The Specifics of AI’s Impact on the Public Relations Progress
DOI:
https://doi.org/10.52575/2712-7451-2025-44-4-660-674Keywords:
audience, artificial intelligence, AI, communications, public relations, technology, effects, PRAbstract
The artificial intelligence (AI) is becoming a valuable asset in the ever-expanding field of Public Relations (PR). The integration of innovative technologies and professional expertise opens up opportunities for transforming communications, allowing experts to establish sustainable connection, enhance engagement with audiences, and achieve the desired information impact. However, the extensive capabilities of AI in data processing potentially increase the likelihood of its use for speeding misinformation and distorting reality, which can pose challenges in maintaining the image and reputation of users. The purpose of this study is to identify a set of AI tools for planning and implementing PR campaigns, taking into consideration the use of neural resources to optimize and simplify communication processes. The research describes key tools, such as branding, engagement and popularity indices, news stories, text releases, and the detection of negativity, which become automated due to the introduction of new technologies in communication activities. The author examines the aspects, effects, and results of using artificial intelligence on the example of the Eurasian information space, with a focus on the communication field of Kazakhstan. The paper concludes that the specific impact of AI on the progress of Public Relations lies in the latter becoming more technology-intensive. The PR industry is moving to a new level of operation by organizing digital flows and personalizing content with the constant use of automated prioritization systems under human control.
References
Список литературы
Алгалиева Г., Шалкарбек А. 2024. Искусственный интеллект как фактор трансформации в PR, маркетинге и медиапространстве. Российская школа связей с общественностью, 33: 10–27. DOI: 10.24412/2949-2513-2023-33-10-27
Глазова Л.И., Лузгина А.Д., Пугачевский А., Кочетова А.Н, Фейзуллов Д., Чиж А.В., Виноградов М.Ю. 2024. Искусственный интеллект как эффективный инструмент коммуникаций. Российская школа связей с общественностью, 33: 48–65. DOI: 10.24412/2949-2513-2023-33-48-65
Дзялошинский И. 2022. Цифровая и сетевая культура в системе современного общества. В кн.: PR и СМИ в Казахстане. – Қазақстандағы PR және БАҚ: ғылыми еңбектер жинағы. Под ред.
Л.С. Ахметовой. Вып. 23. Алматы, Қазақ университеті: 12–30. URL: https://bolshoy-altay.asu.ru/upload/iblock/ff8/uslwrdt86ef0883x7gvnue4ov59csbwe/30.11.22._-AkhmetovaL_PR-i-SMI_23-izdanie.pdf (дата обращения: 05.06.2025).
Зимина Л.О., Сваровская Е.Б. 2024. К вопросу об эффективности использования нейросетей в рекламной коммуникации. Мир науки, культуры, образования, 4(107): 388–390. DOI: 10.24412/1991-5497-2024-4107-388-390
Киричук Д.А. 2025. Цифровая трансформация медиапространства: новые вызовы и возможности для политической коммуникации в эпоху социальных медиа. Мировая политика, 1: 48–55. DOI: 10.25136/2409-8671.2025.1.73805
Куртяник В.В. 2024. Технологии искусственного интеллекта в связях с общественностью: перспектив применения. Международный журнал гуманитарных и естественных наук,
–1(93): 159–161. DOI: 10.24412/2500-1000-2024-6-1-159-161
Меньшиков П.В., Матасова О.В. 2022. Специфика технологий PR в условиях четвертой промышленной революции. Вопросы национальных и федеративных отношений, 12(4(85)): 1307–1323. DOI: 10.35775/PSI.2022.85.4.024
Морозова А., Попова С. 2021. Феномен искусственного интеллекта в современной науке: понятие, векторы и проблемы применения в сфере медиа. Знак: проблемное поле медиаобразования. 4(42): 41–52. DOI: 10.47475/2070-0695-2021-10405
Никитин А.А. 2023. Цифровые инструменты PR Tech в деятельности специалиста по связям с общественностью. Вопросы медиабизнеса, 2(2): 5–9. DOI: 10.24412/3034-1930-2023-0090
Платонова А.В., Демидов И.А. 2024. Использование технологий нейросетей для составления
PR-текстов. МедиаVector, 11: 70–73.
Рубцова Н.В. 2024. Нейросети в медиа: возможности, проблемы, перспективы для будущих медиаспециалистов. Вопросы теории и практики журналистики, 13(1): 156–171. DOI: 10.17150/2308-6203.2024.13(1).156-171
Фомин С.Н. 2024. Влияние искусственного интеллекта на рекламу и связи с общественностью. Научный Лидер, 20(170): 13–15.
Эль-Тигани Авад I. A. 2024. Реальность использования ChatGPT в исследованиях медиа для студентов, ученых и практиков. Вестник Казахского национального университета. Серия журналистики, 74(4): 4–18. DOI: 10.26577/HJ.2024.v74.i4.1
Юрчихина В.А. 2024. Коммуникативные технологии в рекламе и PR: современные тренды и перспективы. Научный аспект, 5(31): 4151–4155.
