizational efficiency through content gener-and McKinsey (2023), who argue that AI fosters Ethical and governance challenges ation, data synthesis and real-time analytics. Ethical concerns represent a prominent theme Personalization leverages AI’s capacity to analyze within AI communication scholarship. Ahmed large datasets, including engagement metrics and Baaske (2024) identify risks including algo- and audience sentiment, to tailor communica- rithmic bias, misinformation and disinforma- tion strategies for discrete demographic or psy- tion propagation and threats to transparency, 4 P 221 aPers echoing findings from Bourne (2019, as cited Future research directions emphasize exploit- in Ahmed & Baaske, 2024) and Logan & Way- ing large language models (LLMs) and hybrid mer (2024, as cited in Ahmed & Baaske) on the methodologies integrating natural language imperative for accountability in AI usage. Gov- processing with traditional systematic reviews ernance frameworks advocate for responsible to deepen understanding of AI’s impact on PR AI deployment through transparency, content effectiveness, trust-building and stakeholder labeling and human oversight to maintain pub- satisfaction. Exploring empirical evidence on AI lic trust and regulatory compliance (Galloway adoption’s antecedents and consequences will & Swiatek, 2018; Bélisle-Pipon et al., 2023). The impact both academic theory and practical ap- evolving regulatory landscape, particularly in plication, particularly addressing ethical dilem- European contexts governed by GDPR, under- mas, disinformation management and the cali- scores the necessity of integrating legal, ethical bration between automation and human-centric and operational protocols to safeguard commu- communication (Logan & Waymer, 2024, as cit- nication integrity. ed in Ahmed & Baaske; Chatwattana et al., 2024, as cited in Ahmed & Baaske). Human creativity and emotional intelli- gence Based on the above, the integration of AI into tion processes, the literature reaffirms the irre- efficiency and challenges traditional notions of placeability of human creativity and emotional strategic communication and human agency. intelligence. Ahmed and Baaske (2024), along Despite AI’s capacity to augment communica- digmatic shift that both enhances operational communication processes represents a para- argue that, while AI tools can generate content lytical strengths while preserving the irreplace- rapidly and detect sentiment, the nuanced un- able human qualities of creativity, ethics and derstanding of emotional resonance, cultural relational intelligence. As organizations navi- with others (McKinsey, 2023; Panda et al., 2019), proach that leverages AI’s automation and ana- Theoretical frameworks emphasize a dual ap- context and empathetic engagement remains a gate the complexities of digital transformation, purely human domain. This balance is critical in AI-enabled communication strategies promise stakeholder interactions, crisis management and to foster more adaptive, transparent and trusting brand storytelling, where authenticity is para- relationships with stakeholders – a fundamental mount. imperative of public relations in the digital era. This research aims to provide an overview of Emerging trends and future directions the role of AI in optimizing communication The theoretical discourse has noted accelerat- through automation and personalization, while ed academic interest in AI and PR since 2015, assessing its benefits and limitations within pub- with an exponential increase in publications lic relations and marketing. It seeks to evaluate from 2020 onward (Ahmed & Baaske, 2024). how AI supports strategic decision-making, to Topic modeling analyses identify five central examine the ethical frameworks necessary for its themes: professional communication develop- responsible application and to analyze its broad- ment, AI-facilitated trust, governance and com- er impact on human creativity and emotional pliance, data-driven public engagement and intelligence. digital transformation. These themes highlight AI’s multifaceted role, manifesting in improved efficiency, ethical engagement practices and in- novation in PR workflows. 4 P 222 aPers Methodology practitioners. The interviews provided extensive Qualitative in-depth interviews were conduct- qualitative data since no comprehensive research had been conducted in Croatia to thoroughly ed with 10 representatives – communication analyze the impact of AI on the optimization of experts employed in PR and marketing agen- specific processes within the public relations and cies, corporations and public organizations – to marketing sector until April 2025. provide a comprehensive understanding of the challenges and exploring the future trajectory three were men, all Croatian, aged 35-45, with over 10 years of experience working in the com- of AI-driven communication strategies. Due to munication industry. Their names and the names the complexity of the research, the authors chose ing, while addressing its limitations and ethical Of the 10 interviewees, seven were women and practical applications of AI in PR and market- in-depth interviews – a highly flexible method of their organizations remain anonymous. The interviews were all conducted in Croatian. The (Janasz and Katz, 2021) enabling the tailoring following translations in English were prepared of questions and further exploration of unex- by the authors of this paper with the support of pected answers, thus highlighting the benefits ChatGPT, Perplexity and Google Translate. of AI in communication and revealing hidden challenges and addressing them. Furthermore, the interview allows for explicit examination of Research questions emotional, organizational and ethical aspects of To provide valuable input on employing AI to AI application through the personal experiences streamline communication processes, five re- of participants, which is not possible with exclu- search questions (RQ) were posed: sively structured methods. As stated by Barrick • RQ1: How does AI contribute to the opti-(2020), within in-depth interviews, open‐ended, mization of communication processes, in- participant‐driven approaches capture layered cluding message automation and personal- narrative details. Finally, this qualitative ap- ization? proach, enriched with data, ensures contextual- • RQ2: What are the advantages and limita-ization of findings – researchers can analyze spe- tions of applying AI in PR and marketing cific cases in detail, understand the logic behind according to the experiences of communica- the introduction of AI tools and further investi- tion experts? gate how and why AI changes communication • RQ3: In what ways do AI-driven tools con-processes in practice. tribute to strategic decision-making and im- proving the effectiveness of communication Questions were divided into two groups: shared initiatives? and specialized questions. Shared questions for • RQ4: How can organizations responsibly all participants, regardless of their professional use AI tools to ensure ethical communica- background, while specialized questions were di- tion and increase public trust? vided into three subgroups of specific questions • RQ5: To what extent can AI replace human for PR and marketing agency experts, employees creativity and emotional intelligence in PR in corporate communications departments and and marketing? employees within public organizations. Partici- pants’ professional backgrounds enabled differ- RQ1 enables an overview of workflow simpli- ent perspectives and interpretations regarding fication, high-value strategic activities (crisis awareness about AI, interpretation of its imple- management, brand storytelling), efficiency and mentation and efficiency and productivity of data-driven decision-making, effective audience 4 P 223 aPers targeting, content personalization and audience for manual content creation and enabling faster engagement, as well as preferred AI tools, ob- response to market demands. These tools em- jectives, methods and frequency of using AI in ploy sophisticated natural language processing their communication activities. and generative models to generate coherent and engaging texts, images and layouts, ensuring the RQ2 is geared towards reducing operational product maintains a professional standard while costs and improving the precision of communi- curtailing labor-intensive processes. cation strategies, while RQ3 focuses on specific AI-powered tools that are likely to enhance mes- Personalization is another area where AI sage personalization, allowing PR professionals demonstrates notable value. Through the anal- to craft data-driven communication strategies ysis of audience behavior – such as engagement tailored to specific demographics and may pro- data, past interactions and demographic profiles vide deeper insights into campaign performance, – AI systems tailor messaging to resonate with enabling real-time adjustments and more effec- individual recipients or segmented groups. This tive stakeholder engagement. process ensures that communication is not only timely but also contextually relevant, resulting in RQ4 tackles ethical concerns associated with AI, improved engagement rates and stronger stake- including potential biases in algorithmic deci- holder relationships. Automated personalization sion-making and the risk of misinformation and mechanisms can dynamically adjust content disinformation dissemination, while RQ5 ques- tone, timing and delivery channels, making mes- tions AI’s limitations regarding fully replicating saging campaigns more targeted and responsive human creativity and emotional intelligence. to audience needs. Results Crisis response and quality control In the sphere of crisis communication, the in-How AI optimizes communication terviewees stated that AI has proven particularly AI is fundamentally reshaping how organiza-beneficial for public-facing organizations tasked tions manage communication processes, bring-with reaching large and diverse audiences during ing unprecedented efficiency, personalization emergencies. By automating citizen communi-and strategic value to internal and external mes-cation, especially in time-sensitive scenarios, saging. Based on the interviewees’ output and AI systems deliver essential information quick-from their professional standpoint, AI-driven ly and accurately, while built-in quality checks tools such as ChatGPT, Midjourney, Grammarly maintain the necessary standards for accessibili-and Canva AI are transforming their daily tasks ty and clarity. For example, automated mail sys-and enabling them to focus on higher-order tems powered by AI ensure that key updates are strategies rather than repetitive execution. delivered with clear language and compliant for- matting, minimizing the risk of miscommunica- Automation and personalization as core driv- tion and helping organizations maintain public ers trust in critical moments. The capacity for AI to automate routine commu- nication tasks represents a major leap in organi- Sector-specific applications and strategic in- zational productivity. By drafting emails, social sights media posts and presentations, AI enables com- Agencies have embraced AI-driven content munication teams to rapidly produce high-qual- generation and campaign personalization to ity materials, thereby reducing the time needed meet client expectations for swift and tailored 4 P 224 aPers messaging. The seamless integration of AI into managing information more effectively in a rap- workflow allows agencies to expedite produc- idly changing environment. tion cycles and provide consistently high-qual- ity materials that are customized for diverse Benefits and limitations of AI campaigns and audience segments. These tools The integration of AI into communication support creative ideation, streamline approval workflows has generated considerable interest processes and facilitate real-time adaptation to within both academic and professional domains, client feedback. particularly regarding its potential to optimize In the corporate sector, AI is revolutionizing in- However, as AI becomes more entrenched in organizational practice, it is critical to acknowl- efficiency, cost structure and data utilization. advanced implementations involve developing the substantial limitations inherent to current technology and application standards. proprietary AI assistants that handle repetitive inquiry management, coordinate team collab- ing of emails, reports and presentations. More edge not only its transformative benefits but also ternal communication by automating the draft- in improved knowledge sharing, reduced bottle- significant time savings, as stated by all the in- necks and more effective alignment of business terviewees. Automated systems, leveraging AI units. for tasks such as competitor analysis and cam- paign reporting, have demonstrated the capac- For the public sector, the adoption of AI necessi- across the organization. This approach results The most immediate and measurable benefit of AI implementation within communication is oration and monitor communication health Key benefits of AI in communication content – there remains an obligation to ensure analysis. clarity, inclusivity and regulatory compliance in all public messaging. Public institutions leverage Cost reduction represents a further advantage of AI technologies to automate information dis-AI systems as they effectively replace the need semination without sacrificing the quality or ac-for freelancers in roles such as translation and cessibility of communications, thereby enhanc-copywriting. These tools can generate content ing service delivery and public engagement. on a large scale, often in multiple languages, and can adapt tone and style to suit different audi-In conclusion, the integration of AI into com-ences. By automating these previously labor-in-ciency and adherence to accessibility standards. tions to produce timely insights, rapidly adjust While AI can significantly optimize governmen- to market trends and focus human expertise on tal communication, especially in citizen-facing complex decision-making rather than repetitive tates a careful balance between operational effi- 20-30%. This efficiency gain enables organiza- ity to reduce production time by as much as munication processes brings multifaceted ben- tensive tasks, organizations achieve substantial efits, ranging from rapid content generation cost efficiencies while maintaining content con- and dynamic personalization to robust crisis re- sistency and availability. sponse mechanisms. These advances are evident across agencies, corporations and public sector A third substantial benefit is AI’s data proficien- organizations, each benefiting from enhanced cy. Modern AI tools excel at sentiment analysis, speed, customization and strategic agility. As AI trend identification and the interpretation of tools continue to evolve, their role in optimizing large, complex datasets far beyond human ca- communication will deepen, offering new pos- pabilities. These systems outperform traditional sibilities for building stronger connections and methods for dissecting social media dynamics, 4 P 225 aPers forecasting market changes and extracting ac- Finally, quality control imposes operational re- tionable insights from high-volume, unstruc- quirements that cannot be overlooked. To ad- tured data streams. As a result, organizations dress the above risks, many organizations must can base strategies and campaigns on more implement rigorous protocols that combine nuanced and timely intelligence, strengthening automated generation with mandatory human their competitive advantage. review and, in the European context, strict ad- herence to GDPR requirements for data privacy. Limitations and challenges These extra steps, while essential for maintain- While these strengths are significant, AI adop- ing trust and compliance, diminish some of the tion also brings a host of limitations and risks operational efficiencies that AI promises. that deserve careful consideration. Chief among In conclusion, AI’s impact on communication these are quality risks: despite rapid content processes is marked by powerful benefits in ef- generation, AI outputs are often “superficial” ficiency, cost savings and data analytics capabil- and lack contextual depth. Such outputs require ities. However, these must be weighed against thorough human editing to avoid misrepre- persistent challenges such as language limita- sentations or reputational risks associated with tions, ethical risks and the continuing need for poorly crafted messages. human oversight. Only through a balanced, critically-informed approach can organizations Language barriers further limit AI’s utility, espe- harness AI’s full value while guarding against its cially for less widely represented languages such drawbacks. as Croatian. While top-tier AI translation sys- tems perform well in common global languages, AI in strategic decision-making their output for Croatian may suffer from inac- AI is rapidly emerging as a cornerstone in stra- curacies, idiomatic misrepresentations and over- tegic decision-making, revolutionizing how or- all lower fidelity – necessitating both post-edit- ganizations interpret data, optimize campaigns ing and vigilant review by human specialists. and synthesize reports to align with dynamic market realities. The shift toward data-driven Ethical gaps represent another pressing concern. impact means that organizations now possess AI-driven content systems can unintentional- the ability to transform sheer volumes of perfor- ly amplify bias, producing results that reflect mance data into actionable insights for real-time or even magnify underlying prejudices present optimization, fundamentally changing how stra- in training data. In addition, the increasing so- tegic goals are set and adjusted. phistication of deepfake technologies introduces vulnerabilities related to authenticity and trust, Data-driven impact in campaigns requiring new safeguards in digital communica- One of the most significant contributions of tion practices. AI lies in real-time campaign optimization. By persistently analyzing performance pattern data In the agency environment, differentiation re- from ongoing initiatives, AI-driven platforms mains challenging; most organizations rely on can swiftly identify trends, detect anomalies and similar industry-leading AI tools, limiting the recommend changes that enhance campaign potential for unique, customized solutions. outcomes. This capability not only accelerates While AI can generate data-driven insights rap- decision cycles but also allows organizations to idly, this “sameness” can hinder agencies seeking pivot strategies responsively, maximizing the to distinguish their services or offer proprietary effectiveness of marketing and communication value to clients. efforts. 