Proceedings of the 4th International Conference of Research on Language 2025 (IROLE 2025)

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University Students’ Adoption and Perceptions of AI Tools in Public Relations Content Writing

Authors
Nabilla Kusuma Vardhani1, *, Andri Handayani1, Bendina Morezky1
1Universitas Gadjah Mada, Yogyakarta, Indonesia
*Corresponding author. Email: nabilla.kusuma.v@ugm.ac.id
Corresponding Author
Nabilla Kusuma Vardhani
Available Online 28 April 2026.
DOI
10.2991/978-2-38476-563-8_24How to use a DOI?
Keywords
Artificial Intelligence; University Students; PR Content Writing
Abstract

Artificial intelligence (AI) has emerged as a transformative tool across professional domains, including the generation of text-based content such as public relations (PR) materials. In academic settings, students are increasingly leveraging AI as a resource for discussion and assignment completion. This study aims to explore the integration and utilization of AI in the production of PR content texts among public relations major students. Employing a qualitative approach, this research seeks to understand the nuanced ways students incorporate AI into their creative and strategic PR content production processes. Data were collected through surveys designed to analyze differences in students’ perceptions, applications, needs, and adherence to regulations regarding AI use in the field. The findings offer critical insights into the potential benefits and inherent challenges of AI utilization within public relations education, highlighting key implications for developing student competencies in the rapidly evolving digital era.

Copyright
© 2026 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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Volume Title
Proceedings of the 4th International Conference of Research on Language 2025 (IROLE 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
28 April 2026
ISBN
978-2-38476-563-8
ISSN
2352-5398
DOI
10.2991/978-2-38476-563-8_24How to use a DOI?
Copyright
© 2026 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.

Cite this article

risenwbib
TY  - CONF
AU  - Nabilla Kusuma Vardhani
AU  - Andri Handayani
AU  - Bendina Morezky
PY  - 2026
DA  - 2026/04/28
TI  - University Students’ Adoption and Perceptions of AI Tools in Public Relations Content Writing
BT  - Proceedings of the 4th International Conference of Research on Language 2025 (IROLE 2025)
PB  - Atlantis Press
SP  - 321
EP  - 332
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-563-8_24
DO  - 10.2991/978-2-38476-563-8_24
ID  - Vardhani2026
ER  -