هوش مصنوعی و آینده روابط عمومی: قوت‌ها، ضعف‌ها، تهدیدها و فرصت‌ها

The purpose of this research is to identify the threats and opportunities of using artificial intelligence in the future of public relations. For this purpose, this topic is presented in the form of two parts; The first part deals with what artificial intelligence is, and the second part analyzes the threats and opportunities of using artificial intelligence in public relations, using the documentary method and scientific documents with the descriptive phishing technique. The findings of the research indicate that the future of public relations by equipping artificial intelligence tools promises significant improvements in this field; PR brokers use artificial intelligence to measure and analyze data, which will be cost-effective in time and cost. Artificial intelligence empowers people in organizations to use its transformative capabilities to achieve greater efficiency in various areas; But the threats of using artificial intelligence is that artificial intelligence does not have the ability to communicate with humans, which is very important for successful public relations. In conclusion, it can be said that the achievement of intelligent public relations and the use of artificial intelligence in public relations activities requires the removal of existing damages in the field of public relations in order to use artificial intelligence in the future, and to achieve such a position requires the use of aggressive strategies rather than using internal strengths. He made maximum use of foreign opportunities. Emphasizing this, it seems that the public relations of any organization is interested in always being in this position to be able to make the most of external opportunities and events by taking advantage of internal strengths. In the meantime, increasing digital knowledge and information literacy of public relations agents is a key element.