4 P 226 aPers AI’s strategic insights extend further into the Moreover, strategic differentiation through AI is realm of campaign metrics analysis, where these not guaranteed; when organizations use similar systems can evaluate a campaign’s return on in- AI platforms and techniques, analytic outputs vestment (ROI) with advanced predictive mod- can become homogenized, potentially dilut- els. By recommending specific optimizations ing competitive advantage. It is imperative that grounded in empirical evidence, AI can rou- organizations maintain a clear focus on their tinely deliver improvements to ROI, often quan- unique strategic frameworks and apply AI in tified at 15–30% above traditional methods, as ways that support, rather than supplant, critical commented by the interviewees. These recom- human judgment. mendations enhance resource allocation, reduce wasted effort and ensure campaigns remain Efficiency gains rooted in collaboration tightly aligned with organizational objectives. Beyond its impact on data analysis and report- ing, AI also delivers meaningful efficiency gains Transforming corporate reporting by identifying audience behavior trends across In the corporate sector, AI is having a visible diverse touchpoints. These insights are invalu- effect on reporting practices for management able for tailoring messages, segmenting audi- and shareholders. Instead of relying solely on ences and timing communications for optimal manual preparation, organizations are deploy- impact. Nevertheless, human interpretation re- ing AI-driven synthesis systems to collate and mains indispensable for true contextual strategy. process financial and performance data with AI can reveal patterns, however, it is the human unprecedented speed. These tools can generate strategist who understands the broader narra- complex reports that distill actionable intelli- tive, cultural nuances and organizational prior- gence more swiftly, supporting decision-makers ities required to convert data into meaningful with timely snapshots of business health. How- action. ever, it is important to note that, while the speed of report generation has increased, formal quali- In conclusion, AI’s integration into strategic de- ty protocols for automated reporting are still be- cision-making processes is reshaping campaign ing developed, necessitating human oversight to optimization, reporting and audience analytics, sustain credibility and accuracy. driving real-time adaptation and improved ROI. The collaborative relationship between AI and Challenges of AI-driven decisions human expertise ensures that efficiency gains Despite these advances, the strategic value of AI and data-driven insights translate into real com- remains fundamentally contingent on the qual- petitive advantage, even as organizations work ity of human interaction and guidance. Poor to address challenges in prompting, differentia- prompting – a limitation stemming from ambig- tion and protocol development. uous or overly generic human instructions – can produce superficial analysis, eroding the strate- Ethical AI and public trust gic depth of AI recommendations. To capture The integration of AI into public communi- the full value of AI, organizations must invest in cation practices demands a renewed focus on structured prompting, training and continuous ethical frameworks that foster transparency, ac- refinement of the inputs AI systems receive. The countability and public trust. Although many combination of human expertise and machine organizations are still developing formal AI eth- intelligence is what ultimately generates the ics protocols, there is increasing recognition of most robust and contextually accurate strategic the imperative to label AI-generated content and guidance. maintain human oversight to prevent deception. 4 P 227 aPers The interviewees shared key ethical consider- report navigating an evolving landscape of in- ations, public sector challenges and existing cli- dustry standards and provisional best practices. ent and corporate procedures surrounding AI This regulatory void complicates consistent ap- use to uphold trust and integrity in AI-mediated plication and enforcement of ethical AI, high- communication. lighting the need for harmonized policies that balance technological innovation with protect- Transparency and accountability ing civil liberties. Most organizations lack comprehensive formal policies for AI ethics. However, a prevailing Client and corporate procedures standard is the enforcement of human oversight, Corporate clients and agencies exhibit varying in particular the clear labeling of AI-generated degrees of preparedness regarding AI ethics gov- content to avoid misleading audiences. The ne- ernance. Approximately 30% of clients have for- cessity of disclosing AI involvement is widely mal AI policies that outline permissible usage, cation professionals advocating for transparency measures. Agencies frequently assume an edu- in public-facing content. This disclosure serves endorsed, with approximately 65% of communi- data privacy requirements and accountability not only as an ethical obligation but also as a deployment and encouraging transparency as a cational role, teaching clients about ethical AI foundational practice for building credibility strategic priority. and fostering audience trust. they require human intervention to verify cred- This reactive stance may increase vulnerabilities related to bias, misinformation, disinformation, ibility and provide contextual judgment. There- or regulatory non-compliance. fore, ethical AI deployment hinges on a hybrid approach that balances automated processes In conclusion, building and maintaining pub- with responsible human supervision. lic trust in AI-enhanced communication man- dates clear transparency measures, robust hu- Public sector challenges man oversight and proactive ethical governance. and human touch” as essential qualities that AI to AI. These organizations depend heavily on alone cannot replicate. While AI systems mon- ad-hoc human reviews and informal guidelines. itor and flag disinformation such as fake news, Transparency efforts emphasize “authenticity departments lack formal procedures dedicated Conversely, many corporate communication The public sector is on the frontline of combat- ing disinformation using AI-powered pattern Disclosing AI’s role through labeling aligns with detection. Algorithms identify suspicious con- emerging regulatory trends and audience ex- tent trends and large-scale manipulations faster pectations. Public sector applications demon- than traditional manual methods, enhancing strate AI’s potential but simultaneously reveal the government’s ability to respond promptly to its limitations without accompanying human misinformation and disinformation. Nonethe- judgment and regulatory clarity. Finally, orga- less, AI struggles with emotional nuance and the nizations benefit from establishing formal AI subtleties of human communication, limiting its ethics protocols to guide responsible practice capacity to fully and accurately interpret context and safeguard reputational integrity in a rapidly or intent. evolving technological landscape. Only through A significant regulatory gap exists, as current concerted efforts combining legal frameworks, frameworks prioritize GDPR compliance but do organizational policy and ethical commitment not yet provide comprehensive laws specifically can AI become a trustworthy partner in public addressing the ethical use of AI. Public agencies communication. 4 P 228 aPers Human creativity facing AI Meanwhile, senior creative staff are evolving into The debate between artificial intelligence (AI) “AI curators”, professionals who oversee AI out- and human creativity remains central to how puts, integrate ethical considerations and refine organizations envision the future of communi- content to align with strategic goals. Creative di- cation, marketing and creative industries. While rectors benefit from AI-enhanced efficiency but AI tools have become indispensable for auto- emphasize that AI cannot replace fundamental mating routine tasks and generating initial ideas, storytelling. They stress that creativity is not the human creative edge – rooted in emotional only about generating ideas but crafting com- intelligence, authenticity and storytelling – re- pelling narratives that resonate emotionally and mains irreplaceable. The interviewees highlight- culturally. ed the unique contributions of human creativity alongside AI’s role, emphasizing the evolving This role evolution reflects a partnership mod- transformation of roles within creative teams. el where AI amplifies human capability without supplanting it. Human creativity is led by strate- The irreplaceable human edge gic vision and nuanced decision-making, while AI excels at assisting creativity by rapidly gen- AI accelerates operational execution and data erating concepts and brainstorming ideas based analysis. on vast datasets and learned patterns. However, finalizing campaigns, content and brand mes- AI and human creativity in balance saging requires human intervention to ensure While AI contributes speed, volume and da- “authenticity and emotional resonance”. Cam- ta-driven insights, it typically produces deriva- paigns that truly connect with audiences rely on tive or pattern-based content. Human creativity, human creativity to infuse emotional depth and on the other hand, thrives on originality, break- tailored nuance, elements that AI, due to its al- ing conventional rules and innovating cultural gorithmic nature, cannot fully replicate. narratives. For example, marketers leverage AI tools for ideation but rely on human intuition to A critical limitation of AI lies in emotional in- push boundaries, build brand identity and en- telligence – while AI can predict words or ana- gage audiences meaningfully. lyze sentiment, it lacks genuine empathy. In cri- sis communication or stakeholder interactions, Real-world evidence suggests the most success- human understanding transcends mere word ful campaigns arise from collaboration – not prediction to grasp meaning and emotional sub- competition – between AI and human input. AI tleties. This human capacity for empathy ensures acts as a force multiplier, providing options and communication remains relational and sensitive insights, while human creators curate and select to context, safeguarding trust and credibility. strategies that reflect brand values and audience emotions. Role transformations in creative teams AI adoption is reshaping roles within creative In conclusion, AI transforms the creative land- organizations. Junior roles, such as assistants scape by automating junior tasks and enhancing or entry-level content creators, are increasingly productivity, yet it lacks the emotional intelli- automated, as AI efficiently handles repetitive gence and narrative depth essential for authen- or time-consuming tasks like drafting emails or tic communication. Human creativity remains social media posts. This automation frees junior the guiding force behind campaigns that build staff to focus on more strategic aspects of their trust, connect with audiences and tell compel- work and accelerates project turnaround times. ling stories. The future of creative work lies in a 4 P 229 aPers balanced integration where AI supports human fully realize AI’s potential. Establishing clear ingenuity, allowing teams to focus on strategy, quality standards and advancements to regulato- ethics and emotional resonance – dimensions ry measures will support safer, more transparent uniquely human and critical for communication and equitable AI applications. In this context, success. human oversight remains indispensable – not only to critically interpret AI’s outputs but also Key cross-sector insights to uphold ethical standards and accountability. The integration of AI across sectors is driving a In conclusion, the integration of AI across universal efficiency revolution, with organiza- sectors is reshaping productivity paradigms tions reporting consistent year-over-year pro- through a human-AI collaborative model. Effi- ductivity gains averaging 20%. This significant ciency gains of around 20% annually underline improvement is attributed to AI’s ability to au- AI’s transformative power, however, these must tomate repetitive and routine tasks, streamline be complemented by robust quality controls and workflows and accelerate data processing. As regulatory clarity. The future success of AI hinges organizations leverage AI, a clear pattern of in- on harnessing a balanced partnership, where AI creased output and enhanced operational speed amplifies human capability without supplanting emerges, signaling transformative productivity essential human judgment and responsibility. enhancements across industries. Recommendations and practical implications A key insight from cross-sector adoption is the of this research evolving symbiosis between humans and AI. To maximize the organizational benefits of ar- Rather than replacing human judgment, AI tificial intelligence (AI) while mitigating associ- functions as a “co-pilot”, handling time-con- ated risks, a balanced and systematic approach suming or monotonous tasks. This augmenta- is essential. The following recommendations tion allows human employees to focus on high- center on three pillars: establishing a human-AI er-level decision-making, strategic thinking and balance, prioritizing education and instituting creative problem-solving. For example, AI tools robust internal protocols. automate data entry, content drafting and pre- liminary analysis, freeing professionals to apply Maintaining a human-AI balance is fundamen- their expertise where nuanced judgment and tal. Organizations should employ AI for opera- emotional intelligence are critical. tional and repetitive tasks – such as data process- Despite these gains, critical gaps remain that ing, drafting or standardized reporting – while hinder seamless AI integration. Standardized reserving human expertise for creative ideation, quality control protocols are urgently needed strategic oversight and decision-making. This to ensure the consistency and reliability of AI division leverages the strengths of each, ensur- outputs, especially given the variance in model ing that efficiency is gained without sacrific- performance and training data biases. Addition- ing the authenticity and contextual intelligence ally, regulatory frameworks tailored specifically unique to human contributors. to AI’s unique risks and ethical considerations are still underdeveloped in many regions. This Comprehensive education is another key to suc- regulatory void poses challenges for governance, cessful AI integration. Teams must receive ongo- accountability and user trust. ing training on the capabilities and limitations of AI tools, as well as instruction in ethical usage. As AI adoption accelerates, organizations must This investment fosters technological fluency address these gaps to sustain momentum and among staff, empowers employees to collaborate 4 P 230 aPers productively with AI systems and prepares them enhance efficiency, content quality and audi- to oversee and evaluate AI-driven processes with ence engagement. AI-driven automation of rou- a critical and informed perspective. tine tasks and data-driven personalization were identified as core drivers in optimizing commu- Finally, organizations should develop and con- nication workflows, enabling professionals to tinuously update internal protocols. These focus on strategic and creative activities. Partic- guidelines should address quality control to ularly in crisis communication, AI’s capacity to ensure the reliability of AI outputs, safeguard efficiently manage large-scale messaging while data privacy for compliance with evolving reg- maintaining accessibility and clarity was high- ulations and uphold transparency in the deploy- lighted as a key advantage. ment of AI-driven solutions. Clear, actionable policies promote accountability and reinforce However, the research also revealed significant public trust, reducing operational vulnerabilities limitations. AI outputs often require rigorous and ethical risks. human editing to address superficiality and avoid reputational risks. Language barriers, eth- Collectively, these recommendations serve as a ical challenges related to bias, misinformation, blueprint for responsible and effective AI adop- disinformation, and a lack of formal governance tion. By balancing automation with human and differentiation hinder the technology’s full judgment, embedding ongoing education and potential. The strategic value of AI depends implementing strong protocols, organizations heavily on human expertise for quality control, can realize AI’s full potential while upholding prompting and interpretation. Furthermore, the highest standards of quality and integrity. AI cannot fully replicate human creativity and emotional intelligence that are essential in au- Conclusion thentic storytelling and empathetic stakeholder engagement. In conclusion, the exponential growth of digi- tal communication, accelerated by global shifts, Ethical AI deployment emerged as a critical such as the COVID-19 pandemic, has created theme requiring transparency, accountability, complex challenges for modern organizations. labeling of AI-generated content and proactive Traditional communication management meth- governance. Building public trust requires hu- ods are increasingly inadequate to handle the man oversight to prevent deception and manage volume, fragmentation and rapid pace of infor- information effectively, especially in the public mation flow. This paper demonstrates that arti- sector, where regulations remain nascent. ficial intelligence (AI) offers the transformative potential to streamline communication process- Overall, this research underscores the necessi- es across public relations and marketing sectors ty of a balanced human-AI collaboration mod- through automation, personalization and strate- el, complemented by ongoing education, ro- gic insight generation. bust protocols and ethical frameworks. When thoughtfully integrated, AI can significantly Through qualitative in-depth interviews with enhance communication effectiveness and stra- experienced communication professionals tegic decision-making, without supplanting the across agencies, corporations and public organi- uniquely human dimensions that define impact- zations, this study provides a comprehensive un- ful communication. As AI technologies contin- derstanding of how AI tools, such as ChatGPT, ue to evolve, their role in refining organizational Midjourney and Grammarly, are integrated to communication promises to grow if challenges 4 P 231 aPers are addressed with critical awareness and re- Jeong, J. Y., & Park, N. (2023). Examining the sponsible governance. Influence of Artificial Intelligence on Public Relations: Insights from the Organization-Sit- References: uation-Public-Communication (OSPC) Mod- Ahmed, J., & Baaske, A. (2024). Reimagining el. Asia-pacific Journal of Convergent Research Public Relations in the Age of AI: Insights Interchange 9(7), 485-495. http://dx.doi. org/10.47116/apjcri.2023.07.38 from a Systematic Literature Review. Zeszyty Naukowe Akademii Górnośląskiej Matúšová, J. G., & Načiniaková, K. (2023). AI , 12(24), 14- 32. in Public Relations: Challenges and Oppor- https://doi.org/10.53259/2024.12.02 Barrick, L.C. (2020). Interviews: In-Depth, Sem- tunities. Marketing and Media Identity: AI istructured. In A. Kobayashi (Eds.), – The Future of Today, 114-121. https://doi. Interna- org/10.34135/mmidentity-2023-11 tional Encyclopedia of Human Geography (pp. 403-408). London: Elsevier McKinsey (2023). Leveraging generative AI in Bélisle-Pipon, J.C., Monteferrante, E., Roy, M.C., Europe: The opportunities and challenges. Data & Couture, V. (2023). Artificial intelligence retrieved: 15 September 2025 Retrived from Galloway C., Swiatek L., 2018: Public relations practice of social media in public relations. Ethical Mišević, P. & Knezović, I. (2024). Primjena um- New jetne inteligencije u upravljanju kriznim situ- York, London: Routledge. acijama. Zbornik sveučilišta Libertas, 10 (2024), 5-24. https://doi.org/10.46672/zsl.9.10.1 and artificial intelligence: It’s not (just) about ro- Obradović, Đ., Volarić, T., & Tomić, Z. (2023). bots. Public Relations Review, 44(5), 734-740. UMJETNA INTELIGENCIJA ChatGPT NA https://doi.org/10.1016/j.pubrev.2018.10.008 TESTU ZNANJA O ODNOSIMA S JAV- DiStaso, M. W., & Bortree, D. S. (2020). 