Artificial Intelligence in Public Relations and Communication Management: Perspectives of Ghanaian Professionals

Abstract

Artificial intelligence (AI) is presently transforming society and industries withsignificant implications for the public relations and communication profession.However, scholarship on this subject in Africa is lacking. This paper addressesthis gap by investigating AI in the public relations and communicationmanagement industry in Ghana. It focuses on the knowledge, adoption, andimpact of AI, as well as the perceived risks and challenges associated withthe application of AI. The study used the quantitative method to gather datafrom 275 professionals. Results revealed that professionals have a limitedunderstanding of AI despite their knowledge of the concept. Communicationprofessionals believe AI will impact the profession, their department, and howthey work. However, they did not foresee any challenges or risks associatedwith applying AI (e.g. competency in using AI, motivation to use AI, andloss of jobs). The result points to the need for professionals to increasetheir knowledge and understanding of AI. There is also the need for publicrelations scholars in Ghana, and Africa for that matter, to begin having seriousdiscussions on this issue.