مجلة السراج في التربية وقضايا المجتمع
Volume 10, Numéro 3, Pages 331-352
2026-09-30
New Trends In Research And Studies On The Social Impacts Of Artificial Intelligence Applications In Public Relations - A Future Vision-
Authors : Al-sayyed Nasser Noha . Bendenia Fatima . Baali Mohammed .
Abstract
This study addresses the research problem related to the growing use of artificial intelligence (AI) applications in public relations and the resulting social, ethical, and professional implications. Despite the rapid adoption of AI technologies, there is limited clarity regarding their impact on communication practices, professional roles, and public trust. The study adopts a descriptive analytical methodology, relying on a systematic review and analysis of recent academic studies and research published in the field of public relations and communication. The study sample consists of a selected body of contemporary scholarly literature focusing on AI applications and their social effects. The findings reveal that AI contributes significantly to improving efficiency, data-driven decision-making, and audience engagement in public relations. However, the results also highlight major challenges, including ethical concerns, reduced human interaction, issues of transparency, and the need for new professional competencies. The study concludes that achieving a balance between technological advancement and human judgment is essential for the sustainable and responsible integration of AI in public relations practice.
Keywords
Social impacts ; Public relations ; Artificial intelligence applications ; The public relations profession
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