1-16. https://doi.org/10.1007/s00146-021- tive-ai-in-europe-the-opportunities-and-chal-01380-0 lenges ethics has a black box problem. AI & Society https://www.mckinsey.com/featured-insights/ , lifting-europes-ambition/leveraging-genera- Herold, E., Singh, A., Feodoroff, B., & Breuer, C. NOŠĆU – STUDIJA SLUČAJA. South East- (2024). Data-driven message optimization in ern European Journal of Communication, dynamic sports media: an artificial intelligence 5 (1), 7-18. https://doi.org/10.47960/2712- Management Review, 27(5), 793–816. https:// Panda G., Upadhyay A.K., Khandelwal K. doi.org/10.1080/14413523.2024.2372122 approach to predict consumer response. Sport 0457.2023.1.5.7 (2019). Artificial intelligence: A strategic dis- Janasz, S.C., & Katz, A.J. (2021). Using in-depth ruption in public relations. Journal of Creative interviews in careers research. In W. Murphy Communications, 14(3), 196-213. https://doi. Methods in Careers (pp. 255-266). Chelten- Shin, I., Riforgiate, S. E., Godager, E. A., & ham, Northampton: Edward Elgar Publishing & J. Tosti-Kharas (Eds.), Handbook of Research org/10.1177/0973258619866585 Coker, M. C. (2025). Remote worker commu- nication technology use related to role clarity, coworker support, and work overload. Sustain- ability, 17(7), 2830. https://doi.org/10.3390/ su17072830 4 P 232 aPers Stone M., Aravopoulou E., Ekinci Y., Evans G., Hobbs M., Labib A., Laughlin P., Machtynger J., Machtynger L. (2020). Artificial intelligence (AI) in strategic marketing decision-making: A research agenda. The Bottom Line, 33(2), 183-200. https://doi.org/10.1108/BL-03-2020- 00227 Tomić, Z., Volarić, T., & Obradović, Đ. (2022). UMJETNA INTELIGENCIJA U ODNOSIMA S JAVNOŠĆU. South Eastern European Jour- nal of Communication, 4 (2), 7-16. https://doi. org/10.47960/2712-0457.2022.2.4.7 Visković, L., Đerić, E., Luić, Lj. (2024). Assess- ment of the digital literacy influence on the adoption of AI-based tools. Media, Culture and Public Relations, 15(1), 1-13. https://doi. org/10.63191/mcpr.15.1.1 Wei, R. (2022). Evolving mobile media: Chang- ing technology and transforming behavior. Mobile Media & Communication, 11(1), 25-29. https://doi.org/10.1177/20501579221131448 Ferreira, P., Gomes, S. & Lopes, J. M. (2025). The effect of psychosocial working conditions on work engagement and burnout in European communication industry. Corporate Commu- nications: An International Journal. https://doi. org/10.1108/CCIJ-10-2024-0178 Nachtwey, O., & Seidl, T. (2023). The Solutionist Ethic and the Spirit of Digital Capitalism. The- ory, Culture & Society, 41(2), 91-112. https:// doi.org/10.1177/02632764231196829 (Origi- nal work published 2024) 4 P 233 aPers The Future of Work for Public Relations and Advertising Professionals: Replaced by AI or Enhanced by AI? Laskin, Alexander V., Quinnipiac University (USA) Russell, Erin, Quinnipiac University (USA) Introduction terpret AI’s implications for their future work, Generative AI now pervades knowledge work what competencies they believe will differen- tiate humans from machines, and how gender in ways that collapse the boundaries between shapes these views. In doing so, we contribute analysis, creation, and decision support. Stra- a field-specific account that complements ag- tegic communication disciplines—advertising, gregate surveys and scenarios and informs the public relations, and marketing—have been ear- design of curricula, professional practices, and ly adopters, using AI for monitoring, segmenta- gender-responsive supports (McKinsey Global tion, creative ideation, content personalization, Institute, 2023; West, 2023). and performance optimization (Huang & Rust, 2021; Yue et al., 2024). At the same time, schol- ars and professional bodies warn that authentic- Literature Review ity, bias, provenance, and human accountability AI and the Recomposition of Work must remain central as AI is embedded in cre- Historical scholarship establishes that techno- ative and relational work (Galloway & Swiatek, logical anxiety recurs with each general-pur- 2018; Weller & Lock, 2025). pose technology: fears of unemployment, moral Macro-level analyses project pronounced re- decline, and stagnation often precede realloca- configuration of entry-level roles as routinized tion and new task creation (Mokyr et al., 2015). cognitive tasks are automated, with women dis- Contemporary analyses of generative AI antici- proportionately concentrated in exposed occu- pate acceleration of task automation in occupa- pations (McKinsey Global Institute, 2023; Tang tions heavy in routine cognitive work, alongside et al., 2025). Yet, beneath these projections lies augmentation—not replacement—of roles em- the interpretive work of those about to enter the phasizing judgment, creativity, and social-emo- labor market: how they narrate opportunities, tional skills (McKinsey Global Institute, 2023). threats, ethics, and identity in an AI-mediated In other words, the near-term future of work is profession. less about job extinction than about task ecolo- gy: which tasks are delegated to machines and This study brings those voices to the foreground. which remain sites of human comparative ad- We qualitatively examine how undergraduate vantage (Mokyr et al., 2015; McKinsey Global majors in advertising and public relations in- Institute, 2023). 4 P 234 aPers In strategic communication disciplines, a wide- that preserve audience trust under conditions of ly cited framework distinguishes mechanical, media uncertainty (Weller & Lock, 2025; Yue et thinking, and feeling AI across research, seg- al., 2024). Students’ concerns about deepfakes mentation–targeting–positioning, and execu- and voice cloning thus track a growing scholarly tion, articulating where augmentation is most and practitioner consensus that authenticity in- promising and where human oversight remains frastructures—tooling, policy, and norms—are indispensable (Huang & Rust, 2021). Empiri- now core to professional competence. cal work links AI usage to firm-level outcomes while highlighting mediators such as organiza- Gendered Impacts of AI tional culture and resistance to change, suggest- Macro-analytic and policy research indicate that ing that performance gains are neither automatic generative AI’s labor impacts are patterned by nor uniform (Mu & Zhang, 2025). In advertising pre-existing occupational segregation and care studies, scholars have theorized computational burdens, with women overrepresented in roles creativity pipelines that generate, evaluate, and projected to contract and with unequal time iterate campaign ideas, while also demonstrating and resources for reskilling (McKinsey Glob- where synthetic ideation falters on cultural res- al Institute, 2023). Recent quasi-experimental onance, humor, and brand voice—precisely the evidence suggests that productivity gains from domains students in our study describe as hu- generative AI in academia have accrued more to manity premium territory (Vakratsas & Wang, men than women in the immediate aftermath 2021; Coffin, 2022). Public relations scholarship of ChatGPT’s release, implying a widening gap documents AI’s diffusion into monitoring, is- unless organizational supports actively counter sues scanning, micro-segmentation, and content it (Tang et al., 2025). Brookings analysis argues drafting, but situates those capabilities within that women perceive—and experience—AI-re- ethical requirements for disclosure, provenance, lated risks along at least four vectors. First, eco- bias mitigation, and human accountability (Gal- nomic security: women without college degrees loway & Swiatek, 2018; Yue et al., 2024). A recent are concentrated in entry-level clerical and cus- systematic review in strategic communication tomer roles with high automation exposure, further cautions that research remains con- making displacement and downward pressure ceptually fragmented and urges theory-driven, on wages more likely (West, 2023). Second, per- domain-specific investigations into automated sonal security: gender-targeted harms such as communication’s implications for stakeholder deepfake sexualized content and voice-cloning trust and organizational legitimacy (Weller & scams disproportionately victimize women and Lock, 2025). girls, with inadequate legal recourse in many jurisdictions (West, 2023). Third, representa- As synthetic text, image, audio, and video pro- tion and voice: women’s underrepresentation in liferate, professional bodies have emphasized STEM and AI development pipelines diminish- transparency about AI use, rigorous fact-check- es their influence on product design and gov- ing, bias detection, privacy protection, and hu- ernance, increasing the likelihood that systems man oversight—principles with direct applica- encode and amplify existing biases (West, 2023). tion in client work, earned media, and brand Fourth, the broader turbulence of megachange: storytelling (Galloway & Swiatek, 2018; Weller rapid technological and organizational shifts re- & Lock, 2025). For strategic communication, au- verberate through caregiving and community thenticity is not a vague virtue; it is a reputation- roles, adding psychological and logistical strain al asset that depends on verifiable provenance, that may depress participation or advancement truthful representation, and disclosure practices absent supportive policies (West, 2023). 4 P 235 aPers Method scribed, and identifying details were removed We conducted six focus groups with 75 under- during transcription. Groups were intentionally mixed by major to tively moving through familiarization, inductive coding, theme generation, review, and naming, elicit cross-field comparisons while remaining while documenting analytic decisions in an anchored in strategic communication discourse. public relations, at a mid-size U.S. university. We employed reflexive thematic analysis, itera- graduate students, all majors in advertising or Group sizes varied to balance interactional di- auditable trail (Braun & Clarke, 2006; Nowell et al., 2017). Coding was conducted by a team versity with opportunities for each participant with expertise in public relations and marketing; to contribute. The study protocol received insti- discrepancies were resolved through discussion tutional review board approval, and all partici- focused on meaning. We assessed sufficiency pants provided informed consent. conceptually—coherence, distinctiveness, and Focus groups are well suited for examining saturation of themes—consistent with quali- tative guidance that many dominant themes how people co-construct meanings in real time, emerge within three to six focus groups (Guest surface latent norms, and negotiate disagree- et al., 2017). Credibility was supported by tri- ments—processes central to emergent, ambigu- angulation across groups and representative ous phenomena such as AI in creative and re- quotations; dependability and confirmability by lational work (Kitzinger, 1995; Morgan, 1996). memoing, decision logs, and peer debriefs; and Compared with individual interviews, focus transferability by thick description of context groups can elicit a broader repertoire of experi- (Nowell et al., 2017; Braun & Clarke, 2006). ences and prompt participants to articulate and refine their positions as they respond to peers, while still enabling the exploration of sensitive Results topics when carefully moderated (Guest et al., Efficiency without Equity 2017; Kitzinger, 1995). In contrast to surveys, Students widely anticipated that AI will auto- which estimate prevalence or attitudes at scale, mate routinized, entry-level functions central focus groups illuminate interpretive logics, vo- to traditional apprenticeships in advertising, cabularies, and identity work—insights particu- public relations, and marketing—media moni- larly valuable for curricular and managerial de- toring, templated reporting, basic copy drafting, sign (Morgan, 1996). and preliminary secondary research. One par- ticipant remarked, “I think many routine mun- Each 90-minute session followed a semi-struc- dane tasks are going to be eliminated… Maybe tured protocol covering current AI use; antici- more women will lose their jobs,” and another pated changes to entry-level roles and career added, “Women’s jobs are more in jeopardy.” A ladders; perceived benefits and risks for adver- third summarized the organizational logic as tising, public relations, and marketing; ethical “companies are going to do whatever they can to and governance expectations, including authen- make things more efficient.” ticity and disclosure; and gendered experienc- es and expectations. Two trained moderators These statements align with projections that of- facilitated, inviting diverse viewpoints, probing fice support and customer service—occupations for concrete examples, and monitoring group with high female representation—will contin- dynamics to reduce dominance effects. Sessions ue to shrink as automation diffuses (McKinsey were audio-recorded and professionally tran- Global Institute, 2023). The theme raises two 4 P 236 aPers questions. First, distributional: who bears the from fake… we need to educate to protect.” They risk of lost rungs on the career ladder if en- extrapolated these risks to professional practice, try-level work is automated, and will exposure anticipating reputational crises fueled by deep- concentrate among women given current role fakes and wrongly attributed content. Their con- structures? Second, pedagogical: how should ap- cerns mirror calls for authenticity infrastruc- prenticeships be redesigned so that novices still tures—provenance technologies, disclosure acquire tacit knowledge, craft, and professional norms, and crisis protocols tailored to synthetic judgment when busy work is delegated to ma- media environments—now central to strategic chines (McKinsey Global Institute, 2023; West, communication competence (Weller & Lock, 2023)? 2025; Yue et al., 2024). The theme also under- scores gendered asymmetries of harm, as sexu- The Humanity Premium alized deepfakes and harassment disproportion- Across majors, students argued that AI’s limita- ately target women and girls (West, 2023). tions will elevate human capacities constitutive of strategic communication: empathy, client coun- Cognitive Overdraft seling, narrative coherence, cultural fluency, and Women participants voiced a layered anxiety the capacity to read weak signals in stakeholder that wove together economic exposure, safety, relationships. “AI will never be able to replace and psychosocial load. As one explained, “Wom- having an actual interaction with someone,” one en tend to think like 3 steps ahead… Someone student asserted. Another pointed to humor and could take my face, take my voice,” while anoth- cultural creativity: “AI doesn’t really pick up on er concluded, “It’s not AI’s fault; it’s just a reflec- the jokes that we have… AI would not come up tion of society’s problems.” This resonates with with puppy-monkey-baby for the Super Bowl.” the argument that AI’s risks for women crystal- This theme dovetails with research positioning lize along economic security, personal security, AI as augmenting analysis and variation gener- representation, and megachange stress (West, ation while humans steer meaning, brand voice, 2023). It reframes technology “resistance” as ra- and ethical risk (Huang & Rust, 2021; Vakratsas tional risk assessment under structural asymme- & Wang, 2021). tries. Theoretically, students implicitly advance a mod- For human–AI interaction, the theme suggests el of complementary specialization: machines that adoption and trust will hinge on perceived for scale and search; humans for situated judg- control, recourse, and institutional protections; ment, taste, and trust construction. Practically, for educators and employers, it indicates that early-career roles should be reframed around policies against synthetic harassment, support- high-touch client and stakeholder work, quali- ive training, and flexible upskilling can convert tative insight synthesis, and creative direction, anxiety into agency (Tang et al., 2025; West, ensuring that the human premium is cultivated 2023). rather than assumed. Do-It-Yourself AI Literacy The Authenticity Arms Race Students reported pragmatic, rapidly normaliz- Students narrated personal and familial harms ing adoption. “I use it to generate ideas or topics attributable to synthetic media and automa- for assignments,” one noted, while another ob- tion—voice-cloning scams that targeted grand- served, “I think it’s like everyone’s learning at the parents, unsettling interactions with AI agents, same time,” and a third reflected on a normative and a generalized sense that “it’s hard to tell real turn “from banning to embracing.” The appetite, 4 P 237 aPers however, is for structured pedagogy: prompt de- eracy across the program, pair domain-specific sign, critical evaluation, error and bias analysis, studios with ethical analysis, and explicitly ad- disclosure and provenance practices, and appli- dress gendered risk and recourse. cation-specific workflows. This aligns with man- agerial findings that performance gains depend For policy and organizational design, gender-re- on organizational learning rather than tool ac- sponsive upskilling, mentorship, and legal pro- cess alone (Mu & Zhang, 2025; Yue et al., 2024). tections against synthetic abuse can dampen the Curricular design should thus weave AI literacy four danger vectors highlighted by Brookings— throughout, aligning domain-specific labs and economic displacement, personal security, un- studios with ethical analysis, and assessment derrepresentation, and megachange stress—so should prioritize human curation and judgment that AI augments rather than attenuates wom- over raw output. en’s participation and advancement (West, 2023; Tang et al., 2025). For governance, teams should Discussion and Conclusion operationalize authenticity through provenance tooling, disclosure in client deliverables, bias The findings portray a cohort simultaneously audits, and scenario-based crisis protocols for somber about displacement risks and articu- synthetic harms (Weller & Lock, 2025; Yue et al., late about the reservoir of value humans bring 2024). to strategic communication. Students foresee AI compressing low-discretion tasks and raising This study has its limitations however, includ- the bar on relational, creative, and ethical com- ing its single-institution, self-selected sample petencies in advertising, public relations, and that might have influenced focus group dynam- marketing. They also perceive a legitimacy and ics despite moderation. Future research should safety challenge in the form of synthetic media build multi-site and longitudinal designs, con- and surveillance, and women, in particular, con- duct task-level field experiments on human–AI nect AI to a broader ecology of vulnerability and creative collaboration, evaluate authenticity strain. These interpretations track macro-level infrastructures in real campaigns, and test gen- projections while deepening them by clarifying der-responsive interventions in strategic com- the social meanings students attach to AI and munication workplaces and classrooms (Weller the conditions under which augmentation is & Lock, 2025; Yue et al., 2024). Even so, the pres- empowering rather than extractive (McKinsey ent analysis offers a textured portrait of how the Global Institute, 2023; West, 2023). next generation of professionals is already the- orizing human–AI collaboration and provides This has real implications for the practice of ad- actionable guidance for an equitable and trusted vertising and public relations. Agencies and cor- AI future. porations should redesign early-career roles to protect learning while leveraging automation: novices should move from rote assembly to in- sight synthesis, client counseling, and creative stewardship, with AI handling draftable, repeat- able tasks (Huang & Rust, 2021; Vakratsas & Wang, 2021). For education, curricula in advertising, public relations, and marketing should embed AI lit- 4 P 238 aPers Braun, V., & Clarke, V. (2006). Using thematic gence marketing usage and firm performance. Journal of the Academy of Marketing Sci- References Mu, J., & Zhang, J. Z. (2025). Artificial intelli- in Psychology, 3(2), 77–101. https://doi. analysis in psychology. Qualitative Research ence, 53, 1081–1134. https://doi.org/10.1007/ Coffin, J. (2022). Asking questions of AI adver- Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic analysis: Striving to tising: A maieutic approach. Journal of Adver- meet the trustworthiness criteria. org/10.1191/1478088706qp063oa s11747-024-01076-z tising, 51(5), 608–623. https://doi.org/10.1080 Internation- /00913367.2022.2111728 al Journal of Qualitative Methods, 16, 1–13. https://doi.org/10.1177/1609406917733847 Galloway, C., & Swiatek, L. (2018). Public re-lations and artificial intelligence: It’s not Tang, C., Li, S., Hu, S., Zeng, F., & Du, Q. (2025). (just) about robots. Gender disparities in the impact of genera- Public Relations Review, tive artificial intelligence: Evidence from aca- 44 (5), 734–740. https://doi.org/10.1016/j. demia. PNAS Nexus, 4 (2), pgae591. https://doi. pubrev.2018.10.008 org/10.1093/pnasnexus/pgae591 Guest, G., Namey, E., & McKenna, K. (2017). How many focus groups are enough? Building Vakratsas, D., & Wang, X. S. (2021). Artificial sizes. Advertising, 50(1), 39–51. https://doi.org/10.1 Field Methods, 29 (1), 3–22. https://doi. 080/00913367.2020.1843090 an evidence base for nonprobability sample intelligence in advertising creativity. Journal of Huang, M.