Revue Algérienne de la Communication
Volume 27, Numéro 1, Pages 64-86
2025-06-01
Employee’s Attitudes Towards Employing Artificial Intelligence Applications In Developing The Performance Of Public Relations In The Uae Banking Sector
Authors : Ahmed Ibn Auf . Abu Al Qasim Yasser .
Abstract
The study examined the attitudes of public relations practitioners towards employing artificial intelligence applications in UAE banks, by surveying a sample of 73 employees in public relations and communication departments. The problem of the study arose in the need to monitor and analyze the attitudes and perspectives of the workers themselves about the importance and benefits of artificial intelligence as well as the challenges associated with its applications. The study found strong positive attitudes among respondents about the potential impact of AI technologies on the performance and effectiveness of PR departments and improving the customer experience. The results also showed that the most prominent challenges are the lack of qualified human resources and some concerns related to privacy and data security.
Keywords
Applications of artificial Intelligence; Public relations banking; Banking sector.
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