Artificial Intelligence in Digital Public Relations: A Delphi Study

• Published in: Etkileşim Vol. 6; no. 12; pp. 84 - 103
• Main Authors: Çataldaş, İbrahim, Özgen, Ebru
• Format: Journal Article
• Language: English
• Published: Üsküdar University 01.10.2023
• Subjects: artificial intelligence; delphi technique; digital public relations
• ISSN: 2636-7955; 2636-8242
• DOI: 10.32739/etkilesim.2023.6.12.215

Digitalization has brought many new technologies. One of these technologies is artificial intelligence, which has started a new change process in public relations. Some digital public relations duties are currently being performed using artificial intelligence, but it is still unclear what role this technology will play in the field's future. In this study, artificial intelligence is discussed in the context of digital public relations. In this vein, the primary purpose of this study is to identify new technologies and trends that may affect the future transformation of public relations. According to the purpose of the study, expert opinions were used by applying the Delphi technique in the research part. The goal of the first round of this research, which consists of two rounds, was to gather as many opinions as possible from participants on the study's subject. In the second round of the research, the points on which the experts agreed and disagreed were determined. As a result of the research, experts agreed on 55 of 59 opinions and did not agree on 4. Depending on the findings of the research, digital public relations activities in the future will likely be based on human and artificial intelligence cooperation.