Public Relations Professionals Perspectives On The Actual Use Of AI In Saudi Arabian Institutions: A Survey Study

Abstract

The study aimed to identify the reality of employing artificial intelligence techniques in Saudi institutions, relying on the questionnaire tool as a tool for collecting data by applying it to a sample of public relations practitioners in various business sectors, amounting to 129 items, and relying on the media survey approach in its field part related to the public. The study concluded For several results, the most important of which are: the increased awareness of respondents about the importance of employing artificial intelligence and its effective role in public relations. It also reached a difference in employing artificial intelligence techniques in completing work and tasks in Saudi institutions from one institution to another, The study presents many recommendations, the most prominent of which are: Institutions must restructure, In line with keeping pace with artificial intelligence technologies and changing their media system, institutions must take advantage of the opportunities provided by artificial intelligence technologies to the maximum extent possible to keep pace with the technologies of the Fifth Industrial Revolution.