Artificial Intelligence in Digital Public Relations: A Delphi Study

Authors : Ibrahim Çataldaş, Ebru Özgen

Pages : 84-103

Doi:10.32739/etkilesim.2023.6.12.215

View : 257 | Download : 259

Publication Date : 2023-10-27

Article Type : Research Paper

Abstract :Digitalization, which started in the 1950s and accelerated after the 2000s, has brought many new technologies. Artificial intelligence is one of these technologies and it has put the field of public relations into a new transformation process. Today, artificial intelligence is used in some tasks in digital public relations; however, the role of artificial intelligence in the future of digital public relations still remains a mystery. In this study, artificial intelligence is discussed in the context of digital public relations. For this reason, the main purpose of this study is to identify new technologies and trends that may affect the future transformation of public relations. In accordance with the purpose of the study, expert opinions were used by applying the delphi technique in the research part. In the first round of this research, which consists of two rounds, it was tried to obtain as many views as possible on the research topic. In the second round of the research, the points on which the experts agreed and disagreed were determined. As a result of the research, experts agreed on 55 of 59 opinions and did not agree on 4 of them. Depending on the findings of the research, it is possible to say that digital public relations activities in the future will be based on human and artificial intelligence cooperation.
Keywords : Dijital Halkla İlişkiler, Yapay Zekâ, Delphi Tekniği