Employment of Public Relations Practitioners of Artificial Intelligence Tools in Managing Digital Platforms in government ministries in the Kingdom of Saudi Arabia

Alzayed, Asraa

doi:10.21608/jsb.2025.382038.1918

Employment of Public Relations Practitioners of Artificial Intelligence Tools in Managing Digital Platforms in government ministries in the Kingdom of Saudi Arabia

Document Type : Original Article

Author

Asraa Alzayed

Imam Mohammad Ibn Saud Islamic University (IMSIU)

10.21608/jsb.2025.382038.1918

Abstract

The study aimed to reveal the employment of artificial intelligence tools in managing digital platforms in government ministries in the Kingdom of Saudi Arabia, the theoretical framework of the study relied on the Technology Acceptance Model (TAM) to explore the acceptance of public relations practitioners towards the use of artificial intelligence in public relations activities through a field study targeting a set of axes. The study concluded that public relations practitioners in Saudi institutions have a high acceptance of employing artificial intelligence, and the most used tool currently is the program "Chat Gpt." The study's results did not show any statistically significant differences between the age variable and the use of artificial intelligence in daily public relations activities, indicating an acceptance of the inevitability of these technologies entering the public relations industry across different age groups

Keywords

Main Subjects

Public relations

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