Exploring The Utilization of AI Tools for Public Relations (PR) Activities: A Case of Selected PR Practitioners in Nairobi, Kenya

Abstract

This study examines the adoption of artificial intelligence (AI) tools among public relations (PR) practitioners in Nairobi, with a focus on identifying the predominant technologies, their use in PR activities, and the challenges influencing their adoption. Rooted in the Technology Acceptance Model, the research explores practitioners’ attitudes, perceptions, and readiness towards AI integration in PR practice. Employing a qualitative design, data were collected through semi-structured interviews with PR professionals from both public and private sectors and analyzed thematically to uncover patterns of AI use, impact, and limitations. Findings reveal that platforms such as ChatGPT, Meltwater, and Talkwalker are predominantly used for media monitoring, content creation, and analytics, significantly improving efficiency and strategic decision-making. Nonetheless, full exploitation of AI benefits remains hindered by infrastructural deficits, technical skill shortages, ethical concerns, and reliance on foreign data-hosting platforms posing privacy risks. The selective adoption underscores the need for localized capacity building, robust data governance, and contextually appropriate AI adaptation. By situating AI adoption within a developing economy’s PR landscape, this study contributes to the growing literature on digital transformation in public relations and offers actionable insights for enhancing AI integration in Kenya’s PR.