Publication Details
Title:
Navigating the Artificial Intelligence Revolution:Perspective from an Emerging Economy
Details:
Introduction
Public relations (PR) has evolved significantly, with technological advance
ments critical in propelling the profession to uncharted territories. The rise
of social networks, digital media, and Big Data has compelled PR profes
sionals to adapt to the ever-evolving digital landscape. At the forefront of
this technological evolution is artificial intelligence (AI), a force that is not
just transforming but fundamentally altering PR activities in ways never
before imagined. In a recent industry report by WE Communications and
the USC Annenberg Center for Public Relations (2023), more than 80% of
PR professionals asserted that AI will fundamentally alter the industry. AI
capabilities enable PR professionals to do more with less, transforming
how they strategize, research, generate content, distribute information,
analyze data, and report results (Men et al., 2022; Yue et al., 2024).
Whereas the discussion on AI’s impact on public relations has been
strong in the Global North, emerging markets such as Ghana offer a unique
context where strong interpersonal communication, infrastructural limita
tions, and limited or non-existent regulatory frameworks significantly
influence AI adoption. Understanding the effect of AI in such an environ
ment is therefore crucial for developing context-specific strategies.
Generative AI has disrupted PR, prompting professionals and educators
to quickly develop policies and guidelines for ethical use and best practices
(Wu et al., 2023). The impact of AI on PR has sparked intense global dis
course, particularly in the last two years, with significant contributions from
academics, practitioners, and professional associations (e.g., Adi, 2023;