INFLUENCE OF ARTIFICIAL INTELLIGENCE ON PUBLIC RELATIONS IN NIGERIA

Abstract: This study explores the influence of Artificial Intelligence on public relations practices in Nigeria, employing a cross-sectional survey research method. The theoretical framework underpinning this research is the Diffusion of Innovations theory, which explains how new ideas and technologies spread within a society. Data were collected using a structured questionnaire, distributed to PR professionals in Lagos Nigeria. The questionnaire aimed to capture insights into the extent of Ai adoption, perceived benefits, and challenges associated with integrating Ai into PR practices. Data collection was conducted through face to face channel to ensure a diverse and representative sample. The collected data were analyzed using descriptive statistics, providing a comprehensive overview of current trends and attitudes towards Ai in the PR industry. The major findings indicate that while Ai is increasingly recognized as a valuable tool in enhancing PR efforts such as in content creation, media monitoring, and audience analysis its adoption is still in the early stages. Significant barriers include lack of awareness, technical expertise, and financial constraints. Despite these challenges, the majority of respondents expressed optimism about the potential of Ai to transform PR practices in Nigeria. The study recommended that there is a the need for targeted training programs to improve Ai literacy among PR professionals, increased investment in Ai technologies, and fostering partnerships between Ai developers and PR firms to facilitate smoother integration of Ai tools. Also, future research should explore longitudinal impacts of Ai on PR practices and investigate sector-specific Ai applications in more depth.

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