-H., & Rust, R. T. (2021). A strategic Weller, T., & Lock, I. (2025). Automated com- munication’s impact on strategic communi- org/10.1177/1525822X16639015 keting. cation: Implications from a systematic review. framework for artificial intelligence in mar- Science, 49 International Journal of Strategic Communica- Journal of the Academy of Marketing s11747-020-00749-9 , 30–50. https://doi.org/10.1007/ tion, 19(1), 13–34. https://doi.org/10.1080/155 3118X.2024.2379501 Kitzinger, J. (1995). Introducing focus groups. BMJ, 311 West, D. M. (2023, November 20). AI poses dis- , 299–302. https://doi.org/10.1136/ bmj.311.7000.299 proportionate risks to women. Brookings In- stitution. https://www.brookings.edu/articles/ Mokyr, J., Vickers, C., & Ziebarth, N. L. (2015). our-research/generative-ai-and-the-future-of- Zhou, A., & Al Rawi, A. (2024). Public rela- tions meets artificial intelligence: Assessing work-in-america utilization and outcomes. Journal of Public Re- lations Research, 36 (6), 513–534. https://doi.or The history of technological anxiety and the g/10.1080/1062726X.2024.2400622 future of economic growth: Is this time differ- McKinsey Global Institute. (2023). Generative AI ai-poses-disproportionate-risks-to-women and the future of work in America. McKinsey Yue, C. A., Men, L. R., Davis, D. Z., Mitson, R., & Company. https://www.mckinsey.com/mgi/ ent? Journal of Economic Perspectives, 29(3), 31–50. https://doi.org/10.1257/jep.29.3.31 Morgan, D. L. (1996). Focus groups. Annual Review of Sociology, 22, 129–152. https://doi. org/10.1146/annurev.soc.22.1.129 4 P 239 aPers Investigating the impact of AI on SMEs: communicative challenges and insights from an Italian study Lovari, Alessandro, University of Cagliari (Italy) Marinelli, Alberto, Sapienza University (Italy) Comunello, Francesca, Sapienza University (Italy) Brescia, Paolo, University of Cagliari (Italy) Abstract try comparisons, emphasizing the need for AI This study examines the adoption and inte- literacy and clearer AI competencies. gration of Artificial Intelligence (AI) solutions across various business functions, such as cus- Introduction and Aim of the study tomer care, communication, public relations, Artificial Intelligence (AI) has long attracted and marketing, focusing on a sample of 200 the attention of both scholars and the general Italian micro, small, and medium-sized enter- public. According to McCarthy (2007), AI is a prises (SMEs). The analysis is grounded in the technological domain focused on creating sys- theoretical frameworks of Adoption and Diffu- tems capable of performing tasks that were once sion Theory and the Technology–Organization– considered the exclusive domain of human in- Environment (TOE) model. It explores both the telligence. These tasks range from perception opportunities and barriers perceived by C-level and reasoning to learning and problem-solving managers in implementing AI systems with- (McCarthy, 2007). in their organizations. The study, based on 200 CATI interviews with SMEs managers (admin- However, it is increasingly recognized in the lit- istrated in collaboration with IPSOS as part of erature that AI systems are not merely simula- a broader national research project), highlights tors of human behaviour; rather, they represent that communication is increasingly recognised the construction of autonomous entities capable as a key area for AI adoption, although current of making decisions, learning from data, and op- use remains confined to routine tasks. erating in complex environments (Olteanu et al., 2025). The development of AI systems signifi- In general, existing data show that engagement cantly accelerated after the release of Large Lan- with AI is growing, but remains underdeveloped, guage Models (LLMs, such as ChatGPT) in 2022, due to inadequate digital skills and limited gov- which marked a significant turning point in the ernment support. Furthermore, media narra- diffusion and adoption of generative AI, to the tives significantly impact managers’ perceptions point that this technology is reshaping business of AI, with many expressing concerns about its processes and communication across organiza- potential impact on job loss. The study calls for tions, both in the private and in the public sec- further qualitative investigation and cross-coun- tor. While large companies are rapidly integrat- 4 P 240 aPers ing AI into their operations, adoption among enterprises (SMEs). This observation aligns with micro, small, and medium-sized enterprises re- a similar gap that has been identified in studies mains comparatively limited and underexplored of the public sector (Panda et al., 2025). Howev- in the scholarly literature, particularly within er, the use of AI in both the private and public the Italian context. Moreover, research focusing sectors is gaining momentum (Hjaltalin & Sig- on Italian SMEs becomes particularly relevant, urdarson, 2024; Madan & Ashok, 2023), fuelling as they not only represent the backbone of the a public debate that is shedding light on its tech- national economy, accounting for nearly 90% nological, economic, and societal implications of all businesses and employing approximately (Lorentz et al., 2023; Galloway & Swiatek, 2018). 78% of the total workforce but also have the ca- pacity to serve as key drivers of innovation and Recent studies (Huseyn et al., 2024; Schwaeke et competitiveness. Providing insights into how al., 2024) have emphasized AI’s potential to gen- AI, still in its early stages of adoption, is shaping erate new business and entrepreneurial oppor- their strategic (and communication) functions tunities (Giuggioli & Pellegrini, 2023), as well as is therefore essential for understanding both its ability to reshape strategic (Gregory & Smith, organizational transformation and broader so- 2025) and corporate communication (Kelm & cio-economic impacts. Johann, 2025). AI can also enhance public re- lations (Galloway & Swiatek, 2018) and crisis In this context, this study, aligning with the management (Cheng et al., 2024). At the same existing research frameworks of the Adoption time, AI raises unprecedented ethical challenges and Diffusion of Innovation theory (Rogers, and risks, including concerns related to privacy 2003; Kee, 2017) and the Technology-Organiza- and security, bias and fairness, trust and reli- tion-Environment (TOE) model (Tornatzky & ability, transparency, and the human–AI inter- Fleischer, 1990), aims to investigate the level of action. (Bowen, 2024; Kamila & Jasrotia, 2025; AI adoption and integration by Italian SMEs. It Illia, Colleoni & Zyglidopoulos, 2023). focuses on the impact of AI solutions on com- Given this double-edged nature (Zerfass et al., munication and customer relationship practic- 2024), AI adoption and integration in SMEs es, exploring the perceived barriers and oppor- largely remain confined to low-risk and repet- the perspective of C-level executives. The study ternal and external challenges (Mohd Rasdi & Umar Baki, 2025; Zerfass et al., 2024). Indeed, tunities associated with AI integration, from itive functions, hampered by a variety of in- within smaller organizations such as SMEs. The erate within defined limits, while creative prob- lem-solving and innovative thinking remain research also addresses how media narratives predominantly human-driven. However, the re- about AI and job displacement influence man- strategic entry point for fostering AI adoption Wirtz et al. (2018) note that AI continues to op- underscores the communicative dimension as a agerial perceptions, offering insights into both lease of ChatGPT in November 2022 has accel- erated AI adoption, intensifying both the pace practical and cultural dimensions of AI adop- and the relevance of the debate (Dwivedi et al., tion in SMEs. 2023). Generative AI, in particular, is reshaping Literature Review the global labour market as LLMs constitute a different form of automation that increasingly Despite an extensive public attention that has overlaps with tasks traditionally performed by been dedicated to the topic of AI, relatively few the creative, highly educated, and highly paid studies have investigated its practical applica- workers (Eloundou et al., 2023). At the same tions within micro, small, and medium-sized time, AI holds considerable potential to boost 4 P 241 aPers labour productivity (Brynjolfsson et al., 2021), a once it reaches at least 10% of the members of a factor that may explain why nearly 80% of large social group. However, research by the Institute companies have already implemented AI into for Competitiveness in collaboration with Team- their core operations (Ghosh et al., 2019; Yin et System (2025) indicates that, to date, only 8.2% al., 2024). of Italian SMEs have adopted AI, compared with the European average of 13.5%. This may suggest In response, the World Economic Forum (2025) that we are not yet witnessing the domino effect underscores the urgency of widespread reskill- described by Rogers, which would enable more ing and lifelong learning initiatives to prepare rapid diffusion. Consequently, Italian SMEs may societies for these transformations. Howev- be situated within so-called homophilous social er, the levels of AI adoption among SMEs vary systems—contexts that are more conservative widely due to structural and organisational bar- and resistant to innovation, and that tend to riers. Some scholars have noted that SMEs tend adopt new practices with greater hesitation than to emulate the strategies of larger companies others (Rogers, 2003). (Atkinson, 2025), but their efforts are frequent- ly hindered by limited digital skills and insuf- Furthermore, the Teha Global Innosystem Index ficient financial resources. On the other hand, 2025, a global ranking developed by Ambrosetti- studies have indicated that SMEs may benefit The European House to evaluate the innovation from greater flexibility compared to larger com- capacity of the world’s 47 most advanced coun- panies, enabling them to adapt more rapidly to tries, ranks Italy only 30th, two positions low- innovative approaches (Ahmed, 2024; Rajaram er than in 2022. This places the country below & Tinguely, 2024). the EU average, reflecting a persistent hesitation among Italian enterprises to adopt technological In the broader European context SMEs tend to innovations at an early stage, including AI solu- be hesitant and slower than larger companies tions. The index evaluates performance across in adopting AI (Ameen et al., 2022), with Ita- five key dimensions: human capital, financial ly, for instance, reporting even lower levels of resources, ecosystem attractiveness, innovation AI adoption compared to the European average ecosystem, ecosystem effectiveness. According (Eurostat, 2025). This gap is largely caused by to the index data, one of Italy’s most pressing a combination of structural and cultural barri- challenges lies in the weakness of its human ers, including limited access to advanced digital capital, largely attributable to insufficient invest- competencies, insufficient training opportu- ment in education and research (Ambrosetti - nities, and persistent financial constraints that The European House, 2025). hinder both progress and innovation (Proietti & Magnani, 2025). However, existing litera- In this context, the communicative dimension ture suggests that participation in collaborative plays a particularly significant role (Ertem Eray networks, such as innovation hubs, and pub- & Cheng, 2025). In SMEs, communication ac- lic–private partnerships has proven effective in tivities frequently overlap with marketing and enhancing AI adoption and facilitating knowl- advertising functions due to their limited or- edge-sharing among smaller companies, thereby ganizational size. Indeed, this area represents a helping to overcome some of these limitations strategic entry point for the introduction of AI. (Muto et al., 2024). By applying AI solutions to communication, SMEs can experiment in a relatively low-risk Rogers’s Diffusion of Innovation Theory (2003) environment, testing automation, personaliza- pointed out that an innovation spreads rapidly tion, and data-driven insights. Such initiatives 4 P 242 aPers not only enhance the effectiveness of communi- The study addresses three main research ques- cation but also elevate its strategic importance tions: within the broader organizational ecosystem • RQ1 What challenges do C-level managers (Kelm & Johann, 2025). in Italian SMEs perceive in adopting AI solu- Furthermore, one perspective that has recently tions, and how do these differ between adopt- attracted scholarly attention in the internation- ers and non-adopters? al context concerns the role of media narratives: • RQ2 Which business functions are considered public discourses about AI, particularly those most impacted by AI, and how do these per- emphasizing its potential impact on employ- ceptions vary depending on whether AI has ment, may shape managerial perceptions and already been adopted, particularly in the area influence the pace of AI adoption in SMEs (Itte- of communication? faq et al., 2025; Schwarz & Faj, 2024). • RQ3 How do Italian C-level managers inter- pret media narratives concerning AI’s impact Methods & Research Questions on employment? This study is part of a broader research project (IATI), funded by the Italian Ministry of En- Results and Discussion terprises and Made in Italy (MIMIT, Direzione The study highlights that Italian SMEs appear to Generale per il Digitale e le Telecomunicazioni, operate within homophilous systems and show ItalianGovernment) and aims to investigate the greater resistance to innovation. In particular, challenges posed by AI for Italian micro, small, companies that have not adopted AI highlight and medium-sized enterprises, with a specific two main obstacles: the high cost of develop- focus on perceptions related to communication ing internal human capital (152 responses) and and public relations functions. employees’ limited adaptability to digital or The empirical data were collected in July 2024 technological innovation (142). Interestingly, through 200 CATI (Computer-Assisted Tele- these barriers are not exclusive to non-adopters. phone Interviewing) surveys conducted by Among companies that have already introduced research institute IPSOS. The sample is repre- AI solutions, similar difficulties persist—albeit sentative of the national population of Italian to a lesser extent—especially concerning em- micro/SMEs and includes C-level executives ployees’ adaptability (14 responses) and the on- (CEOs, General Managers, and Entrepreneurs). going need for investment in human capital de- Interviewees were selected based on geograph- velopment (12). These findings suggest that such ical distribution, company size, and industri- challenges are not confined to the pre-adoption al sector, with particular attention to industry/ stage but continue to shape SMEs’ experience manufacturing, commerce, construction, and throughout the implementation process. business or personal services. Geographically, respondents were distributed across Italy to cap- These results resonate with recent studies em- ture regional variations: 25% in the North East, phasizing the lack of AI-related competencies 33% in the North West, 21% in the Center, and within SMEs as a key limiting factor (Chatterjee 21% in the South and Islands. The questionnaire, et al., 2022). The perception of AI as a complex consisted of 21 closed-ended questions, was de- and resource-intensive technology appears to signed to assess managers’ awareness and per- amplify concerns about workforce preparedness ceptions of AI adoption. and long-term sustainability. This also points to a broader need for external support systems (i.e. training programs, incentives, and shared infra- 4 P 243 aPers Figure 1 Main Barriers to AI adoption among SMEs; Base= 200, absolute numbers. structure) capable of alleviating the burden on are crucial in AI adoption decisions. In light of smaller companies. these findings, the social system of Italian SMEs The structural gap identified is also consistent cannot currently be considered heterophilous— with the Teha Global Innosystem Index 2025, that is, a system that readily embraces change or which highlights similar obstacles in different adopts innovations with relative ease. Nonethe- contexts, thereby reinforcing the robustness of less, it is crucial to recognize that social systems these findings. According to the European In- are dynamic rather than fixed; shifts in organi- novation Scoreboard 2024, Italy falls within zational culture, investment in human capital, the “Moderate Innovators” category, reflecting or external pressures could facilitate a gradual its low talent mobility and limited digital skills move toward greater openness to innovation in compared to other European countries. The rel- the future. atively weak private and public investment in innovation and the commercialization of new Turning to the perceived opportunities, par- ideas is another important constraint. Consis- ticularly in relation to business functions most tently, the third major weakness identified by impacted by AI, communication emerges as the C-level executives surveyed concerns inad- a strategic entry point. Across the sample, the equate internal infrastructure and insufficient area most frequently cited as potentially benefit- funding (131 responses). ing from AI is “communication and marketing” with 42 mentions among non-adopters and 11 These concerns reflect both organizational and among adopters. Those who have already imple- environmental constraints—two dimensions mented AI tools confirm the relevance of this commonly associated with the TOE framework area—suggesting that communication functions (Tornatzky & Fleischer, 1990)—confirming that may serve as a low-risk and high-visibility area both internal readiness and structural limitations for innovations. In fact, among the 29 compa- 4 P 244 aPers Figure 2: Business Areas Where AI Has the Greatest Impact. Base= total, absolute numbers. nies that have adopted AI solutions, 11 have im- tem more heavily concentrated in the Northern plemented them in the field of communication. regions, where technological, business, and oth- Indeed, the adoption of AI in communica- er forms of innovation are predominantly locat- tion activities is gradually reshaping organi- ed (Regional Innovation Scoreboard, 2025). zational flows and processes, as well as stra- tegic approaches, with potential implications Notably, no micro-enterprises appear in this for competitiveness (Iaia et al., 2024; Zerfass et group, confirming what existing literature sug- al., 2024). Moreover, studies also suggest that gests: that organizational size remains a key en- AI applications may enhance stakeholder and abler of AI adoption (Gregory et al., 2023; Kelm employee engagement, while contributing to a & Johann, 2025). The data show a tendency for more effective management of customer expe- larger companies to implement AI in marketing rience through the collection and interpretation and communication more often, supporting the of direct feedback (Buhmann, 2023; Zerfass et idea that more structured organizations are bet- al., 2020). ter equipped—both financially and operation- ally—to integrate new technologies. It is wide- C-level executives who have implemented AI in ly acknowledged that SMEs tend to encounter the communications sector are predominant- greater challenges in pursuing technological in- ly located in Northern Italy, particularly with- novation compared to larger companies (Ameen in the ‘Personal and Business Services’ sector. et al., 2022). This finding aligns with the analysis of second- ary data, which reveals that opinion leaders and However, expectations