Exploring the Landscape: Generative AI Adoption Among Central and Eastern European PR Professionals
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11230%2F25%3A10494567" target="_blank" >RIV/00216208:11230/25:10494567 - isvavai.cz</a>
Result on the web
<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=G6AncK-2_D" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=G6AncK-2_D</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1080/1553118X.2024.2436542" target="_blank" >10.1080/1553118X.2024.2436542</a>
Alternative languages
Result language
angličtina
Original language name
Exploring the Landscape: Generative AI Adoption Among Central and Eastern European PR Professionals
Original language description
Despite a general optimism among public relations (PR) professionals toward technology, often referred to as "cheerleading" by Bourne (2019), the industry has yet to fully integrate AI tools into daily practices. While global and regional bodies have initiated surveys focused on agencies, there is a lack of micro-level data examining the nuances of AI adoption, barriers, and reservations within the field. This research aims to systematically explore AI adoption within the Central and Eastern European (CEE) PR sector. A survey conducted in early 2024 gathered responses from 200 PR professionals in the Czech Republic, Slovakia, and Poland. Anchored in Rogers' Diffusion of Innovation Theory and the Global Capability Framework, the study identifies PR activities that have advanced to the Confirmation stage and those still hesitating in the Decision stage. Key drivers such as trust, timesaving, and cost-saving benefits were found to significantly influence adoption. Comparison with global data reveals differences in AI adoption within CEE, particularly in the use of generative AI based on large language models, which are predominantly developed in English. This language disparity impacts tasks such as text generation, sentiment analysis, and community management. The study contributes to a deeper understanding of AI adoption in the PR profession, especially in non-English-speaking countries.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50802 - Media and socio-cultural communication
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
International Journal of Strategic Communication
ISSN
1553-118X
e-ISSN
1553-1198
Volume of the periodical
19
Issue of the periodical within the volume
2
Country of publishing house
US - UNITED STATES
Number of pages
16
Pages from-to
324-339
UT code for WoS article
001377675100001
EID of the result in the Scopus database
2-s2.0-105001834308