Изкуственият интелект в PR. Трансформации на комуникационните стратегии и кампании
Artificial Intelligence in PR: Transformations of Communication Strategies and Campaigns

Summary/Abstract: This article examines the transformative impact of artificial intelligence in the field of public relations, specifically within the context of communication strategies and campaign execution. With the increasing integration of AI-based technologies, such as machine learning algorithms, data analysis software, audience targeting, and real-time monitoring, PR practices have evolved significantly. AI enables communication specialists to streamline repetitive tasks, en-hance audience targeting, and optimise content creation and management. However, the arti-cle also explores the ethical challenges posed by AI, including issues of authenticity, transpar-ency, and data privacy. By summarising recent studies, reports from professional organisations, and case analyses, the article highlights AI's dual role in boosting PR efficiency and presenting ethical challenges for the profession.

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