Application of artificial intelligence in the organization of public relations work
Summary
The application of artificial intelligence in public relations work arises from the new challenges created by technological progress. Especially in the last ten years, a noticeable change has been observed in this sphere. Terms and concepts such as big data, machine learning, personalized chatbots, and spatial intelligence have become integral to corporate communication and are rapidly integrating into public relations. The article examines the directions in which artificial intelligence is applied in public relations. In particular, artificial intelligence tools are widely used in data analysis, forecasting, content creation, crisis management, multimedia product development, and communication with the target audience. In addition, the article explores new trends in establishing relations with the public through social media platforms and examines the possibilities of artificial intelligence in studying user opinions in advertising and marketing activities. Reports from international research centers in this field were presented, and classifications were made according to various indicators. Along with the advantages of artificial intelligence, the features that are lacking or need improvement were also explored. In general, it can be concluded that although artificial intelligence can simulate human consciousness, there is still no serious reason to believe it will completely replace it.