PUBLIC RELATIONS PRACTICE AND THE ADVENT OF ARTIFICIAL INTELLIGENCE; A PHILOSOPHICAL PERSPECTIVE

Abstract

Artificial Intelligence (AI) technology is revolutionizing the entire world and the field of public relations and marketing are not left out. This paper highlights the need for PR professionals to be prepared for the future of the field, this is because AI technology is capable of automating repetitive tasks and predicting and resolving crises. Scholars have recommended that PR practitioners as a matter of urgency should get themselves equip with all forms of AI software available in order to continue to maintain relevance in the industry. Apart from being your virtual assistants, AI technology is now driving cars, diagnosing cancer, detecting emotions, writing poetry, and beating humans in chess, poker, and IQ tests. Though, it is clear that AI intelligence cannot completely wipe out human participation in PR activities, but the fact remains that with time, human participation will drastically drop and if practitioners fail to upgrade to standard, the few who does, will become an elite and many would be left on the street.