for future growth in this early adopters are predominantly concentrated area remain cautious. Despite the perceived in Northern districts (Eurostat, 2025). Italy itself strategic relevance of communication, 74% of represents a complex case, with the business sys- respondents indicated that they do not find AI 4 P 245 aPers Figure 3 C-Levels’ Perception of Mass Media Discourse on AI; Base=total; percentages values. solutions in marketing particularly useful at this media tend to overemphasize the potential for stage. This scepticism likely stems from the still job loss, reinforcing a negative framing of AI’s limited implementation of such technologies social impact. Among adopters, only 20% (6 out among SMEs, and reflects broader concerns of 29) disagreed with this assessment, suggesting around their practical utility, return on invest- that exposure to AI tools within their companies ment, and the complexity of integration—chal- does not necessarily lead to a reassessment of lenges widely recognized in the literature as key public narratives. obstacles for SMEs approaching AI adoption (Wirtz et al., 2018). This discrepancy contrasts with most academic studies, which show that media coverage of AI After considering both the perceived barriers to tends to be largely positive or industry-oriented, AI adoption and the strategic relevance of com- often promoting innovation, growth, and com- munication functions, the focus shifts to a more petitiveness (Chuan et al., 2019; Fast & Horvitz, nomenon. Specifically, the third research ques- explained by the limited self-reported expertise of many respondents in AI, as shown earlier in cultural and discursive dimension of the phe- 2017; Schwarz & Faj, 2024). It may be partially executives perceive media narratives regarding the findings. tion (RQ3) focuses on how high-level Italian AI’s impact on employment. Conclusion Survey results indicate that many C-level man- This study has provided an overview of how Ital- agers—particularly those whose companies have ian micro, small, and medium-sized enterpris- already adopted AI solutions—perceive the tone es (SMEs) are approaching to AI adoption and of media narratives as predominantly negative, integration, particularly in the communication especially regarding employment risks. A sub- sector. stantial portion of respondents agreed that the 4 P 246 aPers Despite still limited overall implementation, navigate both fronts effectively are more likely to there is growing recognition of AI strategic po- transform AI into a driver of innovation rather tential. Communication activities, often over- than a source of hesitation. These concerns ap- lapping with marketing and customer service in pear to be reinforced by media narratives, which smaller companies (Kelm & Johann, 2025), has are widely perceived as negative or alarmist, de- emerged as a pioneering field for experimenta- spite the literature suggesting a more optimistic tion, particularly in Italian medium-sized com- or business-oriented tone in AI coverage. This panies and service-oriented sectors. misalignment highlights the importance of dig- ital literacy: in line with the science communi- Nonetheless, significant structural barriers cation deficit model (Scheufele & Lewenstein, continue to affect AI adoption in Italian SMEs. 2005) and the media hostile effect (Choi et al., These barriers can be understood at both the or- 2009), limited knowledge can lead to selective ganizational and individual level, according to interpretations of complex topics like AI, further the TOE model (Tornatzky & Fleischer, 1990). inhibiting its adoption. At the organizational level, the external environ- ment—including governance, regulations, and In this sense, AI becomes not only a techno- strategic orientations—shapes the conditions in logical object, but also a symbolic one, through which companies operate and influences their which broader uncertainties about the future capacity to adopt new digital technologies. Find- of work are negotiated. As noted in the emerg- ings from this study has indeed stated that C-lev- ing technologies literature (Beck & Vowe, 1995; el executives consider insufficient infrastructure Scheufele & Lewenstein, 2005), media narratives and persistent technological gaps as the primary not only reflect innovation but actively partici- obstacles to progress and innovation in their or- pate in its social construction. ganizations. For SMEs navigating digital transformation with At the individual level, adoption depends on limited resources, such narratives can amplify personal competence, self-confidence, and emo- concerns rather than alleviate them, especially tional attitudes (Sartori & Bocca, 2023). These when the practical benefits of AI remain inac- factors relate to the technological dimension of cessible or abstract. the TOE framework and are especially relevant in the context of discontinuous technological The barriers identified, alongside the negative change: while AI offers opportunities for im- media framing of AI’s impact on employment, provement, it can also rapidly render existing suggest that Italian SMEs currently exhibit ho- technological and human skills obsolete (Tush- mophilous social structures—networks charac- man & Anderson, 1986). This dual challenge is terized by similarity and internal reinforcement. reflected in the cultural resistance and uncer- However, this trajectory could shift if more at- tainty reported in our research by many exec- tention is given to investing in specialized hu- utives, highlighting the difficulty of adapting to man capital, which may nurture heterophilous fast-evolving technologies. opinion leaders and thereby catalyse innovation. Empirical insights suggest that successful AI Given the exploratory nature of this study, sever- adoption requires not only addressing structural al directions emerge for future research. and technological limitations within the organi- zational environment but also managing the hu- First, a methodological expansion is needed: in- man dimension of change. Companies that can tegrating in-depth interviews, for instance with 4 P 247 aPers communication professionals and middle man- tion functions within resource-limited organiza- agers, could offer richer insight into how AI is tional contexts, such as SMEs. concretely reshaping internal workflows, rede- fining professional roles, and influencing stra- Indeed, although the findings are exploratory, tegic communication practices within SMEs. they suggest that communication serves not While the survey has helped map key percep- only as a space for early AI adoption but also as tions and trends, a qualitative approach would a potential driver of broader cultural and oper- allow for a more nuanced exploration of per- ational change. Therefore, supporting SMEs in sonal and organizational realities. At the same cultivating an AI-oriented culture and fostering time, cross-sectoral and cross-national compar- trust in emerging technologies may be crucial to isons could help assess the extent to which the unlocking AI’s transformative potential. patterns observed among Italian SMEs reflect broader structural or cultural dynamics. Ex- References ploring similar phenomena in other national contexts or industrial sectors not covered by this Ahmed, S. (2024). Artificial Intelligence (AI) study would better clarify whether the barriers Technology Adoption in SME. Artificial Intel-and opportunities identified here are specific to ligence (AI), 17(01). the Italian economic and regulatory landscape, Ambrosetti - The European House. (2025, May or part of a wider trend in the integration of AI 9). Technology Forum 2025 . https://www.am- within small and medium enterprises. brosetti.eu/en/innotech-hub/technology-fo- Another critical area deserving further inves- rum-2025/ tigation is the development of AI-related com- Ameen, N., Choudrie, J., Jones, P., & Anand, A. petences within SMEs. Beyond questions of (2022). Innovative technologies and small- and technological infrastructure, there is a growing medium-sized enterprises in times of crisis. In- the effective and ethical use of AI tools. Future Annapureddy, R., Fornaroli, A., & Gatica-Perez, studies should therefore focus on identifying awareness that human skills remain central to formation Systems Frontiers, 24(4), 1055–1060. the core competencies required to navigate and fining competencies. D. (2025). Generative AI literacy: Twelve de-manage AI systems across different organiza- Digital Government: Re- tional levels. Rather than replacing human roles, search and Practice, 6(1), 1–21. AI adoption demands new forms of oversight, Atkinson, W. (2025). Artificial intelligence as a interpretive ability, and critical awareness—es- strategy in the British economic field. British pecially in smaller enterprises where digital lit- Journal of Sociology, 76:814–827. eracy may be unevenly distributed (Gregory et Beck, K., & Vowe, G. (1995). Multimedia aus der al., 2023; Annapureddy et al., 2025). Sicht der Medien: Argumentationsmuster und Sichtweisen in der medialen Konstruktion. Finally, the strategic role of communication it- Rundfunk und Fernsehen, 43(4), 549–563. self should be explored in greater depth. As this study has shown, communication is often among Borges, A. F. S., Laurindo, F. J. B., Spínola, M. the first sectors where AI tools are introduced, M., Gonçalves, R. F., & Mattos, C. A. (2020). together with marketing and customer care. Fu- The strategic use of artificial intelligence in the ture research should examine the ways in which digital era: Systematic literature review and fu- automation and augmentation are reshaping the ture research directions. International Journal responsibilities and expectations of communica- of Information Management, 57, 102225. 4 P 248 aPers Bowen, S.A. (2024). “If it can be done, it will be Chuan, C.-H., Tsai, W.-S. S., & Cho, S. Y. (2019). done”: AI ethical standards and a dual role of Framing artificial intelligence in American public relations. Public Relations Review, 50(1), newspapers. In Proceedings of the 2019 AAAI/ Brennen, J. S., Simon, F. M., & Nielsen, R. K. 339–344). Association for Computing Ma- chinery. 1-13. ACM Conference on AI, Ethics, and Society (pp. (2021). Beyond (mis)representation: Visuals in COVID-19 misinformation. The Interna- Dwivedi, Y. K., Kshetri, N., Hughes, L., Slade, E. Brynjolfsson, E., Rock, D., & Syverson, C. (2021). Koohang, A., Raghavan, V., Ahuja, M., Alban- na, H., Albashrawi, M. A., Al-Busaidi, A. S., tional Journal of Press/Politics, 26(1), 277–299. L., Jeyaraj, A., Kar, A. K., Baabdullah, A. M., Buhmann, A. (2023). The implications of artifi-American Economic Journal: Macroeconomics, Brooks, L., Buhalis, D., Carter, L.,…& Wright, R. (2023). “So what if ChatGPT wrote it?” 13(1), 333-372. Multidisciplinary perspectives on opportuni- complement general purpose technologies. Balakrishnan, J., Barlette, Y., Basu, S., Bose, I., The productivity J-curve: How intangibles ties, challenges and implications of generative cial intelligence for strategic and organisation- conversational AI for research, practice and al communication. Communication & Organi- policy. International Journal of Information sation, 64(2), 218. Management, 71, Article 102642. Cacciatore, M. A., Anderson, A. A., Choi, D. H., Eloundou, T., Manning, S., Mishkin, P., & Brossard, D., Scheufele, D. A., Liang, X., Dudo, Rock,D. (2023). Gpts are gpts: An early look A. (2012). Coverage of emerging technologies: at the labor market impact potential of large A comparison between print and online me- language models. arXiv pre-print, Available at: dia. New Media & Society, 14(6), 1039–1059. https://arxiv.org/pdf/2303.10130. Chatterjee, S., Chaudhuri, R., Vrontis, D., & Ertem-Eray, T., & Cheng, Y. (2025). A Review Basile, G. (2022). Digital transformation and of Artificial Intelligence Research in Peer-Re- entrepreneurship process in SMEs of India: A viewed Communication Journals. Applied bility and strategic planning. Journal of Strate- European Commission Directorate-General moderating role of adoption of AI-CRM capa- Sciences, 15(3), 1058. gy and Management, 15(3), 416–433. for Research and Innovation. (2025, July 15). Cheng, Y., Lee, J., & Qiao, J. (2024). Crisis com- European Innovation Scoreboard 2025. Re- munication in the age of AI: Navigating op- search and Innovation Performance Indicators. portunities, challenges, and future horizons. https://research-and-innovation.ec.europa. Media and crisis communication, 172-194. eu/statistics/performance-indicators/europe- Choi, J., Yang, M., & Chang, J. J. (2009). Elabo- an-innovation-scoreboard_en ration of the hostile media phenomenon: The Eurostat (2025). Use of artificial intelligence in roles of involvement, media skepticism, con- enterprises. Statistics Explained. Research, Communication plained/index.php?title=Use_of_artificial_in- 36(1), 54–75. perceived opinion climate. https://ec.europa.eu/eurostat/statisticsex- gruency of perceived media influence, and telligence_in_enterprises 4 P 249 aPers Fast, E., & Horvitz, E. (2017, February). Long- Iaia, L., Nespoli, C., Vicentini, F., Pironti, M., & term trends in the public perception of arti- Genovino, C. (2024). Supporting the imple- ficial intelligence. In Proceedings of the AAAI mentation of AI in business communication: Conference on Artificial Intelligence (Vol. 31, The role of knowledge management. Journal of No. 1). AAAI Press. Knowledge Management, 28(1), 85–95. Galloway, C., & Swiatek, L. (2018). Public re- Illia, L., Colleoni, E., & Zyglidopoulos, S. (2023). lations and artificial intelligence: It’s not (just) Ethical implications of text generation in the about robots. Public relations review, 44(5), age of artificial intelligence. Business Ethics, the 734-740. Environment & Responsibility, 32(1), 201-210. Ghosh, B., Daugherty, P. R., Wilson, H. J., & Ittefaq, M., Zain, A., Arif, R., Ala-Uddin, M., Burden, A. (2019). Taking a systems approach Ahmad, T., & Iqbal, A. (2025). Global news Giuggioli, G., & Pellegrini, M. M. (2023). Ar- A comparative analysis of frames, sentiments, and trends across 12 countries. to adopting AI. Harvard Business Review, 9. media coverage of artificial intelligence (AI): tificial Intelligence as an Enabler for Entre- Telematics and preneurs: A Systematic Literature Review and Informatics, 96, 102223. an Agenda for Future Research. Internation- Kamila, M. K., & Jasrotia, S. S. (2025). Ethical al Journal of Entrepreneurial Behavior & Re- issues in the development of artificial intelli- search, 29, 816-837. gence: Recognizing the risks. International Gregory, A., & Smith, B. G. (2025). AI State of Journal of Ethics and Systems, 41(1), 45–63. Play: The Technology, Strategic Communi- Kee, K. F. (2017) Adoption and diffusion, In C. cation Practice and Academia. Internation- Scott, & L Lewis (Eds.), International encyclo- al Journal of Strategic Communication, 19(2), pedia of organizational communication Hobo- 119–129. ken, NJ: Wiley-Blackwell. Gregory, A., Valin, J., & Virmani, S. (2023). Hu- Kelm, K., & Johann, M. (2025). Artificial in- mans needed more than ever. Chartered Insti- telligence in corporate communications: de- tute of Public Relations. terminants of acceptance and transformative Hennen, L. (1999). Participatory technology as- processes. Corporate Communications: An In- sessment: A response to technical modernity? ternational Journal, 30(1), 124-138. Science and Public Policy, 26(5), 303–312. Lorenz, P., Perset, K., & Berryhill, J. (2023). Ini- Hjaltalin, I. T., & Sigurdarson, H. T. (2024). The tial policy considerations for generative artifi- strategic use of AI in the public sector: A public cial intelligence. OECD Artificial Intelligence values analysis of national AI strategies. Papers, N.1. OECD Publishing. Gov- Huseyn, M., Ruiz-Gándara, Á., González-Abril, diffusion in public administration: a systemat- ic literature review and future research agen- ernment Information Quarterly, 41(1), 101914. Madan, R. & Ashok, M. (2023) AI adoption and L., & Romero, I. (2024). Adoption of artificial intelligence in small and medium-sized enter- da. Government Information Quarterly, 40 (1). prises in Spain: The role of competences and 101774. skills. Amfiteatru Economic, 26(67), 848-866. McCarthy, J. (2007). From here to human-level AI. Artificial Intelligence, 171(18), 1174-1182. 4 P 250 aPers Mohd Rasdi R, Umar Baki N (2025) Navigating Scheufele, D. A., & Lewenstein, B. V. (2005). the AI landscape in SMEs: Overcoming inter- The public and nanotechnology: How citizens nal challenges and external obstacles for effec- make sense of emerging technologies. Journal tive integration. PLOS ONE 20(5): e0323249. of Nanoparticle Research, 7(6), 659–667. Muto, V., Luongo, S., Percuoco, M., & Tani, M. Schwaeke, J., Peters, A., Kanbach, D. K., Kraus, (2024). Artificial intelligence and the great re- S., & Jones, P. (2025). The new normal: The set: Impacts and perspectives for Italian SMEs status quo of AI adoption in SMEs. Journal of business model innovation. Systems, 12(9), Small Business Management, 63(3), 1297–1331. 330. Schwarz, A., & Faj, T. (2024). Communicating Olteanu, A., Barocas, S., Blodgett, S. L., Egede, and perceiving risks of artificial intelligence L., DeVrio, A., & Cheng, M. (2025). Ai autom- as an emerging technology. In T. L. Sellnow, atons: Ai systems intended to imitate humans. Deanna D. Sellnow (eds), Communicating risk arXiv pre-print, Available at https://arxiv.org/ and safety (pp. 503–526). De Gruyter Mouton. abs/2503.02250. Sousa, M. J., & Wilks, D. (2018). Sustainable Panda, M., Hossain, M. M., Puri, R., & Ahmad, skills for the world of work in the digital age. A. (2025). Artificial intelligence in action: Systems Research and Behavioral Science, 35(4), shaping the future of public sector. Digital Pol- 399–405. icy, Regulation and Governance. Tornatzky, L. G., & Fleischer, M. (1990). The Porlezza, C. (2023). Promoting responsible AI: process of technological innovation. Lexington, A European perspective on the governance of MA: Lexington Books. Proietti, S., & Magnani, R. (2025). Assessing AI artificial intelligence in media and journalism. Tushman, M. L., & Anderson, P. (2018). Techno- Communications, 48(3), 370–394. logical discontinuities and organizational en- Organizational vironments. In G. Hage (Ed), Adoption and Digitalization in SMEs: A Frame- innovation (pp. 345–372). Routledge. work for Implementation. arXiv pre-print, Wirtz, B. W., Weyerer, J. C., & Geyer, C. (2018). Available at https://arxiv.org/pdf/2501.08184 . Artificial Intelligence and the Public Sector— International Rajaram, K., & Tinguely, P. N. (2024). Genera- Applications and Challenges. tive artificial intelligence in small and medium Journal of Public Administration , 42(7), 596– enterprises: Navigating its promises and chal- 615. lenges. Business Horizons, 67(5), 629-648. World Economic Forum. (2025). The future of Rogers, E.M. (2003). Diffusion of Innovations. jobs report 2025. World Economic Forum. New York: Free Press. https://www.weforum.org/publications/the- Sartori, L., & Boccia, G. (2023). Minding the future-of-jobs-report-2025 gap(s): Public perceptions of AI and sociotech- Yin, M., Jiang, S., & Niu, X. (2024). Can AI re- Scheufele, D. A., & Krause, N. M. (2019). Sci- assistant on employees’ innovation behavior. Computers in Human Behavior, nical imaginaries. AI & Society, 38, 443–458. ally help? The double-edged sword effect of AI ence audiences, misinformation, and fake 150, 107987. news. Proceedings of the National Academy of Sciences, 116(16), 7662–7669. 