Author
Chidiebere, Adaolisa Ucha.
Department of Mass Communication,
Ebonyi State University,Abakaliki.
https://orcid.org/0009-0007-8742-939X
chidiebere.adaolisa@ebsu.edu.ng
+2348030711359
Abstract
This study examined the implications of Artificial
Intelligence (AI) for the future of public relations
practice in Nigeria, focusing on the opportunities, ethical
challenges and professional implications associated with
its adoption. The study adopted a qualitative
documentary research design based entirely on
secondary data obtained from peer-reviewed journal
articles, scholarly publications, professional documents,
policy reports and other credible sources published
primarily between 2016 and 2026. The data were
analyzed thematically in line with the objectives of the
study. Findings indicate that AI presents significant
opportunities for improving efficiency, content creation,
media monitoring, audience analysis, sentiment analysis,
crisis communication and strategic decision-making in
public relations. However, its adoption also presents
ethical challenges relating to misinformation, accuracy,
transparency, accountability, privacy, intellectual property, authorship, algorithmic bias and
overdependence on automated systems. The study
further found that AI is changing the competencies
expected of PR practitioners, creating a growing need for
AI literacy, data interpretation, content verification,
digital ethics and human-AI collaboration. The study
concludes that AI should not be viewed as a replacement
for PR practitioners but as a tool for professional
augmentation, with human judgement, ethical
responsibility and strategic decision-making remaining
central to effective public relations practice. It
recommends continuous AI-focused professional
development, the development of clear organizational
and professional guidelines for ethical AI use, and the
integration of AI into PR practice in ways that preserve
human accountability and public trust.
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