Challenges and Prospects on Artificial Intelligence Adoption Among Malaysian Public Relations Practitioners

DOI

10.2991/978-94-6463-756-4_5How to use a DOI?

Keywords

digital communication; communication; IR4.0

Abstract

The rise of the Industry 4.0 revolution has greatly impacted the Communication and media sector. The adaptation of artificial intelligence among public relations practitioners in Malaysia has shown an interesting phenomenon to study. Accordingly, this study seeks to explain the phenomenon and challenges of AI among public relations practitioners. A total of 12 public relations practitioners were interviewed and data were analysed using thematic analysis technique. Generally, AI has been practiced in public relations. However, individual skills, ethics, organisational and financial policies, and infrastructure were found to become the obstacles. In addressing those challenges, some suggestions are proposed to increase support for AI adaptation for public relations practitioners.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Mohd Khairie Ahmad
AU  - Rabi‘Atul Adawiyah Ismail
AU  - Leila Mona Ganiem
PY  - 2025
DA  - 2025/05/29
TI  - Challenges and Prospects on Artificial Intelligence Adoption Among Malaysian Public Relations Practitioners
BT  - Proceedings of the 9th International Conference on Communication and Media (i-COME 24)
PB  - Atlantis Press
SP  - 46
EP  - 52
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-756-4_5
DO  - 10.2991/978-94-6463-756-4_5
ID  - Ahmad2025
ER  -