CHALLENGES AND OPPORTUNITIES OF AI IN MODERN PUBLIC RELATIONS: A CRITICAL PERSPECTIVE AND SUSTAINABLE PRACTICES
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Abstract
This article explores the role of artificial intelligence (AI) in public relations (PR), focusing on both the opportunities and ethical challenges arising from its use in areas such as content creation, audience analysis, and crisis communication. The study is based on in-depth interviews with twelve PR professionals from Thai and international organizations in Bangkok, each with more than five years of experience in the field. The findings reveal that while AI can enhance efficiency, particularly in predictive insights and real-time engagement, several ethical concerns remain. These include algorithmic bias, lack of transparency, privacy risks, and the absence of emotional and cultural sensitivity. Participants emphasized that AI should be used to support, not replace, human expertise. They recommended that ethical AI practices in PR should prioritize transparency, fairness, data protection, and human oversight to ensure responsible communication and maintain public trust.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้ ไม่ใช่ความคิดเห็นและความรับผิดชอบของผู้จัดทำ บรรณาธิการ กองบรรณาธิการ และคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี ความรับผิดชอบด้านเนื้อหาและการตรวจร่างบทความแต่ละเรื่องเป็นความคิดเห็นของผู้เขียนบทความแต่ละท่าน
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