Reflexões sobre inteligência artificial e a área de relações públicas

Abstract

The rise of artificial intelligence technologies has generated debate about their impact on the social, cultural, and economic spheres. This paper aims to investigate the perceptions of Public Relations professionals in the face of the growing use of artificial intelligence tools, with the goal of understanding their views on the impacts of using Artificial Intelligence tools on the job market in the field of communication. The process included drafting a history of artificial intelligence and the public relations profession, identifying automated tasks, and reflecting on how these innovations influence the Public Relations job market. Additionally, the adopted methodology is exploratory and qualitative, utilizing the intuitive and monographic methods. The research is socially justified as it studies changes that affect culture, the economy, and sociability, especially in the context of technological innovations. Furthermore, the perception of Public Relations professionals is fundamental to understanding how organizations act in the face of these advances, as well as related ethical aspects. The first section of the paper looks at the historical development of AI, from its emergence to today's advances, including generative technologies and ethical concerns. This contextualization serves as a reference for understanding the future prospects of AI in communication and Public Relations. Secondly, the research contextualizes the evolution of Public Relations over time, exploring its historical and theoretical basis. It highlights the flexibility of the profession and its potential for adaptation, suggesting the integration of emerging technologies. The third part deals with the perceptions of PR professionals in relation to the aforementioned impacts. The paper proposes a discussion on the need to adapt, evidenced by the analysis of publications by PR leaders on LinkedIn, revealing different approaches to the subject. Finally, the concluding remarks underscore both the positive perspectives and challenges for PR professionals amidst the rise of AI. While technological advances present opportunities for innovation and adaptation, the findings of the study suggest a certain hesitancy among professionals to fully embrace emerging technologies.