Exploring the Landscape: Generative AI Adoption Among Central and Eastern European PR Professionals

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Exploring the Landscape: Generative AI Adoption Among Central and Eastern European PR Professionals

Popis výsledku v původním jazyce

Despite a general optimism among public relations (PR) professionals toward technology, often referred to as &quot;cheerleading&quot; 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&apos; 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.

Název v anglickém jazyce

Exploring the Landscape: Generative AI Adoption Among Central and Eastern European PR Professionals

Popis výsledku anglicky

Despite a general optimism among public relations (PR) professionals toward technology, often referred to as &quot;cheerleading&quot; 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&apos; 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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50802 - Media and socio-cultural communication

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2025

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

International Journal of Strategic Communication

ISSN

1553-118X

e-ISSN

1553-1198

Svazek periodika

19

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

16

Strana od-do

324-339

Kód UT WoS článku

001377675100001

EID výsledku v databázi Scopus

2-s2.0-105001834308