A New Era in The Evolution of PR: Exploring the role of AI in relationship-building and communication

Abstract

The aim of this study is to explore how artificial intelligence (AI) is currently transforming communication and relationship-building in the public relations (PR) industry. This is done through six qualitative interviews with PR professionals from different agencies. The study looks at how AI affects trust, authenticity and communication in daily work. The findings reveal that AI is being used as a tool that enhances ideas, content and research. It is rarely seen as a replacement for human expertise. It is evident that attitudes toward AI varies depending on generations and this is influencing how openly it is discussed and used. The study also shows tensions between automation and authenticity, especially in sensitive client work. By employing Principal-Agent Theory, Communication Theory and Service-Dominant Logic, the thesis argues that AI’s value lies not in automation, but in how well it is embedded in relational and co-creative practices. Therefore, the study offers insights into how PR practitioners can integrate AI while preserving the emotional foundations of their work.