4 P 251 aPers Zerfass, A., Buhmann, A., Laborde, A., Moreno, A., Romenti, S., & Tench, R. (2024). European Communication Monitor 2024. Managing ten- sions in corporate communications in the con- text of geopolitical crises, artificial intelligence, and managerial learning. Zerfass, A., Hagelstein, J. and Tench, R. (2020). Artificial intelligence in communication man- agement: A cross-national study on adoption and knowledge, impact, challenges and risks. Journal of Communication Management, Vol. 24 No. 4, pp. 377-389. Keywords Artificial Intelligence, AI adoption, AI diffusion, public relations, communication, SMEs. 4 P 252 aPers Generative AI in Political Public Relations: A Video Ethnographic Study of Content Production Rasquinha, Mark, Auckland University of Technology (New Zealand) Theunissen, Petra, Auckland University of Technology (New Zealand) Introduction gger (1977) work reminds us that technology is The way public relations (PR) practitioners never neutral, it always shapes how we see and act in the world. Here, we might see GenAI not engage with one another in their daily work is just as a tool but as an ontological shift, risking changing. In PR, content is crafted through di- the reduction of human relationships, even in alogue, negotiation, and the careful, iterative PR where practitioners can be reduced from process of drafting and redrafting (Theunissen co-creators of meaning to curators of informa- & Sissons, 2017). Today, that process is being tion. disrupted. Generative artificial intelligence (Ge- nAI) systems now offer ready-made texts at the This paper contributes to the broader conver- click of a button, reshaping not only how work sation about the use of GenAI in political pub- is done but also what it feels like to do it (Öztaş lic relations (PPR). It does so by isolating two & Arda, 2025; Panda et al., 2019; Weller & Lock, key aspects of PPR practice. First, engagement 2025). On the surface, as Swiatek and Galloway through interaction between practitioners in (2022) noted, these systems are efficient, but the context of professional PPR settings. And that efficiency comes at a price. second, the ethical consideration concerning the products of PPR practice. Grounded in In the short span since GenAI has entered the critical PR framework, engagement between mainstream, scholars have rushed to make sense practitioners in this study is defined, not just of its impact on PR, describing it as a “strate- as professional interaction or coordination, but gic disruption” (Galloway & Swiatek, 2018, p. as a discursive, power-laden, and ideologically 3) to the profession, fuelled by the belief that it shaped practice (Valentini, 2021). could “change the whole game” and even “turn the profession upside down” (Yue et al., 2024, It’s about how practitioners negotiate meaning, p. 520). Both framings converge on a sense define the profession, and influence institution- of transformation, one in which efficiency is al norms often in tension with organization- heightened and productivity is boosted. Yet al interests and broader societal expectations what often falls out of focus are the ethical risks (L’Etang et al., 2016). Ethics is defined in agree- and the changing patterns of engagement be- ment with Valentini (2021), who argued PR eth- tween practitioners, along with their impact on ics must move beyond organizational self-inter- how professional identity and commitment to est to embrace societal accountability, pluralism, PR work are understood. In this context, Heide- and reflexivity. Ethics here, is not a fixed set of 4 P 253 aPers rules, but a practice shaped by power, context, From co-creators of meaning to curators and the need for communicative responsibility. of information Although increasing at an alarming rate, Kaira This research draws on ethnographic observa- et al. (2024) systematic review showed that re- tions of PPR practices in a South Indian PPR de- search on GenAI in PR is still in its early stages. partment of a political party. This research com- Most studies focus on efficiency, highlighting pares two moments in time: 2019, when GenAI how AI supports automation in areas such as was absent from the workflow, and 2024, when it content creation, crisis communication, and so- was present. This study contributes by bringing cial media monitoring, or on how practitioners a practitioner-based perspective to a profession perceive these changes (Gregory et al., 2023). still grappling with unresolved debates about Conceptually, researchers have place AI with- how GenAI is transforming PR. From questions in broader narratives like neoliberalism or PR of efficiency versus ethics (Swiatek & Galloway, 4.0. What is less developed is research that looks 2022) to concerns about deskilling and creative inside workplaces, asking how GenAI actually flattening (Yue et al., 2024), the arrival of GenAI shapes engagement between practitioners, how in PR signals not only technical change but also ethical responsibility is negotiated, and how col- existential challenges for the field. laboration is transformed. Lock et al.’s (2025) review shows that research on AI and public As practitioners confront this shift, the very communication is overwhelmingly concentrat- meaning of PR work is changing (Yue, et al., ed in the Global North, leaving other contexts 2024), from being communicators to becom- largely unexamined. The intersection of GenAi ing prompt engineers, from acting as relation- and PR is dominated by quantitative approach- (Öztaş & Arda, 2025). If practitioners shift from nographies or detailed case work style research is rare. al agents to functioning as system navigators es such as surveys and experiments, while eth- being communicators to curators of machine or is it a transformation that risks hollowing out and negotiate agency with technologies (Val- entini, 2021). These frameworks remain influ- the core of the profession? To explore this, the ential in the context of GenAiand PR research research asks: because they highlight important dimensions of RQ1: How does the integration of GenAI in PPR communication practice (Li et al., 2024). Yet, as affect practitioners’ engagement in the context Lock et al. (2025) point out in their review of AI of content creation? This question is addressed and communication research, the application of through the presentation of video ethnograph- such frameworks to GenAI is still limited. While ic data, analysing key moments in PPR practice they offer useful metaphors for understanding where interpersonal engagement and ethical ne- it means to be a professional in PR begins to sensemaking and actor–network theory have been widely used to understand how practi- change. This connects directly to the wider de- tioners construct meaning, interpret change, bate in the field: is AI simply a tool for efficiency, ing-making thins out, and the sense of what In PR scholarship, theories such as framing, outputs, collaboration looks different, mean- PR practice more generally, they do not fully gotiation sometimes absent, sometimes fraught, capture what this study seeks to examine, the come sharply under a critical lens. comparative embodied suspension of engage- ment and the displacement of ethical respon- sibility as practitioners shift from collaboration 4 P 254 aPers to prompt-driven content creation. Lock et al’s. tomates routine tasks, it cannot replace the nu- (2025) review, thus indicates an exploratory ance, accountability and ethical responsibility stage of research, where mapping broad percep- that practitioners bring to their work. Swiatek tions of AI is more common than studying its and Galloway (2022), warned that without crit- embedded practices. ical reflection, the adoption of GenAI risks del- egating not only labour but also responsibility When it comes to engagement, the story is itself. Ethics has often been framed in terms of much the same. As Dhanesh (2017) pointed organizational responsibility to publics, com- out, engagement in PR has mostly been theo- pliance with codes, or the management of rep- rized in terms of how organizations connect utation by PR Scholarship. Much less has been with their publics or how departments manage written about how ethics is lived, practiced and external relationships. Much less attention has negotiated within the daily practices of practi- been given to what engagement looks like with- tioners themselves. in the profession itself. Menon (2024), though writing from outside the field of PR, describes Critical Discourse Studies: Engagement this GenAi associated shift as a form of “disem- and Ethics bodied authorship,” where creators are cut off from the iterative and embodied qualities of This study draws on Critical Discourse Studies their craft. These observations highlight what (CDS) (Wodak & Meyer, 2015), while moving PR research has yet to fully explore, namely how beyond its traditional emphasis on text to devel- GenAI reconfigures everyday engagement be- op a more situated and embodied approach. CDS tween practitioners and their work. Much of the provides a way of seeing how meaning-making scholarship to date has focused on engagement is bound up with culturally specific practic- between organizations and publics (Dhanesh, es, where discourse is not only what is said or 2017), leaving practitioner-to-practitioner en- written but also what is done through gesture, gagement underexamined, particularly in the tone, and embodied expression. In this sense, context of PPR and GenAI. meaning is always tied to context, unfolding in professional settings through multimodal inter- While technology is often framed as some- action (Sissons,2014). This perspective makes it thing that makes life easier, part of what Mosco possible to examine how GenAI reshapes practi- (2005) calls the “digital sublime,” this narrative tioner engagement and ethical responsibility in is echoed in PR where GenAI is positioned as PR, not only through the texts it produces but freeing practitioners for more strategic thinking also through the embodied ways practitioners (Yue et al., 2024). However, this promise over- align, withdraw, or negotiate their role in the simplifies the lived experience of monotony, communicative process. disconnection, and diminished judgment. From a practice-based perspective, Theunissen and The research positions CDS within a culture-cen- Sissons (2017) remind us that PR is never just tric framework, applying theories of power to about output but about the human judgments the everyday micro-interactions of practitioners and negotiations that shape practice, showing (Rasquinha, 2024). Discourse is treated as one that practitioner input is central to how messag- dimension of a broader communicative envi- es gain meaning. ronment, where power is enacted through em- bodied and interactional practices such as, in- Building on this, Gregory et al., (2023) argue tonation, silence, gesture, and gaze, that carry from a practice perspective that even as AI au- culturally specific meanings (Sissons, 2014). To 4 P 255 aPers capture these dynamics, the study also engages The analytical framework combined conver- with traditions that extend discourse beyond sation analysis and gestural analysis with CDS language alone. Goffman (1967) reminds us that to trace how engagement and disengagement interaction constitutes a moral order, where re- are enacted in collaborative rhythm, embodied sponsibility and alignment are continually at stance, and interactional flow. While CDS pro- stake. Building on this, Goodwin (2000) shows vided the theoretical grounding to view mean- how participation is displayed and negotiat- ing-making as multimodal and situated, it was ed multimodally. These approaches allow us to also used analytically to trace how engagement treat disengagement, whether through silence, and disengagement are enacted in collaborative withdrawal of gaze, or verbal resignation, and rhythm, embodied stance, and interactional not simply as absence, but as communicative flow. Conversation analysis allowed close atten- acts that signal shifts in both engagement and tion to turn-taking, overlap, and repair as cues ethical stance within professional practice. of practitioner engagement and withdrawal, while gestural analysis highlighted how gaze, Methodology posture, and facial expression signalled both The study adopts a video ethnographic design hesitation. collaborative alignment and moments of ethical to capture the everyday communicative practic- es of PPR. Fieldwork was conducted within the Although, the study focuses on two cases, the PPR department of a nationwide political party’s intention is not to claim universal patterns but regional office across two electoral cycles: the to generate what Williams (2000) termed mod- 2019 Indian General Election, when GenAI was eratum generalizations, insights that resonate absent from workflow, and the 2024 State Elec- beyond the immediate context without aspiring tion, when it had entered practice. This design to statistical representativeness. In this sense, made it possible to compare content creation in the strength of the approach lies in its depth, non-AI-assisted and AI-assisted contexts. not its breadth, showing how meaning is made were collected, complemented by 11 semi-struc- methodology reminds us, qualitative inquiry tured interviews, field notes, and reflexive jour- is validated through credibility, transferability, naling. The filmed recordings include planning and reflexivity rather than numerical replica- In total, 60 hours of video-recorded interaction ior. As Creswell (2013) writing on qualitative through specific multimodal patterns of behav- meetings, campaign messaging, content pro- tion. This study follows that tradition by privi- duction, and informal exchanges, providing a leging situated insight into how GenAI reshapes layered view of how practitioners collaborate engagement and ethics in PPR contexts. and negotiate their work. From this dataset, crit- ical incidents were identified when events were fully captured on video. These incidents repre- Multimodality, Engagement and Ethics sented significant aspects of PPR practice, they in PPR Work: Two Case Studies were observed and recognised as routine pat- This section examines two cases observed terns of professional PPR behavior (Rasquinha, during video ethnography in the same PPR de- 2024). The Selected episodes were transcribed partment, during two different periods, the 2019 using Jeffersonian conventions (Jefferson, 2004) Indian General Election and the 2024 (Karna- for verbal interaction and annotated for multi- taka) State Election. In the first case, two prac- modal features such as posture, gaze, and tone. titioners, Philo and Mitch, collaborated on a Women’s Day social media post. In this case, 4 P 256 aPers Philo was tasked with creating the Women’s In the second extract (video graphed in, 2024), Day post, a significant event in Indian political Paul, a practitioner in the same department, campaigns where practitioners use digital plat- produced four posts for a campaign on price forms to connect with women voters, a crucial rise, this time working with (GenAI) ChatGPT. electoral group. Political parties often frame While both cases emerge from the same orga- such content around empowerment and lead- nizational setting, the communicative envi- ership, sometimes drawing on historical figures ronments differ. The #PriceRise and #Modi- to establish symbolic connections (Arabaghatta, Fail campaigns, which began in 2023, became 2022). Philo’s workflow followed a structured prominent online protests against the national yet flexible process before the introduction of government’s handling of inflation and rising GenAI. She sourced images of a female leader living costs (PTI, 2023). The campaign high- through Google, searched for quotes, and en- lighted economic distress through hashtags, da- sured that the design aligned with party brand- ta-driven infographics, and comparative charts, ing, incorporating colours, symbols, and textual amplified by opposition parties and civil society frames that reflected organizational identity. As (Rasquinha, 2024; Sharma, 2024; Arabaghatta, Saluja and Thilaka (2021) note, these practices 2022). In this setting, Paul, whose professional were less about free creativity and more about tasks included routine video editing and social routine branding shaped by party ideology and media production, was asked via WhatsApp by strategic objectives. a senior team member to create posts for the Price Rise campaign, a common practice in In- The extract, an interaction between Philo and dian PPR work (Rasquinha, 2024). At the time, Mitch focuses on the production process of the he was watching a news debate on YouTube and post, with verbal exchanges, gestures, and shared shifted to working with ChatGPT (January 2024 decision-making highlighted. Thus, providing version) to generate text for posts. evidence of practitioner engagement and ethical consideration before the introduction of GenAI. What follows is an observation of Paul’s soli- Engagement between practitioners and with tary interaction with ChatGPT to create politi- PPR work is observed through both Philo and cal campaign content. Unlike the Women’s Day Mitch’s motivations and actions. Mitch brings case, where engagement was enacted through into her discussions, her own activism around dialogue, gestures, and shared responsibility, women’s rights. She is joined by Philo in the de- here engagement is registered both in Paul’s sign process, offering quotes and textual frames, non-verbal behaviour, facial expression, hand suggesting images, and aligning the message movement, bodily orientation, and in the tex- with broader narratives of empowerment. Their tual prompts he typed into the interface. This shared participation highlights how engage- interaction demonstrates how GenAI reorga- ment, enables knowledge exchange, and ethical nizes engagement in the PPR workplace, mov- consideration, where ownership of outputs is ing from embodied collaboration to individual, acknowledged by both practitioners. Therefore, prompt-driven production, and raising ques- through collaboration, engagement and ethical tions about how participation and responsibility consideration is shown, not as abstract princi- are enacted when the practitioner’s role shifts ple, but as something enacted through dialogue, from co-creator to content curator. gesture, and shared responsibility in routine content production. The first case shows how engagement and ethi- cal positioning are negotiated not only in words but also through gesture, gaze, and bodily orien- 4 P 257 aPers Case I: Women’s Day Post (2019, Non-AI-assisted) Name Kannada Script Roman Script Translation Image Philo ಥರಕ್ಷಿಣಿ the challenge for durodha: ದೂರೋಧ upliftment con-saktisa:ru:: ಶಕ್ತಿಶಾರು cerning women >mahila< ಹ್ಮ್ಮ್ ?tharaksini hmm: (0.3) ಮಹಿಳಾ ಬಗೆ bage: Mitch ಸ್ತ್ರೀ ಶಕ್ತಿ women power is ?stri ,sakti ರಾಷ್ಟ್ರದ ಶಕ್ತಿ the nations power ?rastrada ,sakti ಅಂತ ಹಕ್ಕು put that women °anta: hakku:° Image 1.1 ಸ್ತ್ರೀ ಶಕ್ತಿ power is the na-(0.2) ಷ್ಟ್ರದ ಶಕ್ತಿ tions power Mitch ಮಹಿಳಾ ಮ್ಮ್ (0.4) mahila (.) ಸಮಾನಾಧಿಗೆ hss >saman- let us move ಮುನ್ನಡಿಯ adhige munadi-forward for the ಮುನ್ನಮುನ್ನ yo::< (.) mun (.) betterment of ುನ್ನಡಿಯೋಣ mun muna::di-Women happy ಎಲ್ಲರಿಗೂ yo:na: ell:arigu: international ಂತಾರಾಷ್ಟ್ರೀ >°antarastriy womens day to ಯ್ ಮಹಿಳಾ mahila dinage° everybody ದಿನಾಗೆ subhasa::galu: ಸುಭಾಶಗಳು ಸಮಾನಾಧಿಗೆ ಮಹಿಳಾ rastra sakti (.) the nation’s power mahila ?saman-for the betterment ಎಲ್ಲರು adhige (.),ellaru: Image 1.2 of women let us ುನ್ನಡಿಯೋಣ ರಾಷ್ಟ್ರ (0.2) stri: sakti Women power is ಶಕ್ತಿ ಸ್ತ್ರೀ ಶಕ್ತಿ munnadi:yo- Mitch ಯಾಕಂದ್ರೆ all move forward na:(0.1) ya- ಎಲ್ಲರಿಗೆ because everyone kan[dre] >ellar- ಬೆಖಗಳ khagala rajya:- economy present ರಾಜ್ಯಗೆಲ್ಲ galla: °arthikdal-society ಅರ್ಥಿಕ್ದಲ್ಲಿ ಈಕ್ವಾಲಿಟಿ wants equality for ige< [ikval:iti be] the nation for the li° samajalli ಸಮಾಜಲ್ಲಿ Philo ಆಹ್ಹ್ ಅವಿದ್ದು °[ahh vdu ik] ahh yes equality ಈಕ್ವಾಲಿಟಿ valiti° 4 P 258 aPers Case I: Women’s Day Post (2019, Non-AI-assisted) (continued) ಬಾರೋ mun::nadi (.) ಎಲೆಕ್ಷನ್ ಮುನ್ನಡಿ in the coming ದಲ್ಲಿ [baro eleksan] ಸ್ತ್ರೀ election the Mitch ಶಕ್ತಿ ಅವ್ರು as the nations avru (.) [sama] ಸಮಾನಾಧಿ power should give nadhi kotu ye-ಕೋಟು ಒಂದು dalli (.) stri ondu ರಾಷ್ಟ್ರ rastra: sakti: women power equality ಎಲದಲ್ಲಿ ladalli: ekvaliti ಎಕ್ವಾಲಿಟಿ khotbeku:: ಖೋತ್ಬೇಕು Philo ಉಹ್ ಓಹ್ ಓಕೆ uhh oh ok uhh oh ok indira ಇಂದಿರಾ ಗಾಂಧಿ indira: gandhi: gandhis photo can ಫೋಟೋ photo irrbekha: be keept ಇರ್ರ್ಬೆಖ ಆಹ್ haa: ?bekhu:: ಇರೇಬೇಖು haa should be there Mitch ಯಾಕಂದ್ರೇ yakan:,dre ra- because in the na- ರಜೆಕ್ರಯದಲ್ಲಿ jekrayadalli indira gand[hi]- tion indira gandhi Image 1.3 tation. In Image 1.1, Philo is seen speaking while bilizing discourse. This moment demonstrates gesturing with her hand close to her mouth, her engagement as collaborative