Яблонских А.В. 2024. Влияние искусственного интеллекта на работу специалистов по коммуникациям. Социально-гуманитарное обозрение, 1: 22–27.
Секей Ж., Хибадуллина А.С., Сағындыққызы Г. 2025. Ақпараттық кеңістіктегі нейрондық желілер: медиалық мүмкіндіктер, мәселелері мен болашағы. – Нейронные сети в информационном пространстве: возможности, проблемы и перспективы для медиа. Л.Н. Гумилев атындағы Еуразия ұлттық университетінің хабаршысы. Журналистика сериясы. – Вестник Евразийского национального университета имени Л.Н. Гумилева. Серия: Журналистика, 151(2): 162–175. DOI: 10.32523/2616-7174-2025-151-2-162-175
Bai H. 2022. Social Public Opinion Communication and Network Legal Management Based on Artificial Intelligence Cognitive Wireless Network. Mobile Information Systems, 1: 1127931. DOI: 10.1155/2022/1127931
Christensen E., Anderson R. 2025. To hasten slowly: The Prudence of Slow Al Implementation in public relation. Public Relation Review, 51(2): 102557. DOI: 10.1016/j.pubrev.2025.102557
Geneviève D. 2024. Artificial Intelligence: Opportunities and Challenges for Public Administration. Canadian Public Administration. 67(3): 388–406. DOI: 10.1111/capa.12580
Lei L. 2022. Emergency Information Communication Structure by Using Multimodel Fusion and Artificial Intelligence Algorithm. Computational Intelligence and Neuroscience, 1: 3029039. DOI: 10.1155/2022/3029039
Ragnedda M., Gladkova A. 2020. Understanding Digital Inequalities in the Global South. In: Digital Inequalities in the Global South. Eds. M. Ragnedda, A. Gladkova. Palgrave Macmillan Cham:
–30. DOI: 10.1007/978-3-030-32706-4_2
Semenov V.P., Yakovlev A.I., Myalenka V.Yu., Meshcheryakov D.E. 2022. Artificial Intelligence in the Media Industry (on the Minds of AI2Media). In: Proceedings of 2022 25th International Conference on Soft Computing and Measurements, SCM 2022 (St. Petersburg, May 25–27, 2022).
St. Petersburg, Institute of Electrical and Electronics Engineers Inc.: 229–232. DOI: 10.1109/SCM55405.2022.9794879
Wen L., Lin W., Guo M. 2022. Study on Optimization of Marketing Communication Strategies in the Era of Artificial Intelligence. Mobile Information Systems, 1: 1604184. DOI: 10.1155/2022/1604184
Wu X., Liu S. 2022. The System of the Dissemination Characteristics of Internet Public Opinion Big Data Based on Artificial Intelligence. Wireless Communications and Mobile Computing, 1: 2370745. DOI: 10.1155/2022/2370745
Zenni R.D., Andrew N.R. 2023. Artificial Intelligence text generators for overcoming language barriers in ecological research communication. Austral Ecology, 48(7): 1225–1229. DOI: 10.1111/aec.13417
References
Algaliyeva G.S., Shalkarbek A. Artificial Intelligence as a Factor of PR, Marketing and Media Space Transformation. Rossiiskaya shkola svyazei s obshchestvennost'yu, 33: 10–27. DOI: 10.24412/2949-2513-2023-33-10-27
Glazova L., Luzgina A., Pugachevsky A., Kochetova A., Feyzullov D., Chizh A., Vinogradov M. 2024. Artificial Intelligence as an Effective Communication Tool. Rossiiskaya shkola svyazei
s obshchestvennost'yu, 33: 48–65. DOI: 10.24412/2949-2513-2023-33-48-65
Dzyaloshinsky J. 2022. Digital and network culture in the system of modern society. In: PR и СМИ в Казахстане. – Қазақстандағы PR және БАҚ: ғылыми еңбектер жинағы [PR and mass media in Kazakhstan. – PR genre in Kazakhstan BAK: scientific winner]. Ed. L.S. Akhmetova. Iss. 23. Almaty, Publ. Қazaқ universitetі: 12–30. URL: https://bolshoy-altay.asu.ru/upload/iblock/ff8/uslwrdt86ef0883x7gvnue4ov59csbwe/30.11.22._-AkhmetovaL_PR-i-SMI_23-izdanie.pdf (accessed: June 5, 2025)
Zimina L.O., Swarovskaya E.B. 2024. On the Issue of the Effectiveness of Using Neural Networks in Advertising Communication. Mir Nauki, Kul'tury, Obrazovaniya, 4(107): 388–390 (in Russia). DOI: 10.24412/1991-5497-2024-4107-388-390
Kirichuk D.A. 2025. Tsifrovaya transformatsiya mediaprostranstva: novye vyzovy i vozmozhnosti dlya politicheskoi kommunikatsii v epokhu sotsial'nykh media [Digital Transformation of the Media Space: New Challenges and Opportunities for Political Communication in the Age of Social Media]. Mirovaya politika, 1: 48–55. DOI: 10.25136/2409-8671.2025.1.73805
Kurtyanik V.V. 2024. Artificial Intelligence Technologies in Public Relations: Application Prospects. International Journal of Humanities and Natural Sciences, 6–1(93): 159–161 (in Russia). DOI: 10.24412/2500-1000-2024-6-1-159-161
Menshikov P.V., Matasova O.V. 2022. The Specifics of PR Tools and Techniques in the Context of the Fourth Industrial Revolution. Voprosy natsional'nykh i federativnykh otnoshenii, 12(4(85)):
–1323. DOI: 10.35775/PSI.2022.85.4.024
Morozova A., Popova S. 2021. Fenomen iskusstvennogo intellekta v sovremennoj nauke: ponyatie, vektory i problemy primeneniya v sfere media [The phenomenon of artificial intelligence in modern science: concept, vectors, and challenges in the media industry]. Znak: problemnoe pole mediaobazovaniya. 4(42): 41–52. DOI: 10.47475/2070-0695-2021-10405
Nikitin A.A. 2023. Digital PR Tech tools in the activities of a public relations specialist. Issues of Media Business, 2(2): 5–9 (in Russia). DOI: 10.24412/3034-1930-2023-0090
Platonova A.V., Demidov I.A. 2024. Ispol'zovanie tekhnologii neirosetei dlya sostavleniya PR-tekstov [Using neural network technologies for composing PR texts]. MediaVector, 11: 70–73.
