In the transition from public relations to digital public relations artificial intelligence and its assistants

This thesis study examines the use of artificial intelligence and digital assistants in the field of public relations during the digitalization process. With the acceleration of digital transformation, public relations practices have also been affected by new communication technologies, and this has brought to the agenda the use of innovative tools that support strategic planning in the field. Artificial intelligence-based applications are increasingly preferred in institutions, agencies and companies in order to make public relations activities more efficient and effective. In particular, the integration of artificial intelligence assistants, which are a product of human-technology interaction, into business processes is considered a remarkable development. In this context, the aim of the research is to determine the areas of use of artificial intelligence and digital assistants in public relations practices and to examine the effects of these technologies on the sector. The limited number of studies on the subject in the literature reveals the originality and necessity of the research.