Evaluation of Artificial Intelligence in Contemporary Public Relations Practice in Nigeria

Artificial Intelligence, shortly known as ‘AI’ has taken a vast shape technologically purposely to help
humans in carrying out programed functions in place of human efforts. Available studies suggest
that AI has transformed the way public relations professionals communicate with their audiences,
enabling them to offer more focused and customized information, analyze data more effectively,
and respond to issues and crises more efficiently. Its services are notable in the areas of media
evaluation, tracking, reporting, content development, social media management, and crisis and
campaign response. The study was to properly evaluate the roles that AI plays in modern public
relations (PR), look at the consequences of AI in PR now, and ascertain extent AI is being used in PR
today in Nigeria. Survey research approach helped in gathering data. Findings suggest that AI was
helpful to the PR practitioners to some extent. The results also acclaim that the Nigerian PR
practitioners were using chatbots to provide timely customer care information needs, enhance
relationships with customers, and efficiently handle large datasets. Based on this, the researchers
conclude that PR experts in Nigeria should keep an eye on AI developments, stimulate the
integration of people and businesses.

Keywords: Evaluation, Artificial Intelligence, Contemporary Public Relations, Practice, Nigeria