Rubtsova N.V. 2024. Neural Networks in Media: Opportunities, Problems, Prospects for Future Media Specialists. Theoretical and Practical Issues of Journalism, 13(1):156–171 (in Russian). EDN: XGCNOY. DOI: 10.17150/2308-6203.2024.13(1).156-171
Fomin S.N. 2024. The Impact of Artificial Intelligence on Advertising and Public Relations. Nauchnyi Lider, 20(170): 13–15.
El-Tigani Awad I.A. 2024. The Reality of using the ChatGPT in researching media, applied to students, researcher and practitioners. Herald of Journalism, 74(4): 4–18 (in Russia). DOI: 10.26577/HJ.2024.v74.i4.1
Yurchikhina V.A. 2024. Kommunikativnye tekhnologii v reklame i PR: sovremennye trendy i perspektivy [Communication technologies in advertising and PR: modern trends and prospects]. Nauchnyi aspekt, 5(31): 4151–4155.
Yablonskih A.V. 2024. The Impact of Artificial Intelligence on the Work of Communications Specialists. Sotsial'no-gumanitarnoe obozrenie, 1: 22–27.
Sekey Zh., Khibadullina A., Sagyndykkyzy G. 2025. Neural networks in the information space: opportunities, challenges and perspectives for media. Bulletin of L.N. Gumilyov Eurasian National University. Journalism Series, 151(2): 162–175 (in Kazakhstan). DOI: 10.32523/2616-7174-2025-151-2-162-175
Bai H. 2022. Social Public Opinion Communication and Network Legal Management Based on Artificial Intelligence Cognitive Wireless Network. Mobile Information Systems, 1: 1127931.
Christensen E., Anderson R. 2025. To hasten slowly: The Prudence of Slow Al Implementation in public relation. Public Relation Review, 51(2): 102557. DOI: 10.1016/j.pubrev.2025.102557
Geneviève D. 2024. Artificial Intelligence: Opportunities and Challenges for Public Administration. Canadian Public Administration. 67(3): 388–406. DOI: 10.1111/capa.12580
Lei L. 2022. Emergency Information Communication Structure by Using Multimodel Fusion and Artificial Intelligence Algorithm. Computational Intelligence and Neuroscience, 1: 3029039.
Ragnedda M., Gladkova A. 2020. Understanding Digital Inequalities in the Global South. In: Digital Inequalities in the Global South. Eds. M. Ragnedda, A. Gladkova. Palgrave Macmillan Cham:
–30. DOI: 10.1007/978-3-030-32706-4_2
Semenov V.P., Yakovlev A.I., Myalenka V.Yu., Meshcheryakov D.E. 2022. Artificial Intelligence in the Media Industry (on the Minds of AI2Media). In: Proceedings of 2022 25th International Conference on Soft Computing and Measurements, SCM 2022 (St. Petersburg, May 25–27, 2022).
St. Petersburg, Institute of Electrical and Electronics Engineers Inc.: 229–232. DOI: 10.1109/SCM55405.2022.9794879
Wen L., Lin W., Guo M. 2022. Study on Optimization of Marketing Communication Strategies in the Era of Artificial Intelligence. Mobile Information Systems, 1: 1604184. DOI: 10.1155/2022/1604184
Wu X., Liu S. 2022. The System of the Dissemination Characteristics of Internet Public Opinion Big Data Based on Artificial Intelligence. Wireless Communications and Mobile Computing, 1: 2370745.
Zenni R.D., Andrew N.R. 2023. Artificial Intelligence text generators for overcoming language barriers in ecological research communication. Austral Ecology, 48(7): 1225–1229. DOI: 10.1111/aec.13417
Abstract views: 0
Share
Published
How to Cite
Issue
Section
Copyright (c) 2025 Александр Викторович Рожков
This work is licensed under a Creative Commons Attribution 4.0 International License.