alignment, where gaze directed towards Mitch. This alignment meaning is negotiated turn by turn. signals an active form of engagement, where she positions herself as contributing to the shaping The ethical dimension surfaces more explicitly of the message. Mitch responds by building on in Image 1.6. Mitch stresses “because everyone her suggestion, which illustrates how engage- wants equality for the nation, for the economy, ment here is interactive, co-constructed through for society,” foregrounding equality as a nor- gaze exchange and incremental contributions to mative principle. Philo’s brief uptake, “ahh yes the text. equality” accompanied by her attentive orien- tation, reflects what Goffman (1967) describes In Image 1.1, Philo begins with “the challenge for as alignment within the moral order of interac- upliftment concerning women”, her hand raised tion. Here, agreement is not simply procedural to her mouth, gaze directed at Mitch. The ges- but an ethical stance, marking shared commit- ture and gaze here invite Mitch’s participation, ment to inclusivity. In PR terms, as Theunissen creating what Goodwin (2000) calls a participa- and Sissons (2017) suggest, such micro-level tion framework, where embodied cues position alignments can be seen as some of the ways in the interlocutor as co-author. Mitch immediate- which PPR practitioners negotiate professional ly responds with “women power is the nation’s responsibility. power,” signalling a shift from Philo’s framing of “challenge” towards a more affirmative, mo- 4 P 259 aPers In Image 1.10, Mitch proposes adding Indira Engagement here is not only about co-creating Gandhi’s image, justifying it with “because in words but about negotiating which values and the nation Indira Gandhi…” while Philo’s gaze historical symbols are mobilized, with ethical remains fixed on the computer monitor placed consequences for how women’s empowerment in front of her. This move shifts the interaction is represented. into the terrain of discourse choices as suggest- ed by Wodak and Meyer (2016). Importantly, Case 2: Price Rise Campaign (2024, these discourse choices carry ideological weight. AI-assisted) Invoking Gandhi connects the message to a fig- The second case moves forward five years, to the ure of national power, embedding ethical and political considerations into the campaign text. 2024 State Election, where Paul was tasked with Figure 2: Price Rise Campaign Posts (2024, AI-assisted) Description of Events Prompts Image Paul receives a WhatsApp mes- sage asking him to create social media content Image 2.1 After 23 seconds Paul leans for- ward and begins to type on a key- board placed in front of him. Paul continues to listen to a debate on YouTube, occasionally smiling Image 2.2 Create an image targeting (Politi- Paul’s gaze meets the monitor cian’s Name) and price increase I placed in front of him need three more similar images tinues to type generative prompts I need three more similar images Paul seems distracted as he con- Petrol Increase into ChatGPT Paul, unhappy with the posts produced, turns his attention to his phone Image 1.3 4 P 260 aPers producing four social media posts on price rise. how GenAI reconfigures the conditions of eth- Unlike the Women’s Day case, this interaction ical practice. Paul’s reliance on prompts such unfolds not between colleagues but between a as “three more similar images petrol increase” practitioner and GenAI, with engagement ex- frames political critique as a replicable template, pressed through typing prompts and bodily ori- narrowing the scope for deliberation about rep- entation rather than spoken dialogue. resentation and responsibility. Unlike in 2019, where equality and symbolism were debated as In Image 2.1, Paul receives a WhatsApp re- ethical stances, here ethical negotiation is con- quest for campaign material. Unlike Philo and spicuously absent. Instead, the practitioner’s Mitch’s collaborative dialogue in 2019, here role risks being reduced to that of a system nav- the task immediately shifts into an individual- igator, curating outputs without engaging in ized exchange, mediated by technology. Paul deeper reflection. leans forward after 23 seconds, typing prompts Taken together, this case points to a noticeable such as “create an image targeting [politician’s shift in both how engagement happens and in name] and price increase” (Image 2.2). His gaze its quality. In the earlier case, collaboration was alternates between the monitor and a YouTube co-constructed, grounded in shared gestures, debate running in the background, occasional- dialogue, and the negotiation of meaning. Here, ly smiling, yet his attention seems fragmented. engagement feels thinner, instrumental, and In Goodwin’s (2000) terms, the participation largely reduced to issuing commands to a sys- framework here is narrowed, since there is no tem. The relational energy that came from col- co-present collaborator to ratify or contest leagues working together is missing, replaced by contributions. Instead, engagement becomes a solitary workflow that flattens interaction. This a solitary act of negotiating with machine out- shift also shows how opportunities for ethical puts, which in Goffman’s (1967) sense marks a positioning become more fragile, with reflection withdrawal from the moral order of interaction, and responsibility displaced as the practitioner as ethical responsibility is no longer sustained moves into a prompt-driven mode of produc- through mutual accountability. tion. The lack of embodied reciprocity is an im- Discussion portant observation when compared to the Women’s Day post. Whereas gaze and gesture The two cases illustrate how practitioner en- previously indexed collaboration and ethical gagement in PR is being reshaped in ways that alignment, here engagement is reduced to issu- go beyond efficiency. In 2019, collaboration was ing textual commands, with Paul later dissatis- dialogic and embodied, with Philo and Mitch fied by the generated outputs. In Image 2.3, he co-constructing meaning through gaze, ges- shifts attention from the computer to his phone, ture, and speech. Engagement here was not only signalling disengagement not only from the about producing content but also about nego- task but also from the communicative labour of tiating values, such as equality, and deciding PR itself. This echoes Goffman’s (1967) idea of how these should be represented. By contrast, withdrawal from the moral order of interaction, in 2024, Paul’s interaction with ChatGPT nar- the practitioner is no longer visibly accountable rowed the participation framework (Goodwin, to a partner in meaning-making, and ethical re- 2000). Engagement was reduced to solitary sponsibility risks being displaced onto the tool. prompting, with little scope for collaborative From a critical discourse perspective (Wo- rhythm or creative exchange. This shift high- dak & Meyer, 2015), this interaction illustrates lights what Dhanesh (2017) identifies as a blind 4 P 261 aPers spot in PR research, the focus on organization, ment. What is at stake here is not only wheth- centered PR has left interpersonal engagement er practitioners exercise responsibility, but also between practitioners, and now between practi- how the design of generative systems limits the tioners and their tools, largely unexplored. space for ethical negotiation in the first place. When outputs are generated from predefined Menon’s (2024) notion of “disembodied au- patterns, practitioners’ choices narrow, making thorship” captures this well, the study enhances ethical considerations less about dialogue and this understanding by grounding it within the more about selecting from what the system of- professional lived realities of PR practice. The fers. In this sense, responsibility risks shifting significance of this is not only that practitioners from the practitioner to the architecture of the feel cut off from the tactile and iterative quali- tool, where the makers of GenAI have already ties of their work, but also that the very identity constrained the options for judgment. of the practitioner is reshaped. When author- ship is mediated through prompts and machine The findings complicate celebratory narratives outputs, practitioners risk losing their role as of efficiency. Heidegger (1977) reminds us that co-creators of meaning and becoming curators technology is never neutral, it reshapes how we of pre-structured content. This shift matters see and act in the world, and here it reshapes for PR because engagement is not simply about what it means to be a PR practitioner. Earlier producing messages but about embodying pro- technological shifts such as the internet and so- fessional agency and negotiating responsibility. cial media demanded new skills but still affirmed If these embodied forms of authorship are erod- practitioners as authors of meaning. GenAI, by ed, so too are the opportunities for practitioners contrast, threatens to hollow out that role, re- to exercise judgment, creativity, and ethical re- ducing practitioners to system navigators who flexivity in their work. curate outputs rather than create them. This is not only about skill loss, it is about the slow ero- This research show how ethical responsibility sion of professional identity. The ethnographic is being reconfigured. In 2019, practitioners ac- detail shows how engagement narrows from di- tively debated language and symbolism, aligning alogic collaboration in 2019 to solitary prompt- around shared values and reflecting what Goff- ing in 2024, accompanied by a sense of monoto- man (1967) described as the moral order of an ny and disconnection. Paul’s reflection captures interaction. Ethical engagement was visible not this vividly, as compliance with a code but as situated nego- tiation. In 2024, ethics slipped from view. Paul’s I can’t do anything. And I can’t make these small reliance on prompts like “three more similar changes. I can’t change. Like, if I ask it to change images” turned political critique into replicable the color of a particular thing, it might change templates, with little discussion of meaning or something else. There is no point at which I can consequence. His withdrawal of gaze and shift get a perfect image. And then there’s also the de- to his phone signalled not just disengagement mand to get it out as soon as possible. So, we just but also, in Goffman’s (1967) terms, a with- do what have to, it is what it is. drawal from responsibility. His words reflect Heidegger’s (1977) warning This aligns with Valentini’s (2021) call to see that when technology en-frames human activity, ethics as contextual and discursive rather than creative judgment and ethical responsibility are fixed, and it raises concerns about how GenAI subordinated to the logic of speed and efficien- may encourage the outsourcing of ethical judg- cy. What is at risk is not just the loss of specific 4 P 262 aPers skills, but the possibility of practitioners turning under which engagement and ethical judgment away from the profession itself when they no can take place. The concern is not only deskill- longer recognize their work as meaningful. ing but the erosion of what makes PPR mean- ingful. What’s at stake, is the capacity to engage Methodologically, this study addresses a clear with colleagues and the ethical dimensions of gap. As Kaira et al. (2024) and Lock et al. (2025) communication. If earlier technological shifts, note, research on GenAI in PR remains domi- from the internet to social media, opened up nated by surveys, experiments, and conceptual new modes of practice, GenAI poses a more mapping. Ethnographies are rare, and yet they troubling question, will it diminish the space for are essential for understanding how engage- practitioners to exercise agency, responsibility, ment and ethics are enacted at the micro-level and care in their work? of interaction. By combining video ethnography arship to the embodied, interactional dimen- Arabaghatta, B. K. (2022). Digital campaigning sions of practice. For the field, this offers both with CDS, this paper extends critical PR schol- References a cautionary note and an invitation, adopting Culture, 13(3), 361 378. in Karnataka. South Asian History and GenAI is not only a technical choice but also 80/19472498.2022.2058172 https://doi.org/10.10 an economic, political, ethical and cultural one, shaping how practitioners engage with one an- Dhanesh, G. S. (2017). Putting engagement in other, their publics, and the very meaning of its PRoper place: State of the field, definition their work. and model of engagement in public rela- tions. Public Relations Review, 43(5), 925-933. One of the most common criticisms of this kind Cresswell, J. (2013). Qualitative inquiry & re- search design: Choosing among five approach- of research is that it is based on a single case and es. Conclusion https://doi.org/10.1016/j.pubrev.2017.04.001 therefore cannot speak to the whole profession. That is true, but the purpose of this study was Gregory, A., Valin, J., & Virmani, S. (2023). Hu- never to produce sweeping generalizations. Fol- mans needed, more than ever: An analysis of lowing Williams’s (2000) idea of moderatum the use of AI in PR and the impact on public generalization, the point here is to show how the relations work. Chartered Institute of Public everyday practices of one PPR department can Relations (CIPR). https://www.cipr.co.uk/ illuminate broader tensions in the profession. CIPR/Our_work/Policy/AI_in_PR_/AI_in_ What emerges most clearly from both the eth- PR_guides.aspx nographic material and the interviews is a sense Heidegger, M. (1977). The question concerning of lost purpose. Practitioners are not only nego- technology. New York, 214, 2013. with what it means to be in PR when engage- Feitosa, K. L. T., Brasileiro, F. S., & da Silva, L. C. tiating efficiency and ethics, but also struggling ment and judgment are increasingly shaped by (2024). The integration of generative Artificial Intelligence in Public Relations practices: a machine outputs. systematic review. Revista Internacional de This research complicates the optimistic claim Relaciones Públicas, 14(28), 149-168. https:// doi.org/10.5783/revrrpp.v14i28.863 that AI frees practitioners for more strategic work (Gregory et al., 2023). Here, the findings highlight that AI risks narrowing the conditions 4 P 263 aPers Galloway, C., & Swiatek, L. (2018). Public re- Öztaş, Y. E., & Arda, B. (2025). Re-evaluat- lations and artificial intelligence: It’s not ing creative labor in the age of artificial in- (just) about robots. Public relations re- telligence: a qualitative case study of creative view, 44(5), 734-740. https://doi.org/10.1016/j. workers’ perspectives on technological trans- pubrev.2018.10.008 formation in creative industries. AI & SOCI- Goffman, E. (1967). Interaction Ritual: Essays in ETY, 1-12. https://doi.org/10.1007/s00146- 025-02180-6 Face-to-Face Behavior (1st ed.). Routledge. Goodwin, C. (2000). Action and embodiment (2019). Artificial Intelligence: A Strategic Dis- ruption in Public Relations. Journal of Creative https://doi.org/10.4324/9780203788387 Panda, G., Upadhyay, A. K., & Khandelwal, K. of pragmatics, 32(10), 1489-1522. Communications, 14(3), 196-213. https://doi. within situated human interaction. Journal org/10.1016/S0378-2166(99)00096-X org/10.1177/0973258619866585 https://doi. Jefferson, G. (2004). Glossary of transcript sym- Rasquinha, M. (2024). An Ethnographic Com- munication Analysis of Indian Political Public bols with an introduction. In G. H. Lerner Relations Practitioners (Doctoral dissertation, (Ed.), Conversation analysis: Studies from the Auckland University of Technology). first generation (pp. 13– 31). Amsterdam, The Netherlands: John Benjamins. Saluja, N., & Thilaka, N. (2021). Women leaders L’Etang, J., McKie, D., Snow, N., & Xifra, J. and digital communication: Gender stereo- typing of female politicians on Twitter. Jour- (Eds.). (2016). The Routledge handbook of nal of Content, Community & Communica- critical public relations (No. 12823). London: tion, 7(13), 227–241. https://doi.org/10.31620/ Routledge. JCCC.12.20/19 Li, Y., & Zhu, J. (2024). An ethical study of gen- Sharma, A. D. (2024). The Backstage of De- erative AI from the actor-network theory mocracy: India’s Election Campaigns and the perspective. arXiv preprint arXiv:2406.11860. People Who Manage Them. Cambridge: Cam- Lock, I., Hoffmann, L. B., Burgers, C., & Arau- bridge University Press. jo, T. (2025). Types, methods, and evaluations Sissons, H. (2014). Whose news? Investigating of artificial intelligence (AI) in public com- power relations between journalists and public munication research in the early phases of relations practitioners (Doctoral dissertation, adoption: a systematic review. Annals of the PhD thesis, Auckland University of Technol- International Communication Association, ogy, Auckland, New Zealand). 49(2), 122-145. https://doi.org/10.1093/ann- Menon, A. (2024). From Mind to Machine: An cial intelligence and public relations: Grow- ing opportunities, questions, and concerns. com/wlaf005 Swiatek, L., & Galloway, C. (2022). Artifi- with Generative AI (Doctoral dissertation, In The Routledge companion to public rela- Embodied Approach to Image Creation OCAD University). tions (pp. 352-362). Routledge. https://doi. https://openresearch.oc- org/10.4324/9781003131700 adu.ca/id/eprint/4386 Mosco, V. (2005). The digital sublime: Myth, Theunissen, P., & Sissons, H. (2017). Relation- ship building in public relations (1st ed.). Rout- power, and cyberspace. Mit Press. ledge. https://doi.org/10.4324/9781315645933 4 P 264 aPers Valentini, C. (2021). Public Relations. Ber- lin, Boston: De Gruyter Mouton. https://doi. org/10.1515/9783110554250 Weller, Teresa & Irina Lock (2025) Automated Communication’s Impact on Strategic Com- munication: Implications from a Systemat- ic Review, International Journal of Strategic Communication, 19:1, 13-34, https://doi.org/ 10.1080/1553118X.2024.2379501 Williams, M. (2000). Interpretivism and gener- alisation. Sociology, 34(2), 209-224. https:// doi.org/10.1177/S0038038500000146 Wodak, R., and Meyer, M. (2015). Critical dis- course studies: History, Agenda, Theory and Methodology. In Wodak, R & Meyer, M., (Ed.), Methods of Critical Discourse Studies (pp. 1–23). Sage Publications Ltd. Yue, C. A., Men, L. R., Davis, D. Z., Mitson, R., Zhou, A., & Al Rawi, A. (2024). Public Rela- tions Meets Artificial Intelligence: Assessing Utilization and Outcomes. Journal of Public Relations Research, 36(6), 513–534. https:// doi.org/10.1080/1062726X.2024.2400622 4 P 265 aPers Exploring the Impact of Using Generative Artificial Intelligence on Productivity and Quality in Corporate Communications Wong, Janice, Centre for Professional Communication, Singapore Institute of Technology (Singapore) Introduction Literature review The rapid rise of generative artificial intelligence One of the potential effects of using AI is en- (Gen AI) is reshaping industries as it can poten- hanced work outcomes, with labor productivity tially boosts economic growth, through shift- gain as a positive impact in organizations where ing the working time spent on low-value tasks productivity refers to how efficiently inputs are to higher-value tasks. With the advent of Large converted into goods and services (Damioli et Language Models (LLMs), the corporate com- al., 2021; Ramachandran et al., 2022). GenAI munication profession is also transforming, with could boost work quality and productivity by re- operational tasks once performed by people – ducing mundane repetitive tasks and freeing up such as media monitoring – become increasing- time to focus on higher-value activities (Ram- ly automated (Buhmann & Gregory, 2023; Zer- achandran et al., 2022; World Economic Forum, fass & Link, 2024). Organizations that are early 2024). adopters of Gen AI believe that it will improve the productivity and work quality of their em- Based on interviews with public relations (PR) ployees (World Economic Forum, 2024). practitioners, a study by Panda et al. (2019) This study seeks to empirically assess how far this highlighted how AI could enhance effective- belief applies to corporate communication prac- ness and efficiency through automation and be a titioners based on their experiences with using “strategic disruptor”, while noting that the long- Gen AI. The findings aim to provide corporate term implications of AI in PR remain uncertain. communication practitioners with an under- Arief & Gustomo (2020) analysed the impact of standing of Gen AI as a productivity and qual- AI on the communications profession and noted ity solution in the context of their work. It also the loss of PR jobs taken over by AI in Indone- seeks to uncover the practical considerations for sia, while a quantitative analysis by Farhi et al. large multinational corporations when adopting (2022) revealed the positive impact of using AI Gen AI in communications on a global scale, so in facilitating organizational communication as to realise the potential productivity or quality in the UAE. However, Bourne (2019) warned gain when applying GenAI to augment jobs. against being overly effusive cheerleaders for AI and instead to reflect critically on AI’s impact on PR. Since then, Gen AI especially those based on 4 P 266 aPers LLMs like ChatGPT are increasingly being used different countries. Most of practitioners inter- in the communications sector (Al Naqbi et al., viewed (42%) are veterans with more than 10 2024). years of corporate communication experience, followed by 33% with five to 10 years, and 25% In summary, the literature so far paints a mixed with less than five years. All have been given picture for communication practitioners: AI access to OpenAI platforms like ChatGPT and brings potential benefits that help their work, DALL-E from their company for their work. which can also negatively impact their career or reshape their professional role. Hence it raises The interview started with prepared open-end- the question of how corporate communication ed questions asked with flexibility depending practitioners should think about and apply Gen on the conversation flows. Questions included: AI in their work to take advantage of the pro- What do you use Gen AI for as a corporate com- ductivity or quality gains. Although research munications professional? How do you think it into the impact of Generative AI on public re- improve productivity or work quality in corporate lations is advancing, micro-level data remains communications? How do you see the role of Gen scarce, particularly in capturing the nuanced AI evolving in the field of corporate communica- dynamics of AI adoption, implementation bar- tions over the next few years? riers, and practitioner reservations within the communications field (Kaclová, 2025). Content analysis of the interview transcripts allowed a richer conclusion to emerge through The research questions of this study are: recognising patterns of relationships between 1. How does Gen AI impact the productivity Gen AI, productivity and quality in the corpo- and work quality of corporate communica- rate communications context. tions practitioners? 