Uses of Artificial Intelligence Applications in Saudi Public and Private Institutions: A Field Study on Public Relations Practitioners

Abstract

The rapid development of artificial intelligence (AI) technology has attracted global attention because of its great impact on every corner of the world. In addition, its impact is noticeable as a simple alternative to human labor and its gradual impact on people's daily lives. It is expected that the human element will be eliminated, and most jobs will be handled by robots in the next twenty years. The importance of the study is evident in the following:

– The importance of the study lies in its handling of AI applications as one of the most important technological concepts that have gained popularity in recent years.

– The importance of the category to which the study is applied. Considering the controversy around the world about AI applications and the difference of opinions between the hope for a better future and the apprehension of its dangers, it was important to identify the trends and opinions of public relations (PR) practitioners, especially in the field of digital public relations (DPR).

– The study reached a set of results, including: the degree of the practice of AI applications in DPR, where “highly practiced” ranked first.