2. What is the future role of Gen AI in the Research findings 3. What practical considerations should large rate communicators are in the areas of editori- al content generation, brainstorming, strategic multinational corporations be mindful of work (such as communications and media plan- when adopting Gen AI in corporate com- communications practitioners? The most common uses of Gen AI for corpo- productivity and work quality of corporate munications? ning, research, analysis, and decision-making), translation, and English language improvement. Research methodology Among the platforms cited, ChatGPT emerged as the most widely used, followed by Copilot For this exploratory study, a theory-building and Canva. As depicted in Table 1, the impact of rather than theory-testing approach was taken generative AI on the work of corporate commu- due to limited research on the use of Gen AI in nicators can be observed across several dimen- improving productivity and work quality in the sions: productivity, quality and socio-cultural context of corporate communication. Qualita- context. tive inductive research was based on semi-struc- tured interviews of 24 corporate communica- Productivity impact is clear – Almost all prac-tions practitioners in the chemical industry from titioners agreed that there is productivity gain in 12 countries globally, with the majority located using Gen AI in terms of faster speed of generat- in Europe and Asia. Purposive sampling was ing outputs but this is blunted to some extent by used to get a wide range of perspectives across the need to regularly double-check the outputs 4 P 267 aPers Table 1: Impact of Gen AI on the Work of Corporate Communicators Dimension Impact Key Findings Clear productivity gain from faster speed of generating out- Productivity Positive puts, though moderated by need for double-checking and ro- bust review. Quality Improvement in language quality, idea generation, and feed- Mixed back, but prone to factual errors and lack of authenticity. Non-native English speakers benefit in English fluency, but Socio-cultural Context Mixed face challenges with non-English output quality, Western bias, and limited cultural nuance. Other Observations Concerns over data security and intellectual property; under- / scores need for ongoing AI training and engagement and carry out a robust review process to ensure speakers of English benefited from the quali- accuracy and authenticity. This productivity gain ty improvement arising from using Gen AI to in turn has economic value such as doing away polish their English or produce translations but with using external translation services. There is criticized the quality of output generated in local a link between productivity and quality in that languages. the process of ensuring quality actually reduces the productivity benefits. While a few participants offered positive feed- back—such as, “Output with AI is better. If I want One noted, “I use it every day… Gen AI has a more exciting tone to post on social media, AI shortened the time for editorial work, transla- can adjust the mood and tone, and give me sever- tions, and idea generation.” Another reflected on al options to choose from” – such comments were the importance of human oversight: “While AI relatively rare. More commonly, respondents could be a wonderful help for us, the quality of the expressed nuanced perspectives on the limita- communication assets is our responsibility… This tions and risks of Generative AI. One noted, “AI AI tool can free up some time, but you also devote has a very uniform language style—homogenous part of that time to double-check its output.” content that’s just pumped out. Communicators must try to cut through the noise and actually say Quality impact is mixed – Practitioners experi- something relevant.” Another emphasized the enced improvement in terms of language quali- need for human oversight: “You need to super-ty, idea generation and critical feedback on work vise over the quality every single time. If you get from Gen AI, but also brought up how AI-gen- something that is not exactly aligned with the re- erated contents are prone to errors or lack au- ality, it could negatively impact our credibility as thenticity, falling short of the quality expected communicators.” from human-generated contents. Non-native 4 P 268 aPers Some participants expressed optimism about the and the Korean portal site Naver for searching in- evolving capabilities of Generative AI, noting formation.” improvements in output quality over time. As one practitioner observed, “When we first start- Other observations – Other challenges iden-ed using ChatGPT, the quality of responses wasn’t tified pertain to cyber rights and data security. up to the mark. But recently, as more and more Specifically, practitioners have expressed cau- data are being fed, it gives you better responses.” tion about potential breaches of confidentiality This sentiment reflects a broader belief that con- and intellectual property rights, given the sen- tinued development and training of AI models sitive nature of information typically handled will improve quality. in their professional roles. In addition to these risks, respondents emphasized the continuous Socio-cultural context matters – A contrast need for targeted training and structured change was observed in how native and non-native En- management to support the integration of Gen glish speakers describe their user experience AI into existing workflows. with Generative AI tools. Practitioners who primarily conduct their work in local languages As one practitioner noted, “One of the challenges highlighted challenges such as limited quality in to using AI more is corporate communicators can- non-English outputs, a tendency toward “west- not share anything confidential to AI. We cannot ern” perspectives, and a lack of cultural nuance, ask it to draft for us the financial earning message, which may influence their adoption of the tech- because that’s confidential.” Another participant nology. OpenAI itself has acknowledged this expressed concern about authorship and origi- bias on its website (OpenAI, 2025), declaring nality, stating, “The work is really not mine, be-that it “is skewed towards Western views and cause it is like a product of so many other people’s performs best in English”. This aspect under- efforts. I don’t want to be accused of plagiarism… scores the importance of considering socio-cul- and rather not use AI output.” Such sentiments tural dimensions in Gen AI usage. In some loca- underscore the tension between leveraging gen- tions, accessing OpenAI services requires a VPN erative tools and maintaining professional integ- or third-party workaround. Despite these lim- rity. itations, the practitioners appreciate how Gen AI enhances their English-language content in The future of corporate communication both quality and speed. Such observations are roles consistent with a study on AI adoption within the Central and Eastern European public rela- That Gen AI will continue to be a tool for cor- porate communication practitioners is a unan- tions (PR) sector (Kaclová, 2025) and the Global imous view, with it already taking over some PR Research(Sriramesh & Verčič, 2003) which highlighted the impact of socio-cultural vari- operational tasks of many of the practitioners which can be automated such as translation and ables on PR practice. media monitoring. Some practitioners are pro- One practitioner stated, “I used to ask ChatGPT jecting that parts of strategic decision-making to translate from English to Thai language but it’s such as those related to channel management not the proper language that the locals use. Goo- and media buy will be increasingly augmented gle Translate is better than ChatGPT for trans- by AI which can handle large data and analyt- lation.” Another added, “For Korean language, ics for more quality insights into, for example, I don’t think ChatGPT has a lot of information the preferences of target audiences. Given the base compared to Google. So I usually use Google current challenges of AI-generated output such 4 P 269 aPers as inaccuracy and inauthenticity, practitioners to remain a key tool in corporate communica- do not think that the job role will be irrelevant. tion and the study recommends implementation However, some of them expect smaller teams strategies that prioritize quality assurance and and a certain extent of job loss especially in more cultural inclusivity. junior roles, or changes to the way they work. Practical implications and future re- Several practitioners envision an evolving role in search time to focus on things which require emotional adoption of Gen AI in corporate communi- cations should be encouraged, provided that intelligence or leadership.” The need to develop implementation aligns with the practical con- proficiency in generative AI as a means of en- ditions and concerns raised by practitioners hancing communication capabilities was consis- – having processes in place to ensure more ac- tently emphasized. As one practitioner advised, curate and quality outputs, a more secure and “ Adopt AI and make ourselves irreplaceable by trusted platform and less socio-cultural biases. using this technology.” For example, to realise the productivity poten- tial, corporations could upload customised data tegic advisory positions with fewer operational achievable through Gen AI in specific tasks, it also highlights ongoing uncertainties around duties. As one participant noted, “It’s about mak- quality outcomes. In light of the findings, the ing our jobs different, because we now have more ing AI-generated content or transition into stra- While this study affirms the productivity gains which communicators act as generalists oversee- Summary and conclusion that can help the language model to learn and This study explores the impact of Gen AI on provide more accurate and precise outputs. On a the productivity and output quality of corpo- system level, they can also integrate Gen AI into rate communications practitioners, as well as their existing high-security platforms, coupled its projected role in their practice in the future. with explicit Gen AI usage policy to encourage Findings reveal widespread agreement amongst more usage and allay concerns related to confi- corporate communications practitioners on Gen dentiality and cybersecurity. AI’s capacity to enhance productivity but this advantage is moderated by the need for consis- To support effective adoption of Gen AI, corpo- tent human oversight to ensure factual accuracy rations can consider to invest in targeted skills and preserve authenticity. development and change management initiatives that account for organizational culture and indi- The impact on quality is more complex: while vidual readiness in adopting a new technology. Gen AI supports improvements in some areas, Practitioners need to ensure they are trained in practitioners noted that AI-generated content using Gen AI to augment their job and harness often lacks cultural nuance and may contain the productivity benefits while ensuring quality errors. These observations underscore the im- work. Socio-cultural perspectives highlight the portance of socio-cultural context in AI adop- need for culturally inclusive AI tools, particular- tion. Additional concerns include data privacy ly localized platforms that reflect diverse cultural and ethical considerations related to sensitive contexts. To remain relevant, corporate commu- information. Respondents also emphasized the nication practitioners should seek to leverage AI need for ongoing training and structured change in areas that can be automated and understand management to facilitate integration of AI into how GenAI can augment their jobs, i.e. “to par-their work. Looking ahead, Gen AI is expected tially perform tasks in such a way that technolo- 4 P 270 aPers gy effectively supports or enhances human capa- Damioli, G., Van Roy, V., & Vertesy, D. (2021). bilities through human-machine collaboration” The impact of artificial intelligence on labor (World Economic Forum, 2024, p4). productivity. Eurasian Business Review, 11(1), 1–25. https://doi.org/10.1007/s40821-020- This study presents the empirical foundation to 00172-8 understanding the current and potential impact Farhi, F., Jeljeli, R., & Belarbi, A. (2022). Arti- of using Gen AI on the productivity and work ficial Intelligence in Sustaining Internal Com- quality of corporate communication practi- munication in Corporate Sector: The Media- tioners so as to steer the profession towards a tion of Two-way Communication Perspective more informed approach to this innovation. Fu- of PR. 2022 International Arab Conference on ture research could examine in greater depth the Information Technology (ACIT) , 1–7. https:// implications of relying on English-centric gener- doi.org/10.1109/ACIT57182.2022.9994146 ative AI platforms across diverse socio-cultural Kaclová, M. (2025). Exploring the Landscape: contexts, or assess the effectiveness of AI train- Generative AI Adoption Among Central and ing and practical support measures for corpo- Eastern European PR Professionals. Interna- rate communicators. tional Journal of Strategic Communication , 19 (2), 324–339. https://doi.org/10.1080/15531 References 18X.2024.2436542 Al Naqbi, H., Bahroun, Z., & Ahmed, V. (2024). OpenAI. (2025). Is ChatGPT biased? Ope- Enhancing Work Productivity through Gener- nAI Help Center. Retrieved September 7, ative Artificial Intelligence: A Comprehensive 2025, from https://help.openai.com/en/arti- Literature Review. Sustainability , 16 (3), 1166. cles/8313359-is-chatgpt-biased https://doi.org/10.3390/su16031166 Arief, N. N., & Gustomo, A. (2020). Analyzing Panda, G., Upadhyay, A. K., & Khandelwal, K. (2019). Artificial Intelligence: A Strategic Dis- the impact of big data and artificial intelligence ruption in Public Relations. Journal of Creative on the communications profession: A case Communications , 14 (3), 196–213. https://doi. study on Public Relations (PR) Practitioners in org/10.1177/0973258619866585 Indonesia. International Journal on Advanced Science, Engineering and Information Technol- Ramachandran, K. K., Apsara Saleth Mary, A., ogy , 10 (3), 1066-1071. Hawladar, S., Asokk, D., Bhaskar, B., & Pitro- da, J. R. (2022). Machine learning and role of Bourne, C. (2019). AI cheerleaders: Public Rela- artificial intelligence in optimizing work per- tions, neoliberalism and artificial intelligence. formance and employee behavior. Materials Public Relations Inquiry, 8(2), 109–125. https:// Today: Proceedings , 51 , 2327–2331. https://doi. doi.org/10.1177/2046147X19835250 org/10.1016/j.matpr.2021.11.544 Buhmann, A., & Gregory, A. (2023). Artificial Sriramesh, Krishnamurthy., & Verčič, Dejan. intelligence: implications for corporate com- (2003). The global public relations handbook : munication roles and responsibilities. Hand- theory, research, and practice . Lawrence Erl- book on digital corporate communication . baum. 4 P 271 aPers World Economic Forum. (2024). Leveraging generative AI for job augmentation and work- force productivity. https://reports.weforum. org/docs/WEF_Leveraging_Generative_AI_ for_Job_Augmentation_and_Workforce_Pro- ductivity_2024.pdf Zerfass, A., & Link, J. (2024). Business models for communication departments: a compre- hensive approach to analyzing, explaining and innovating communication management in organizations. Journal of Communication Management, 28(3), 384–403. https://doi. org/10.1108/JCOM-02-2023-0027 Here, we are part of something bigger. This is your home and ours. And that’s why in our home region of Southeast Europe, we provide so much more than just financial services. We are committed to creating a thriving society where every individual and every business can discover new opportunities. For whatever may come. Let’s bet on sustainability Signed up to provide equipment for more than 100 fire brigades a year. Jošt, policyholder When you take out insurance with Zavarovalnica Triglav, you are signing up to much more than just your own security. You are signing up to help more than 270 projects that make communities across Slovenia safer and more beautiful. Together with us, you are signing up to a better world. Triglav Group triglav.eu A TRUSTED PARTNER IN NAVIGATING TODAY’S ICT ADVANCED ICT CHALLENGES SOLUTIONS FOR A SECURE DIGITAL FUTURE Through the power of 5G, Telekom Slovenije delivers advanced, tailored ICT solutions that support digital transformation, enhance security and enable sustainable growth. All this is powered by the fastest and most reliable network.* *Source: Valicon, Brand Strength and Image Survey – mobile services category, n=724; fixed services category, n=724; September 10–13, 2024 Telekom Slovenije, d.d., Ljubljana Get access to top healthcare service providers in the Varuh Zdravja network: professional and friendly services – without the queues. In case of illness or injury, simply call 080 20 60 and we’ll put you on the fastest track to recovery. TAKE OUT YOUR INSURANCE POLICY TODAY! AI IS A TOOL. SO IS A SHOVEL. But you still need someone to dig in the right place. herman-partnerji.si www.bledcom.com | twitter.com/Bled-Com | facebook.com/bledcom Organized by: Powered by: